Brand Awareness | LinkedIn Marketing Solutions (2024)

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Greetings, marketers! We’re here to give you the most succinct and straightforward primer for success with branding on LinkedIn.

To help you along your learning journey, we’ll include plenty of links to guides and content with additional information. Ready? Let’s get started.

What is Brand Awareness?

LinkedIn hosts an ever-expanding member base of more than 590 million professionals who use the platform to network, research, and grow their careers. This mindset and intent makes LinkedIn a uniquely powerful social media channel for B2B marketers.

Offering a full suite of products to help companies gain relevant visibility and recognition with their most valuable audiences, LinkedIn has proven a sound branding investment, which is why 97% of B2B marketers utilize it for their content marketing efforts.

Identifying Brand Awareness Objectives

Before you get started with branding on LinkedIn, it’s important to establish specific desired outcomes.These three objectives are commonly tied to a brand awareness campaign:

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Brand Awareness | LinkedIn Marketing Solutions (6)

Increased Reach

Growing the exposure of your content is a primary goal of brand awareness campaigns.

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More Followers

Increasing your follower count helps build a foundation for sustained, organic reach.

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Higher Engagement

Getting members to interact with your content will help increase the stickiness of your messages.

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LinkedIn helps marketers achieve these objectives through organic and paid content with sophisticated targeting to ensure you’re gaining awareness with the right people. In-depth analytics tools allow you to meaningfully report on results and prove the impact of your digital branding campaigns.

 Recommended Reading:

  • Marketing Labs Free Course: Using LinkedIn for Brand AwarenessLearn Now
  • The Mindset Divide: Revealing how emotions differ between personal and professional networksRead Now
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How Branding Complements and Contributes to Lead Generation Marketing

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Without awareness, there can be no lead. There is a very real interplay between these two tactics, with one feeding into the next.

Research from IPA shows that, while direct response and short-term activations can cause sales spikes, a persistent focus on brand-building yields greater return over the long haul.[2] This relationship is presented visually in the following chart from IPA’s report:

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Brand Awareness | LinkedIn Marketing Solutions (15)
Brand Awareness | LinkedIn Marketing Solutions (16)

Generating familiarity with your target audience is critical. Well executed brand awareness campaigns help foster consistent growth for lead generation initiatives.

Why Being First to Mind Matters for B2B Companies

Today’s buying committees are larger and more distributed than ever. In the ideal scenario, an influential decision maker will encounter the exact piece of content they need from your company at the perfect moment, but a more realistic and sustainable model involves cultivating a positive and memorable impression so your brand comes to mind when purchase discussions take place.

The True Value of Thought Leadership

Thought leadership represents the intersection between B2B brand awareness and lead generation, helping to frame your company and its leaders as trustworthy, authoritative sources.

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  Consider these thought leadership statistics:

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75% of would-be buyers say thought leadership helps them determine which vendor to put on their short list.

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79% of would-be buyers point to thought leadership as critical for determining which providers they want to learn more about.

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Nine out of 10 B2B decision makers find thought leadership important, and nearly half of all C-suite executives spend at least an hour engaging with this content weekly.

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Brand Awareness | LinkedIn Marketing Solutions (22)
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Brand Awareness | LinkedIn Marketing Solutions (24)

 Recommended Reading:

  • The True Value of Thought LeadershipRead Now
  • The Sophisticated Marketer’s Guide to Thought LeadershipRead Now

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Branding Campaigns on LinkedIn: Finding Your Audience

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Targeting Buyer Personas for Branding on LinkedIn

So we know it’s important to build brand awareness and establish thought leadership. But with whom? Understanding your target audience and how they operate is essential to effective marketing. One of the biggest strengths of leveraging LinkedIn lies in the ability to access rich member profile data and utilize precise targeting filters.

As you begin to strategize campaigns and build a content roadmap, you’ll want to answer these important questions:

What is our current position in the market, relative to competitors?

How do our customers view us, and how do we want to be viewed?

What is our desired audience generally interested in? How can we align with it?

If you aren’t sure, don’t worry: there are tools that can help surface these insights.

