Let’s start with what awareness means and why it’s important to your business.
The definition of ‘awareness’ in the Oxford dictionary is ‘knowledge or perception of a situation or fact’.
To translate this into something meaningful for business – an awareness marketing program will give your business the opportunity to set the perception of what your brand has to offer in the market place.
For example, the mission for my business DKs Content and Copywriting is to help your business become the story your target audience is living and sharing:
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- ‘Living’ translates into buying your product or service and
- ‘Sharing’ translates into the cheapest marketing channel available – word of mouth. And today ‘word of mouth’ isn’t just conversations at backyard BBQs, it also means followers, likes and re-posts.
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The first step for me to achieve this mission, is to teach you the value of creating an effective awareness marketing program, for your business.
Have you noticed I am using the word ‘program’ not ‘campaign’?
Here’s why:
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- A campaign is a short-term sales driven activity vs a program which is a longer tail activity, broken down into a series of communications.
- These communications should be designed to help the market get to know who your business is, the value it has to offer and will build trust in the minds of your audience – so they believe you can deliver what they want to meet their needs.
- A well-designed program is always on. It brings your brand front of mind to steal the attention of who want to sell your products to. And executed so your brand/product is present where your audience is playing every day.
- A campaign is a short-term sales driven activity vs a program which is a longer tail activity, broken down into a series of communications.
Essentially, an awareness program is the foundation of a great marketing strategy so there is a continuous flow of traffic driven to your website.
The value of an awareness program to your brand
Just in case you missed it, I already shared the key value of a well-designed and executed awareness program will bring to your business – views, traffic and visits to your website.
These metrics indicate your brand is now part of the consideration list of your target audience.
For the Marketing Managers
If you’re a marketer who wants to translate the value of an awareness program and why you should be given budget to do so – here’s the elevator pitch:
“To drive top of funnel traffic and increase demand performance, we need to create an awareness program that is always on, automated and has a consistent flow of marketing funding.”