Creating a Successful Brand Awareness Campaign
Many people think that marketing’s job is getting their salespeople that first appointment, then letting them take it from there. However, there’s a lot more involved in the process, which includes your brand and getting it right can make or break your business.
The AIDA principle is a good guide to what goes into solid marketing. This stands for Awareness, Interest, Desire and Action. First, you create brand awareness by helping others understand who you are. Then, you get people intrigued enough to pay attention to what is going on. Desire is when they decide they want what you are offering. The Action part is when you hand the reins over to sales.
In short, getting your foot in the door starts with brand awareness. Every move that a good marketing team does is done with brand awareness in mind. A big part of this is simply paying attention to the state of the industry. Also, the condition of the world at large and how it affects those you’re targeting.
Find Marketing Opportunities to Solve Problems
Right now, the big topic on everyone’s minds is COVID-19; there’s no getting around it. And our path and purpose seemed pretty obvious in the early days of the pandemic – everyone needed to be able to work from home on their laptops. But that ship has sailed, and now we’re adapting with our pulse on the newest national conversations.
We know that people are starting to get burned out on the whole topic of COVID-19, yet we still can’t deny that it has changed the way we live and work. Those effects will still be felt even as we come out of this crisis.
When the pandemic started, our first campaign was helping people go remote. We used blogs, video ads, and Facebook ads to get our message out. Then, we began to pivot toward the next step in the natural progression of this by asking ourselves: Once people are set up for remote working, what comes next? People needed to find ways to be as productive as possible when working remotely. That’s when we made a webinar about the five challenges of working through COVID-19.
This proved to be a good approach. We made it clear and concise and offered productivity and business tips. One statistic that really speaks to people reports that 25 to 30 percent of the population will be at 100% full remote work status in the next two years. This kind of information gives the webinar longevity. It means we can still use it as the crisis hopefully wanes. But the information in the webinar will still hold value, even when the pandemic is a distant memory.
Our tips related to topics like safety, security, bandwidth challenges, and productivity issues. We also covered the common pain points of video conferencing – something nearly everyone is now begrudgingly familiar with – from background distractions to mic, video, and connectivity issues. We did all of this from the unique perspective of those of us on the team who have already been working remotely for years.
Giving people this sort of insight and solving the problems they are facing – and anticipating facing – is what will make you successful in this arena.
And it’s not a coincidence that one of the most critical components of our offering was how to connect to your team. This will stand out as extra value that extends beyond IT, and position yourself as a true advisor to a business.
Continue to Think about Branding and What Comes Next
The campaign after that one is related to preparing to come out of the crisis. We touched on people who were laid off possibly coming back to work. We covered companies bringing some remote workers back into the in-office fold, and what kinds of challenges they might face.
For example, we realize that people are going to be operating in an environment where they need to be everywhere. This lines up nicely with cloud productivity and gives us an opportunity to show how cloud providers can help people be as successful on their laptop at home as they are on their desktop at the office. And how they can stay productive while they’re using their mobile devices on the road.
Marketing is about looking at where things are going and what people are going to need to prepare for. Whether it’s the beginning of the pandemic, end of the pandemic, or whatever challenges come our way next.
No matter what topics you use to reach out to clients and prospects, you need to think not only about what the next campaign will be but how the current one might align with it. And don’t forget those key words: Awareness, Interest, Desire and Action. Use these to guide a marketing campaign that includes webinars, emails, social media posts, blog posts and anything else that is relevant in order to interact with more prospects. Get their attention and ensure you are connecting with them and you’ll be on your way to success!
If you’re not sure what to do with your Marketing, CharTec can help! We offer a few different levels of Marketing Memberships, so contact us at: membership@CharTec.net for more info. And make sure to check the agenda for our Virtual Academy, May 19th & 20th for MSP specific Marketing Training Sessions.