Weggo Solutions/ Business, Digital Marketing/ A 7-step guide on how to build a successful brand awareness campaign

A 7-step guide on how to build a successful brand awareness campaign

What is the first brand that comes to mind when you think about having a drink or buying a new smartphone? What if I tell you that with the right tools and strategies, your brand can be the first to pop up in your persona’s mind when they think of your segment?

Top-of-mind awareness – or TOMA – is a critical concept in market research that measures how high brands rank in the consciousness of consumers. 77% of people refer to specific items by brand names, and the first brand that comes to mind when consumers think of a particular niche, product or industry has achieved the top mind awareness.

Achieving this status isn’t easy, but the closer your brand gets to it, the stronger it becomes. That’s why your focus must be on creating brand awareness.

Brand awareness is how you can gain the public’s trust, influence their decision-making process, target new demographics and reduce overall marketing spending. As a result, you will get more sales faster.

The core value of brand awareness is trust. Once consumers bond to your brand, they’re more likely to make repeat purchases with little to no forethought, which develops loyalty over time.

But how do you do that?

Before we get into the tips on how to build brand awareness through campaigns, you must take a look at your performance indicators first to understand how high your current brand awareness is. These include:

  • Your mailing list results
  • Your social media metrics
  • Your website hits
  • Your search data
  • Social listening

That is the foundation to see where you should focus the most. Done that, let’s go deep into the step-by-step on how to increase brand awareness with campaigns:

1. Have a strong brand voice

Your brand’s voice is how people will recognize you even though your branding is not entirely showing. Authenticity is impactful and can lead to a significant boost in brand awareness.

You develop a strong voice by:

  • Having a tagline or slogan
  • Impersonating your brand so it feels like a person, not a company
  • Using storytelling
  • Socializing

Treating your brand as a person and using storytelling to showcase your story, core values, and features will create your brand’s personality. The natural step is to infuse it into your marketing efforts.

2. Create a visual strategy that represents your brand

We are sorry to tell you that just selecting a bunch of brand colours and fonts isn’t going to deliver the best results.

Instead, the best visual strategies understand the principles of visual marketing and use these to their advantage when crafting a compelling and strategic visual presence.

Visual marketing is the act of harnessing eye-catching

images, graphics and video to communicate messages and sell products and services.

With the right visual strategy in place for your campaign and brand, you’ll never again produce a piece of visual content that inaccurately portrays your brand or message.

3. Invest in out-of-home advertising

It is a mistake to believe that only online marketing is effective. It is indeed a handy tool, but you should also consider that in our daily life, we are more active out than inside and constantly see out-of-home advertising.

Traditionally this includes everything from billboards to bus shelters, benches, and everything in between.

Nowadays, many different types of outdoor advertising media are available, so one of them can be helpful for your business. Just be aware of each option, its benefits, and if it fits your business strategy.

OOH has a positive effect as a complement to digital advertising. Did you know that people who see an OOH campaign are 17% more likely to engage with the brand through mobile devices? This translates into higher awareness and engagement through social platforms such as Instagram and TikTok.

4. Double down on SEO, content marketing and social media impact

Let’s say you’re in the headset business. You might set up your SEO around keywords such as ‘buy headset,’ but raising awareness around your brand goes beyond raising awareness for just your products.

People interested in products and services like yours have more questions than ‘where to buy a headset.’ You must write content for all the other questions they might have. Consequently, you’ll start popping up in those first search results, and you can get more clicks on your brand awareness campaign if you focus on the right questions.

5. Start with referral programs.

Friends, family and influencers we follow closely are more likely to recommend us assertively, as we already trust and know them enough to make a purchase based on their opinions.

A referral program is a system that motivates previous customers to suggest products or services to their families and friends. This is especially interesting as 49% of U.S. consumers say friends and family are their top sources of brand awareness.

Airbnb has been doing it very well. Their approach was a success because they streamlined the sharing and shopping experience and leaned into their users’ desire to help, using A/B testing to prove that positioning the reward as a gift to a friend produced better results than a message emphasizing receiving compensation for yourself.

Referral programs to boost brand awareness aren’t just for large companies. Many products and services can be promoted if planned thoughtfully. Moreover, it can be way cheaper than other marketing options. A campaign focused on engaging current customers with your referral program can lead to excellent results.

6. Organize contests and giveaways

If you want your personas’ attention, ask them to create or interact with content somehow instead of just consuming it passively.

Whether your goal is to drive more traffic to your site, get more social media followers, or grow your email list, you can achieve it by running a successful online giveaway.

