Unless you are a massive brand (e.g Coca Cola, Tesco, M&S, Next, B&Q)
there are always potential customers who effectively don’t know your business, if your business:
– is a start-up
– would like a bigger percentage of your potential market
– is launching in new geography
– is launching new products or services
Engagement during this phase of relationship with ‘suspects’ is likely to be very weak and in many cases it is difficult to tightly target your awareness marketing. The lack of contact information on the suspects also makes it hard to build relationship with nurturing – though remarketing can help.
Typically awareness can be affordably built with display advertising – targeted by interest, demographics, geography and on selected websites. Building a social media following is a longer term prospect and requires a strong content marketing strategy and plan, but it is online’s equivalent of word of mouth and if done well can be this ‘on steroid’.
We will come across the importance of your company’s online reputation in many different phases of your company’s relationship with different members of your market. But when during the awareness phase, when the scope for sending personalised information and messages to them is quite small, your online reputation is crucial. It must therefore be monitored and managed.