Imagine needing a pair of sneakers, and among the multitude of brands available on the market, having to choose one.
Surely your choice will fall on a brand you are already aware of ,
that you have learned to know over time, that you have already tried and whose peculiarities you know.
The superficial or in-depth knowledge of a brand is a crucial issue that influences consumer purchases. On the contrary, the ability of a brand to influence potential customers is a long and difficult process.
Every company must work on its own recognizability with the aim of creating an identity that is relevant to the people who represent the main target . A fundamental step to guide consumer behavior. Positioning yourself as a consumer's first choice in case of a need is the confirmation of having applied a winning strategy.
Brand awareness strategy on Facebook
First of all, you need to define your target audience, to make your strategies effective and efficient: you will not be able to solve a real and truly felt problem by your target audience if you do not know them very well, both them and their problems, their desires and their aspirations.
At this point, the fundamental question is: how to identify the most correct strategy to increase your brand awareness?
To increase and improve the notoriety of your brand, it is necessary to implement dedicated marketing campaigns, accompanying them with a correct SEO strategy. Each business area is circumscribed by a series of keywords that are most searched for. Starting from these, it is possible to create content that favors the visibility of the brand : guides, how to, interviews, blog posts, video content and images. There is a vast amount of content designed to engage your target and convey the value of the brand.
Investing in advertising is an excellent action strategy, however it may happen that you ask yourself: which type of campaign should I use among those indicated by the Facebook platform? Am I choosing correctly?
To correctly set up a campaign, it is first necessary to define its objective, depending on the phase of the purchasing process that you are interested in intercepting: Awareness, Consideration and Conversion.
The phase that, based on what has been said previously, we are interested in dealing with is the first one, that is, awareness: in this phase, potential customers do not know the company, the objective is therefore to create brand awareness on the target audience.
Awareness campaigns are necessary to make people aware
your brand and generate interest in it. Through these it is therefore possible to reach more people than other types of campaigns that the Facebook platform offers.
There are two types:
- Brand awareness: this campaign aims to optimize the distribution of ads to increase people's recall of the brand; this is done thanks to Facebook algorithms.
- Reach: The goal of this campaign type is to show your ad to as many people as possible in your chosen target audience. You can also set how many times a person can see your ads during a specific period of time.
Increased Estimated Recall
An important element when talking about this type of campaign is the estimated ad recall lift metric.
This value is available for ads using the Page post engagement objective, the Video views objective, and the ad recall lift optimization within the Brand awareness objective.
The Estimated ad recall lift (people) metric shows the number of people Facebook thinks would remember seeing your ad if asked within two days.
Ad recall optimization shows your ad to people Facebook thinks are most likely to remember it if asked within two days of seeing it.
The advertising industry has always considered whether people remember ads as a key factor in assessing their impact on the public.
This metric is traditionally measured through “ad recall surveys.”
Facebook chooses the people who are best suited for your ads. Within your targeting, it shows the ad to people who it thinks will remember it later , as a result of exposure to your campaign. It chooses people based on these factors:
- Behaviors , takes into account signals of a variety of nature, including a person's current relationship with your page, the likelihood that the latter will interact with the ad, and demographic characteristics.
- Polls : Facebook calibrates its predictions by polling random samples of campaigns, asking people if they remember a particular ad.
Because estimated ad recall (people) lift improves over time and varies from audience to audience, Facebook recommends not comparing estimated ad recall (people) lift metrics across campaigns that ran with different targeting or over different time periods.
Other metrics are useful for brand campaigns:
- Estimated ad recall lift rate (people) is the estimated incremental number of people who remember your ad, divided by the number of people your ad reached.
- Estimated cost per incremental lift in ad recall (people) is the average cost per incremental person who we assume will remember seeing your ad.
- Reach is the number of people an impression was shown to.
How to increase brand awareness organically?
Alongside a paid advertising strategy, as I just indicated, such as that of Facebook, it is however necessary to develop content that is designed to convey the values of the brand.
One of the most interesting strategies to work on the brand and make your audience connect the brand to what they want is storytelling; which does not only mean telling a story but correctly addressing a message aimed at purchasing. A value that acts as a lever with respect to choice.
Storytelling is a technique that can be practiced with images, text and video. The latter dynamic is effective because it allows you to mix different communication codes.
Another strategy, which I have already mentioned before, is Google. Being found on Google is important, which is why the Blog can help you. In fact, in addition to preparing content that meets the requirements requested by Google in terms of SEO , it is important not to neglect the core of your strategy, that is, making your brand known.
Creating value through memorable and useful content is therefore the strategy to follow, adapting a constant editorial plan that aims to raise awareness of your brand. This will help you create a well-defined personality (and therefore brand awareness) in the eyes of your customers.
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