Rome wasn’t built in a day and neither is an effective brand awareness campaign. In order to build brand awareness, businesses need to give time for consumers to be introduced to their brand and then form a connection.
It takes five to seven impressions for a consumer to recognize and recall your brand. A long-term marketing strategy builds familiarity, loyalty and more word-of-mouth referrals.
Here's why it’s important to stay the course if you want to strengthen your business and get ahead of the competition.
1. Build trust and credibility
Consumers don’t just trust any brand that comes to the market saying they're #1 Consumers need to get an understanding of your unique selling position and how your product or service can benefit them. They also need to understand why your business should be their preferred choice. Seeing your message on a repeated basis shows stability. Even if they’re not in the market for your service right now, it establishes top of mind awareness so when the consumer is ready to choose a business to work with, you’ll be the first they think of.
Referrals and recommendations are huge for bringing in more customers. However, it's up to you to follow up with the right solutions to meet their needs (i.e. - content, emails, checklists, products/services, and customer service experiences).
And not just once.
You must consistently meet customer needs and expectations in the long-term to prove that they can rely on your services.
2. Nurture meaningful relationships
When marketing is a constant in your business plan, it's easy to nurture meaningful relationships with your customers. At least 64% of consumers say they want brands to connect with them on a personal level. They want to interact with their favorite brands on social media, get relevant recommendations on email and read brand content that adds value to their lives. Having a multi-platform approach allows you to reach consumers on multiple levels.
What's more, consumers are willing to give you the information you need to reach them effectively. Research shows that most consumers (81%) are willing to share personal information with their favorite brands in exchange for personalized experiences, recommendations, and benefits.
Consistency is the key
The benefits of consumer trust and long-term marketing and branding should not be underestimated. Not only do 81% of customers say they need to trust a brand to buy from them, but another 71% say they're more likely to purchase if they recognize the brand name. When done consistently, you increase customer lifetime value and benefit from stronger loyalty and support.
To make your marketing even better, work with a media partner who can help you develop a robust long-term marketing strategy that strengthens your business and contributes to continued growth. A media partner will get intimately familiar with your target audience and can help your business grow over time. They’ll also make sure you’re reaching the right people with the right message.