Think about how social media trends influence users’ awareness of certain brands. We saw this with fidget spinners, which made their debut on social. Then, users flocked to Google in search of these toys.

Thus, we saw searches for “fidget spinners” increase… and then quickly decrease once fidget spinners fell out of vogue.

With this in mind, adopting a holistic content marketing strategy has the potential to increase Search visibility and drive organic traffic to your site. The more users are aware of your brand, the more they will search for you on Google.

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Search Influences Brand Visibility

Likewise, using SEO to your advantage is one way to drive brand awareness. You may not yet have name recognition, but you can use non-branded search terms to drive users to your website.

Fortunately, market research has become far easier now that we have many tools at our disposal. My favorite is Google Forms, which you can use to survey potential audiences and gauge their interest in brands like yours.

This may be a more efficient way to solve a customer problem, a more affordable solution, better customer service, or a range of what we call unique selling points.
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Your unique selling proposition (USP) is a statement that highlights your brand’s key selling points and frames them in a way that communicates value to your target audience.

For example, it’s too general to say you are a marketer who offers marketing services. A USP such as, “X Agency offers bespoke digital marketing services to help brands grow with scale, precision, and confidence.” This is where the real gold is.

Your USP will become the foundation of all of your marketing efforts. It will be what sets you apart in the marketplace, attracts your ideal customer, and defines why consumers should buy from you.