How to increase your brand’s market share

By Adetunji Faleye

Brands can employ several strategies to increase their market share. They can do this by offering competitive prices, innovative products, and excellent customer service. Additionally, they can use digital marketing techniques such as SEO and social media campaigns to reach more customers and build brand awareness.

Additionally, having a strong online presence and creating engaging content can go a long way towards building a loyal customer base and increasing market share. For instance, a brand that creates engaging content on social media that resonates with its target audience is likely to have more followers and gain greater visibility compared to a brand that has a social media presence but does not post any content. 91% of B2B marketers use content marketing to reach their customers, and 87% create content for different stages of the customer journey.

Content marketing helps to build a brand’s reputation and trust among its target audience. It also helps to create customer loyalty and encourages customers to make repeat purchases. Furthermore, content marketing helps to drive organic traffic to a brand’s website and can be used to generate leads and convert customers.


Here are some other effective approaches:

Product Differentiation: Brands should focus on offering unique features, benefits, or innovations that set their products or services apart from competitors. This can help attract new customers and retain existing ones.

Market Segmentation: Identifying and targeting specific market segments can be more effective than pursuing a broad audience. By understanding customer needs and preferences within a particular segment, brands can tailor their marketing efforts and offerings to appeal to that specific group.

Competitive Pricing: Price is a significant factor in consumer decision-making. Brands can gain market share by strategically pricing their products or services to be more attractive than those of competitors. This can involve offering discounts, bundle deals, or introducing cost-effective alternatives.


Effective Marketing and Advertising: Developing compelling marketing campaigns that resonate with the target audience is crucial. Brands should utilize various channels, such as social media, digital advertising, television, print media, and influencer marketing, to reach and engage potential customers.

Customer Experience Enhancement: Providing exceptional customer service and creating positive experiences can help differentiate a brand from competitors. Brands should focus on understanding customer pain points and addressing them effectively to build loyalty and attract new customers through positive word-of-mouth.

Product Expansion and Diversification: Brands can expand their market share by introducing new products or services that complement their existing offerings. This strategy allows them to enter new markets or cater to different customer segments, thereby increasing their overall market presence.

Partnerships and Collaborations: Forming strategic partnerships or collaborations with other brands or industry influencers can help expand reach and exposure. Joint marketing efforts, co-branded products, or shared distribution channels can all contribute to increasing market share.

Continuous Innovation: Brands must stay ahead of the competition by constantly innovating and improving their products or services. This can involve investing in research and development, staying updated with industry trends, and actively seeking customer feedback to drive innovation.

Geographical Expansion: Exploring new geographical markets can provide opportunities for brands to capture untapped customer bases. This expansion can be through physical store locations, e-commerce platforms, or partnerships with local distributors.

Data-driven Decision Making: Brands should leverage data analytics and market research to gain insights into customer behaviour, preferences, and trends. This information can guide strategic decision-making and help brands align their efforts to maximize their market share.

It’s important to note that the effectiveness of these strategies may vary depending on the industry, target market, and competitive landscape. Brands should evaluate and adapt their approach based on their specific circumstances and locations.


Illustration credit: Adetunji Faleye

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