Brand management and the sales funnel
1 Idea – 1 Challenge – 1 Quote
How Can Building Brand Awareness Lead to More Customers?
Building brand awareness examples are crucial for attracting more customers. When people are familiar with a brand, they are more likely to trust and choose it over competitors. Effective strategies like social media engagement, influencer collaborations, and creative advertising can help increase brand visibility. By consistently reinforcing the brand message and values, businesses can establish a strong reputation and draw in a wider customer base.
Idea From Me
Awareness, the first levels of a sales funnel
As mentioned before, brand management has two basic functions namely to build brand awareness and to attach image associations to your brand in consumers’ minds. A basic sales funnel has three stages, namely awareness, leads and customers. There are funnels with more levels but let’s keep it simple for now.
The first stage of a sales funnel is an awareness campaign and can include websites, social media, YouTube (shorts is the way to go now), being a guest speaker offline or on someone else’s podcast, articles via blogs, paid advertising etc. People need be aware of your brand as a first step.
Leads
The second stage of a sales funnel is to turn awareness into leads. We structure websites to take visitors through a process and to get them to subscribe to a newsletter, to connect via social media etc. To facilitate this, we can use lead magnets in the form of a free pdf, for example, to exchange value for contact details. Today a free mini-workshop/ webinar works better, or an audit of some sort – a skin analysis for a skincare range, a website audit for SEO.
Customers
During stage three the leads need to be nurtured via an email sequence, for example, to maintain awareness. Here the rule of thumb is that for every four value adds, you can have one direct call to action or advertisement – 4:1, 4:1.
So from awareness to leads, through a nurture sequence to a customer, that’s the basic sales funnel.
Challenge to you
Once you have your sales funnel(s) in place plan and schedule actions for each level of your sales funnel(s). Every week do something to create brand awareness, to turn awareness into leads, to nurture leads and to convert leads into customers. There will always be other, more pressing things that need your attention, but if you do not work on each of the levels of the sales funnel in a systematic way continuously your sales will be unpredictable. If you can automate the process, even better.
Quote
Call this the fourth level of the extended sales funnel: “You don’t close a sale, you open a relationship if you want to build a long-term, successful enterprise.” – Patricia Fripp
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Let’s BRAND FOR SUCCESS!
Pieter Steenkamp, BrandDoctor
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Meet Dr Pieter Steenkamp, your BRAND FOR SUCCESS guide.
I am actually a brand doctor with a PhD in brand management from University of Stellenbosch Business School. As a brand management lecturer and researcher at a university in Cape Town South Africa and a regular visiting professor at universities in Germany, I stay up to date with the latest brand management developments. This affords me the incredible opportunity to consult with leaders of some of the most admired brands.
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