Once upon a time, in a town far far away, a certain eCommerce company’s marketing expert presented a brand awareness strategy to the board of directors. She talked about TV advertising and digital marketing, provided an assessment of engagement and even calculated the number of people who would learn about the brand after the campaign.
The company’s management liked the presentation, but they decided to opt for an already proven method and allocate the entire marketing budget to TV advertising. The meeting was over, and the company never figured out that advertising delivers 60% better results when TV commercials and digital marketing perform in synergy.
Yes, TV ads are effective. TV remains the best-performing channel for building and growing your eCommerce brand, both in the short term and in the long term. However, TV advertising performs much better when combined with digital marketing. It’s up to 60% more efficient to have advertising campaigns running in parallel on multiple platforms.
In this post, we will take a look at 4 effective ways to promote your brand online, with successful case studies from actual eCommerce brands.
How to Increase Brand Awareness Online
There are many different ways to introduce consumers to your eCommerce brand. The point is to reach out to people in the place where a majority of your target audience spends most of their time. There are many reasons to use the internet in building brand awareness, including, but not limited to, the wide audience reach, the accuracy of targeting, and diversity of methods to interact with customers.
Billboards, TV commercials, flyers, website banners — these are just a few examples of different media used for advertising. And they all perform the same function: to draw customer attention to the product and drive sales. Even if consumers don’t respond to your ad immediately, they are more likely to remember your eCommerce brand later.
Advertising media include not only banners but also video and audio ads. Depending on the preferences of the target audience and the current tasks of your business, you can use different formats for each marketing campaign. And while TV advertising is suitable for influencing the conservative segment of the audience, online ads are more likely to catch the attention of younger consumers.
Besides that, digital advertising has another important advantage — its flexibility. You can quickly make adjustments and achieve better performance at any stage of an advertising campaign. While for TV advertising, a brand usually creates a single video, and 50% of the campaign’s success depends on the success of the video itself.
Digital Display Advertising Benefits
- It takes less time to generate conversions through digital than with TV advertising since people can click on ads and immediately land on the website.
- You have full control over your advertising campaign and can make adjustments or pause the ad at any time.
- Unlike with TV commercials, usually, there’s no strict time frame.
- Digital advertising allows for more accurate targeting.
- Digital advertising allows you to automate brand promotion as much as possible.
- It’s easier to measure ad performance, including its reach.
- Digital ads help your website rank better in search results. Advertising on Google Display Network is unofficially accounted by Google and has a positive effect on your website’s rankings.
Creativity is an important driving factor for sales and revenues. Creative quality drives 47% of advertising success. People will be more likely to remember your message if it’s fun and engaging, even if it’s a non-skippable 15-second pre-roll ad on YouTube.
One can’t run away from winter. Infoshina, a retailer of car tires and rims, used this slogan in their new live video ad campaign on the internet. In a series of commercials, the retailer reminded all car owners to change tires for the winter season.
Off-site content marketing is content marketing mixed with PR. It’s one of the most powerful tools for improving eCommerce brand awareness under one condition: you should post content where your target audience can see it.
It takes more than creating good content for eCommerce to succeed. You need to be able to distribute content, with a clear understanding of why you do it. If you’re looking to get more reach and quality backlinks, you can publish your materials in niche media, on industry-related sites, blog platforms and private blogs offering the possibility of guest posting.
Such an approach allows eCommerce businesses to tell their potential customers about the internal processes within the company, demonstrate their employees’ expertise, highlight the image of the company’s management, convey the vision and mission of the company and expand the target audience.
- It’s a relatively low-cost tool compared to TV and display ads.
- It allows you to free up the resources of your in-house team.
- It’s not always perceived by users as direct advertising, which inspires more confidence.
- Quality off-site content allows you to increase your reach and improve engagement, as readers get to know your brand and go to your website, which increases the likelihood of a purchase.
- Off-site content improves SEO indicators since high-quality backlinks have a positive effect on your rankings.
When choosing a place for posting off-site content, you need to consider the preferences and interests of your audience. Often, they may not completely coincide with yours, so here’s what you should do first:
- Look into the topics of the content already posted on the site.
- Find the data about the website’s audience. As a rule, you can find this data on the ‘About Us’ or ‘Advertising’ pages.
- Estimate the amount of traffic.