With a giveaway, you won’t only make the day of one lucky winner, but you can introduce your brand to a whole new audience.

Make sure you choose goals for your giveaway contest and pick a fantastic prize. The better the prize, the higher the engagement!

You also need to determine the giveaway contest rules and find a giveaway plugin to create the contest.

With a little incentive, you could create a giveaway or competition that gains traction through shares, all while increasing brand awareness in a fun way.

7. Track and measure your brand awareness campaign

You can combine the data you get from brand tracking with sales data, advertising reach data, web traffic data and social media data to get a complete picture of how your brand awareness campaign has performed.

For example, if you want to measure awareness, you should use metrics like reach, volume, amplification and exposure. Similarly, it would be best to use metrics around comments, retweets, participants and replies to measure engagement in a social media campaign.

Follow these tips on your next brand awareness campaign, and you’ll find an engaged audience that recognizes your brand among competitors and becomes a loyal fan.

The Weggo team can help you define the best strategies for your business and how to invest in each of them. Schedule your free strategic call today!

About the Author

Maria Beatriz

Weggo's Content Manager. Passionate about Content Strategy, obsessed with Excel sheets and addicted to TikTok. 👋


Weggo Solutions/ Business, Marketing/ 6 Ways to Convert Leads into Customers using Psychological Triggers

6 Ways to Convert Leads into Customers using Psychological Triggers

Buying is an entirely emotional experience. According to Harvard Professor Gerald Zaltman, 95% of purchasing decisions are subconscious, and emotion drives purchasing behaviours.

Since our emotions lead us to purchase, you must know how our mind works.

That way, you’ll be able to influence the decisions your persona makes. 😉 

But wait – this is not about manipulating people to convince them to buy but converting leads into customers by using specific strategies related to the wonders of the human mind.

Ready to dive in? Here are 6 psychological triggers you can start using today to increase your sales: 

1. Use Storytelling 

Human beings have been telling stories for thousands of years.

It is how messages have been passed on from generation to generation. It’s in how parents get their children to sleep, how friends gossip, how someone presents themselves to someone they just met, and so on.

We are natural-born storytellers

Humans love a good story because it activates parts of the brain associated with our senses: sight, sound, taste, and movement. 

💡Pro tip: Storytelling is the perfect way to make your audience feel and connect with your brand.

2. Show that time is running.

There is more than one way to use time as a trigger for a sale.

Bear with me to learn how you can make it work in your favour:

Build anticipation 

Ever notice how hundreds of people line up to get Black Friday’s discounts? 

It happens because brands build anticipation for it, creating expectations of special deals that you can’t miss. 

Teasers are an excellent way to implement this kind of strategy.

Build urgency 

People love being the first or the only ones to get something.

By implying that only a limited number of people will have access and privilege to information or a product, you can trigger the urgency feeling and boost your sales.  

Time is money 

In today’s day and age, people crave quality time. And if there is something that boosted this desire to seize every moment, that is the COVID pandemic.  

You can use copywriting to show the audience how much your product/service is a time-saver if that’s the case.

💡Pro tip: You should highlight purchasing options for saving time, like fast deliveries.

3. Social proof 

In a world with so many options, you certainly want your public to choose you. But how do you do that? 

We find it easier to choose something when the people we trust approve of it or when they’re going through the same things we are.

We look for the reassurance that the product we’re purchasing is exactly what we need.

In this case, what makes the difference is the high number of people who bought it, the reviews that were given, which influencers recommended it, and the statistics on the product’s quality and effectiveness.

Then, you must show potential customers how other people (who share similar tastes, beliefs, and needs) benefit from your product.

💡 Pro tip: Show testimonials and percentages on the number of people who have already bought or even claimed the effectiveness of your product. 

4. Belonging 

We all have the emotional need to affiliate with and feel accepted by the group members.

We may purchase an item just to feel accepted or join a club to make new friends. In human nature, the need to belong is strong.  

By genuinely taking the time to understand the needs of your consumers indeed and understanding how your product or service can meet those needs, your brand’s purpose will be the driving factor for them to not only buy from you but also become brand advocates. 

Three ways to do that:

  • Craft a compelling brand purpose that drives your business forward and enrolls people into your vision for the world.  
  • Relate your brand to causes that you support.
  • Use memes contextual to your brand — it is an easy and effective way to be relatable.

