Categories
Digital Marketing Marketing Strategy

Building Awareness for your Brand or Product

This is the first blog of three blogs in our Funnel series. Today we are talking about the awareness stage at the top of the marketing funnel. 

There has been a rapid shift in the way that people purchase these days, where more and more customers are now shopping online. It’s a great time for e-commerce owners or marketing managers to establish and strengthen their brands online.

As a marketer, your job is to reach prospective customers and bring them down the funnel and to convert them into customers. The first step is to find customers at the “top of the funnel” (or TOF).

What is the marketing funnel?

The marketing funnel represents the milestones of your customer’s journey. This consists of three main parts:

  • Top of the Funnel – The awareness stage 
  • Middle of the Funnel – The consideration stage
  • Bottom of the Funnel – The conversion stage

We’ve created a series of blogs that goes into more detail about each one. 

To effectively influence potential customers, understanding the consumer purchase journey and applying the concept of the marketing funnel are important.

Building your brand

When building a brand for your company or product, you need to get your name out to the people who might benefit from your product or service. The top of the funnel is all about gaining exposure for your brand and reaching out to your audience through awareness campaigns. 

Know your target customers

At this stage, it’s crucial to build quality buyer personas that will help you connect with the right audience. A buyer persona is essentially a profile of your ideal customer. This will help you understand who it is you want to target and create a focus for your marketing efforts. From there, you can start developing an awareness campaign for your brand. 

The key to an effective campaign is knowing your audience. This means analyzing them and gathering insights into their lives: like what their interests are, how they behave, where they are present online, and what their pain points are, to name a few. 

With the tools and technology available to you today, it won’t be hard to gather enough quality information for you to be able to make a data-led inference on what your consumer is like. By doing this, it will help you focus your communication efforts and save you valuable time and effort.

Create content that’s relevant to your audience

With your buyer personas in mind, you can now conceptualize quality content. By this, we mean that with the data and research you’ve gathered, you should be more than equipped to think about the type of content that your consumers are looking for. 

Remember that with the sheer volume of content out there, it’s easy for yours to get drowned out. That’s why it’s important to create ones that have value to your target audience. Because let’s face it, people would naturally consume things that are relevant to them. When creating content, some good questions to ask yourself at this point would be: 

  • What’s in it for them?
  • Why would they find this valuable?
  • How will it help their lives?

Engage with them with no expectation of a sale

This may sound a little counterintuitive but hear us out! Throughout this whole process, something that you need to remember is that customers are more than just sales numbers, they’re human beings. And because of this, it is important to be able to establish an authentic, human connection first, before asking for the sale. 

In fact, research shows that a brand’s authenticity matters to customers when deciding which brands they will consume and support. By practicing this, not only will you gain the trust of your audience, but this could also potentially lead them to become loyal to your brand.

Introduce an offer and see how they react

Once you’ve gotten the basic requirements of marketing down– knowing your audience, creating content they value, and engaging them– continue providing them information about your brand and product. This will help them deepen their understanding of what you offer. Some things to include are:

  • What features do your products have?
  • How do those features translate into benefits for your audience?
  • How does your product differ from competitors?

Since we’re still in the awareness stage at this point, your job is to educate your customers about what you offer and make your brand memorable so they can build an affinity with it.

Use this as an opportunity to study their behavior. While you have data and research available to support and focus your efforts, first-hand data through your own content is invaluable. 

From there, you can continue to refine your messaging and learn more about what captures your audience’s interest.

Summary

It is crucial to optimize your marketing efforts starting from this stage in the consumer’s purchase journey. Your priority as a business or brand owner here would be to establish your brand first, then convert customers in later stages through conversion efforts such as retargeting. We’ll cover conversion topics in the latter part of this series.

Streamlining your efforts and talking to the right audience can help cut down on costs, and it can potentially improve your conversion and retention rates too. 

Miros Digital

Looking for a partner to help optimize your content and elevate your online business? Get in touch with us today! We have a team of highly dedicated and experienced marketing professionals that can help you create data-driven marketing efforts and achieve your revenue goals.

Leave a Reply

Your email address will not be published. Required fields are marked *