For publishers everywhere, developing a strong brand that an audience is aware of has a positive effect on revenue. In this article, we discuss the best strategies for publishers looking to bolster their brand awareness.
For publishers everywhere, developing a strong brand that an audience is aware of has a positive effect on revenue. In this article, we discuss the best strategies for publishers looking to bolster their brand awareness.
It’s no secret. Developing a strong brand that an audience is aware of has a positive effect on revenue. In fact, developing publishing brand awareness is one of the most effective ways to increase overall profits. Brand marketing and brand consistency accounts for 33% of the total increase in publisher revenue. Interestingly, many publishers report struggling with brand identity and awareness citing poor uniform brand guidelines and lack of promotional brand strategies as the two main issues.
Having a brand that is not only recognizable but trustworthy is more important than ever. With audiences looking to find brands that they themselves can trust and return to, publishers certainly do not want to lose out on the potential for loyal customers. In this article we are going to dive into the importance of building a brand and how to grow publisher brand awareness.
How Brand Awareness Impacts Revenue Growth
Building, maintaining, and promoting a brand is regarded as the most important investments publishers can make. Without a unique and recognizable brand, it is easy to get lost in the competition. Before learning how to promote brand awareness, it is important to have a solid branding foundation. When building a brand for the first time or assessing a current one there are a few things to keep in mind.
The first is developing a clear brand voice. The way a brand speaks to an audience is crucial for developing an overall identity. The next thing to keep in mind is consistency. Ensuring that your brand has a visual consistency is vital to brand health and success. Lastly, focussing on a brand’s core values and the target audience is important to developing a messaging strategy. All of these should be included as brand fundamentals. Without them, developing meaningful brand awareness is almost impossible.
How To Build Publisher Brand Awareness
Once a brand is thoroughly fleshed out, then a publisher can begin to focus on brand awareness. The first place to start is with strategy. It is important to develop a clear and concise brand awareness strategy so that actionable steps can be taken. The main aim behind every brand awareness strategy should be to grow customers and revenue while establishing brand recognition in the target market. Below are the five best ways that publishers can accomplish this.
1. Guest Blogs for Other Sites
Any good publisher knows that quality writing is a major factor in success. If you are having trouble driving traffic to your page, offering to guest write for another well known blog or publisher could make the difference. In doing this, you are dipping into another audience pool. The goal is to create something worth reading on a well established site that should drive some of their audience members to your page. This can give a publisher the added traffic boost they need.
2. Start a Referral Program
Referral programs have always been the tried-and-true method of brand awareness for many. Word-of-mouth marketing is heralded to be successful as it uses your loyal customers as brand advocates. Recommendations are so common that 49% of consumers in the United States report that friends and family are their number 1 source of brand awareness.
Using a referral program will increase your reach as it is rooted in a source people know and trust, their loved ones. Most publishers offer discount based referral programs. By offering their audience a 15% discount on subscriptions for themselves and the people they refer, it is a win-win incentive based program.
3. Maximize Organic Social Media Presence
Brands should never underestimate the power of organic social media. While paid social media guarantees a win for a short time period, organic social media forces brands to step back and take stock of their content in the long term. It is important to scrutinize posts and ask if the content being created is worthy of a follow or for people to share and stick around. Maximizing organic social media means that brands need to be making high quality content. Their content needs to add something of value to a viewer’s life. This will encourage people to follow and engage.
4. Create a Podcast
Podcasts are an excellent way to personalize a brand and provide more value and information to your consumer base. Publishers can easily create podcasts based on local or monthly news. They can really be about anything so long as they fall in line with a brand’s niche and messaging. When considering what to podcast about, take stock of the experts you have internally and externally. This way you are basing a podcast of some level of confidence and knowledge.
5. Join Brand Partnerships
Joining brand partnerships is one of the quickest ways to build publisher brand awareness. Many brands are looking for the same, so it can be easy to find the right company to partner with. Engaging in brand partnerships improves both companies’ reach and builds trust amongst both audiences.
Build Your Revenue & Readership
For many publishers, partnering with Invisibly can be a great start. Invisibly opens up an audience of potential readers for publishers by giving people an easy way to access premium content in the app’s feed. When a user accesses the publisher’s article, the publisher not only gets paid but also has access to audience and content performance insights.
Invisibly provides a way for audiences to explore premium content and allows publishers to earn more from the content they work so hard to produce. Publishers can get started growing their readership with Invisibly today.
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