Savvy marketers are rewriting the playbook on targeted advertising and lead generation. With more targeted advertisements at increasingly tighter demographics being a large driver of niche sales success.
Brand awareness has been a huge part of the both targeted and general advertising. So what happens when we combine both for targeted brand awareness?
Potential customers that are looking for specific products may be looking for a more personal experience.
I have seen some good results in niche industries where the marketing team have produced content and advertising that is more of a personal look into the business and the people that work there. Rather than a focus on a specific product or service. A general look at who the company are can build loyalty and clear brand recognition.
Traditional marketing focuses on generating a large quantity of customers, often through tactics such as email campaigns and paid advertising, with the goal of gaining sales.
In contrast, modern brand building emphasises building brand awareness and nurturing customers through personalised content and targeted campaigns, with the goal of gaining repeat sales from increasingly loyal customers.
Put simply, this requires a greater focus on reaching your ideal customer profile (ICP) and driving purchase intent from your company over others, instead of casting a wide net to low-intent, non-loyal, non-repeat customers.
Ultimately, your approach to marketing will depend on a plethora of signals including the size of your organization, your existing customer base, your average customer value and sales cycle, as well as your unique goals.
Email: christopher@smallrobotdigital.com
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