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Understanding Your Audience with LinkedIn Website Demographics

Oftentimes, marketers rely on guesswork and assumptions when analyzing audience traits. At least, they used to. Today you can become more sophisticated and purposeful in this process.

At LinkedIn, we offer a tool called Website Demographics, which enables you to learn about the people who visit your site, helpfully informing future campaigns. By adding an Insight Tag to your website, you can collect aggregate data around professional attributes of your visitors — job title, seniority, function, company, industry, location, etc. You can then use this information to set targeting parameters for future campaigns.

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 Recommended Reading:

  • LinkedIn Website Demographics: How to Create Audiences to TrackRead Now
  • Understand the Professional Audiences Visiting Your WebsiteRead Now
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Targeting Strategies: General Awareness vs. ABM

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At a high level, there are two targeting approaches marketers tend to deploy for brand awareness campaigns on LinkedIn.

The first is a broader and more general scope (though still refined by the practices we just covered). The second is an account-based marketing (ABM) model, which involves identifying and zeroing in on high-value prospective accounts, then placing them at the center of your brand awareness efforts.

Why Target an Account List for Branding?

One reason ABM is fast gaining popularity is because it’s more conducive to the current B2B environment, where buying committees are growing larger and more distributed; this model emphasizes building deeper awareness throughout an organization rather than only at the surface level. ABM also, vitally, brings together marketing and sales with a shared focus and shared knowledge.

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When it comes to understanding and engaging your audience, partnering with sales is critical. Sellers on the frontlines know better than anyone what kind of messaging resonates and converts with your best customers.

 Recommended Reading:

  • What Does a Successful Account Based Marketing Strategy Look Like?Read Now
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Compiling Your Account List

The most crucial step in launching an ABM approach is putting together the right list of target accounts. This is where a partnership with sales becomes extremely valuable. Reps know who the buyers are and how their functions connect to the decision process. With this information, you can build lookalikes and start developing a collection of accounts that profile similarly and offer serious potential.

Once you’ve created your contact list, you can upload it into Campaign Manager using the Account Targeting feature, which cross-references against 8 million Company Pages on LinkedIn and automatically generates a targeted segment.

Influencing the Buying Committee

As mentioned earlier, one of the key benefits of account-based marketing is the way it’s designed to establish deeper influence in buying committees. By studying target accounts and the content they share, you can learn what resonates with them and tailor your own marketing content accordingly. Take advantage of mutual connections to create new links to expand your brand’s presence within the organization.

ABM challenges marketers to think differently about their messaging because it must reach both far and wide within a single account. You’ll want to first create broader awareness across the company, because you probably don’t initially know exactly who will influence a deal. Then, as you gain more visibility and insight, you can put more resources behind tactics to specifically zero in on key people with later-stage messaging.

When one member of a committee reaches out to another and says, “Hey, should we take a look at this solution from Company X?” and the other responds, “Oh yeah, I know them, they share a lot of great content on LinkedIn,” that’s a sign you’re getting it right with brand awareness.

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Targeting Parameters for General Brand Awareness

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Even if you’re not adopting an ABM model, you’ll still want to set up strategic targeting for any brand awareness campaign.

It’s not about getting in front of professionals, it’s about getting in front of the right professionals. Within Campaign Manager, you’ll be able to tweak a multitude of different filters to refine your scope.

All the different ways you can reach your target audience with LinkedIn data

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Brand Awareness | LinkedIn Marketing Solutions (44)
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If your aim is to raise brand awareness at scale, then define your relevant audience in the broadest terms possible. LinkedIn targeting parameters like industry, job function or broad-ranging skills are ideal for this. When you use LinkedIn Campaign Manager to set the targeting parameters for your campaign, you’ll be given an estimate of your likely audience size. For building brand awareness, you should define an audience of at least 300,000 LinkedIn members, to enable you to reach your objectives cost-effectively. This will usually involve using a maximum of two targeting parameters, and the broad scope will often lead to lower competing bids.

As a marketer, these engagement rates and a low CPM provide you with valuable metrics to feed back to the business to show how your brand awareness campaign is performing. They may not track the impact of your activity all the way through to leads and conversions – but they give a useful indication of how efficiently you are filling the top of the demand generation funnel.

