Awareness advertising is a smart marketing approach designed to boost consumers’ familiarity with a company’s offerings. While it’s tempting to concentrate on bottom-of-the-funnel (BOFU) objectives such as conversions and revenue, relying solely on these efforts won’t ensure long-term business growth. Enter brand awareness campaigns, a powerful tool for gaining recognition and trust, essential for ushering new leads into your marketing funnel. If you’re eager to grasp the ins and outs of awareness advertising and its potential to propel your business forward, continue reading to find out more.
What is awareness advertising?
Awareness advertising serves as a savvy marketing tactic designed to boost consumer awareness and familiarity with your business and products. This strategic approach aims to enhance visibility and tap into new leads effectively.
Unlike short-term profit-focused strategies, the primary goal of awareness advertising is to nurture brand recognition over time. This recognition fosters trust, laying the groundwork for building relationships with potential customers and ultimately converting them into loyal patrons.
What is the goal of a brand awareness advertising campaign?
The main aim of a brand awareness advertising campaign is to boost recognition. As your target audience gets more acquainted with your brand through regular exposure, they’re inclined to recall you easily. Remarkably, 82% of consumers develop a more favourable perception of a business after encountering its content. These positive connections help cultivate relationships with potential customers, setting you apart from competitors. When the time comes for prospects to make a purchasing decision, they are likely to choose you – the brand they know well and have come to appreciate.
How to run a brand awareness advertising campaign
Now that you know what awareness advertising is, it’s time to go through the steps to run a brand awareness advertising campaign that amplifies your brand awareness:
- Know your target audience
- Set your campaign’s timeframe
- Craft a marketing campaign message that resonates with your audience
- Use different channels and platforms for your awareness advertising campaign
- Create a referral program
Let’s go through each step:
1. Know your target audience
It’s not just about knowing who your audience is; it’s about understanding what truly motivates them and aligning with their values. Dive into the minds of your potential loyal customers by tapping into psychographic data through your martech tools. Leverage the power of tools like Google Analytics to track how visitors engage with your website and uncover insights into their interests and demographics.
Take, for instance, an automotive distributor. Beyond gathering basic demographic information, delve into the psychographics of your existing customers. What influences their purchasing decisions? What sets your product apart in their eyes? Armed with this knowledge, craft personalized ad campaigns that resonate with your high-value customer segments. As an example, if safety holds more weight than fuel efficiency for your parent audience, tailor your awareness ads to highlight features that speak directly to their concerns, similar to this compelling approach taken by Subaru.
2. Set your campaign’s timeframe
Ensure your campaign has sufficient duration to gather momentum and effectively reach your target audience. Additionally, align the timing of your campaign with the behaviour and energy of your audience. Strategically plan a compelling start or conclusion based on your customers’ engagement patterns to maintain their interest. For instance, if you’re offering a special deal for just one day, run awareness ads for a week leading up to the promo day, adopting a strategy similar to Dunkin’s engaging approach.
3. Craft a marketing campaign message that resonates with your audience
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4. Use different channels and platforms for your awareness advertising campaign
When aiming to boost brand visibility, it’s crucial to connect with your audience across various channels. This not only enhances engagement but also ensures that your message and ads are seen more frequently. Moreover, a multi-channel strategy provides valuable insights into your audience’s preferred platforms. Understanding whether they actively search for solutions on search engines or spend significant time on specific social media platforms is key. Take, for instance, Cheetos’s Hands-Free campaign, which humorously linked the product’s messiness to the evolution of hands-free technology. Through ads on social media, a TV commercial, and the interactive Cheetos Hands-Free House activation, the campaign effectively conveyed its message, demonstrating how Cheetos played a role in hands-free tech development.
5. Create a referral program
“Ever wondered why recommendations from your pals and family hold so much sway? Well, it turns out that when Aunt Sue or your best bud suggests a product, you’re four times more likely to give it a go. So, picture this: you’ve got an awesome product or service, and you want the world to know. Enter the game-changer – a referral program. It’s like spreading the word through your fan club. Just look at LinkedIn – they’re onto something smart. They’ve got this cool deal where if you’re already rocking LinkedIn Premium, they encourage you to hook up your work buddies. It’s a win-win – your pals discover the perks of Premium, and if they dig it, they might just hop on the subscription train down the line. Now that’s what I call a friendly nudge in the right direction!”
Measuring awareness campaign success
Determining the success of your brand awareness advertising campaign involves keeping an eye on specific metrics that indicate an uplift in your brand’s recall. Some key indicators of a successful awareness advertising effort include increased brand visibility, enhanced recognition, and heightened customer recall. Monitoring these metrics can provide valuable insights into the effectiveness of your campaign in resonating with your target audience and building a lasting impression.
- Reach
- Impressions
- Website Traffic
- Organic search volume
- Engagement with your content
- Frequency of returning website visits
Google Analytics offers valuable insights into your website’s performance, revealing details such as the amount of organic search traffic and the count of returning visitors. Additionally, various advertising platforms provide their analytics, offering a comprehensive view of your ads’ reach and impressions. By leveraging these tools, you gain a deeper understanding of your online presence and advertising effectiveness.
Launch effective awareness advertising campaigns with Tap For Tech
Elevate your brand recognition and fuel long-term growth with the power of awareness advertising campaigns. If you’re seeking expert assistance in planning and executing impactful campaigns, your solution is Tap For Tech. As a comprehensive digital marketing agency, we specialize in crafting tailored strategies for every stage of the marketing funnel. Our 500+ digital marketing experts have successfully driven the launch of more than 650 ad campaigns, propelling our clients’ businesses to new heights. Connect with us online or give us a call at +91 6306470701 to chat with a strategist about leveraging our digital advertising services to enhance your brand visibility and boost your overall success.
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