Marketers have always done awareness campaigns, but technology now makes it possible to reach your audience across a range of devices with different types of powerful advertising tactics that help build your brand. The below three tips are by no means the only way to approach your awareness campaigns, but they can help you start thinking about your marketing in different ways to get this greatest impact from your investment,
1. Master the art of using video
Video is great for telling a story. Think back to last summer’s Olympic Games and some of the powerful video ads and how they evoked emotion. You need to tie your brand to a feeling, whether you’re a B2C or B2B, in your awareness campaigns. Video is memorable and doesn’t need to be long to have an impact. There are even six-second video formats that can resonate with your audience in awareness campaigns. As with any marketing you undertake, make sure awareness campaigns using video answer the problem you are solving and present your company as relatable in some way. Your video awareness campaigns shouldn’t be about your products and services—they should be more about who you are as a company so that you can start planting the seed in your audience that you are a/an (insert adjective) company with which to work.
2. Try real-time marketing
More than half of 200 US marketers surveyed by SaaS company Wayin said they use real-time marketing to grow customer relationships, increase social media engagement and reach new customers. The ability to interact quickly and seamlessly with an audience you are trying to grow can be a boon for your awareness campaigns. You can use a mix of tactics across channels such as social media to engage with customers and prospects in the here and now. Real-time marketing also nets real-time insights that allow you to optimize awareness campaigns in-flight.
3. Go native
Consumers are using ad blockers in droves because many ads are irrelevant and disruptive to them. Native advertising has emerged as a way to more seamlessly integrate advertising into the content your target audience is already consuming. Branded content appears on third-party sites in a way that seems like it is part of the story a user is reading, making it a great fit for awareness campaigns. To get native right in your awareness campaigns, it’s important to match content with context, choose the right platforms and make sure you ensure a good experience across devices.
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