What is actually Brand Awareness?
Label recognition is actually the amount of understanding that consumers possess along with your label..
Increasing brand name understanding is actually a bulk of company property for companies as well as some of the best significant objectives in contemporary advertising. In HubSpot’s Condition of Advertising 2021 file, marketing professionals called company recognition their 3rd general top priority as well as very most popular purpose in advertising and marketing initiatives.
Building brand awareness is a must-have for your marketing strategy when you have a new brand. 3 away from 4 consumers mention they possess a greater odds of relying on a company they recognize than an unidentified company. As well as you need that trust for your brand to get a solid foundation in your industry.
4 Ways to Optimize Your Landing Page for Brand Awareness.
Thinking of building a brand awareness page? Try these four tactics.
1. Share your story.
Brand awareness-focused landing pages aim to teach new customers about your brand. They’re the perfect spot to share your company’s story and what it’s all about. You’ll give your brand a human face early on that’ll help people remember you in the future.
One of the easiest ways to tell your brand’s story is to share info from your team’s perspective. Try adding a note from your founder– depending on your industry’s ideal landing page length, you might want to keep it quick. You could also use pictures of your product and team to show what’s happening at your brand and improve your landing page imagery.
Landing pages also give you the chance to tell your story from another perspective– your customers’. Social proof like testimonials and social media posts show that you have real customers willing to spread the word about your brand.
Share a few details about your customers that humanize them if you use testimonials in a brand awareness landing page. Check out how Memberstack’s testimonials include the writer’s position to make them feel more real and add authority:.
2. Don’t go for the sale.
Not all landing pages should try to sell something to the customers– especially brand awareness landing pages. It’s one of the most common landing page mistakes for marketers to go for a sale on every page and wonder why customers run away.
Your brand awareness pages should target people at the top of your conversion funnel. These customers don’t know much about your brand yet, so they’ll get really confused if you shove your product on them right away.
Throughout your landing page content, practice copywriting that works well with top-of-funnel customers. Stay away from jargon and keep on top of your keyword-targeting game to draw in new customers.
Finish your landing page with a low-commitment CTA. Instead of asking for a purchase, try sharing a free resource to download.
Check out how this brand awareness landing page by Shoelace focuses on sharing a free deck on a topic relevant to their customers:.
When they download the deck, top-of-funnel customers can get familiar with Shoelace and start thinking of them as an authority. No hard sales pitches here– Shoelace’s customers are just getting to know them.
3. Offer a hub of information.
Brand awareness landing pages are often a customer’s first look at your brand. Why not use this intro as a chance to show them the resources you have to offer?
Try making a brand awareness landing page that shares info through:.
You can also offer resources related to that cause if you’re trying to raise awareness about a cause-related non-profit organization. WAGGGS and UNICEF’s landing page for U-Report, an app for girls to share their opinions about the world, includes empowering resources for advisors and teachers:.
These downloads help adults encourage girls to speak up about what they believe, helping the app team meet their overall goal.
If you go this route, you should still focus on a primary call to action (CTA). Drive visitors to your main CTA by:.
Embedding podcasts and other media directly on the page.
Setting any resource links to open in a new window.
Making your main CTA button stick out through tactics like contrasting design and repetition.
4. Let visitors try out your product.
Sometimes, the best intro to your brand is a hands-on experience with your product.
Demo landing pages are a must-have for SaaS brands. We recommend running one as an evergreen page to keep leads coming in. They usually target customers farther down the conversion funnel than typical brand awareness page visitors, so you’ll have to be careful how you design your page and demo.
Make it as painless as possible to try your product if you want to share a demo or free trial with top-of-funnel visitors. Keep any forms as short as possible, and make sure your demo terms are low-commitment. If you require a credit card number for your demo, you might want to stick to bottom-of-funnel and middle-of-funnel customers.