Increasing brand awareness is a crucial part of being profitable and staying competitive. For companies dedicated to offering identity access management solutions, the constant goal is to have their target customers immediately think of them, their product, when it is time to make a purchase.
Heightened brand awareness is not the result of a single strategy or campaign. There are several effective tools that make a company both easy to find online and irresistible to purchase from.
Greater Visibility Through SEO
With buyers showing a strong preference for researching a product or service online before purchasing, search engine optimization is a critical tool for reaching consumer attention. It is not enough to have a stylish logo and interactive website: if no one can find them, they are merely attractive but unprofitable assets.
Businesses must produce high-quality content on a regular basis to attract the attention of consumers and Google; this includes articles, whitepapers, infographics, videos, and even webinars. Every item should be part of a content marketing campaign designed to appeal to the company’s target audience.
Some would argue if a company does not have a social media presence, it does not exist. Facebook has over a million active monthly users, while Twitter has close to 313 million, and LinkedIn—an excellent B2B resource—has 433 million. Any identity access management solutions not represented on these platforms are largely missing out on the chance to engage with billions of potential customers.
Once a company identifies its target audience using powerful insight tools like buyer personas, its message can be fine-tuned to appeal to those consumers. It is important to post information that the audience will find valuable and want to share. When businesses limit their posts and tweets to new product blurbs and time-sensitive discount codes, people begin to unfollow them.
Trust is a commercial cornerstone especially important in an arena where social engagement and personal relationships take center stage. Consumers demonstrate a firm preference for buying from trusted brands. Once a company grabs their attention via search engine prominence or social media, they nurture their vendor-buyer relationship.
A solutions provider can help earn the trust of prospective customers by publishing a blog both educating and entertaining. The key to developing a dedicated following is to regularly post blog articles that answer questions, solve problems, and deliver ongoing value to readers.
Be a Trusted Advisor
Trusted advisors are another vital part of a well-planned brand awareness campaign. Advisors become especially important as consumers demand more personalized and relationship-driven buying experiences.
Trusted advisors are interested in their clients, show it, and inspire a degree of trust. Their efforts allow consumers to feel valued instead of a means to another sale.
When clients talk about the advisor on social media and endorse their recommendation, the success spreads even further.
When deciding to build more brand awareness, vendors must be prepared to keep at it and modify their strategy as the marketing climate changes. It takes more than a single campaign or lone advisor to make a brand a household name, ongoing commitment is essential.
Is your company living up to its brand awareness potential? Let us know in the Comments below.
To learn more about how identity access management providers can build more brand awareness, be sure to watch the free, on-demand “Identity Management Revenue Growth Acceleration Q&A Webinar".
Topics:- Identity Management