You can’t sell what people don’t know exists. For many businesses, a lack of awareness is the biggest roadblock to growth. Expanding brand awareness and creating demand are essential for establishing your presence in the market and attracting new customers. It’s not just about being seen—it’s about being remembered.
The Reach of Awareness Campaigns
Research from Nielsen found that 59% of customers prefer to buy new products from brands they are already familiar with. This highlights the importance of building awareness to create a sense of trust and credibility with your audience.
Why It Matters
- Boosts Market Credibility: A visible brand is perceived as more trustworthy and reliable.
- Drives Inbound Interest: Demand-generation campaigns attract potential customers, creating opportunities for your sales team.
- Expands Your Audience: Effective awareness strategies introduce your business to untapped market segments.
Real-World Example
One standout example is Airbnb. In its early days, Airbnb had minimal brand recognition in the travel space. To create awareness, they invested in grassroots campaigns like community-based meetups, online content, and user-generated stories. By connecting emotionally with travelers and homeowners, Airbnb grew into a household name valued at over $100 billion today.
Another example is HubSpot, which pioneered inbound marketing. HubSpot focused on creating demand by providing free educational resources like blogs, webinars, and tools. This approach attracted millions of potential customers and solidified its reputation as a marketing software leader.
Strategies to Expand Brand Awareness and Create Demand
- Invest in Content Marketing: Publish blogs, videos, and guides that educate and engage your audience. Companies that prioritize content marketing see 3x the leads compared to traditional marketing (Demand Metric).
- Leverage Social Media: Platforms like LinkedIn, Instagram, and TikTok can amplify your brand’s reach with engaging campaigns.
- Run Paid Awareness Campaigns: Targeted ads on Google or social media platforms can quickly introduce your brand to new audiences.
- Partner with Influencers: Collaborations with trusted industry figures can elevate your brand credibility and visibility.
The Role of a Fractional CMO
A Fractional CMO can:
- Develop a comprehensive awareness strategy tailored to your business goals.
- Identify the most effective channels for reaching your target audience.
- Monitor and optimize campaigns to maximize ROI and ensure consistent demand generation.
Ready to Make Your Brand Unforgettable?
Expanding brand awareness and creating demand are key steps toward building a sustainable growth engine. Contact us today to learn how our Fractional CMO services can help your business achieve Authentic Growth™.
This content is AI-assisted. At Authentic, we embrace innovative technology to enhance our work, paired with human expertise, rigorous editorial review, and transparency.
