Demand generation and Brand Awareness proven steps

by Mauricio Romero Mauricio Romero | Nov 18, 2020 11:52:00 PM

Rules of brand awarenessDemand generation is crucial for any business to survive and grow. Brand awareness is the first step to get in touch with your potential customers. Learn the steps for making a strategy that is aligned with your goals.

What is Brand Awareness?

Brand awareness is a strategy that generates recognition of your brand, product, service or solution from a target audience. You want to send a message that is compelling to your potential customer that will make him consider use and buy your solution. But sometimes we missed the main questions of who we want to attract, and what we want to achieve through your messages, channels and media.

Let’s think together the main questions and steps we should take to really make a solid strategy with great results.

1 Who is your audience?

You can reach an audience with some demographic characteristics, people that live in a certain area, a certain age and gender. Every time you send a message into a mass media or to a large group, you have some waste called spill over. This is because not all the persons that will be exposed to your message are really your target customers.

Probably they are not all your best customers or are not in the need of your solution, or they might not even know you can help them solve or overcome a need or problem.

It is good that everyone recognizes your brand but the only ones that really matter are your best clients. That is why the concept of target group has evolve to buyer persona. To know who is your best client is the first step to understand that you only need or want to attract this customer profile.

Spend your resources only to the buyer persona you want to attract. Forget about all the rest. When you excel in attracting your buyer persona you can start spending resources on other targets.

2 Where is your audience?

There are two ways of attracting your customers. The first one is to understand what media they use? What is the intention for using this media? How much time and whey they use it? If you know this habits you can create a good media campaign. Your message will be available at the right media, the channel and time. You will reach your audience with less spillover over.

The second way that is much more effective is to reach your audience when they are looking for a solution in the internet. This is when all the content you have made on your website and blog will help you get into their attention through the search engines (SEO and Organic search). This is where the real digital strategy is more cost effective than traditional media.

You can have an strategy for both, but if you don’t have a really big budget you should play smart, and understand how google works and what an Inbound digital strategy can do for your company.

3 What message will generate engagement?

The best way to get the attention of anyone is to talk about them, not about you. Your message should be around how they can solve the issues, and that you have the perfect solution for that.

All the time I see how marketers and sales people don’t get this. They start their communication talking about how big is the company, how many years they have been in business, their footprint is all around etc... When you want to get to sleep your audience do this kind of messages.

Instead if you make messages that will help your future customer you’ll get their attention right away. HELPFUL is the other part of the message. It really should be something based on value.

This is a second reason why the articles and the content in your website is so powerful if its done with the right message.

4 How will my audience decide in their decision process?

The decision process has been studied by scientific research. It has very clear steps and you can learn it to understand how to make the perfect message to the buyer persona.

In the Inbound marketing methodology the way how your potential customer will decide how to buy and to whom is called the buyer’s journey.

What it really solves are three stages of questions people need to decide:

  • What does it solves and why do i need it?
  • What is the result of using this solution, and what are the other options?
  • Why should I buy from you?

There you go, you have my secret sauce. Make the content that answer this questions with a good message, that is made for the right buyer persona. Of course this questions have hundred of variations.

Make this content and it will attract your buyer persona, it will engage with him because you are helping to solve their issue. There are tons of searches from your buyer persona every day on the internet that are looking to solve a problem that your company does.

5 How can I align my sales process to their decision process?

To implement this kind of strategies you should align your marketing and sales team to work for the same team, the comercial team. Why? If you believe what i said and the magic is in answering the questions of your buyer persona through digital messages, who knows better the questions, marketing or sales? Who is in constant interaction with real customers, marketing or sales?

But who knows how to build better messages that are more appealing and aesthetic ones, marketing or sales?

Now you get it! Do the research with your sales team and make your marketing team do the story telling. After that put that content into your blog and website and promote it on social media. Get the help of a digital agency like us that can help you understand how to implement this strategies and teach you the tactics and technology you need to do it better and faster.

The success for the implementation of a good digital strategy is to involve this three teams, sales, marketing and agency (Consultant). If you want to learn more we can help you and give you a free consultation to answer any question you have regarding digital strategies and how tho make them cost effective and increase the revenue of your sales.

We can help you understand more about how to generate leads for your marketing funnel through our experience making great strategies. Visit the next page to learn more.

B2B LEAD GENERATION HOW TO GUIDE

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