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You ’ ve probably heard the term brand awareness before, but it ’ south more complicated than it appears at first glance .
Brand awareness is the extent to which potential customers are conversant with the alone aspects of your ship’s company and the services or products that you offer .
It ’ s the deviation between people recognizing a company as “ that marketing agency ” and consumers viewing a company as “ that brilliant digital market company wax of actually talented people who are active agent in the community and are in truth amazing to work with. ”
so how does creating post awareness serve attract likely customers to your business ? The answer is by entering them into the digital commercialize funnel : a series of marketing strategies designed to attract likely customers, render leads, and raising those leads into patriotic customers who then advocate for your business .
This article is the beginning segment in a three-part series covering the key points of the digital commercialize funnel. Since this is the first character in the series, we ’ ll start with an introduction to the digital marketing funnel and then dive into how companies and LaFleur can work together to create mark awareness .
An Introduction to the Digital Marketing Funnel
As you can see from the effigy below, the digital marketing funnel is actually two funnels representing one continuous work consisting of seven steps .
- Awareness: Businesses generate leads when consumers become aware of their brand through a variety of channels.
- Interest: Companies nurture these leads by educating consumers about their brand through personal marketing tactics.
- Sale: Businesses and consumers negotiate the services, products, or prices available and make a sale.
- Onboarding: The company sends their clients additional information about the product or service they acquired.
- Retention: The business contact remains in touch with the client to ensure their satisfaction with the product or service.
- Expansion: The company markets different or upgraded products and services to the client.
- Advocacy: The client advocates for the business, spreading the word about the quality of the services or products.
Each mistreat of this funnel besides has two different sets of initiatives : LaFleur ’ s digital selling strategies and the digital and traditional selling tactics that your caller can oversee. We ’ ll report these tactics in the following few sections .
Watch Our Podcast: Increasing Conversions and Understanding the Digital Marketing Funnel
How Digital Marketing Strategies Help Create Brand Awareness
Check out some of the strategies we use here at LaFleur to help our clients boost their brand awareness .
Websites and SEO
Having a web site international relations and security network ’ t just an effective way to boost sword awareness ; it ’ s a necessity for your business. Websites are a customizable solution for marketing the singular aspects of your brand and providing valuable information. But having a user-friendly web site that shows consumers who you are international relations and security network ’ thymine going to be as effective without good search engine optimization ( SEO ) practices .
Did you know that 90 % of web users haven ’ t made up their thinker about a particular trade name before starting an on-line search ? This means that if they ’ rhenium looking for your company, a ill designed web site can be off-putting. But besides that if your web site ranks high adequate, they may decide to check out your post rather .
RELATED: Here’s Why Your Local Small Business Needs a Website
Blogs and Content Development
Posting even and relevant blogs on your web site can greatly increase your brand awareness. Consumers looking for answers to specific questions aren ’ deoxythymidine monophosphate likely to stumble upon your home page, but they could well end up reading a refer web log on your site. You might be thinking, “ that ’ s not stigmatize awareness, that ’ s just web site traffic. ” You ’ re not wrong. It ’ s actually both .
Take this article for example, unless you regularly follow our blog ( which you should ), you probable came across this patch because you searched something related to the digital commercialize funnel or creating brand awareness. possibly you had no awareness of our sword or who we are before reading this blog. Do you now ? At the very least, you might recognize our name and logo if you see it again. After all, it ’ south been following you as you scrolled down this page .
Social Media and Video
As of 2019, 72 % of adults in the U.S. consumption at least one social media account. And that doesn ’ deoxythymidine monophosphate good include the under 30 crowd, although they are still the most frequent users. According to the Pew Research Center, 40 % of U.S. adults over 65 are besides on at least one social site. social media and television watch are the two most popular on-line activities. so since basically everyone uses social media, it ’ sulfur authoritative that you market to them on this impart .
How does posting on social media help create mark awareness ? It allows you to :
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- Express your brand’s voice informally
- Develop easy recognition through a short profile
- Be seen by consumers around the world
- Engage consumers with personal, relatable, and relevant content
- Visually show consumers who you are and what you value
- Stand out with unique quality content
Paid Advertising Campaigns
Anything that gets your brand out in front of people increases brand awareness, and paid ads are guaranteed to do just that. Paid ads can display on social platforms, on-line search engine results pages ( SERPs ), or specific vane pages — and be configured to target the characteristics and demographics of your customer base .
A cogitation by Google and Ipsos MediaCT found that research ads raised top-of-mind awareness by 80 % on average, and evening more for some industries. even if a exploiter doesn ’ t click your ad, they even saw your company mention, logo, and offerings and might remember you in the future. This collateral benefit of paid advertising is a consumer behavior concept called top-of-mind awareness .
obviously, the main finish of paid advertise is to entice users to click through your ad to your landing page and take some sort of legal action, but your ads might already be creating top-of-mind awareness that you ’ re not evening aware of however !
Read more: Online Marketing Degree
Boost Your Traditional Marketing Efforts
traditional selling can be effective for increasing post awareness, but supporting these tactics with digital commercialize strategies has significantly higher results .
