HOW BALANCING BRAND AWARENESS AND LEAD GENERATION IS IMPORTANT TO YOUR MARKETING STRATEGY

Your business is a lot of things…  

Your baby, your passion, your mission, your _____? Fill in the blank.  

Whatever it is it is a big deal for you and your future.  

You’ve got big plans and dreams! I get it!  

…and you want it to be a roaring success but it feels like you’re missing a piece of the puzzle…  

The piece everyone else has figured out. 

You’ve got your business and you are ready to see all those clients everyone seems to celebrate start pouring in…  

People need to see you and remember you ( BRANDING ) to get on your email list where you can nurture them ( LEAD GENERATION ) to make the sale.  

But what do you need to know about these two marketing concepts?  

Well, one they are separate but go hand in hand. Your business will have a tough time growing without leveraging both..more on that in a bit.  

While they are both very important and powerful for growing your business you still have to have some basic understanding to make them work together.  

What do you need to know to grow your online business in regards to brand awareness and lead generation... 

BRANDING IS NOT A BUZZ WORD

Meaning that branding is not something you throw up and see what sticks. Branding takes planning, undressing, and some deep work to make sure it is in alignment with your business.  

You’ve got to do the work required to make branding that stands out from your competition, connects with your audience and really lets your personality shine.  

It’s a tough balance to find but well worth the journey.  

KNOW WHO YOU WANT TO GET NOTICED BY

Lead generation is all about getting those people who “see” you onto your list and deeper into your funnel.  

But branding helps you clearly identify WHO it is you want to get noticed by and helps you develop strategies to get you noticed by them.  

Having a deeper understanding of your audience (outside of their hair color) is fundamental to lead generation for your online business.  

FOCUS ON BEST PRACTICES

When working with your branding and trying to generate leads for your business it helps you stay on track with growing your business.  

When you’ve defined your brand and worked on building brand awareness you’ve gotten familiar with the best practices involved with displaying your brand in the online space.  

Also when it comes to both it encourages you to set clear goals for what kind of brand awareness you want and lead generation you want. Having a clear goal in mind helps you create strategies to support those goals and helps you keep clear on what you need to do when.  

KEEPS YOU CONSISTENT

Leveraging your branding helps you stay consistent across your brand awareness efforts and your lead generation efforts. It’s not going to help you grow if your content looks entirely different everywhere someone interacts with it.  

You want to make sure that you are showing up consistently from your social media content all the way through to your branded email content.  

BUILDS THE KNOW LIKE AND TRUST FACTOR

Building the know, like and trust factor increases your credibility as an online business owner. This can be a HUGE factor in a potential client’s decision-making process if they are going to pull out their credit card or look elsewhere for the help and support they need.  

THEY ARE SEPARATE ACTIVITIES BUT COME TOGETHER IN YOUR MARKETING PLAN

Looking at one and not the other is like only seeing 1/2 of the story.  

A marketing plan that gets visible but never gets those people to take action and get on a list is forgetting the lead generation part of the process.  

And if you have a lot of work in on your lead generation but you aren’t bolstering your visibility you’ll never get new people in your marketing funnel.  

WHERE DO YOU GO FROM HERE?

Well to get started you always want to sit down and determine your goals. This is the best way to create action toward your goals.  

It seems obvious that you have to know where you are going in order to get there but I see so many skip this step. So get a concrete idea of what you want to get from your lead generation machine and how much brand awareness you want to grow then start developing ways to make an even greater impact.  

When you have those goals in place you can get a better balance with your content than if you were to just try lead generating only or feeling g like you aren’t seeing results because of your building awareness but not actually getting any list growth.  

In a perfect world you’d have time and money to support both goals at the same time but when it comes to running a small business online we have to make the decision about which area to focus our limited time.  

And operating from your goals will help you do that.  

Let me know in the comments what your biggest struggle with blending your branding and lead generation strategies together?  


MICHAELA HOFFMAN

Author Bio

Michaela Hoffman is a brand designer, web developer, and content marketer for online service providers who want to create a lead generating online presence.  She helps women who are struggling to gain visibility online build a strong and cohesive web presence that attracts their dream clients through personalized consulting that focuses on strategy and action.  

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