How to Create Online Awareness of Your Company


It’s one of the first questions business owners ask: How do I make people aware of my company?

Today’s business environment requires you have an online presence. It’s important for business owners to consider the many online tools available to get the word out about their products and services. Also known as branding, awareness development is the first step in the process which leads to marketing success.

What Is An Awareness Campaign?
Why is awareness development so important? Simply, it softens the ground for future opportunity. People buy from those whom they trust; familiarity is the first step in trust development. When you create awareness or branding campaigns, the goal is eyeballs and brand retention. Get your name, logo, message or story in front as a many qualified people as possible. You want as many touch points as it takes for people in your target market to know your name and the problem you solve.

In the past, mass marketing was required via TV, radio or print publications. It was a shotgun approach unless you advertised with small relevant programing or specialty publications. Still, much of the ad budget was wasted on an unqualified audience.

A qualified audience are those most likely to resonate with your message. Online advertising is good news for those who wish to get the word out to the right people on either a large or small scale.

What An Awareness Campaign Is Not
The marketing process I use for my agency is to develop campaigns with four marketing components; awareness, traffic, conversions and retention. Awareness is similar to a branding campaign, traffic is a campaign to drive more visitors to the client website, conversion campaigns focus on testing and analytics to improve sales, and retention campaigns help to keep hard earned customers.

It is common for the goal of an awareness campaign to be confused with goals of the other three campaigns. Awareness campaigns are not directly about driving more traffic to your website, improving sales or retaining clients. Yes, such a campaign does offer some of those side benefits. However, if you’re expecting a direct ROI (return on investment) from an awareness campaign, you might wish to consider other tactics too.

Fortunately, the side benefits are enhanced when you combine awareness with other strategic campaigns. Awareness or name recognition makes it easier for salespeople to get in the door. If people know your name, they are more likely to click on associated online links. Awareness campaigns help retention because they keep your company top of mind with your current customers.

How To Create An Awareness Campaign
You have many tools available to you to get the word out about your company. The first thing to do is create a persona of the person who is most likely to buy your product or service. What are their demographics, interests and location. This information is important when you use the targeting features of online advertising platforms. It’s better to work it out ahead of time, rather than guess while you set up a campaign.

Consider display ads as a good first step in your awareness campaign. Google has a strong display advertising system which will show ads to your target audience on their properties, as well as, informational websites, blogs and media outlets.

For my clients with DIY (Do It Yourself) competition, I search Google for blogs and websites which explain how to do what my client does. Then I target such sites with ads on my client’s behalf. These ads remind the reader my client is a good option, especially, if they decide not to do it themselves.

Display ads are an excellent branding play. You can get your message in front of a lot of people for a relatively low investment. Facebook is another powerful platform you can use to develop awareness for your brand. Where you place your ad online depends on your target market. If you have a highly visual product or service, consider Instagram or Pinterest to get the word out.

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