Lead generation is a crucial aspect of any business that wants to thrive in today’s competitive landscape.
But, generating leads without building brand awareness can be a significant concern for your business.
While lead generation focuses on converting prospects into customers, brand awareness is the process of making your brand known to your target audience.
In this article, we will delve into why lead gen without brand awareness is a concern and the specific things you need to do using content marketing, SEO, and even pay-per-click Google Ads to fix it.
We will also provide examples brands, local businesses, and personal brands to give you a better understanding of how to apply these strategies to your business.
Why Lead Gen without Brand Awareness is a Concern?
Lead generation without brand awareness is like selling a product without a label. Your potential customers might not know what your brand stands for or what it offers.
This lack of brand awareness can cause your business to miss out on opportunities to connect with your target audience and build relationships that can lead to long-term success.
Lead generation without brand awareness can also lead to:
Low Conversion Rates
Without brand awareness, it can be challenging to convert leads into customers. Potential customers may not trust your brand, and they may not have a clear understanding of what you offer.
Leads generated without brand awareness may not be qualified, leading to inconsistent lead flow, resulting in a high customer acquisition cost.
Without a strong brand, your business may not reach its full potential in terms of market share, resulting in missed opportunities and lost revenue.
To avoid these challenges, it is crucial to implement strategies to build brand awareness while generating leads.
Specific things you need to do using Content, SEO, and Google Ads to fix it:
Content marketing involves creating and distributing valuable content that educates, inspires, and entertains your target audience. The goal is to attract, engage, and retain a clearly defined audience that will ultimately drive profitable customer action. Content marketing is an excellent way to build brand awareness and generate leads.
Blogging is an effective way to share valuable information about your brand and industry. Your blog can attract potential customers who are searching for information related to your industry. A well-written blog can also help establish your brand as a thought leader in your industry.
Example: Hubspot has a blog section that covers a wide range of topics related to marketing, sales, and customer service. Hubspot’s blog is a great resource for people who want to learn about inbound marketing, and it has helped establish the company as a thought leader in the industry.
b) Video Marketing:
Video marketing is an effective way to engage your target audience and build brand awareness. Videos can be used to educate, entertain, and inspire your audience. You can create videos that showcase your products, services, and culture.
Example: Dollar Shave Club’s viral video is a great example of video marketing. The video helped the company generate brand awareness and attract new customers.
Search engine optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages (SERPs). SEO can help you generate organic traffic to your website and build brand awareness.
a) Keyword Research:
Keyword research is the process of identifying keywords and phrases that your target audience is using to search for information related to your business. You can use keyword research tools to identify relevant keywords and phrases and optimize your content accordingly.
Example: A local pizza restaurant can use keyword research to identify keywords like “pizza near me” or “best pizza in [city name]” to optimize their website and attract more local customers.
b) Local SEO:
Local SEO is the process of optimizing your website to appear in local search results. Local SEO is critical for local businesses that rely on foot traffic or local customers.
Example: A local plumber can use local SEO to optimize their website for keywords like “plumber near me” or “emergency plumbing services [city name]” to appear in local search results and attract more local customers.
Google Ads is a pay-per-click (PPC) advertising platform that allows businesses to place ads on Google’s search engine results pages (SERPs). Google Ads can be an effective way to generate leads and build brand awareness.
a) Display Ads:
Display ads are banner ads that appear on websites that are part of the Google Display Network. Display ads can be used to build brand awareness and generate leads by targeting potential customers who are browsing websites related to your industry.
Example: A local yoga studio can use display ads to target potential customers who are browsing websites related to health and fitness.
b) Remarketing Ads:
Remarketing ads are ads that target people who have previously visited your website. Remarketing ads can be used to build brand awareness and generate leads by targeting people who have already shown an interest in your brand.
Example: A local accounting firm can use remarketing ads to target people who have previously visited their website but have not yet converted into customers.
Bottom line, lead generation without brand awareness can be a significant concern for your business.
To avoid this, it is crucial to implement strategies to build brand awareness while generating leads.
Content marketing, SEO, and Google Ads can be effective ways to achieve this.
By creating valuable content, optimizing your website for search engines, and using targeted advertising, you can build brand awareness and generate qualified leads that are more likely to convert into customers.
If you’re paying attention, you’ll see many examples of big brands, local businesses, and successful personal brands like doctors, lawyers, and salespeople demonstrating how these strategies can be applied to different industries and businesses.
Ivan is a professional advertiser and digital content marketer. Here are some famous brands he’s worked with.
When he’s not running ad campaigns, Ivan is helping people get more customers with free ai-powered interactive chatbots (i.e., virtual assistants for your website that turn prospects into paying customers).