Choosing between lead generation or brand awareness can be difficult for marketers. This can lead most companies to approach these strategies separately, when in fact, they could be approached together.
Today we will talk about the differences between lead generation and brand awareness, the proper way to use them and how they complement each other.
To begin, let's define these two concepts and what differentiates them.
What is brand awareness?
Mainly used to increase your audience size and when your goal is jordan phone number list to get your brand name in front of as many people as possible
This can be done through billboards, social media campaigns, networking events and promotions.
It's not about trying to make sales, it's just about getting people to recognize your brand and its name. It's also about getting them to see you as a trustworthy company in the market.
This strategy lays the foundation for implementing the next strategy: lead generation.
What is lead generation?
It involves targeting a customer base for a particular purpose.
Your goal is to direct people to specific landing pages so that they buy your product or subscribe to your email list.
Measuring the success of your campaign is easy and only requires a few metrics
When should you use brand awareness?
The main goal of brand awareness is to instill trust in your audience. Brand awareness is the foundation of your business, the showcase that will attract people. It can be very useful for the following situations:
Starting a new business – Obviously, no business is known when it is just starting out. Your marketing budget should be entirely directed towards brand awareness, especially if lead generation is not yet possible. Tell people about yourself and attract new customers.
Differentiate yourself from the competition – If you’re in a crowded market, a brand awareness campaign may be just what you need. For example, if you own a sports store in an area where there are at least 10 other similar stores, tell people why you’re different from everyone else. What makes you special? What makes your brand better than all the others?
When you want to build trust – People tend to buy products from companies they trust. Offer them content, such as blogs, videos, and special offers that describe how great your brand is.
When should you use lead generation?
Once you've captured customers' attention with brand awareness, it's time to offer them something of value and generate sales — this is the essence of lead generation. Every company should run lead generation campaigns on a regular basis. They are especially useful in the following situations:
Building your contact list – Email marketing remains one of the most popular (and valuable) forms of marketing, with one of the highest returns on investment. Every business should use lead generation to build a large, profitable list. Try advertising deals and discounts in exchange for customers subscribing to your mailing list.
Getting referral sales – Another great way to generate leads is by using your existing customer base as a referral source. This is especially effective for local businesses that can be recommended by family and friends.
Niche market businesses – Lead generation is essential in niche markets due to the small customer base. Consider lead generation techniques such as adding newsletter subscription options on social media or using targeted Google Ads.