Retargeting on LinkedIn

One powerful and easy way to qualify your audience for brand awareness campaigns is by taking advantage of LinkedIn’s Website Retargeting function. With the same Insight Tag used to set up Website Demographics, you can track visitors to your site and then later serve them ads on LinkedIn. Statistics show that the average click-through rate on retargeted ads is 10 times higher than a standard display ad.[5] This intuitively makes sense; familiarity matters, and past engagements with your company’s site signal some level of interest or intent.

Layered Targeting on LinkedIn

For optimal branding results on LinkedIn, it’s best to layer different targeting facets. To maximize content impact, divvy up different audiences and personas for different campaigns to further personalization. Also, make sure not to over-target. It’s great to get specific, but when the scale becomes too limited, the campaign can suffer. As general guidelines, we recommend the following audience sizes for various LinkedIn ads:

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Keep your targeted audience size within the suggested parameters for each product

Sponsored Content

300,000+ members

Text/Dynamic Ads

between 60,000 and 400,000 members

Sponsored InMail

100,000 or fewer members

 Recommended Reading:

  • Marketing Labs Free Course: Using LinkedIn’s Ad TargetingLearn Now
  • The Secret Sauce: How LinkedIn Turns up the Heat on Their LinkedIn Marketing CampaignsRead Now

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Creating Brand Awareness Content on LinkedIn

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Leverage Existing Creative for LinkedIn Brand Awareness Campaigns

What kind of content should you create and share for branding campaigns on LinkedIn? Obviously the answer will vary depending on your company, industry, and audience. But one efficiency we generally advise is repurposing existing assets. Audit your content mix to determine what’s connecting, and then adapt it for LinkedIn’s professional audience.

Here are some tips for making this happen with various channels and formats:

Blog Content

Which of your posts are performing best? You could promote one via LinkedIn to give it more juice, or flip it into a self-published post on the platform with a byline from a company leader. Additionally, you might pull compelling excerpts from blog content and build Sponsored Content with it.

Social Media Content

If you have a series of Instagram ads that are doing well, turn them into a Carousel Ad. Turn copy from AdWords campaigns into LinkedIn Text Ads. Or quickly rework Facebook Ads into Sponsored Content (no need to even change the image size).

Video Content

Use video assets created for YouTube or other channels and run them as Sponsored Content on LinkedIn. If they have longer runtimes, it’s wise to create a condensed version for improved engagement on busy feeds. The most effective videos on LinkedIn tend to be 15 seconds or shorter. Find more LinkedIn video tips.

Best Practices for Branding Content on LinkedIn

As we said earlier, there is no singular “right approach” for branding content on LinkedIn. Plenty of companies have found their strides with wildly different methods. But here are some high-level best practices worth adhering to as you find yours:

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Brand Awareness | LinkedIn Marketing Solutions (52)

Make sure you have at least four pieces of content running at any time, so you can assess and compare results

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A/B test different types of creative to determine what’s working best

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Include your logo and other branding elements in visual assets

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Don’t use boring stock images — they simply won’t stand out

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Feature clear and compelling calls to action in your ads

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Need specifications for the various ad types on LinkedIn? Find them all covered in our .

 Recommended Reading:

  • The Sophisticated Marketer’s Guide to Content MarketingRead Now
  • 20 Ways to Repurpose Your ContentRead Now
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Distribution of Branding Content on LinkedIn

As we’ve seen, if you already have a solid content strategy in place, it won’t necessarily take too much extra work to produce a sizable slate of usable assets for LinkedIn. Once you’ve got your content lined up, it’s time to get it out there. Let’s dig into the fundamentals.

Organic Content: LinkedIn Pages vs. Showcase Pages

Your LinkedIn Page (and related Showcase Pages) are your most important destinations for branding on LinkedIn. When someone is struck by an ad or piece of content you share on the platform, they’re likely to click on your business name and take a closer look. Additionally, LinkedIn Pages are easily discovered through search.

Your LinkedIn Page is basically your brand hub on LinkedIn. This will include a wealth of information about your core business. Showcase Pages are distinct offshoots that can be used to highlight key sub-brands or business initiatives. You can share company updates and Sponsored Content directly from these pages.

