Want to Know How to Build Brand Awareness, Generate Leads, and Convert Sales?
he short answer is easy: Have a quality product or service, sell it at a reasonable price, clearly communicate what you have to offer, provide excellent customer service — and marketing, marketing, marketing.
The marketing funnel helps you tailor your content to your customer’s journey. In this instance, “content” means several different things — all put together like puzzle pieces that fit to make a cohesive whole. The “whole” is your message. The “pieces” (or content) include the type of marketing tactic (AKA tool, platform, medium) used. These can be a website, a social media post, an email campaign, and so forth. Other pieces of “content” include words and design elements.
An industry-standard B2B marketing funnel looks similar to a sales funnel. However, just as customers face different goals or problems at different points in their user journey, so must your content have different goals at each stage in the funnel.
What Kind of Marketing Does Your Company Need?
The answer for you depends on your short and long term business goals, your company’s current position in the market, as well as who your target audience is.
When it comes to advertising, however, it’s usually recommended to strike a balance between lead generation ads and brand awareness ads, as they are the two most important pillars of a campaign.
If you’re a new or new-ish company, a sleek, user-friendly website that clearly communicates who you are, what you do, and why consumers should choose you is Priority One. After that, awareness campaigns are crucial to introduce your product and lodge your brand in your audience’s mind. These are visual campaigns that include graphics, animations, and videos that run as social media ads, Google Display ads, and video ads.
Nine Marketing Tasks to Get You Started
- Develop a content marketing strategy that engages your audience and drives conversions.
- Use targeted social media platforms to increase brand visibility and interact with potential customers.
- Improving your website’s search engine optimization to attract organic traffic and boost search engine rankings.
- Create effective email campaigns that keep your audience engaged and drive sales.
- Identify and collaborate with local co-brands to expand your reach and build credibility with your target audience.
- Use Google Analytics to track and analyze your website traffic and marketing campaigns.
- Design and optimize landing pages that capture leads and drive conversions.
- Create compelling video content and leverage video marketing to engage customers and promote your products.
- Run a cost-effective PPC campaign on platforms like Google Ads and Facebook Ads to maximize your ROI.
This list of nine tasks provides a brief overview of various digital marketing tactics that can help businesses build brand awareness, generate leads, and convert sales.
Marketing Metrics and How to Make Them Work for You
In the past, the sales funnel was a straightforward process that started with marketing and ended with the customer’s purchase. Today, that model has been replaced with a more dynamic model that requires adaptive marketing as consumer trends, digital platforms, and the economic landscape shift.
Now, there’s every opportunity to try new approaches, expand to new channels, and A/B test your tactics. But you won’t know how a tactic is working until you begin monitoring the results. Pay attention to what the analytics tell you, and use the additional information to continue optimizing your marketing strategy.
To evaluate your current marketing campaign, ask the following questions:
- Are we meeting our KPIs (Key Performance Indicators)?
- Are campaigns working as intended?
- Which campaigns are the most successful? Why?
- Which campaigns aren’t working as we hoped? Why?
- What did we learn from the most successful campaigns?
- How can we improve less successful campaigns?
With your evaluations complete, it’s time to take action. Take the opportunity to boost or extend your successful campaigns. For less effective campaigns, decide whether to pause or hit “start over.” You can use your newfound knowledge to improve the tactic or refocus your budget on what’s already working.
The key to adaptive marketing is acting based on the metrics you gather — whether it’s optimizing a campaign or pivoting to an entirely new direction.
What Now? Hire an Experienced Professional Agency.
Liquid Creative can do all nine of the tasks we mentioned — and more!
with services ranging from branding to social media management . . . and everything in between.
Some of the services we provide include:
- Branding & Logo Design
- Website Design, Development, Refresh
- Digital Advertising
- Social Media Management
- SEO, Online Ranking, Local Search
- Copywriting & Graphic Design
- Photography and Video Production
At Liquid Creative, we are an inhouse team of Operations Managers, Account Managers, Strategists, Writers, Designers, and more — all working together to bring your ideas to life.
If you need marketing assistance to boost your brand and sales, Liquid Creative can help. Contact us today to plan next steps and make the magic happen!
