You want to grow your business. You have countless channels to choose from, infinite sales representatives banging down your door with the “perfect solution,” and limited resources. So, where do you focus your efforts?
While there’s no one-size-fits-all marketing mix, tactics generally fall into two buckets: brand awareness, and direct response. But before you can decide which type will be best to promote your product or service, you must first identify a clear goal.
If your goal is to reach as many prospective consumers as possible and familiarize them with your brand so it’s top-of-mind for future purchases, then brand awareness tactics will be at the core of your efforts. These initiatives are generally less targeted, aim to increase visibility in front of a wider audience, and take longer to yield measurable results. Here are a few common brand awareness tactics:
- Television
- Radio
- Print publications
- PR
- Content marketing (blogs, video, case studies, white papers, infographics)
- Trade shows, conferences and events
- Webinars
- Digital display
- Non-paid social media (organic posts)
On the opposite side of the coin, if your goal is generating leads and driving immediate results, resources should be allocated to direct response tactics. These initiatives get in front of targeted prospects during their time of need or peaked interest; include a clear, strong call-to-action encouraging prospects to act; and are easily trackable and quantifiable. Below are some popular direct response tactics:
- Paid search
- SEO
- Email marketing / marketing automation
- Direct mail
- Calling campaigns
It’s true that brand awareness and direct response initiatives work to accomplish different objectives, but they don’t need to work in isolation of each other. Many organizations opt for a hybrid tactical model –informing general consumers that the brand exists while encouraging others to buy. Learn from other companies but recognize that their path may not be right for your business. To optimize your time and marketing dollars, define the goal for growing your business before deciding how you’ll do it.