You can best leverage LinkedIn Pages and Showcase Pages for branding by maintaining an active posting cadence, delivering useful content for your audience, activating employee advocates, and mixing in the right amount of paid amplification. With this approach you can seek to drive engagement metrics such as clicks and comments, and even more importantly, you can increase the follower counts for these pages, building up your future audience.

You can find an in-depth collection of best practices and recommended time allotment for brand-building via LinkedIn Pages and Showcase Pages in ourLinkedIn Content Marketing Tactical Planguide.

Distribution Approach: Campaign vs. Always-On

Campaigns are time-bound marketing programs with limited durations. These are core staples of the discipline. But these days, an always-on approach is becoming more prevalent. This is a customer-centric mindset that involves making your brand discoverable and reachable at all times, throughout a buyer’s journey.

Matt Heinz of Heinz Marketing frames the value of always-on: “We don’t control when we have access to the buyer; we don’t get to control when they have access to us. We need to be ready when they are ready, and ideally it’s not just when they want to learn about your product.”

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B2B Decision Makers Are "Always On" For Business

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Research business products during their workday

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Are researching during the evenings

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Spend time researching on the weekends

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We find that the most effective approach for branding is a combination of the campaign and always-on methodologies. Fill your marketing funnel by running ad campaigns to promote webinars, ebooks, and infographics. Meanwhile, keep a steady flow of organic thought leadership content and make sure your company is interacting with members who engage with anything you publish.

Choosing the Right Product Type for Your Branding Goals

LinkedIn offers a number of products that can support your always-on content marketing strategy. The options you choose depend on your goals, but these three tend to be mainstays for such purposes:

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Brand Awareness | LinkedIn Marketing Solutions (67)

Sponsored Content and Video

Create visibility for your brand while inspiring trust and confidence through targeted top-of-funnel content.

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LinkedIn Elevate

A structured program for activating your employees to authentically advocate and spread the word.

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Bidding for Branding Campaigns

Your budgeting approach will depend to some extent on your distribution approach. For campaigns, we recommend using a total budget to be spent within a defined time period. (You might also consider front-loading the campaign budget to gather insights and make adjustments.)

For always-on marketing, a consistent daily allotment might be best. Make a small proportion of your budget available for brand-building each month. You can spread this budget over a range of different brand assets, picking your top-performing organic posts to use as Sponsored Content, for example. Bidding on a cost per impressions (CPM) basis, where your competing bids will be lower, will help extend the reach of your budget as well.

Always keep a close eye on analytics. If the results aren’t where you want them, you may want to recalibrate your bidding, targeting or content.

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Measuring Brand Awareness on LinkedIn

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Measuring Thought Leadership on LinkedIn: Why and How?

By now we’ve established the importance of thought leadership as a B2B brand-building tool. But how do we assess the efficacy of our thought leadership content?

Before you launch thought leadership campaigns, it is important to determine what you hope to get out of them. Marketers typically gauge thought leadership impact across three categories: reputation, relationships, and revenue.

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Much of what passes for so-called Thought Leadership isn't Thought Leadership. It's Thought Followership.

The key to being a Thought Leader is to... well, lead. What does that mean for you? Have an undiluted point of view - don't just tell me what's going on, tell me how you feel about it, and why I should care.

Thought Leaders sift through content mess to give context and perspective; because we don't need more content, but we do need more true insight.

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Ann Handley

Chief Content Officer, MarketingProfs Author, Everybody Writes, Content Rules

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Demonstrating the True Value of Brand Awareness Campaigns

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Determine Benchmarks

Numbers of any kind don’t mean much on their own. You’ll need to establish who or what you are benchmarking against to provide context for your analytics.

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Define KPIs

Which metrics will you be measuring specifically? Where thought leadership is concerned, you’ll likely want to track things like total impressions, clicks, and other engagements.

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Track and Analyze KPIs

The extensive reporting tools in LinkedIn will make it easy to see who’s interacting with specific content. Make sure to set up distinct thought leadership campaigns so you can measure these types of posts and ads on their own.

