It’s fairly common that brands are focused on generating leads and sales, without understanding the need to build an audience and create awareness around the brand and its value. While we understand that sales are crucial for any business, there are a couple of steps and phases each business should go through in order to generate meaningful sales, especially for the long-term. This article serves as a reminder that success is built over time, strategically, rather than overnight.
So why is awareness important?
Firstly, in a densely populated advertising world, where everything we interact with offers us something to buy, it’s important to be the difference. Without building an online presence and going straight to the sales pitch, users are less likely to engage with your ad. Building a presence doesn’t mean talking about your product, but rather instilling brand trust and creating a connection that encourages users to make your business their first consideration when parting with their money.
Secondly, any salesperson, in almost any industry, will tell you that they’ve had to create a relationship with a potential lead to get them to buy — whether organising a round of golf, buying them lunch, or going to their child’s christening. Every time you feel the need to push sales without creating a relationship, remember how you feel every time a salesperson cold calls you and asks if you’ve got funeral cover, the latest cellular package or a message from an anonymous prince wanting to give you money and DESPERATELY needs your banking details. Take some time to get to know your audience and slowly let them know what you have to offer. Earn their trust.
That’s not all…
Awareness isn’t the only thing you should be considering before selling. Creating a valuable relationship with potential customers is even more crucial. When you create a digital relationship with a user, you have to try and think of it in the same way a salesperson would — by asking them the right questions to try understand what they really need, and not what you think they need. Make your digital platform a space where interaction between you and your users is free, thoughtful and valuable for both parties. By getting to know your audience, you’re learning how they behave and getting an idea of what they still need to know about your brand, which makes for necessary and crucial information exchange.
Turn customers into salespeople
Once you’ve created a relationship with someone you’re trying to sell to, they become the most valuable asset that your brand could have. It’s not a certainty that they will buy — maybe they can’t afford it at the time, but there could be many reasons as to why. However, they can become your brand’s biggest fan by suggesting your product or service to people in their network, because of the care and consideration that you’ve shown without trying to take their money. (legally, of course!) Oberlo reports that 71% of consumers who’ve had a positive experience with a brand on social media are likely to recommend you to their friends or family. This is the ultimate goal of any strategy: turning your audience from being ‘aware’ of your brand to becoming a devotee.
If you want to chat more about this, contact us.