If you are trying to work out whether to run a lead generation campaign or brand awareness campaign, I’ve got some news for you – you should be doing both. For many SMEs, brand awareness might not be on their marketing radar, but with a few tweaks to your campaigns, you’ll see how you can maximise your influence on your target market.
For reference, a Lead Generation campaign is one where you work to first identify, and then cultivate, potential customers for your products or services; whereas Brand Awareness campaigns work to ensure that your target market is familiar with the qualities and image of your brand.
Trust will organically build with your market the more regularly they see your name, logo and message appear in front of them. While this can be done through a singular medium, better results are normally obtained when using multiple. When a client asks me about doing a letterbox drop, I inform them right from the start that while they may see positive results from the initial drop, their highest conversion rate will normally be once they hit the same market the 3rd time. There are several reasons for this, but a significant one is that subconsciously, the recipient has built familiarity with your business because they have seen your logo and branding multiple times – similar to how friendships form over time, as familiarity builds on multiple points of contact.
Uniform design and colours will help reinforce your brand message over multiple campaigns and build familiarity that leads to trust. This requires more than just your logo however, similar fonts, layouts, elements will also help cement your business firmly in your customer’s mind. Your message too, can be a powerful tool to help reinforce a brand. In addition to the design component, never underestimate how a talented copywriter can help to keep consistency with your message between advertising pieces. (Read more about the way your brain perceives a brand)
I hate when I receive a piece of advertising material that offers a special discount, or freebie for new clients, but nothing for existing clients (especially if I purchase from them!). Existing clients, who may have been with you for some time can become your biggest brand ambassadors if you give them a chance. By only rewarding new customers, you’ll leave a sour taste in existing customer’s mouths.
It can be tempting to lure people in with false advertising (such as fake specials) and if I’m being honest, it may actually give a small temporary boost to sales. However, this tactic won’t build long term trust (and could potentially lead to lawsuits), loyalty and most importantly, repeat business.
Advertising that solves a problem for customers is among the most effective type and for good reason too: it shows your customers that you care about them, their problems and that you are willing to show how you can fix them for them. When your customers see that you can provide solutions for even one or several of their problems, they are more inclined to trust you to fix more of them.
People, as a general rule, feel more comfortable if someone else has tried something out first and have liked it. Testimonials, especially the ones that include a real name, business name (if applicable) and location will help reinforce to your customers that others trust you and they can too.
In summary, the key to any successful marketing campaigns normally have many components, with repetition being a core component of that.