Author: Carter Matthews, Vice President, Empowering Brands
The first question Empowering Brands’ Professionals ask when we work with a new or existing partner is “what are you trying to accomplish specifically?”. It’s a question and answer that is imperative so that both parties can be on the same page when it comes to achieving success.
Although the specific answers differ, responses most commonly fall into one of two categories:
- “We are trying to grow awareness.”
- “We are trying to increase sales leads.”
Marketers more than ever are being tasked with showing ROI (Return on Investment), which is where having a plan, knowing the tactics, and measuring the results are critical.
From a philosophical stand-point, a good strategic marketing plan should be trying to do both.
More awareness absolutely leads to more marketing and sales leads. However, from a campaign execution and evaluation stand point, it’s good to know exactly what the goal is, how you’re going to get there, and how to keep score. This is where we find many companies need a little help.
Let’s start with the big word awareness that I find is commonly used when someone is unsure exactly what they’re trying to do or accomplish. Awareness should not be a throw-away term used as a catch-all for any campaign without a specific call-to-action. Increasing company awareness should be an important goal with trackable measurements to monitor success. How is that accomplished?
A Few Tips for Increasing Awareness:
Know Your Audience. Understanding your audience is the first step in any marketing strategy. Who are they? What are their challenges? What are they interested in?
Craft Compelling Content and experiment with new forms of content: Hopefully you’ve read our blog, “Why Content should be at the core of your marketing strategy” and understand the importance of compelling content. Video content is booming for a lot of reasons we’ll discuss in other articles, but consider videos are 1,000 times more likely to be shared on social media compared to images.
Have call-to-actions and incentivize when possible for actions. Call-to-actions aren’t limited to lead programs. Ask for likes, shares, etc. and when possible use contests or rewards to incentivize such engagement.
Share on authoritative sites within your industry or niche. Diversifying your content marketing strategy is an integral part of getting your message out there. Remember there is a proliferation of content and no one has control over distribution.
Paid Media. Yes, paid media will have an impact on your awareness. The more quality impressions you can generate, the more chance for recall and awareness. Banners, video, native content and paid social are great ways to promote content and your brand messaging.
How Do I measure Awareness?
You can and absolutely should be measuring growth of awareness. Here are a few tips:
Analyze your site traffic. Set benchmarks and look specifically at how companies are finding your website. Understanding your site traffic acquisition patterns is key.
Keyword Data. Use Google’s Keyword Planner and Google Trends to monitor the volume of branded searches you are receiving. Branded searches are searches where the user has further refined their search with your company name or product. Increases in awareness directly lead to increases in branded searches. In fact, Google has shared research showing how video and display campaigns have a positive impact on branded search and are even rolling out tools to help measure such as their new Brand Lift tool. Example(s):
submersible pump = generic search
KSB submersible pump = branded search
KSB Amarex Submersible Pump = specific branded search
Social Engagement. Monitor your social engagement for increased awareness. More followers, shares, likes and increased usage of relevant hashtags all are relevant metrics of increased awareness.
Need Help with a Content Marketing Plan to Get Started?
Let the staff at Empowering Brands help you get started with a free basic analysis of your existing content resources.