How to build an audience from nothing (no brand)

By Gareth Henry   |   Last Updated 6 December 2022

Do you have a brand?

You may think you have a “brand”, but you’re only a “brand” when potential customers think of you in the top three entities that come to mind in your niche.

So, how do you build a brand? You first need a large, engaged audience that can sustain sales. For example, if your audience only consists of family and friends, it needs to be bigger to build your brand. Similarly, if you have a large audience but your message isn’t enough to “breakthrough” and engage your audience, you won’t be placed in the top three in their minds.

Let’s ask the question again.

Do you have a brand?

If the answer is “No”, you don’t have an audience.

This article is a precise and quick digital marketing guide that will show you how to build an audience from zero and kick-start your brand.

Step 1: Pick one platform that is “good enough”

The most important question is, “Where can my target market discover me?

There’s no use spending all your time on Facebook if your target market is 18 years old and using TikTok. Don’t expect your target market to come to you. You need to go to them.

Not only do you need to use the platform, but you also need to learn how to use it properly. Make sure you spend at least five hours researching the platform and figuring out how to make yourself stand out. You don’t need to make the best content in the world; it just needs to be good enough.

How does that look?

If your prospect is a researcher who likes to discover information about your product or service, they use Google. So, how do you show up on Google’s search results? Can you win any SEO?

Your audience may be more visual and like long-form videos. If so, how can you use YouTube? How will your video break customers away from their watch list and make them click on your video? How can you keep the viewer engaged?

Or your audience might be on TikTok. Then, can you integrate your product or service into the current trends? Can your video entertain or educate your audience?

Most importantly, you need to decide on a platform and start posting.

Step 2: Post consistently

Ever go to the gym randomly and wonder why you’re not buff? You’re not consistent.

The same thing applies to building an audience. You can’t post aimlessly and expect to have a well-known brand suddenly.

Once you’ve picked a platform and have started posting, the hardest thing to do is be consistent. You may not see results the next day, but over time, the results will build upon themselves, and your patience and persistence will pay off.

How does that look?

If you’re engaging with a professional SEO service, you should pay for 10 hours per week (including time spent writing content). If you prefer to write your content, drop this down to a minimum of five hours per week.

For YouTube, ensure you’re posting twice a week: one Short and one long-form content (that is at least 10 minutes long). Of course, you’ll also want to focus on improving your video production and editing skills simultaneously.

Are you using TikTok? Post three times a day. I’m hesitant to recommend TikTok for this very reason, as it is a massive commitment. Before jumping in, ensure you believe TikTok is the best fit for your audience.

Try these strategies for three months and monitor the results. These platforms will often punish you for not sticking to your upload schedule and missing a post, so it’s always a good idea to have some extra content up your sleeve as a backup plan.

Step 3: Analyse your progress

Is your strategy working? Are you building your brand?

One thing I must emphasise: When building an audience from nothing, forget trying to make a sale straight away. It might happen but forcing a sale will be prohibitive to your mission.

Concentrate on brand building first and recognise your successes.

How does that look?

  • Increasing impressions
  • Increasing clicks
  • Users signing up for a free offer (aim for a conversion rate of around 2%)
  • Increasing views on your videos
  • Clicks from your video’s description box to your website
  • Increasing followers, likes, and comments

Although none of this may be making money for you right now, by following this guide, you are adding value to your target market, and they will engage in your premium offer in the future.

If not, you’re not adding value to the market, and it is better to learn the lessons and pivot your marketing rather than continue.

Building an audience from scratch can be daunting, but if you follow these three simple steps, you’ll be on your way to success. Start by choosing a platform that aligns with your brand and target market, then be consistent in your postings by uploading content regularly. Finally, analyse your progress and make changes as needed. If you’re patient and persistent, you’ll see results in no time!

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