In sales and marketing, you cannot overstate or downplay the value of awareness. 100 Percent of people who didn’t know your business was an available option didn’t buy your product or service. Some of you say this fact is obvious, but it is also 100 percent true.
Successful business owners know that generating profitable sales goes beyond merely having a product or service to sell. Your overall success of also relies on how effective you are in creating greater visibility and awareness for your brand, products or services, especially with targeted customers who are about to make purchasing decisions.
Businesses with massive marketing budgets once went the traditional route and spent fortunes advertising on radio, TV and print pieces. According to research from the State Bar of Michigan, the Great Lake State has currently over 33 Thousand lawyers practicing law. If you watch the same local broadcast TV for news I do, you would think there are only eleven law firms practicing in the state and most of them specialize in Social Security and disability, accidents claims or divorce and family law. Some of these firms first try cases in the headlines. Others sponsor everything possible program they possibly can put their name on. Others have catchy jingles, celebrity spokespersons or moody music to make the point that they are out here for us.
What do you do to stand out?
Awareness means more than you are the person who comes to mind when I say the generic term for your field or area of expertise. It means that those who are making a purchasing decision consider what you do a real and available solution for the products and services they seek.
Now, in the rapidly evolving digital age, all businesses can get the same or even better visibility and exposure for their brands through utilizing digital marketing channels. The most important of which is the strategic use of social media. This also has the advantage of a lower point of entry, less than the cost of the traditional media that those law firms use.
Creating greater awareness for your brand can be a bit challenging particularly for small and medium businesses. Too many people think just because they have a simple account for their personal use, this should create an avalanche of business for their company. Effectively using social media platforms for a consistent campaign can however level the playing field. It seems it should be simple, but to create an effective campaign takes experience, knowledge and insight. Understanding how to reach your targeted customers effectively gives g your business the potential access to over 2.05 billion active social media accounts.
It has to begin somewhere. The first step on the journey of digital marketing success starts with awareness. It bears repeating: 100 Percent of people who didn’t know your business was an available option didn’t buy your product or service. You can’t rush out and put closing sales and being profitable before it.
In my next post, I will talk about the second step in the process.