Why Does Brand Awareness Matter?

Any business owner using social media has said at one point or another, “I’m getting engagement, but I do not see sales!”

Unfortunately, one engagement is not enough to turn a social media user into a paying customer. The value in social media, regardless of your industry, is exposure. Social media offers businesses the highest value for cost per impression compared to other forms of media.

Cost-effectiveness is not social media’s only value. The key to transitioning from brand awareness to sales is your brand’s ability to capture user data from the right users and traffic those leads to a place where they can learn more.

Think of it this way: Social media is the very top of your sales funnel. Social media creates awareness for your brand and gives you the opportunity to generate leads. Once you capture leads, you can reach out to these individuals and provide them with the information they need to become paying customers.

Facebook today is not the social media platform of the past. A few years ago, you could post an image and some information and generate huge impressions! Today, social media requires a more significant budget and Facebook’s advertising tools. However, the benefit of utilizing Facebook advertising functions is the ability to target users that are closer to your target audience.

Users who closely resemble an audience that needs your product or service are more likely to convert to paying customers over time.

When you put those ideas together—brand awareness plus reaching the right audience plus capturing data—you are increasing ROI and the potential for converting leads!

Today’s consumers are researchers. The question is, do you have the right online platforms set up for prospects to find? Do the online platforms you use have the correct information to capture data?

A flash in the pan marketing tactic does not yield consistent results. Many brands give up too soon and never take advantage of social media’s low cost, high impression offer and detailed targeting.

Brand awareness is the initial step in your marketing process.

Brands must extend the reach of their brand to the right audience to generate top-of-mind awareness and bring in new leads. Greater awareness is created through consistency and accurate audience targeting.

Is your brand reaching the right audience? To learn more about marketing strategies that convert, contact our team!