Today, almost everything is bought and sold via the Internet: any information about a product and service, reviews, authoritative opinion - all this is what users are looking for on the net. In this regard, increasing brand awareness increasingly requires advertising through the Internet. Banner and contextual advertising, search engine optimization, and the development of social networks are not just wishes for those who want to increase brand awareness, it is becoming an urgent need in the online sales market with rapidly growing competition.
Website optimization
In order to introduce as many users as possible to your site, in other words, to increase brand awareness, you need to promote it in the coveted TOP-10 of a Yandex or Google search query. One of the most effective ways to do this is SEO optimization or website optimization. Conventionally, it can be divided into two parts:
- Internal optimization - activities related to the implementation of technical improvements. To do this, internal problems are detected, broken links, duplicate pages are deleted, errors in the html code are fixed, a link is created. In other words, the less technical errors a site has, the higher its place in search results.
- Content filling - in addition to the technical part, there is also text, graphic, multimedia information, which, on the one hand, helps the search engine to determine what is being discussed on the site (using keywords and mega-data), thereby moving it forward at a specific key request. On the other hand, the resource becomes useful for the user, because it carries some unique information about the product, its properties, price, experience of other consumers. From this point of view, increasing brand awareness is achieved with the help of interesting texts filled with keywords and useful multimedia content.
External promotion
When the technical part is over, the site is working properly and filled with unique selling material, it is the turn of its further promotion - linking. There are 4 ways in which you can increase the brand awareness of a company on the network:
- contextual advertising;
- asset traffic;
- retargeting
- social networks.
contextual advertising
This type of ad is shown next to the search results list. That is, when a user enters the phrase “sewing machine” in the search bar, then in the search results (top or right) he will see your advertisement if you are a seller of sewing equipment. But it should not be confused with the first lines of queries: they are achieved by optimizing the site. Unlike search results, contextual advertising is paid (a place is bought through Google or Yandex, depending on which search engine you want to see your advertisement display in).
Advantages of this type of accommodation:
- The announcement is targeted, it is visible only to those users who searched for relevant information on the network, which means that the message will be received without negativity and annoyance.
- The issuance of advertising can be targeted on a specific basis - geographic, behavioral or temporary, thus attracting only the target audience, ready to buy from you.
- Payment is made only for real clicks, so the result and costs are clearly correlated and easily tracked for analytics.
- This type of advertising is easy to control for traffic, which means that its effectiveness (or inefficiency) is clear. You can also monitor the actions of visitors to the site and, analyzing them, make changes to the development strategy.
- With delays in sales (production, provision of services), you can always turn off the ad for a while in order to complete the work.
- This view does not require long approval and after creating the layout will start working within 3 days.
- Increase brand awareness.
- Pleased with the low cost of this type of advertising, compared with radio, TV and print media.
Asset traffic
Increasing brand awareness is also achieved by placing an advertising message on thematic sites. For example, an advertisement for a construction store would be appropriate on a site with repair or interior design lessons.
Of course, in contrast to contextual advertising, it is more difficult to distinguish a geographical feature here. But, if the company is engaged in regional trade, delivering its goods throughout the country and in the coming countries, this is a rather effective way to promote the site and the opportunity to increase brand awareness.
Retargeting
Surely many users noticed that after one or two queries in the search engine, an obsessive advertisement on this topic appears. For example, a user searched a couple of times for information: "which camera to buy for a newbie." After this request, he will be pursued on different sites (not even thematic) with offers for the purchase of photographic equipment. This method of affixing links is called retargeting.
Another example is that you go to an online store, show some activity there, read the description, select products, add to the basket. A special site code marks you, and then on other resources displays a reminder about this site, the product in your basket or ongoing promotions.
How does this method influence brand awareness?
- this is a targeted effect on a user who is directly interested in a product or service;
- You can advertise not the entire store, but specific sections, promotions, goods;
- as a reminder, you do not need to send emails, which, incidentally, are not always read and often sent to SPAM;
- the user will surely see your message.
Social networks
Since most modern users spend most of their time on social networks (Vkontakte, Twitter, Instagram, Odnoklassniki, Facebook), advertising through them is an extremely effective way to influence brand recognition. 
This can be done with the help of banner advertising, as well as using the creation of corporate pages that duplicate information on the site with affixing links to a specific product or stock.
The cheapness and effectiveness of this method are obvious. In addition, the more references to third-party resources and integration with other services you have, the higher the site will go up the search engine ladder.
