We hear this a lot in kickoff meetings with new clients. And that makes sense! Brand awareness contributes to a solid, long-term position in the marketplace. We talk to companies of all sizes and across many industries that aim for brand awareness, and it’s commonly articulated as a top-of-the-list goal. But, when you say “brand awareness,” the first question we ask is, “Do you want brand awareness, or do you want customer acquisition and retention?”
Because here’s the thing: A brand awareness campaign is less likely to get you your next qualified lead.
In action, brand awareness delivers your message to as many people as possible with the hope that it will resonate with that one person, or several, who will be your next customer(s). We measure the success of a brand awareness campaign using quantity-based metrics, like impressions and likes.
However, a campaign like this falls short of many brands’ bigger goals. It puts the decision to act into the hands of consumers who may not be ready for, or even interested in, what you have to offer. True, brand awareness will spread the word, like standing in a crowded stadium with a megaphone. But it doesn’t promise that you will reach your best customer at exactly the right time and place, and especially when she’s ready to buy.
What will get your audience on the phone, filling out your contact form, or headed to the checkout page is a strategy to seek them out personally. Tailor your message to the people who will benefit most from what you have to offer and ask them questions about their needs and frustrations. Even better, get your message to your audience when they’re ready to hear it.
One of our most important tasks is helping clients bring clarity to these goals. Awareness and recognition sound great—big brands like Nike, Coca-Cola, and Walmart have this down. But when it comes to your bottom line, we don’t want to megaphone a broad message and hope for the best. We want to create something tangible, earning you measurable results, that will tactfully, meaningfully, and purposefully engage with your most qualified audience.
When a strong customer acquisition strategy is put into action, it launches your brand closer to the brand awareness phase. At Cosmitto, we help companies generate leads by building highly-tailored AdWords campaigns, optimizing your website for Google searches using SEO tools and best practices, orchestrating email drip campaigns that deliver solutions to viewers based on the actions they take in your emails, and delivering well-written social posts at the right time of day. It means writing compelling content that answers your customers’ most pressing questions. It means getting personal.
Ready to take your digital marketing to the next level? Let’s get to know each other! Drop us a line to request a free consultation and we’ll be in touch right away.