Brand awareness is essential for a successful business. Building a product or offering a good service is just half the battle; obviously, you then want customers to buy. How do you manage that?
The Sales Funnel
First, remember that sales and marketing are two different things. Marketing is the process of spreading word about your brand, product, or service. Marketing includes brand awareness and lead generation. Once those leads arrive, your sales team’s job is to close the deal and convert them to paying customers.
Next, consider the sales funnel. You can find many different versions of these, but here is one:
As you can see, a customer must become aware of his/her need or desire for your product or service, and then, become aware of your business. That second part is brand awareness.
When working on the first part of the funnel, here are several tips for your marketing team to keep in mind:
- Get online. Your website should appear professional and visually pleasing. It has been found that 38% of people will stop engaging with a website if the content and layout is unattractive. You have 10 seconds to leave an impression and tell them what they’ll get out of your website and company, after that (and often before that) they leave. In addition, more and more people will vet your business via social media. The more your name is online, the more your brand is seen. Dedicate time to maintain your social media pages and website with informative and impressive content.
- Use SEO. SEO stands for search engine optimization, and it can increase the amount of viewers on your website. The internet gives you a faster way to connect with and meet customers, so try your best to increase your views. (Or hire us to do this for you!)
- Traditional media. Although social media is very popular, traditional marketing tactics such as print and direct mail may work for your industry. Put your brand’s name on display at different events to attract a large, diverse, customer base. You can also partner with other businesses and brands to associate yourself with their customer base.
- Events/sponsorships. Hand out branded items like pens and T-shirts at events. You can also donate goods with your brand on it to charities to get good PR and publicize your brand at the same time. Bonus: sponsoring an event usually gets you a link to your website, which is good for SEO.
- Influencer marketing. We have all heard about celebrity appeal, and we all know it works. Use influential and popular people as spokespersons for your brand to influence others to like your brand by association.
- Referral programs. Incentivise your current customer base, by offering gifts and prizes by recommending your brand or product to other users. Your users will get excited about your product which will spark word-of-mouth advertising.
- Distinct product. Overall, brand awareness helps if your product is unique and people just have to have it. Make sure your product has a memorable name.
We personally use and encourage these tips to ensure our clients are successful. Contact us if you want to make your brand stand out. Remember: even an amazing business can go unheard of without the right strategy.