Building Brand Awareness
Brand awareness is the first stage of the selling process. It’s not just a one-time deal either. For years, marketers have talked about “touch-points“. This is a term used to describe the number of times people see your logo, hear your name, read about you, and so on. Building brand awareness is a key process that happens slowly over time. The concept is that the more people are exposed to your brand, the better the chances are they will engage with your company when they’re ready to buy. Depending on the study and specific industry, the number of touch-points needed can be as low as 7 times, and as high as 20. When people have at least heard of your company, it makes your lead generation campaigns much more effective. When you come in cold, it’s difficult to gain interest in your product or service.
Sometimes it’s hard to differentiate brand awareness activity from lead generation since they often overlap. For example, a webinar, event, or press release by most accounts are brand awareness initiatives. Yet, there are circumstances when immediate sales opportunities will arise from these activities as well.