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Regularly Survey Influencers

This ties back to the qualitative elements. Numbers can only tell us so much about the intangible impact of thought leadership content. Check in with key figures in your niche to learn how much your brand’s voice is penetrating and gaining traction.

What to Measure for Brand Awareness

The best metrics for brand awareness depend on which product or tactic you’re looking at. Here’s a high level view of associated metrics for various brand-building tools on LinkedIn.

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Brand Awareness | LinkedIn Marketing Solutions (80)

Publishing on LinkedIn: Views, comments and shares

With longform posts from company leaders, or content shared by employee advocates, it’s all about reach and engagement. Dig into analytics to see what kinds of professionals are interacting.

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LinkedIn Pages: Followers (prospects & thought leaders)

Naturally, you want to increase the followings for these pages, but quality definitely matters. Keep a close eye on the types of followers you’re attracting to gauge whether your content is speaking to the right people.

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Sponsored Content: Reach, engagement, and new followers gained

Again, it’s not just about quantity but quality. A close look at reporting will determine whether your ads are hitting home with the right audience. If not, you’ll want to consider tweaking your creative or targeting.

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Next Level: Analyzing the Deeper Impact of Thought Leadership

How do we go beyond these surface-level metrics to get a clearer look at bottom-line impact from branding efforts centered on thought leadership?

Keep a tally on these strategic outcomes:

Quality Leads Generated

Executive-level Meetings Scheduled

Analyst Meetings Secured

Invitations to Participate in Advisory Boards

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 Recommended Reading:

  • How Thought Leadership Impacts Demand GenerationRead Now
  • The Sophisticated Marketer’s Guide to Thought LeadershipRead Now

Branding on LinkedIn: Key Takeaways

From audience targeting to creative direction to distribution and measurement, we’ve covered the ins and outs of branding on LinkedIn. If you’re interested in learning more, we encourage you to explore some of the links shared above.

Finally, we’ll leave you with these bite-sized recaps of the most important points to take with you:

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Brand Awareness | LinkedIn Marketing Solutions (88)

B2B marketers invest in brand awareness on LinkedIn to reach targeted professional segments in a business mindset.

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Thought leadership is proven to be one of the best branding tactics for B2B companies, improving buyer trust and confidence.

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You can use LinkedIn Website Demographics as well as platform analytics to learn about your audience and tailor your branding content accordingly.

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Account-based marketing, which involves the focused pursuit of select accounts, is rapidly gaining traction as a B2B strategy, and is well suited for LinkedIn.

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You can efficiently produce branding content for LinkedIn by repurposing other assets and optimizing them for the network’s professional context.

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Always run multiple pieces of content simultaneously and use A/B testing to gauge what’s working.

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Measure thought leadership content based on quality more than quantity (i.e., who is seeing and engaging with this content, not just how many).

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      How do you solve brand awareness problems? ›

      Host contests for your audience, give something away to them, share an infographic, or post a fun quiz or survey. Share something that requires their participation. For example, ask them to download an item or form-fill to see a video, and watch your engagement increase quickly.

      Which targeting option is best for achieving brand awareness answer? ›

      What is the Best Targeting Option for Achieving Brand Awareness. The best targeting option for achieving brand awareness is through the use of custom affinity audiences. Affinity audiences are the audiences that search engines define and categorize based on their characteristics.

      What is a brand awareness strategy on LinkedIn? ›

      Running a brand awareness campaign on LinkedIn means getting your name in front of key decision makers — whether or not they're currently in the market for what you're offering. Sponsored Content is an excellent way to broaden your reach.

      Why is low brand awareness a weakness? ›

      If no one knows who you are or what you do, you will have a hard time getting people to come to you, and that will harm your business and have a direct impact on your company's growth. If a company doesn't build brand awareness, it will be harder to foster customers' trust in it.

      What method should be used to promote brand awareness among customers? ›

      This could be blog posts, sponsored content, videos, social media posts, or product pages. It doesn't matter what it is, as long as it's shareable. Word-of-mouth marketing is the most effective way to establish trust and familiarity among customers.

