In this week’s In-Ear Insights, Katie and Chris answer a listener question about proving the value of brand awareness.

Sophie asks, “Our marketing strategy as a young startup is to drive sales, to try and make money. But how does brand awareness affect that? I could just run lead generation ads to try and get people to get bookings, but I know part of our marketing needs to be brand awareness and getting people to the website. If your focus is on sales, how do you communicate or justify brand awareness campaigns, if they won’t directly justify sales?”

We review what a brand is, where brand awareness fits in the customer journey, and how to think about measuring it. Tune in to find out!

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In this week’s In-Ear Insights, we have a listener question from Sophie, Sophie asks, our strategy as a young startup is to drive sales and try and make money.

But how does brand awareness affect it? I could just run lead generation ads to try and get people to try and get bookings.

But I know that a part of our marketing needs needs to be brand awareness and getting people onto the website.

So if you’re focused on sales, how do you communicate or justify a brand awareness campaign if it’s not going to be generating sales directly? So Katie, that’s a very common question.

What’s your first instinct to Sophie’s inquiry?

Mike? Well, my first instinct is, yep, I hear that all the time.

And to me, it’s a lack of understanding of how, you know, the funnel or the journey works.

And so the way that I would approach it is trying to help people understand how the sales and marketing funnel works, and how conversions between steps you know, lead to more sales more leads in the pipeline.

And so without awareness, people aren’t going to directly just buy anything, because they don’t even know who you are, they don’t know that you’re selling anything.

And that’s really what it comes down to, is, you need people to know about you in order to sell things.

And the more people who know about you, the more things you’re going to sell, it’s very, it’s a very basic principle.

But it’s hard for, you know, people who are budgeting to justify, well, it’s not doing anything, immediately, I don’t have time to play the long game, I need those direct sales.

And so that’s where that’s where we as marketers get stuck.

That’s where we get stuck sometimes to have, like, it’s great, we can push out all this content, but we really just need people to buy something because our p&l is short this month.

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