You can use experiential marketing campaigns to increase your brand awareness and footprint. The goal is to get as many people as you can to know you brand and your brand purpose.
You’ll know when you’ve achieved mindshare when you are customer’s first thought when they have a problem/ need a solution. You should come to mind. That being said, you need to connect with potential customers and let them know you exist. To do this, you need to broadcast your brand promise and message on social media and across all digital worlds. It is imperative that people know who you are if you want to be a successful brand. You must be ten steps ahead of other brands. To compete you should engage with as many customers as you can. You should be obsessing over increasing brand awareness and engagement. Be focussed on the idea of increasing your brand footprint. Interact with as many influencers and organizations as you can. Be the “first thought”.
2. Create memorable experiences
Prioritizing brand experience will increase customer satisfaction and customer loyalty, which, in turn, will increase your mindshare. When your brand personality is fun and engaging, customers want to stay around--and enjoy the customer journey. Companies with great brand experience have increased mindshare, comparatively. Here are some examples of brand personality from this article:
Excitement: carefree, spirited, and youthful
Sincerity: kindness, thoughtfulness, and an orientation toward family values
Ruggedness: rough, tough, outdoorsy, and athletic
Competence: successful, accomplished and influential, highlighted by leadership
Sophistication: elegant, prestigious, and sometimes even pretentious
You can use these to enhance your brand experience. The clearer you define your brand personality from logos, website design, social media presence, and products, the better your audience will understand you as a brand. You want them to recognize you, trust you, and resonate with you. Customers are more likely to purchase from you again and again if your brand’s personality aligns with theirs.
In addition to brand experience, customer experience, user experience, and digital experiences are important to mindshare your brand.
To increase mindshare for your brand, you should be focused on creating digital experiences for your audience. You can use brand ambassadors on social media to promote your brand and reach a larger audience. This will help you tap into new markets and achieve omnipresence. You want to be on everyone’s brain. Position yourself as the ultimate solution to their problem. Digital experiences are important for your customer’s journey. If you engage them on a daily basis, you will be closer to achieving mindshare for your business.
3. Help your audience create associations and schemas
In psychology, schemas are important because they help us make connections and understand the world. For example, when you are teaching a child what a kitten looks like, and sounds like, they create a schema for it. Even in adulthood we create schemas. With new technology and businesses emerging, we have the opportunity to associate a brand with an idea and achieve mindshare in the marketplace. By connecting your product or idea to a superb branding campaign, you can create a brand schema.
Consider how you build trust with your customer. Increase your credibility through social proof on your website, actively engage with them, involve them in product creation and improvement. And spread the word. Word of mouth has always been one of the best marketing tactics since the beginning. If someone else is talking about how great you are other than you, people will be more apt to trust you and learn more about your brand.
The more people that know about you and buy from you, the greater brand association (schema) you will create in the marketplace. And, you will be one step closer to achieving your mindshare goals.
4. Invest in marketing technology to help you in a saturated market
With companies putting out over 30,000 pieces of content every year, you have a lot of competition. In order to do this, you need to ramp up your posting quality and frequency. Cortex uses artificial intelligence to create content based off big data and can help your marketing team produce social media posts based off what works.
Your approach to mindshare should be strategic and measurable. You must competitive digitally if you want to achieve mindshare in this age. In addition to Cortex, companies like MarketMuse can help you optimize your blog posts and writing to ensure you are increasing your SEO through ranking high on Google. This tip may seem like a small component of mindshare, but it’s an important detail that can make the difference between people knowing about you and people not.
5. Position yourself as the best in the industry
If you want to mindshare your brand, you need to act like you are the best at what you do (and actually follow through and do it). You need to provide excellent customer service that people talk about. Shopify is known for their great phone customer service, so much that people actually talk about it. You need to 10X your customer service and make it so good people want to talk about it. Apple has done this. Make an appointment with any Apple store if you are having a problem with your device and they treat you like gold. You are usually out within fifteen minutes with a solution, and their turnaround time to fix a device is around 5-7 business days.
The entire experience you feel taken care of and like they know exactly what they are doing. Companies like Apple that have achieved Mindshare understand what it takes to be the best: effort and consistency. Show your customers you care about them and will help them. Being the best isn’t just about customer service. You can go above and beyond in your content. Provide valuable content on your website and be known for the best information. People will share your content and talk about you if your content is valuable.