So, Your Client Hates the Word “Awareness”
Like in many facets of the marketing mix, awareness is the first step in building your brand.
As seen in the widely-used Brand Resonance Pyramid, the first point of contact with your brand identifies the type of product or service you’re providing and whether you can satisfy the person’s particular need. Also known as “salience,” this first step tells people who you are.
“When people are aware of your brand and its logo and other marketing, you will sell more,” according to Zimmer Marketing. “People are more likely to buy from a brand they know or click a website from a brand they are aware of. In fact, brand awareness and brand affinity increase click-through and conversion rates in online advertising by as much as three times.”
Many times, marketing professionals harp on conversions, conversions, conversions. But, if your target audience doesn’t know who you are, how can you convert consistently and effectively? You can’t.
Forbes: “If growing conversions is the goal, then brand awareness is the route.”
“In fact, 75% of shoppers said they are more likely to purchase from a company that knows their name and purchase history,” according to the same article.
So, before investing in conversion tactics, be sure you’ve established strong brand resonance with your target audience.