6 Steps To Crush Your Brand Awareness Campaign
Brand awareness is a right of passage for any successful brand and something that must be achieved.
To give your brand the best possible chance of establishing itself as a legitimate option for your audience, here are 6 steps you must follow when developing your brand awareness campaign.
Know Your Audience
Developing your audience persona (or multiple personas) is part of the strategic brand development process.
Only with a clear understanding of who your audience is and the challenges and pain-points they’re experiencing, can you effectively develop a solution for them and a messaging strategy to communicate that solution.
The better you know your audience and the emotional toll of their challenges, the better you’ll be able to craft a message or tell a story to resonate with them.
Know Where They Congregate
Traffic is not something a brand creates.
We all live a large portion of our lives online and your audience is no different.
To that effect, they are already part of the online traffic that exists in your marketplace and the people you’re targeting tend to congregate in the same locations.
The key to an effective brand awareness campaign is to identify where these congregations take place and gauge the temperature of the conversations.
Define Your Marketing Channels
After you’ve identified where your audience congregates, you then need to evaluate these congregations.
A critical factor of your campaign is not just understanding where they are, but why they’re there.
Are they entertaining themselves or are they there to find answers and solutions?
All things being equal, the congregation looking for answers to the problem your brand solves is far more valuable than the congregation entertaining themselves.
Allocate Resources To Your Branding Efforts
Knowing the value of these congregations will help you to determine the resources to allocate to them.
Your audience may be looking for answers to the problems you solve, though building a library of resources they can efficiently find when searching will likely take more time and resources to develop than placing an ad where your audience is entertaining themselves.
Your marketing strategy is a game of evaluation and a balance or risk to reward.
The better you understand your market and the channels you intend to participate in, the more accurately you’ll be able to allocate resources effectively to get the most bang for your buck.
Identify Success Of Brand Awareness Campaign
Before you launch your brand awareness campaign, its important to understand what success looks like.
If you have no clear goals, then it’s very difficult to analyse success or failure and without this yardstick, you have no tool with which to optimize and improve upon.
Define what you want your brand to achieve based on the budget set and the time duration it should expect to achieve it in.
Track Your Marketing Results
Although “likes”, “shares”, “Follows” and “Mentions” are considered “vanity metrics” (which marketers shouldn’t spend too much time dwelling over), they’re the go to for measuring brand awareness.
It’s important to build the awareness of your brand, but as I mentioned earlier, awareness for the sake of awareness is not enough.
For every like, follow, comment or site visit, there should be a clear path for your audience to follow to go further down the rabbit hole that is your brand messaging.