The majority of brands that you see on TV will have spent millions of dollars investing in the production and promotion of their advertisements.
When it comes to small businesses, spending thousands on adverts doesn’t seem plausible. However, all is not lost for small business owners looking to promote their brand; there are plenty of affordable brand awareness campaigns that you can run to help get your business seen by more people.
If you ask any PPC agency London, they will tell you that brand awareness campaigns are the best way to get your name out there. Why? There are two main reasons why these types of marketing campaigns work so well for small businesses:
- Brand awareness is one of the most cost-effective forms of marketing.
- It’s very hard to determine the return on investment (ROI).
So, what are the pros and cons of brand awareness campaigns for small businesses?
The Pros of brand awareness campaigns
1. Brand awareness campaigns build trust
People are more likely to believe in you if they have seen your name or logo before. For instance, if you run a restaurant, people will be less suspicious of the food if they have previously heard of it. Of course, this does not mean that their mind is made up, but brand awareness means that customers are more likely to take a chance on your product or service.
2. Brand awareness campaigns are more likely to go viral
Since brand awareness is cheap and easy to achieve, your campaign has a higher chance of going viral. This is because people are far more likely to share something if it doesn’t cost them anything and takes very little effort on their part.
By increasing your brand’s visibility, you also increase the chances of people visiting your website or physical store. This is especially beneficial for small businesses that do not have much money to spend on marketing.
3. Brand awareness campaigns help to create a memorable experience
When you see an advert or commercial, what is the one thing that you remember? If it’s the product or service, then the brand has done its job.
Creating a memorable experience is one of the most important aspects of marketing. When customers have a good experience with your brand, they are more likely to return and also recommend your business to others.
4. Brand awareness campaigns can increase website traffic
One of the main goals of any brand awareness campaign is to generate website traffic. This can be done in many ways, including a strong call-to-action (CTA) in your adverts, providing visitors with the opportunity to download a coupon or voucher, and including your business’s website address in your adverts.
The Cons of brand awareness campaigns for small businesses
1. Poorly targeted marketing messages could damage your reputation
As marketing expert Michael Kors once famously said – “If you have an image that is classy, it doesn’t matter what you are saying.”
For example, if your brand awareness campaign focuses on the fact that your business will deliver your product free of charge if customers live within 5 miles of your store, but all of your advertisements are being viewed by customers who live 10 miles away from it, then you could damage your reputation.
According to a study by Exact Media, 52% of people stated that they were more likely to purchase from a brand if an advertisement was relevant.
2. Brand awareness campaigns can be expensive
Marketing campaigns need to offer value for money. In the same way that an A-list Hollywood film can’t cost a small business a fortune to make, brand awareness advertising needs to be effective without costing a small fortune.
The best way to work out whether your ads are providing good value for money is by setting up a Google Analytics account and checking how many people are converting on your website after seeing your adverts.
For example, if you notice that 50 people visit your site within the first two weeks of an ad being live and only 10 of those visitors make a purchase, then it’s probably best to adjust your ads in order to improve your results.
3. The competition is fierce
Brand awareness is key, but it’s not the only thing that you need to focus on if you want your small business to succeed. In order to be successful, your small business also needs to have a strong product or service offering, an effective website, and a well-thought-out marketing strategy.
The Takeaway
So, should small businesses invest in brand awareness campaigns? The answer is yes – but it’s important to weigh up the pros and cons of doing so first. By carefully targeting your marketing messages, you can improve your campaign’s chances of success and increase trust in your brand.
However, it’s important to remember that brand awareness campaigns can be expensive to run, and it can be difficult to track the ROI. If you’re not sure where to start, consider working with an experienced marketing agency that can help you develop a successful strategy.
