Every business wants to make its brand as popular as it can be. Making potential customers familiar with the distinctive qualities or image of a particular brand of goods or services can increase the revenue. Awareness is essential for every type of business but it doesn’t come for free. Each dollar needs to be spent wisely and every action needs to be taken having the main goal in mind. Therefore, every successful brand awareness campaign needs to start with the following steps:
Choose your end goal
This is the step that makes you better understand what exactly do you want to achieve with every campaign you build and conduct. Brand awareness is different from a campaign that, for example, focuses on selling a product. It can lead to sales but this is not the first target. Brand awareness refers to the fact that customers can recall or recognize a brand as a whole.
Set your campaign budget
Thinking strategically about how the budget will be spent is critical to a brand awareness campaign. Nothing can happen by chance. The numbers need to be detailed, categorized and pointed towards the different steps of your campaign. Usually, brand awareness campaigns are performed for a longer time because awareness doesn’t come overnight. Therefore, you need to wisely spread your budget across the timeline of your campaign.
Identify your target audience
If your area of operations is in Miami, you will want to advertise in Miami, not in South Florida. If your business delivers in a certain radius, every single advertisement that covers more than your radius means money thrown out the window. If you are running a beauty salon you will want your target audience to be women. Choosing the right target audience is vital for optimal results.
Design your content
An inconsistent content, a confusing message, grammar mistakes, lack of inspiration and disorganized content doesn’t bring anything good to your business. Plan to answer these questions. What type of content should I promote in the brand awareness campaign? Is it connectable? Is it clear? Is it shareable? The people love sharing a good story and if it’s high-quality content, your story might be one of them.
Choose your channels of distribution
To choose the best channels of distribution you should determine where your customers are. Are your customers on social media? Your potential customers are pedestrians, drivers, or both? Are your customers passionate about sports or arts? Once you know your customers, you should see where they are and choose the channel or, channels of distribution. You would say that everyone is on social media or Google search, but might not be the case if you are seeking to advertise a new GPS gadget for truck drivers. Try radio advertising and banners along the highways.
Monitor your campaign
Adjusting your campaign is everything and it happens all the time. If your brand awareness campaign is stretched throughout a year, you need to evaluate it at least every quarter. Check which KPIs are performing better on which channels of distribution. Flexibility is everything. Switch, swap, shape, stop. These are the 4Ss that should be included in the content strategy. Switch to another channel if the content is not performing on that specific channel. Swap a type of content with another. Shape your content to your customer’s preferences and tastes. Stop sharing that certain content if it doesn’t bring engagement.
Analyze the results
At the end of your campaign, you will want to analyze your overall achievement. This is the moment of truth, the moment you have been waiting for. The numbers never lie and they are always reflected in something. When you analyze the numbers, you need to also check if your achievements are connected to your objectives and main goals. When you advertise a certain product it’s easy to find out. You just check if the revenue increased thanks to that advertised product. But, how can you decide if a brand awareness campaign was successful? Well, that will be another article and another story to tell in the upcoming posts.