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May 15, 2017

Handmade Marketing: The Secret to Amplifying Brand Awareness

The key to successful marketing is sending the right message to the right audience at the right time. If you’re doing business online, you need to send the message to a very large audience, so marketing automation fits into that equation quite comfortably.

Marketing automation has been playing an increasing role in the life of marketers, as far as managing the necessary, repetitive day-to-day tasks due to its ability to handle a large database. It saves precious time and resources, which can be channelled to other activities.

As everything else in life, and online, marketing automation has its limitations, especially in navigating the complexities of marketing; after all marketing deals with people, who cannot always be fitted into an excel. Without a coherent strategy in place, no software would be able to generate value. This is where handmade fits in.

In order to have an edge against the competition, to float above the ever-growing stream of online activity, you need to get your hands dirty, so to speak. Because if you just follow the lead of software, and algorithms, and automated solutions in your marketing, your audience will notice there’s no heart in it – that’s in not really you, but just a bunch of code lines.

Creating Brand Awareness

A key factor in the success of a business is the perceived value customers have of your brand. Having a memorable and unique brand, helps create brand awareness, which is your way of increasing success potential.

Brand awareness is the measure of how your business is acknowledged by your audience. Since every business is different, creating an identity (where all brand values are incorporated) is essential for your brand awareness amplification campaign.

We will now look at two strategies to effectively elevate your brand awareness that are impossible to automate and require the handmade approach.

How to Tailor Your Content Distribution

The idea behind content distribution is to create content that is meant for publication on third-party websites. You should first contact the target publication, pitch them your idea and, only after your get your pitch approved, go ahead and research, plan and write.

Your content should be relevant, informative and actionable: relevant to the audience of the target publication; informative in a way that it shares knowledge and experience, not just opinion; and actionable – meaning, it drives the readers to action – once they finished reading they can do as you explained.

In a recent article about strategic content distribution, eTraffic emphasizes the importance of organic distribution as a valuable tool for increasing brand awareness. Content distribution shouldn’t be confused with traditional advertisement; the latter relies on paying large sums of money for the placement of simplified messages that targets the widest common denominator, while the former aims to provide real value to a segmented audience while the brand behind it enjoys it indirectly.

Another difference is that traditional advertisement is very direct; the main goal is to increase sales. Content marketing has the goal of creating trust with your audience and positioning your brand as a credible, reliable source in your industry.

Since we deal with individual pieces of content – guest posts, articles, and research papers – you need to distribute them individually. It sounds like a lot of work — and it is — but it’s worth it. Publishing an article you penned on a highly respectable, industry-specific website will give you an incredible boost in brand awareness, and as a result of that, of incoming traffic to your website.

Influence With Your Marketing

Along with content distribution, there is another powerful strategy to increase brand awareness that is gaining momentum. In a recent survey, 84 percent of marketers stated they are planning to complete at least one influencer marketing campaign during 2017. If you’re not sure, now would be a good time to ask: What is Influencer marketing?

Quite simply, influencer marketing is the practice of using individuals with influence over certain audiences to promote your product, directly or indirectly. Now if you’re thinking about models and singers taking a selfie with a product and posting it on Instagram, you’re only half wrong.

Influencer marketing did rise from the trenches of the B2C social sphere, but quickly evolved into a full-scale marketing methodology for B2B brands as well. The B2B sphere influencer obviously won’t pose for a picture, but will use their credibility and status as thought-leaders to reason with their audience over why this or that product or service is one of value through serious content.

It is also worth mentioning that in most cases, B2B influencers will only work with brands that they believe in, and that wouldn’t tarnish their reputation.

Businesses are looking for marketing strategies that break through the noise and reach the right audience. Strategic content distribution and Influencer marketing are great methods for gaining the trust of your target audience and making the connection to your brand. Utilizing context and expertise, both these tactics will increase your brand awareness.


Assaf Dudai is the head of content for eTraffic, a Web marketing agency specializing in SEO and content for B2B companies. Assaf is writing on all things relating to online marketing, from content to personalization to distribution and personal branding. You can connect with Assaf on LinkedIn