Talk Digi To Me 101: Awareness with Action

Today, we’re approaching digital a bit differently. I want to talk about awareness with action.

It’s probably always one of your top marketing objectives, right? Build awareness. Especially if you have a new product, a new brand, or a product that requires education in the market.

But what I really want to do is challenge your concept of “awareness.” Don’t be satisfied with awareness. Drive for action.

I’m a firm believer that Action is the approach you should take with your digital marketing campaigns.  Find out more in this episode.

Transcript

VOX: Entrepreneurs, business owners, marketing gurus! Welcome to "Talk Digi To Me: 101" the series that introduces tools, trends and tactics from the fast paced world of digital marketing. 

Presented by Carlie Robinson from Robinson Creative. 

Awareness with Action 

I’m Carlie, your host of Talk Digi To Me 101.

Today, we’re approaching digital a bit differently. I want to talk about awareness with action.

It’s probably always one of your top marketing objectives, right? Build awareness. Especially if you have a new product, a new brand, or a product that requires education in the market.

But what I really want to do is challenge your concept of “awareness.” 

VOX: Awareness in Marketing

Awareness refers to the first stage in the customer journey, the goal at this stage is to get noticed and start building an audience that is aware of your brand’s presence in the market.

There’s Brand Awareness, which is how well people will recall your brand. It’s about creating familiarity with your name, logo, messaging, and overall brand identity. Strong brand identity and awareness makes it easier for potential customers to think of your brand when they’re ready to make a purchase.

For example, you own a boutique food grocery that sells organic, vegan and keto products. Your digital marketing campaign will include branded google display ads and boosted social media reels showing your full range of these products. You’ll target consumers who live and work near your store, and whose interests include organic, vegan and keto recipes or foods. 

This ensures that potential customers find out about you, recognise you, and think of you when they need their groceries.

Then there’s also Product Awareness which goes a step further by introducing specific products or services to potential customers. 

For example: Your boutique food grocery has just launched a brand new line of dairy free products. Your digital marketing campaign will include: a collaboration with a food influencer, an email campaign to existing customers, and Google Display ads, all highlighting your new product. 

These are three executions that support product awareness, ensuring customers become aware of this new product even if they are already aware of your brand. 

VOX: Measuring Awareness

Awareness may sound like a fairly intangible thing to measure – how do you put a number on how many people know you? We use a few different metrics in digital marketing, which are: 

Impressions:
The total number of times your content (ads, posts, reels, etc.) have been seen by people. Impressions refers to visibility, but it doesn’t tell you how many individual people have seen your content.

That’s defined as Reach, For example, you and I each count as one person, so the reach of this ad is two. But if you and I each see this ad twice, the total number of impressions is four.

VOX: Awareness with Action

Now this is where I want to challenge you and the concept of awareness. You have so many digital marketing tools and experts at your disposal. 

Don’t be satisfied with awareness. Drive for action.

Here’s what I mean. 

Your boutique food grocery has done pretty well at making people aware of your dairy-free products. You can measure the number of views on your social media reels, you can measure thousands of impressions on your google display ads, you have high open rates on your email campaign.

SFX: Celebration, cheering

Good. But let’s make your digital campaigns better by adding ACTION!

You already collaborated with a food influencer for a social media reel to drive product awareness of your dairy-free line, and boosted it by targeting people nearby, who have shown interest in dairy-free foods. 

Now, what we really want to do, is motivate an ACTION from this post. So instead of just hitting “share” 

SFX: swoosh like an email being sent

let’s add a discount code for the influencer to give her followers to redeem in-store. This is a motivator to drive the action we really want – which isn’t just an impression… it’s a purchase.

Another example of how we can drive awareness WITH action. Your email campaign. 

Give your customers a Call To Action. Include a button with a link to click through to your website to redeem a discount code on the new product. Or, include a button that immediately opens a whatsapp chat. Or, send them to your social media profile to watch your cool food influencer reel, and get that discount code.

That’s what I mean when I say Awareness ….with Action.

[Outro Music Fades In]

I’m a firm believer that Action is the approach you should take with your digital marketing campaigns. If you want to hear more about improving your digital marketing spend by designing more action-driven campaigns, you can reach me at 266 4847, or connect with me on instagram at carlie talks digital. 

I’m your host Carlie Robinson from Robinson Creative, and that’s a wrap on Talk Digi To Me 101: Awareness with Action.

VOX: Do you have questions about your digital marketing toolkit? 

Contact Carlie directly via whatsapp at 266 4847, on instagram at carlietalksdigital or send your email to carlie@myrobinsoncreative.com [spell out carlie]