5. Authority 

While people will generally roll with the punches, they may also follow a single individual or company if they consider them an expert. Adding expertise to your marketing strategies is a strategy that works well both in B2B and B2C

Kaya Skin Clinic experienced a 137% increase in conversions after Kaya’s agency decided to change the CTA. Just by including the word “expert” in the opt-in form as a call to action, the beauty clinic has seen a powerful application of the law of authority.

💡 Pro tip: Some easy ways to show off your brand’s authority include naming the different outlets where you have been featured, featuring influencers, and sharing top-notch customer endorsements.  

6. Simplicity 

If you are creating content for non-specialist consumers in a specialist area (such as taxation), simplicity is key to understanding and attracting customers. 

Simplicity stands for the minimally satisfying solution at the lowest cost. 

Psychologically speaking, the human mind is more inclined toward simplicity than complexity; that’s why people tend to avoid situations which burden their cognitive load.  

Whether it’s about the product per se or the brand experience, customers are looking for minimalist experiences

That means the buying process should be easy, the language clear, and the responses fast.

Wrapping it up🎁

By using these six ideas on converting leads into customers using psychological triggers, you will notice a boost in sales.

After all, getting into their mind is the key to winning your persona’s heart.

And if you are struggling with implementing any of the above triggers in your business or have questions about how to do so, Weggo can help you implement them in a powerful and strategic way.

Come along with us! 

About the Author

Maria Beatriz

Weggo's Content Manager. Passionate about Content Strategy, obsessed with Excel sheets and addicted to TikTok. 👋


Weggo Solutions/ Business/ E-Commerce Guide for Beginners

E-Commerce Guide for Beginners

Are you thinking about investing in the promising and effective e-commerce industry? 

If so, the first thing you need to do is learn more about the world of Internet commerce in order to build a strategy of steady growth. 

And why do I say steady?  

According to data from the Bureau of Labor Statistics, as reported by Fundera, approximately 20 percent of small businesses fail within the first year. By the end of the second year, 30% of businesses will have failed. 

That is why we have prepared an easy guide on what is e-commerce, the types and the benefits it brings to your business.  

Whats is E-commerce

Also known as electronic commerce, it refers to transactions carried out over the internet. If a product or a service is being bought or sold online, they’re engaging in e-commerce. 

And now, with all the evolution of technology, e-commerce can be conducted from any kind of equipment, like computer, smartphone or tablet.  

The term can also describe activities such as online auctions, Internet banking and online ticketing. Anything you can imagine can be sold through an electronic commerce transaction. 

Business models

We can classify e-commerce into three different types based on transactions models: 

B2B (Business to Business) – This model is when one company sells to another. Normally in this type of business, companies offer discounted rates. As a way to motivate their customers.  

B2C (Business to Consumer) – B2C is the most common type. It is when a company sells to consumers who buy a small amount of product or service. For example, a clothing store is a type of B2C e-commerce.  

C2C (Consumer to Consumer) – C2C is where consumers seek to resell an item or service, which was previously purchased, to another consumer. A good example of C2C model is eBay. 

Based on that you will create a whole marketing and commercial strategy. Remember that when browsing online, people have access to several brands and the algorithm is what will show them exactly what they are looking for. 

For that reason, you need to be sure which model applies best to you so that you can invest in the right tools and strategies and reach you target audience. 

E-commerce and its benefits

With the internet becoming an essential requirement for everyday life, the entrepreneur is learning to take advantage of it. In addition, there are different reasons why e-commerce has shown significant growth: 

Global Market – An online store is not geographically limited. It has the whole world as a market. You can go from local customers to global costumers. 

Availability – Another benefit is that your online business is always open. You don’t have to be awake in order for the website to work. E-commerce is unrestricted by working hours and can serve customers 24/7. 

Reduced costs – There is no need to hire sales staff or maintain a physical store. With e-commerce, the only cost you will have is warehousing and product storage. This way, you will be able to save operational costs and offer better deals and discounts to your customers. 

Targeted marketing – With data available, such as an eye on customer’s buying habits, you can define a marketing strategy. You can provide a more personalized experience and find more customers.  

Niche markets – Scaling a niche product to become popular is difficult. With the global market, e-commerce can build highly profitable niche resources.  

Work from anywhere – Running an e-commerce business generally means that you don’t have to sit or stay in an office from 9 am to 5 pm. A laptop and a good Wi-Fi connection are all you need to run your business from anywhere. 

With all this in mind, you will have a well-structured e-commerce and will be able to see your company take higher places and connect with countless customers.  

About the Author

Tatiane Melo

Content Writer, Branding Strategist and Technical Copywriter at MA² Comms. Contributor for Weggo's Blog, LinkedIn and Facebook.