by Jacqui Somen
The objective of all businesses is to make money. Yes, even your business which feeds, heals, empowers, trains and builds community. If your business makes enough money to keep you comfortable, you will have more time, energy, and value to give back to your clients. A great way to begin to understand how you are making money (and subsequently how to make more) is to understand your business' sales funnel.
Here is what a sales funnel can look like (there are several interpretations out there):
Today, I'm going to talk about awareness. In advertising and digital marketing we refer to this portion or top of the sales funnel as 'impressions'. If you run an ad in a magazine or post on social media the number of people who see these posts / ads are considered campaign impressions. The idea is that the more impressions your brand message receives, the more potential there is for converting these eyeballs into paying customers.
Here are a few strategic ways to increase awareness about your brand:
Here are a few platforms that can help you start to effectively increase awareness about your brand:
Important note: it is really important that you have a clean website and social media profiles before taking the initiative to increase brand awareness. If your digital presence isn't clean, it will greatly affect your conversion rate. It is also crucial to have a clear call to action that supports the visitor on their journey from viewer to customer.
In Part 2, we'll dig into how to begin to turn these impressions into sales leads.
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Jacqui Somen has over a decade of experience building food, fitness & wellness brands in New York City, Los Angeles and Miami and she has worked with dozens of conscious food, fitness & wellness brands to build and implement strategic marketing and communications programs. Jacqui was most recently the Director of Marketing & Communications at Natural Gourmet Institute and on the Board of Slow Food NYC. www.jacquisomen.com