In today’s digital world, staying relevant is harder than ever. Constant updates and new releases cycle so quickly that it’s nearly impossible for brands to keep up with the latest trends and insights. So much of what people search for, read about, share, watch, and listen to can be found online…which means staying present requires constant vigilance. The good news is that staying relevant doesn’t just require continuous awareness-it also requires strategic data-driven action! If you operate a small brand or an enterprise business, growing your brand presence is easier said than done. But with a little creativity and a lot of patience, even the most niche verticals can grow their audience base over time.
A word on metrics
Much of the marketing confusion stems from a lack of transparency. It can be difficult to decipher the difference between “metrics” and “guesswork” when it comes to determining the health of your brand. In short, metrics are facts and figures that can tell you exactly where you are right now. And guesswork? It’s the stuff that makes up that “what if” scenario you often dream about. This is why it’s important to know the difference.
Defining your audience
Before you begin building content, you’ll want to get to know your audience-who they are, what they want, where they spend their time. This way, you’ll be able to create content that aligns with their interests. Search analytics are a great place to start. You can also use tools like Klout, Google Trends, and SEMrush to get an idea of what your audience is searching for so that you can build content that addresses their needs. For example, if your brand makes yoga pants, you might want to take a look at the keywords people are using to find those pants online. You’ll also want to examine where your audience is reading, sharing, and talking about your brand.
Build content for your audience
Once you’ve got a better idea of who your audience is, it’s time to build content around their needs. No matter what industry you’re in, your audience will always have certain needs and desires that you can address with content. The more you can satisfy these needs, the more likely your audience will keep reading, sharing, and engaging with your brand. While you can always write blog posts, videos, and other types of content, the best place to start is with your blog. This is where you’ll have the most control over the content that you create. You can choose what topics to cover, which pieces of content to feature, and how often you’d like to publish new content. Once you have your blog up and running, it’s time to create your first post! Choose a topic that aligns with one of your audience’s desires. Once you have that idea, use that topic to create content around a specific topic.
Measure and test your efforts
Once you have your first blog post published, you’ll want to measure its success. You can do this by using Google Analytics, or you can use a tool like SEMrush to help you track the number of leads, page views, and more. Once you’ve got a better idea of the content that works for your blog and the types of content that don’t work, it’s time to start testing new strategies. Enter social listening. To build a truly data-driven brand presence, you’ll need to take an active approach to social media listening. This involves actively scanning your social media posts for mentions, comments, and posts from your target audience, no matter where they are posting. This method will help you discover new ways to engage with your audience.
Find growth hacks for your brand presence
As you continue to measure and test your efforts, you’ll want to look for additional growth hacks that can help you grow your audience base. One of the best ways to do this is to experiment with social media ads. Don’t be scared, these aren’t the scary ads you see on TV. Social media ads are simply posts that include branded content, such as images, videos, or other types of content. This content can be anything related to your brand, from the type of yoga gear you make to how-to guides to popular recipes. When creating your ads, make sure that they are relevant and include any keywords you’ve discovered from social media listening. You’ll want to make sure that your ads are interesting enough to get your followers to take notice, but not so interesting that they distraction your followers from their goals.
Marketing isn’t just about shouting from the rooftops and hoping people hear you-it’s about connecting with your audience on a personal level. And the way you do that is by creating engaging content that meets their needs. The key is to keep testing, measuring, and refining your strategies until you find what works for your specific brand. That being said, growing your brand presence takes time and strategy. It’s not a quick-fix process, but with patience, hard work, and some creativity, you can achieve brand growth.