You have started a fresh business and now you want to make sales of whatever you offer. Though sales is the key goal of any business but is never the first step that you perform to grow your business. It involves a lengthy process – at first you need to figure out your potential customers, then you generate awareness among them about your offerings, you target them with your marketing message, you connect with them engage them, and then your perform lead generation & nurturing tactics and blah, blah, blah.
However the very first step that you need to perform after you have figured out your target audience is to generate awareness about your offerings among them. You need to let your target consumer segment know who you are, what you offer and so on. It is very important for businesses that their prospects or potential customers are aware of their brand, their products & services to buy from them.
Haven’t you observed people are more likely to buy from a brand they know than the one they are unaware of. They don’t want to risk it at all in a Brand they have never heard of. Brand awareness plays a key role in influencing the consumers’ purchase intent. Here are 5 reasons why and how brand awareness drives consumer buying decision.
Create an Image for Your Brand
When you are new to the market the first thing you need to do is create an image for your business/ brand in the mind of the consumers that yes this is a brand that offers so & so product or service. Now the rest about creating reputation about your company comes later.
In online marketing generating brand awareness that too specifically targeted isn’t very costly as compared to the old school marketing where you could advertise your product only through the expensive channels like print, television or Radio and that too randomly. In fact in online you have both options whether you generate awareness through organic i.e. free of charge channels or inorganic i.e. paid advertising.
People widespread become aware of your Brand
Very seldom it happens that the consumers buy from a brand they are unaware of, so increasing brand awareness for your business will help you make more sales easily. Educate people about your brand so that consumers widespread should know about it.
Influences consumer’s purchase intent
Generating brand awareness is crucial for influencing consumers’ buying decision. If the consumer can recall your brand while making a purchase, they are more expected to buy from you. So, you should always pay special attention to your brand awareness campaigns, if you want the brand recall to happen for your business.
Increases consumers trust in your brand
While making a purchase, some kind of perception of risk sometimes is related with it however brand awareness among the consumers boosts their confidence in you reducing this perception. Consumers find it more risky while making a purchase from the brand they have never heard of before. In short, brand awareness builds trust between you and the consumers.
Increases the recall value for your brand
Brand awareness helps the consumers in recalling your brands while making a purchase. By running brand awareness campaigns you let your target audience know about your business, your product & service. Now based on how well your campaign performs, it increases the recall value for your brand among consumers and that they can recall your brand if they require the product or service that you sell.
Afterword
Brand awareness is the foundation of your business. And! These are your brand awareness generation campaigns that decide how well your business will perform. Your business success is dependent on how smartly & intensely you have generated awareness for your business.
Like we talked earlier in the article as to how well you can segment your audience, target them and convey your marketing messages to them even in a shoe string budget through online/ digital marketing.
There are various channels like SEO, social media, video marketing & so on through which you can generate awareness among your potential customers about your brand organically. Or, if you can invest some money then you have PPC, display advertising, social media paid advertising through which you can generate awareness about your brand only among your target audience receiving return on every single penny you invest.
Unlike traditional marketing where you could measure your marketing performance through readerships & footfalls only, in online marketing you can monitor and measure the campaign at its every step getting huge return on investment.