Online marketers tend to believe that audiences can see online marketing content without having seen anything else that you have produced. This sort of thinking can actually harm online marketers’ results and brand awareness.
A recent HubSpot study discovered that 84% of online consumers are influenced by online content but most consumers (58%) are only partially convinced. This makes it all the more important to find ways to engage your audience online but make sure you don’t rely on them seeing your brand.
For instance, if you run an online marketing campaign on your own website, you might get free traffic but this traffic will only be half brand awareness. Therefore, without a brand awareness campaign, online marketing content will only get you half brand awareness. You still have to do something else.
Marketing Content Can Work With Online Brand Awareness But Only If You Do Something Else
If you want to create online content that’s able to generate online marketing marketing results with no brand awareness or no content marketing awareness, you can’t rely on online brand awareness. You need to actively engage your audience online if you want to get something out of them. You need to make your marketing content fun, interactive, and interesting for them.
Brands are learning that it’s just as important to create online marketing content that’s fun as it is to create content that’s fun. The content doesn’t have to make users laugh but it does need to make them think. Brands can’t create successful content by relying on people seeing their brand.
This is not a new concept. Think about the ads you see online and whether they’re designed to get people to think of your brand. It’s still very important to understand that you have to do more than that.
Engagement Marketing Strategies That Generate Results Without Online Brand Awareness
You can engage online audiences with online marketing content but this won’t make them your customers. You need to do more than that to get them to think about your brand or engage with your content.
Make your content entertaining. Get your content in front of them through video marketing or streaming videos on social media. Share your content to gain brand awareness but try to do it as quickly as you can.
If you produce content that’s simply created for online marketing but you can’t get it to go viral, you’ll only end up generating online marketing results with brand awareness. You’ll end up losing your online marketing campaign’s value and just end up promoting your own brand. This won’t get you the brand awareness you want.
So, engage online audiences to generate online marketing results but you need to do more than engage them with online marketing content.