Tradeshows
Tradeshows can do more than serve generate immediate sales. They can besides increase your post awareness. We recently helped a node design a tradeshow booth and develop a scheme that included giving away rid socks to booth visitors. The main finish wasn ’ t that people would come by the booth for a exempt pair of socks and decide to sign on ( although it happens ) ; the company chiefly wanted to increase their trade name awareness .
By giving away useful branded stagger at a tradeshow or creating a booth that is Instagram worthy, companies can attract consumers and besides inspire those consumers to mention the booth to other people who didn ’ deoxythymidine monophosphate attend the consequence .
You can advertise your engagement in a tradeshow on your web site, platforms, and paid ads. Creating an organic landing page specifically for the tradeshow allows you to direct anyone who sees your tradeshow contentedness elsewhere on-line to your web site .
Networking Events
Networking means advocating for your mark both within your industry and with likely customers or partners. More than showing up and handing out business cards, successful network involves educating and engaging consumers. Yes, network events frequently consist of repeating your brand ’ second elevator gear over and over and sharing who you are, what you do, and why your company is unique .
however, to efficaciously spread mark awareness, company advocates need to personally engage with consumers. talk less, smile more. Learn about each person you speak with, ask questions, and don ’ deoxythymidine monophosphate haste into sales mode. engage .
It ’ south besides authoritative to engage with electric potential consumers on social media. If your company is participating in a network event — tied if only one or two employees are actually going — mail about it. Let people know that a representative from your caller will be available at the event to answer questions and provide more data. And if you ’ re sponsoring an event, paid ads can target specific people and industries you would like to attend your consequence .
Direct Mail
directly mail international relations and security network ’ t dead. Sending brochures, flyers, or postcards in the mail can be an effective way to get your brand in front of consumers. I receive dozens of promotional emails every sidereal day and typically delete them all without a unmarried glance. But when I check my postbox, I have to manually flip through every piece of mail to make surely there aren ’ metric ton bills or notifications in the stack. And when I see a postcard with a gorgeous jacket, or a delectable steak, or happy smiling people, I ’ thousand inclined to remember the sender .
The ocular component makes consumers want to know where to get that jacket or why those people look so happy. tied if they aren ’ deoxythymidine monophosphate presently in the marketplace for your products or services, they ’ ve now seen your brand, understand what you do, and will be more probably to consider you when they are ready to make a purchase — or legislate along the good bible to person they know who is in the market .
If you have an eCommerce locate, you can include a QR code on your postcard to direct consumers to a coupon landing page on your web site. If you ’ re in the service industry, include a call to military action to lineal people to check out your web site for more information about your services and offerings .
Using KPIs to Measure the Effectiveness of Brand Awareness Campaigns
Measuring brand awareness is more subjective than other digital market campaigns because there ’ s no individual real key performance indicator. however, you can often see the effects of increase post awareness in other digital market metrics. At LaFleur, we use a variety show of marketing and analytic software — including Google Analytics, Ahrefs, Hootsuite, SharpSpring, and Call Rail. These programs help us monitor the follow samara metrics .
- Website Traffic: One of the most obvious signs that you’re doing something right is a noticeable increase in the total traffic to your website.
- Keyword Rankings: Are variations of your brand name appearing higher on the list of keywords your site ranks for? This shows an increase in the number of people who are specifically searching for your brand.
- Social Engagements: This refers to the number of mentions, tags, and other engagements with your brand on social media. It’s also circular. Increased brand awareness leads to more mentions, which lead to more awareness.
- Leads: Another obvious sign that your campaigns are working, more leads! Keeping track of your lead stats can be difficult as they often come through a variety of channels, but there are many tools that can help.
RELATED: How Lead Generation and Tracking Can Improve Your Marketing ROI
so how do you know if your efforts to increase brand awareness truly paid off ? successful brand awareness strategies will show an increase in interest and retainer of your brand, which leads us to the next segment of the digital marketing funnel : lead Nurturing .
LaFleur | Brilliant Digital Marketing
The brand awareness stage of the digital market funnel is where everything begins. At LaFleur, we help clients boost their trade name awareness through digital marketing strategies designed to complement their traditional commercialize efforts .
Can ’ triiodothyronine wait until following calendar month for Part II of the series ? Contact us today to learn more about Lead Nurturing and the other stages in the digital market funnel ? Give us a address at ( 888 ) 222-1512 or fill out our on-line touch form to get started .
References
Infographic : search ads lift top-of-mind stigmatize awareness. ( 2014, June ). Think With Google. Retrieved from hypertext transfer protocol : //www.thinkwithgoogle.com/ marketing-resources/search-ads-lift-brand-awareness/
social media fact plane. ( 2019, June 12 ). Pew Research Center. Retrieved from hypertext transfer protocol : //www.pewinternet.org/fact-sheet/social-media/
The ultimate list of marketing statistics for 2019. ( 2019 ). HubSpot Marketing. Retrieved from hypertext transfer protocol : //www.hubspot.com/marketing-statistics
The content provided here is for informational purposes merely and should not be construed as legal advice on any subject .
