How can you generate leads and conversions with a brand awareness campaign?

A brand awareness campaign can be more than just making people aware of your brand; it can be strategically designed to generate leads and conversions. By understanding your audience, delivering value, choosing the right channels, and consistently refining your approach, you can make the most of your brand awareness efforts.

Generating familiarity with your target audience is critical. Well executed brand awareness campaigns help foster consistent growth for lead generation initiatives. High brand awareness increases the likelihood that a consumer will recognize and feel comfortable sharing their contact information with your company. In turn, you’re able to share more information about your brand and communicate more regularly with that consumer, increasing their awareness of your offerings. Adding a brand awareness prior to your lead generation campaign can increase the number of leads by up to 30% according to LinkedIn.

Most powerful branding campaign to generate leads and conversion craft compelling brand messaging that resonates emotionally with the target audience and context to encourages them to take action through clear CTAs and effective channels.

One thing I've found helpful is to develop a clear ICP (Ideal customer profile) and validate it in the market. This ICP at first stage is an abstraction, for that reason is very important to validate pain points, needs, preferences, etc with a research (interviews, surveys,etc) and update it.

Collaborate with complementary brands Consider partnering with brands that offer complementary products or services. Co-hosting events, webinars, or creating joint content can help both brands reach new audiences and establish further credibility in the market. Gather feedback and testimonials Positive reviews and testimonials can bolster your brand's credibility. Encourage satisfied customers to leave reviews on platforms relevant to your industry. Showcase these testimonials prominently on your website or in marketing materials.

As a manufacturer that sells approx 90% direct to consumer, we've always embraced the motto of "turning strangers into friends, and friends into customers".

Engage and nurture your leads After attracting potential leads, it's crucial to maintain their interest and nurture the relationship. Use email marketing campaigns, retargeting ads, or webinars to keep your brand at the top of their minds. Offer valuable content or incentives, such as ebooks, discounts, or free trials, that cater to their needs and interests. The goal is to lead them through the sales funnel until they're ready to make a purchase. Encourage social sharing and referrals Word-of-mouth and referrals are powerful ways to expand brand awareness and gain trust quickly. Encourage satisfied customers to share their experiences on social media or with their friends and family.

Generating leads and conversions through a brand awareness campaign can be a strategic approach to building a loyal customer base. Here's how you can achieve this: Set Clear Goals: Understand target audience inside and out. Create High-Quality Content Lead Magnets: Offer valuable resources such as E-books, whitepapers, webinars, or templates in exchange for contact information. This can entice potential leads to provide their details. Retargeting: Implement retargeting campaigns to re-engage visitors who showed initial interest but didn't convert. Analytics and Tracking: Key metrics such as website traffic, click-through rates, conversion rates, and lead acquisition. Brand awareness campaigns may not always lead to immediate conversions.

Something interesting to consider after having clear the ICP, channels, first responses, and KPIs is to start automating part of the process (low scale), test the outcomes and scale if are aligned with the objectives.

I also need to add BUDGET ... Doing all the above without the right budget may still not give your campaign the right support it needs to be successful. I have a client who has engaged over 3 Consultants this year to tell them why they campaigns aren't generating sales and pushing traffic to their website. We have updated everything from pictures, to doing lowest price guarantee and other tried tactics but nothing is moving the needle. They have been told on multiple occasions that their budget is way too low for the kind of expectations they have. They insist they don't have the room to increase that budget... But guess what, these consultants aren't cheap either. They just seem to be investing resources wrongly. Budget is important