      Which is the highest form of awareness for a brand? ›

      Top of mind awareness - or TOMA - is a key concept in market research. It is a measure of how high brands rank in the consciousness of consumers. The first brand that comes to mind when consumers think of a certain niche product or industry has achieved top of mind awareness.

      What is the most effective way to reach target market? ›

      How can we best reach our target audience?
      1. Step 1: Define Your Target Audience. ...
      2. Step 2: Create Useful and Relevant Content. ...
      3. Step 3: Leverage Influencers. ...
      4. Step 4: Use Targeted Advertising. ...
      5. Step 5: Referral Marketing. ...
      6. Step 6: Reach Your Target Audience on Social Media via Hashtags.

      What are the 3 ways to measure brand awareness? ›

      Here are the top ways to measure brand awareness:
      • Customer surveys.
      • Lift in ad clicks (and conversions)
      • Branded search volume.
      • Overall website traffic.
      • Direct website traffic.
      • Referral traffic + backlinks.
      • Website conversions.
      • Social media engagement.

      What are the 7 commonly used branding strategy? ›

      The elements of a brand strategy include:
      • Competitive awareness.
      • Purpose.
      • Consistency.
      • Loyalty.
      • Employee involvement.
      • Flexibility.
      • Emotion.
      Apr 8, 2022

      What is a brand awareness example? ›

      Coca-Cola is known to be highly effective in their brand awareness campaigns. One example is the “Share a co*ke” campaign, where your name could be printed on a co*ke bottle, and you could “invite your friends to share a co*ke” by having their names printed, too.

      How does a company achieve brand awareness? ›

      Employing native advertising is one of the most effective ways of increasing brand awareness and winning over new customers. Since they fit right into their surrounding content and borrow credibility from their host publishing sites, native ads help you reach people where they're already reading and engaging.

      How do you build brand awareness through content marketing? ›

      With this in mind, the following strategies will not only help your brand awareness efforts but potentially increase your visibility and traffic on other platforms.
      1. Research Your Target Market And Audience. ...
      2. Define Your Brand's Unique Selling Proposition. ...
      3. Create Non-Branded, Searchable Web Content.
      Jan 11, 2022

      How do you leverage brand awareness? ›

      8 Ideas to Include in Your Brand Awareness Strategy
      1. Give Your Brand a Voice. ...
      2. Partner or Collaborate With Other Companies. ...
      3. Leverage Social Media Platforms. ...
      4. Use Referrals. ...
      5. Stack up Customer Reviews. ...
      6. Use Influencer Marketing to Reach Target Audiences. ...
      7. Align Your Values With Social Needs.
      Mar 28, 2023

      How do you make people aware of brands? ›

      5 ways to increase brand awareness
      1. Advertising. Advertising is the vehicle that drives the brand. ...
      2. Referral Programs. Referral programs are a great way to spread awareness about your brand by using current customers to promote by word of mouth. ...
      3. Events. ...
      4. Social media. ...
      5. Content.

      How do you build and measure brand awareness? ›

      7 Ways to Measure Brand Awareness
      1. Traffic. What it means: This refers to measuring the overall impact that your campaign has on traffic to your website. ...
      2. Branded Search Volume. ...
      3. Mentions. ...
      4. Video Metrics. ...
      5. Overall revenue/leads increase. ...
      6. Social Media Engagement. ...
      7. Full-Funnel Attribution.
      May 11, 2023

      How do you build brand awareness and equity? ›

      Here's how:
      1. Engage Customers and Prospects. ...
      2. Foster Relationships and Grow Trust. ...
      3. Build Brand Awareness. ...
      4. Tell Your Brand Story. ...
      5. Invest in the Customer Experience. ...
      6. Monitor Where Your Equity Is Coming From. ...
      7. Institute a Brand Equity Management System. ...
      8. Design Future Marketing Programs.
      Jan 10, 2023

      How to improve brand identity? ›

      Here are nine steps you can take to help you build an effective brand identity:
      1. Conduct research. ...
      2. Determine business goals. ...
      3. Identify customers. ...
      4. Determine personality and message. ...
      5. Make a logo. ...
      6. Consider other visual elements. ...
      7. Create your slogan. ...
      8. Decide on your tone.
      Feb 3, 2023

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