- See if your direct competitors are posting their content on the same website.
You may enjoy reading articles on Forbes and Inc.com, but your target audience may prefer food bloggers. You should definitely bear this factor in mind, especially if you’re striving to improve brand awareness for a new segment of consumers.
In a highly competitive eCommerce market environment, companies are constantly forced to look for new approaches to content creation and use native advertising, which in turn opens a way to new platforms where you can post your content and get wider audience reach.
Luxoptica, a frontrunner in Ukraine’s optical retail market, posted a special project article, dedicated to the shortsightedness short-sightedness of several famous rulers of the past, in a popular online magazine. The article was complemented with collages of historical figures wearing brand eyeglasses.
Result: the article received more than 21,000 views on the website. Statistics shows that most people on the web only read up to 60% of a web page while other people never scroll down beyond the first paragraph. Luxoptica had readers spend an average of 5 minutes reading their article.
On-site Content Marketing
On-site content marketing helps eCommerce businesses build their brand image based on their consumer personas, their preferred ways of communicating and obtaining information.
Informative content which is created based on the need of your target audience, but doesn’t have a direct call-to-action attracts by 250% more website visitors.
There are many different marketing channels and content formats you can use for eCommerce— this all depends on the goal you’re trying to reach and the preferences of your target audience. Just to mention a few:
- thematic blogs (articles, case studies, checklists, infographics),
- video blogs,
- official brand pages on social media,
- Telegram channels.
COMFY, a multichannel retailer of home appliances and electronics, managed to improve customer loyalty and almost double the number of followers thanks to moving away from commercial messages towards more emotional, engaging content on social media.
Good quality content has a long shelf-life. It can keep driving traffic to your eCommerce website for years to come. If you create and publish high-quality content on your web properties, you will catch users’ interest and may prompt them to move on to browsing your offers. This applies not only to articles but to videos as well.
Optimising video content for the Citrus online store, coupled with a marketing campaign to promote the videos, helped increase the number of views to several hundred thousand. The popularity of the eCommerce company’s video channel has had a positive effect on both website traffic and sales.
Benefits of Digital Content Marketing
- Digital content marketing is one of the most affordable tools, it can be fully implemented by your in-house team.
- There are no intermediaries between you and the user, as communication takes place on your website.
- You have full control over the process of interaction with your audience and can make adjustments at any time.
- You can interact with the audience through various means, including surveys and market research, and receive immediate feedback via users’ comments.
- Quality content marketing can help you increase the number of high-quality backlinks, as specialised online publications will be linking to your expert materials, which, in turn, will improve the website’s rankings.
There’s a reason many eCommerce brands actively invest in Influencer Marketing, which is about working with bloggers to promote your brand. Influencer marketing has an impressive ROI: companies get $6.5 in return on each $1 investment.
Users are getting less likely to pay attention to direct advertising, but they’re eager to listen to thought leaders. Working with influencers or media personalities to advertise your eCommerce offers always creates some kind of buzz and inspires the audience.
Benefits of Influencer Marketing
- Influencer marketing helps build audience trust. It’s easier to win over a new audience by relying on the already established reputation of a thought leader.
- Influencer marketing helps increase audience reach.
- It’s one of the most efficient tools for interacting with millennials and Gen Z.
- It provides a way to communicate with followers in a timely and informative manner. Brands can get not only a general understanding of the audience’s reactions, but also specific feedback about the product.
- Consumers often perceive influencer marketing as genuine, native content.
How to Measure Brand Awareness
Any marketing campaign is a system of activities that can be measured with specific performance indicators. The growth of your eCommerce brand awareness across the internet is no exception. You can, and should measure it.
Here are the key metrics you should pay attention to:
- The increase in brand traffic and direct visits (look at your Google Analytics reports),
- The increase in the number of brand mentions online (use Google Alerts and Google Trends to see whether there are more brand mentions and search queries related to your brand),
- The increase in the number of online reviews of your brand (there are many different services you can use for this, such as Mention or Open Site Explorer),
- The increase in the amount of referral traffic (again, see reports in Google Analytics).
Building eCommerce brand awareness is a complex, continuous activity that can be essential to the success of your business. If you don’t have enough time to give adequate attention to this process, feel free to receive assistance from our friendly team at Promodo.