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[Podcast] Part 1: Simple Tactics for Inbound Brand Awareness

Episode Introduction

How do you build a great brand that people talk about and love?

We hear about great companies like Disney and Amazon, but how did they come to be? What strategies did they use? And how can we adopt their methodologies to improve our marketing operations?

I’m your host Colin MacInnis, and THIS is the Marketing Qualified podcast.

Today we’re talking about Brand Awareness and How to Create a Brand that People Actually Talk About.

When starting out on a new business or project, brand awareness plays an incredibly important role.

It’s very difficult to roll out a sales playbook when you haven’t built a meaningful connection with your community.

Imagine if a company you never heard of tried to sell you something. For the sake of this example, let’s assume that you didn’t just ignore their email, and instead decided to click into their website. When you arrive, you see that it’s poorly built, has spelling errors, and looks unprofessional.

As a consumer, you’ve lost your vote of confidence in this business and you’re not sure if you can trust the company.

This is why it’s important to do brand awareness; you need to build a brand people trust and gradually earn your reputation. Once established, THEN you can blend your sales call into the mix.

This might sound like a lot of work, but don’t worry. In this 3-part series, I’m going to share 15 tactics you can use to increase your brand awareness and get people actually talking about your business.

In Part 1, we’ll explore 7 brand awareness tactics for inbound marketing. These are activities you can do to get people naturally talking about you and your business.

In Part 2, we’ll cover items related to outbound brand awareness. Outbound branding involves reaching out to interact and connect with audiences, telling them about your business.

And finally, in Part 3, we’ll review tactics you can use to promote your brand locally. These methods work exceptionally well when your customer base is within your geographic community.

Throughout the series, if you have any questions about the items we review, please get in touch with us via our website, MarketingQualified.com. We’d be happy to walk you through any of the concepts we’ve mentioned in further detail.

Now let’s get started.

1. Write a Monthly Newsletter

Newsletters may seem like a thing of the past, but they’re an easy win for your marketing operations.

Newsletters directly inform your subscribers and community members of the activities you’ve been up to. They also give you an opportunity to share projects you’re working on, completed, and plan to pursue.

Furthermore, if you build a cadence of emailing your community members each month, they’ll be expecting your emails. This will give you a window of opportunity to announce new products and services that are available through your business.

2. Write 2 Blog Posts Per Month

I encourage everybody listening to try blogging (even if it’s just an experiment).

Blogging has been on the decline since media formats like podcasts and video have grown in popularity. Yet, blogging still remains an excellent way to earn brand awareness.

In a way, writing blog posts provide a formal tone to your brand. it may also serve as a mental checkbox for visitors proving that you thoroughly understand your domain of expertise.

Furthermore, you can control the quality of a blog easier than video.

Consider a scenario where you work from home and you want to use video to interact with your audience. Would your home environment affect the quality of your video production? Would the setting and background fit with what your viewers would expect from your brand?

When it comes to blogging, you have full control over the quality of your content. It’s a beautiful advantage to writing.

3. Record 1 Podcast Per Month

Podcasts are an engaging way to discuss topics about your niche. They engage listeners on a deeper level and help connect your brand with consumer emotions.

They’re also a great way to quickly ignite your brand via guest events.

By featuring guest speakers, industry experts, and authorities on niche topics, you’ll be able to grow your network, meet more influential people, and get attention.

When creating content with others, they’ll share it. This helps you quickly build up your audiences, getting more email subscribers, and ultimately, helping grow your brand.

4. Produce 2 YouTube Videos Per Quarter

2 videos per quarter is a realistic target to hit (even if you’re a 1-person company).

From my own experiments with YouTube, there are 2 metrics that matter most:

  1. Average Watch Time (as a percentage), which is impacted by your production quality
  2. Subscriber Growth which is impacted by your consistency to upload fresh, relevant videos

If you post too often, your quality takes a hit. Post too little, and people won’t remember who you are. Be sure to hit the balance.

And a special word to the wise: Don’t do video for the sake of doing video. Figure out how it’s going to fit with your current content operations and provide value to your audience.

Conduct an audit of the videos people are making for your niche. What do you like about them? What do you wish they featured? How could you take a difference angel?

Answer these questions, commit, and proceed with your video marketing strategy.

5. Make Highlight Stories on Instagram to Summarize Content

Interactive content is on the rise. This means people are going to want to watch, click, and touch the content you create.

Have you ever browsed publisher content on Snapchat? Snapchat content features a blend of interactive quotes, titles, text, and visual cues. They also encourage people to tap the screen, answer quizzes, and take screenshots.

You can create a similar experience to this using Instagram Stories and Instagram Highlights.

Instagram Highlights gives brands the ability to create unique experiences on their profile. You can alter your existing blog posts and repurpose them into micro-consumable Highlights.

In all, this helps build a better Customer Experience (CX).

6. Recycle Your Content on Social Media

This old chestnut dates back to the dawn of social media and the emergence of Facebook (yet still very few businesses do it).

Use a social media scheduling tool like Buffer (which is free) to recycle your old content.

You don’t need to pretend that it’s fresh new content, rather you can give it some legs to make it relevant again.

For example, you could phrase your social post like this: “Hey fans, we were looking through our website analytics and noticed a high amount of traffic going to our blog post about [topic]. This blog post features [topic highlights] which help managers achieve [topic benefits]”.

7. Share News & Stories About Your Subscribers

There’s nothing more rewarding than receiving news that your subscribers are achieving success (and that you’ve been part of their journey).

I love telling the story about a friend of mine, Aaron Crispen.

Aaron and I met through a Facebook group. He was looking for advice on his career and I offered the piece of guidance I had (I’m only a few years older than Aaron).

We clicked.

He subscribed to my blog, became a Facebook friend, and followed me on Snapchat. For years we’ve been back and forth with small bits of information, book recommendations, and more.

Aaron eventually went on to start a business with his father called Cumberland Signs & Designs in Somerset, Kentucky.

This news made me incredibly happy. I immediately hopped online and shared thanks to Aaron for being a part of my blog community and staying connected over the years.

But sharing his news achieved something else.

Skeptical followers saw the news I shared and were impressed. They weren’t sure how real I was as a marketer. Was I a fake-it-til-you-make-it kind? Someone chasing a dream?

They didn’t have that underlying foundation of trust, but after sharing Aaron’s story, they did.

The story of Aaron was enough to get them over the fence and build the trust they needed before becoming subscribers of my blog.

Take some time to share the love with some of the amazing people you work with.

Conclusion

This concludes our list of 7 tactics you can use to create inbound brand awareness for your business.

From all the things we mentioned today, remember that when doing inbound brand awareness, consistency is key.

Lastly, try using a combination of the ideas listed above instead of just one; you’ll be surprised by the results.

For our awesome community and new listeners, thank you for listening to the Marketing Qualified Podcast.

If you’re joining us for the first time, I suggest giving us a follow so you can stay connected when we launch new podcast episodes to help you grow your business.

For our existing fans, be sure to check out our blog where we write about new marketing strategies and help business owners implement the tactics we talk about here on the show.

Thanks again and have a wonderful day.

Mentioned Companies, People, and Sources

Companies:

People:

Sources:

  • There were no academic sources listed in this article. The tips and advice mentioned in this post came strictly from our marketing experience over the years helping startups, small businesses, and large enterprises build and engage their audience.
  • Music media was provided by WonderSProd (purchased from Pond5). For legal reference, here is Pond5’s Royalty-Free License Agreement.

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