The world of advertising has changed dramatically over the years. In the 1700s and 1800s, organisations had little choice but to rely on printed ads outside the shop or word of mouth. The nineties saw a revolution when marketing embraced television and radio, with companies investing heavily in advertising campaigns to speak directly to prospective customers and expand brand awareness.

The meteoric rise of the Internet has altered advertising even further. In the majority of industries, companies are jostling for a piece of a very crowded market, attempting to stand out amongst a slew of competitors. It is therefore crucial that professionals do not rest on their laurels when it comes to advertising; it should be regarded as an ongoing process, essential for securing the longevity of their business.

With this in mind, it is useful to know which strategies are helpful for advancing a company’s prospects and which are best avoided.

Most Effective Marketing Strategies for building brand awareness

Marketing in today’s climate must be implemented with a holistic approach. It is no longer enough to place a digital advert on Google and hope for the best; companies need to reach prospective customers through a wide range of platforms.

Customers are also more critical than in the past. They have high standards and wish to invest their money in companies that prove themselves to be knowledgeable, trustworthy and responsive to its customers.

Email Marketing

While direct mail marketing still has its place, email marketing offers businesses a far more cost-efficient and swift way to reach its customers. It is not sufficient to rely on new business alone; companies will thrive only if they manage to retain customers, keeping them coming back to make repeat purchases.

Email marketing can help a company to demonstrate that it cares about its customers. Unlike some marketing strategies, email marketing can be personalised and tailored specifically to what customers are searching for. Emails containing offers and promotions reward customers for their loyalty, while emails sent following up abandoned shopping carts can encourage hesitant buyers to take the plunge.

Content Marketing and SEO Optimized Copy

A well-rounded marketing strategy must make use of content marketing. Far more subtle than other forms of advertising, well-written and effective content helps to cement a brand’s reputation as well-informed. Content can be produced in a variety of ways; with blogs, social media, videos and infographics, to name only a few.

This content can establish a company as an expert in their field and foster trust, encouraging customers to purchase goods or services. Successful content creation also goes hand in hand with SEO optimization. Using SEO keywords organically in eloquent content can help to drive traffic to a company’s website and boost it in search engines’ rankings, generating more revenue on a long-term basis.

Social Media increases brand awareness

The juggernaut that is social media has had profound ramifications for the world of business. In 2023, it is estimated that there are around 4.9 billion users of social media worldwide. To leave this valuable resource untapped leaves any company at a distinct disadvantage.

Social media offers companies the opportunity to engage with their target audience in real time, increasing exposure and subsequent sales. In today’s climate, customers appreciate a more personal touch and tend to respond to more authentic and ‘human’ companies. A business giving its customers an insight into brand values is more likely to build a long-lasting relationship.

Engaging with followers on a personal level can enable companies to entertain and amuse them, as well as resolve issues on a timely basis to establish a high standard of customer service.

Actions Speak Louder than Words

Customers are more likely to buy from a particular company when they have proven their expertise and the quality of their services. Saying how good a company is will never be as successful as illustrating it. Businesses can achieve this by showing before and after pictures and featuring customer reviews on their website and social media.

Followers are also keen to see evidence of a company’s expertise. Any certifications and awards should be highlighted in relevant areas, as well as establishing a portfolio on the website.

The Marketing Mistakes to avoid

It is clear that combining a range of marketing strategies helps to drive engagement and boost sales. Modern marketing requires a well-rounded approach with many different factors working together to build brand awareness. However, there are certain techniques that are best avoided.

Failing to Identify Where the Ideal Customer can be Found

As previously stated, social media can be a powerful tool in reaching customers. However, it’s crucial to identify which platforms are most likely to forge links with the target audience. Not every platform will prove fruitful, so it’s best to identify the most useful ones.

Stuffing Copy with Too Many Keywords

SEO optimization is crucial and helps websites to ranking highly on search engines. Identifying and using targeted keywords in written content is a practice that can further the process, but companies should be aware that peppering it with far too many is likely to have a detrimental effect. People reading such content are likely to disengage and leave the website, indicating that it should be ranked lower.

Neglecting to Optimize the Website for Mobile Phones

With the increased capabilities of smartphones, users no longer browse the Internet on laptops or desktop computers. Customers are now able to search for products and services whilst out and about on their mobile devices and it’s crucial that a company’s website functions well on a smartphone.

A slow, unresponsive website is likely to lead to customers becoming frustrated and choosing to spend their money elsewhere.

The evolution of marketing has changed the way companies connect with their customers. It’s imperative that they seek to reach out through a variety of platforms to increase brand awareness, foster a long-term relationship and encourage repeat business.