Boosting brand awareness is not just a vague marketing concept—it’s a catalyst for enhancing your e-commerce business’s success. That’s why it’s critical for your ecommerce business to be thinking about how to get more of it. In this post, we’ll navigate through four strategic steps tailored to elevate brand awareness and translate it into tangible sales for your online store.
Why Brand Awareness Is Necessary
Brand awareness is intricately linked with brand value, offering potential customers insights into your products and what makes your brand distinctive. The impact is substantial. Your customers are 46% more likely to invest in a brand they trust. So, you need to make sure they know and trust you.
In order to create more brand awareness, you need to follow a few critical steps.
Step 1: Understanding the Buyer Journey
The first step is understand your customers buyer journey: awareness, interest, desire, and action. Building awareness is crucial as it opens the door for customers to learn about your brand through various channels like paid ads, Google search, postcard marketing, word of mouth, influencer marketing, etc..
In essence, boosting awareness casts a wider net, increasing the likelihood of conversions.
Step 2: Strategies for Reach and Engagement
Consistency is key to raising brand awareness. Leverage omnichannel marketing, collaborate with influencers aligned with your brand, create community-building content, and explore partnerships with other brands.
Step 3: Identifying Relevant Data
Determine key metrics for measuring brand awareness, including mentions, reach, and engagement. Track this data intelligently, combining numbers with context for a comprehensive understanding.
Step 4: Crafting a Conversion Strategy
Now that you understand the conversion funnel and various measurement methods, strengthen the funnel to convert awareness into sales:
- Consider New Sales Channels: Explore mobile apps for better conversion rates. Apps tend to convert better than websites, offering a personalized customer experience. This is why TapCart is one of our preferred partners.
- A/B Test CTAs: Optimize calls to action using A/B testing to refine language, colors, and checkout flows.
- Leverage Search Results: Optimize your website based on high-volume keywords to enhance conversion rates.
- Use Email and SMS Marketing: Nurture customers through email and SMS marketing, offering discounts or gifts to those who opt in.
- Retargeting: Utilize pixel-based retargeting to serve content to audiences already aware of your brand.
- Consistent Brand Building: Continue building your brand by creating a community, offering top-notch customer experiences, and turning VIP customers into brand ambassadors.
As customers move through the funnel, make purchases, and download your app, create unique experiences to keep them engaged and connected to your brand, even between purchases. A well-crafted mobile app, an extension of your Shopify store, can be a powerful channel to reach, engage, convert, and retain customers efficiently.
Laurel is a member of the executive team at Stryde. She’s been doing digital marketing for businesses for 10 years. Two years ago, she started set up her own ecommerce business selling baby gowns and knows the struggles of a small business owner. She loves talking about digital marketing, content, SEO, and conversion rate optimization.
