What is a brand awareness campaign?
No matter how big or small your company is, brand awareness campaigns should be a key part of your digital marketing strategy. A brand awareness campaign is a way of increasing familiarity between your target audience and your brand. More than just promoting your products or marketing your services, a brand awareness campaign should aim to create a connection between your brand and members of your audience. During the early stages of brand development, values should be established, giving your brand a personable character that users can interact with. Afterall, users are more likely to remember and return to a brand that has more to show for it than just its latest deals and product releases. A personable brand voice is key to connecting with new users, building valuable customer relationships, and creating successful brand awareness campaigns.
When should you use brand awareness campaigns?
Brand awareness campaigns should be used throughout the development of your business.
Most commonly used by start-up businesses, brand awareness campaigns are an integral part of brand growth. Enabling new businesses to catch the attention of their target audience, brand awareness campaigns can help put small businesses on the map, increasing both their visibility and their reach.
However, that isn’t to say established businesses don’t need to use brand awareness campaigns as well. For large businesses in competitive industries, brand awareness campaigns can help encourage consumers to choose their brand over their competitors. This means, an effective brand awareness campaign could be the difference between a customer choosing to interact with your brand or take their business elsewhere.
The benefits of using brand awareness campaigns
Brand awareness campaigns that are personable and tailored to your users can boast huge benefits for your business.
The main purpose of a brand awareness campaign is to increase brand recognition. By implementing a brand awareness campaign, you can expand your reach and increase your visibility, putting your brand on the radar of your target audience. In doing so, you will likely see an increase in engagement and (fingers crossed) an increase in conversions.
Now more than ever, users are relying on extensive brand research to determine where they make their next purchase from. By imbedding personality and values into your brand awareness campaigns, you’re providing users with a personable character that they can trust and interact with. And, once a user becomes attached to your brand, they’ll be more likely to return for future purchases, without shopping around elsewhere.
When your brand awareness grows, so too will your brand equity. As brand equity depends on customers having a positive overall perception of your brand, many businesses see a personable brand awareness campaign as the first step to achieving brand equity.
Expert Spindogs Advice - What does a brand awareness campaign look like?
There are so many options to choose from when creating a brand awareness campaign including social media, PPC, email, YouTube advertising, TV, PR and much more. At Spindogs, our most popular brand awareness campaigns are usually with social media or PPC. When creating a brand awareness social campaign, you can select your focus to “Brand Awareness” when setting up a campaign, to optimise reach and increase visibility of your brand.
A common question we often get from client is “why choose brand awareness and not lead generation?” The answer to this is all about the marketing funnel:
If you were to go in straight away with a hard sell to an audience who has never heard of you before, the chances of converting are going be less likely. First, you must warm your audience or potential leads. Introduce your brand, tell your audience why they should choose you over another company – this is your awareness stage of the funnel. Once you have captured their attention, you then have their interest. After you have run an awareness campaign, your leads are already warmed, enabling you to move on to a more conversion-based campaign such as retargeting with a more sales-focused message. This is when you capture your audience in the desire phase, resulting in action.
If you’re interested in the benefits that a brand awareness campaign could bring to your business, feel free to get in touch. At Spindogs, our team would be more than happy to help you plan and implement a brand awareness campaign as part of your digital marketing strategy.