In the ever-growing world of eCommerce, standing out from the crowd and making your mark as a seller can be a daunting task. With countless online stores vying for attention, establishing brand awareness has become crucial for eCommerce success. The good news is that there are effective tactics you can employ to increase brand awareness and elevate your online presence.
When increasing brand awareness for your online store, you must consider two types of buyers: existing and new customers. On the one hand, you will have strategies like omnichannel marketing to target potential customers and draw them in. The other marketing strategies, like retargeting ads and discounts, will target and encourage purchases from existing buyers.
This piece will take you through simple tactics you can use to build brand awareness for your eCommerce business. Some, like PPC campaigns (pay-per-click) and influencer marketing, require considerable financial investments, while others, like posting on social media channels, are affordable. Read through and pick the tactics that resonate more with your eCommerce site to increase brand awareness.
Ten Ways to Increase Awareness for Ecommerce Brands
Amazon and eBay led the charge as the retail websites with the most visitors in 2022. One can only imagine the figures their eCommerce sales reached. Nonetheless, one thing stands out among the top eCommerce platforms: they are reputable websites for online shopping globally.
Building a brand reputation, keeping loyal customers for repeat purchases, and acquiring new ones begin with brand awareness. Digital marketing strategies are primary in brand awareness campaigns.
We’ve identified a few tactics to put your business in the minds of old and potential customers for increased sales. They include the following:
1. Pick a Strong Brand Logo and Name
Your logo and name matter in creating brand awareness. Pepsi spent $1 million to design its logo, including other branding packages.
Many other brands have spent millions of dollars on logo design and brand strategy. Why is logo design so important?
Colors increase brand recognition and association more than names and are present primarily in logos. Take Windows as an example. You could see its logo anywhere today and immediately recognize the brand.
We don’t imply splurging millions of dollars on your brand logo. Instead, you should invest considerably in picking a name that resonates with your identity. Create a logo that is striking and easy to remember. It's something you can easily do with an online logo maker.
You are already halfway to increasing brand awareness and hitting your online sales target if people remember your brand image from the logo. It is a powerful tool that should be central to your online store.
2. Retarget Existing Customers
Your marketing strategies should focus on more than customer acquisition. You should keep placing your brand in front of your existing buyers. That way, they’ll remember you first when making a new purchase.
Retargeting ads are essential for brand awareness. For example, you can send a discount coupon to a customer who purchased from your store in the past.
Encourage them to subscribe to your email list or follow you on social media platforms. Then, you can implement a content strategy that retargets them and keeps your business fresh in their minds.
3. Show Up on Social Media
Social media platforms are incredibly important for building brand awareness. They can help you do the following:
- Develop your brand image
- Create content to keep customers interested in your brand
- Implement a content marketing strategy to reach prospective customers
- Acquire new audiences
- Share social proof with prospective customers
The possibilities of what you can do with social media are endless. Social media platforms are necessary whether you own an online or physical store.
Craft interesting blog posts that arouse interest and push people to follow you. Then, you can create ads for your newfound target audience.
Social media channels are also ideal for publishing the success stories of previous buyers. In today’s age, they are essential for business growth. You can leverage Instagram, Facebook, TikTok, YouTube, Pinterest, and others to your advantage.
4. Embrace Omnichannel Marketing
Omnichannel marketing efforts involve reaching potential buyers on different platforms. It cuts across having social media platforms, using email marketing software, running paid advertising, having a website, and more. Ultimately, you should have a presence on as many platforms as possible.
A prospective buyer sees your ad on a search engine results page, clicks on the link, but leaves your website without purchasing. You can start an omnichannel marketing campaign for the buyer.
Ads showing that product can appear on the prospective buyer’s social media news feed. They can also appear when the buyer visits other non-retail websites.
This marketing campaign can help increase sales for your online store. It does that by cementing your brand in the mind of the customer. Then, you can launch other brand awareness campaigns to reach more prospective customers.
5. Use a Referral Program
Referrals are among the best eCommerce marketing strategies. Nothing creates more brand awareness through social proof than a satisfied customer telling another person about the online store. The need for extensive market research will be limited, as you already appear reputable.
Running referral programs is one way to reward customer loyalty. They encourage customers to tell others about a business or brand. Your online sales will skyrocket if implemented correctly.
Popular referral methods include the following:
- Percentage of new customer’s order
- Rewards for getting a specific number of new buyers to order
- Discount for referring a particular number of buyers
Referrals should be part of your digital marketing efforts. Announce them prominently in your ads and posts.
6. Sponsor Events
Events like music festivals, business seminars, exhibitions, and reality shows are popular and can give you a target audience. They are ideal for brand awareness, especially during shoutouts to event sponsors. In addition, you have ready-made credibility by sponsoring the event.
Your online store will appear on billboards, flyers, and other physical event campaign materials. Also, you will appear on the digital marketing channels.
Another advantage of sponsoring events is that your brand will be visible to the right target audience. Let’s assume your eCommerce brand specializes in clothes. Supporting a fashion show places you among people who love fashion.
It is easier to convert people who love fashion into paying customers for your fashion brand.
7. Run Paid Advertising Campaigns
Running paid advertising like Google Ads can give you more website visitors, especially if you appear at the top of the search results. Paid ads can include an email marketing campaign for existing buyers. Besides promoting your products, they also improve brand awareness.
You may opt for cost-per-click or PPC ads depending on your eCommerce marketing strategy. Both are efficient, the only difference being how you pay for them. Also, this marketing strategy can cover search engines, social media platforms, and emails.
Focus on platforms that host your target audience more. You can also have sponsored content on other websites.
8. Run Giveaways
Giveaways are excellent ways to generate publicity and increase brand awareness for your online store. You can also add a loyalty program to keep customers engaged with your business. However, you must be careful to avoid running into losses with them.
This brand awareness eCommerce marketing strategy involves running simple competitions. You can announce them on your social media channels, with rewards for the winners.
Prospective buyers shouldn’t spend much to join the competition. Giveaways can spread quickly, making your business the talk of the town.
On the other hand, a loyalty program shows customers that you care about them. The rewards will keep you in their minds and encourage them to continue buying from you.
9. Use Influencer Marketing
Influencer marketing involves partnering with influencers to promote your product. It is an efficient strategy for brand awareness, as influencers are respected and liked figures. Also, you don’t have to partner with influencers with millions of followers.
Find an authoritative figure in your brand niche. Influencer marketing techniques include sponsorships, shoutouts, direct recommendations, and brand use. Pick the best one for your online store.
You can partner with more than one influencer simultaneously. Their recommendations and mentions boost brand awareness and add credibility to your business.
10. Search Engine Optimization
Organic traffic remains the best way to avoid losing sales. Hence, you should implement strategies that will boost your search engine rankings. You’ll have better organic traffic if your online store appears in the top search results.
Keywords are essential to any SEO strategy. Hence, your pages should be optimized for search engines and queries.
Fortunately, you can use AI software for keyword research today. Here are things that require optimization on your website:
- Blog post
- Product pages
- Product descriptions
Link building is another SEO strategy that you can use. Contact an eCommerce marketing agency if you need help deciding how to proceed.
Take Charge of Your Brand
Brand awareness is something you must actively incorporate into your marketing efforts. Establish a social media presence and create engaging posts that get people talking. Run giveaways, sponsor events, and offer referral programs.
Search engine optimization is essential to optimizing brand awareness. New buyers can see your online store in the search results. Conversely, email marketing campaigns keep your brand in the minds of existing buyers.