What is something you often see when it comes to brand awareness? Whether you want to be recognized as a well known brand, get more people to engage and interact online, or get more sales, you’ve more than likely tried raising your brand’s visibility online.
Unfortunately, there’s a lot of advice out there to raise your brand awareness online that won’t help you meet your goals and could actually do more harm than good.
So in this post, I’m going through the myths and breaking them down to clear some things up and help you get on the right track for good.
Brand Awareness Myth #1: Quantity over quality – posting frequently is more important.
Back before the algorithms changed and platforms made content like short form videos, carousels and storytelling content more reachable, consistently posting content on your socials was the thing to do to boost your online presence.
At least we all thought it worked, and to some extent it did. That’s why posting consistently became so popular.
However, posting more on social media isn’t as effective as it used to be.
The main reason?
You might be sacrificing the quality of your content for quantity, which makes your brand more watered down and harder for people to connect with you.
There are other reasons too. Pumping out so much content on the regular takes a toll. Creative entrepreneurs might burn out or struggle to juggle content creation with other important stuff. And when they’re stretched thin, the content suffers in quality and effectiveness.
Which means that you need some breathing room to explore fresh ideas, experiment, and deliver top-notch content that truly stands out. You can’t just publish a bunch of content without creating a game plan that aligns with your brand and still has substance.
What to do instead
Instead of trying to maintain a consistent presence and stay top of mind by creating a higher volume of content, focus on creating fewer pieces of high-quality content that truly resonate with your audience. In fact, creating content that truly resonates with your audience allows your brand to attract the right people who are more likely to convert into customers.
So if you’re looking to increase your reach and engagement, here’s the approach I recommend trying out.
Pick one topic a week and create multiple pieces of content around that one topic. As a multi-passionate entrepreneur, I know how difficult it is to focus on one topic and try to get everything out at one time. But, providing several pieces of content on one topic allows you to deep dive and give your audience the value their looking for while positioning you as the go to for these topics.
As a brand photographer, my topic for one week could be ‘Content Creation’. The several pieces of content I can create around this one topic could be problem awareness, solution awareness, trending sounds with B-roll and text on the screen, an inspiring quote, b-roll with a voiceover over telling an experience I had or that a client had, or a face to face talking video educating creatives about content creation or providing a relevant tip.
Brand Awareness Myth #2: Social media is the only platform that matters.
Trying to keep up with social media and its ever changing algorithm is pretty overwhelming as a creative entrepreneur. It’s enough to make anybody’s head spin!
As humans, our needs and our wants are ever evolving. And as consumers of social media, most platforms will be evolving and changing to keep us on their apps. So, you see content being pushed that tells you to push your limits and be at the mercy of the platforms to market your business which causes you to miss out on opportunities to network and expand your reach outside of social media.
And if that’s not enough, here are 3 other reasons only using social media to make more people aware of your brand won’t work:
- Reason #1: You are renting space for your brand to exist on social media. It does not belong to you.
- Reason #2: You are putting your eggs in one basket and subjecting your brand to their terms. We’ve seen IG and Facebook shutdown out of nowhere numerous time. So, when that happens it could have a detrimental impact to your brand and your reach.
- Reason #3: Plus, you won’t be able to focus on incorporating a multiple platform approach to market your business if you are solely focusing on social media.
What to do instead
Take a multi platform approach and use your own website or email list and reduce how much you fall back on social media. This will help your brand be visible and reach your audience just as much as social media can. Don’t just rely on one. Combine this with offline outreach to people that aren’t active on social media through avenues like cold email outreach, vending, guest speaking and hosting for virtual and in person events, and you’ll be highly visible in your industry to multiple types of audiences through multiple channels.
The best part is, a multi platform approach gets your name out there to a wider audience and you’re not stuck burning yourself out creating content for social media alone.
Brand Awareness Myth #3: Aesthetics are more important than substance.
One of the most persistent myths about making your brand more visible and aware to your audience is the idea that aesthetics are more important than providing value and substance.
So not true! We are visual people. We like the looks of things. So, aesthetics can definitely grab peoples attention and create a visually appealing brand presence, it only does part of the work, attract people. Know that, substance and value holds equal significance, if not more because its what actually converts people. Depending on your brand and the amount of people in your industry doing the same thing, your looks alone will not convert people.
We all have a reason we want to attract customers right? Where are you leading them to once you attract them? How do you plan to lead them there? Aesthetics are effective at getting the attention. But aesthetics don’t convert people into customers alone.
It’s the value, relatability to your audience and the substance you provide them that ultimately leads to conversions.
So you should still incorporate them, but if you focus solely on the visual appeal, you’ll not only hurt your chances of better engagement but you run the risk of attracting a large number of visitors or followers who are drawn to the visual appeal but lack genuine interest in your brand or products
What to do instead:
Come with a content marketing strategies specifically targeted to a client type and provide value and substance-rich content.
Create informative blog posts, downloadable ebooks, guides, or videos that provide valuable insights, solve problems, or educate your audience. Because immediately after attraction, it like a first date, they want to get to know you better and find more information about you. Back up aesthetics with valuable content and give them what the want before they even ask.
Wrapping it Up
So, there you have it: Brand Awareness Myths.
As you saw, getting more awareness to your brand is always evolving and you should, too. I hope this post has helped you steer clear of misleading information so you can reach the people that are the best fit for your brand on multiple platforms, on and offline.
Now, over to you. Which of these myths did you find most surprising?
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