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September 15, 2009 / jasonpinto

Creating Awareness

Alright, scenario time: You have set a goal to improve your company’s marketing efforts. You want to do more campaigns, and you want to make them successful.

Let’s say you’re in that process… How do you know when you’ve succeeded?

Certainly you may measure this  by looking at the number of leads you’ve brought in, the number of clicks, the number of new customers that have signed on.

But the other part of success that is not as easily measured is awareness.

Let’s say that you are exhibiting at a trade show. When people come up to you and say that they’ve never heard of you before, that can kind of make you cringe.

But after increasing your marketing efforts (and the quality of them), that will change. People will not only know who you are, they will search out your booth. They will research you before they arrive at the trade show, and come with prepared questions.

How do you make that happen?

It certainly starts with increasing the number of marketing campaigns that you execute.  It means reaching out to people through different channels… Providing content that will actually help people with their business.

It may mean putting your picture and thoughts more frequently on social media sites. Recording and posting videos…. keeping your blog up-to-date.

It also means reaching out to people. Make connections with the people that run key trade publications – magazines and websites.

Become acquainted with the associations that your target audience may belong to.  If you are good to them, they have an opportunity to help you out from time to time.

Yes, those types of actions may not always be directly attributed to a specific marketing campaign… or be easily measured.  But they are absolutely ways to increase the awareness of your company, product, or service.

If you do that, the success of your traditional marketing efforts will increase. People will stop and read your mailer or ad because they recognize your logo or name. They may even decide its worth checking out your website.

Create awareness… execute consistent marketing campaigns… and success will reach out to you.

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