A 2022 Edelman survey found that about two-thirds of consumers need to trust a brand before buying. Moreover, Statista’s 2023 data shows digital ad spending climbing higher each year. People have to recognize your brand and feel confident in it to share their email or swipe their card to make a purchase. Brand awareness lays the groundwork for capturing that first lead and building on it.
Brand awareness is how familiar people are with your business, like your name or logo sticking in their memory. Meanwhile, lead generation is about gathering contact details to follow up and guide them toward a sale. You can craft a brand awareness funnel that feeds into a lead generation funnel, merging visibility with results.
Brand awareness funnel vs lead generation funnel
Think of the brand awareness funnel as a journey. It takes someone from not knowing you exist to recognizing your brand. We can break it down into stages: Unaware, where your target audience has no knowledge of your brand; Aware, where they recognize your name or products; Familiar, where they understand what you offer; and Consideration, where they’re thinking about using your services.
Compare this with the lead generation funnel, which moves through Awareness, Interest, Decision, and Action. A solid brand presence builds trust early, preparing prospects for the lead generation stages.
Ultimately, the purpose of a strong brand awareness funnel is to prime potential customers. Building that initial trust and recognition makes them much more likely to engage when you start trying to capture their contact information
Strategies to build brand awareness at each funnel stage
Now, how do you move people through each stage? Here are some specifics you can apply for each funnel:
Top of the Funnel (TOFU): Unaware to Aware
- Content Marketing: Beyond just blogs, consider creating pillar content, such as comprehensive guides or resources that address fundamental issues your audience faces. Use keywords that capture broad search intent. For video, think of short, engaging clips that provide quick value and introduce your brand’s personality. Infographics should visualize data in a digestible way, making complex topics accessible.
- Social Media: Organic posts should focus on sparking conversations and sharing valuable insights, not just promotional content. Leverage platform-specific features like Instagram Stories or LinkedIn articles. Paid ads should target broad demographics and interests, focusing on awareness metrics like reach and impressions.
- Influencer Partnerships: Look for influencers whose audience aligns with your target demographic. Don’t just rely on sponsored posts but also consider collaborations like live Q&As or co-created content that provide genuine value.
Middle of the Funnel (MOFU): Aware to Familiar
- Email Marketing: Segment your email list based on interests and behavior. Educational newsletters can offer industry insights, while drip campaigns can guide prospects through a specific learning journey. Personalize emails with names and relevant content to increase engagement.
- Webinars: Focus on interactive formats, like live Q&As or workshops, rather than just presentations. Promote webinars through email and social media, and offer downloadable resources to attendees.
- Retargeting Ads: Use dynamic retargeting to show ads based on specific user behavior, like visiting a product page or abandoning a cart. Tailor ad copy and visuals to address the specific stage of the customer journey.
Bottom of the Funnel (BOFU): Familiar to Consideration
- Customer Testimonials: Use video testimonials to add authenticity. Ask specific questions that highlight the benefits of your product or service. Display testimonials prominently on your website and landing pages.
- Case Studies: Focus on quantifiable results and specific challenges your customers faced. Use a clear, concise format that highlights the problem, solution, and outcome.
- Loyalty Incentives: Offer exclusive content, like e-books or templates, to subscribers. Provide early access to new products or services, or offer discounts to first-time buyers.
Capturing initial leads while building brand awareness
Now you’ve built awareness. Next, how do you turn that buzz into actual leads?
- Lead Magnets: Skip generic freebies. Instead, offer an eBook that pinpoints a really precise challenge your audience faces, or a template that simplifies a complex process. Even a free trial can be a powerful draw, showcasing your product’s real-world value. Ensure your lead magnets directly reflect your brand’s strength and offer something tangible. They should reinforce the “why” behind engaging with you further.
- Landing Pages: Your landing pages need to tell a story. Weave your brand’s narrative into the copy, highlighting your unique value. Use compelling visuals and clear, concise language. And most importantly, make your call-to-action (CTA) crystal clear. Don’t just ask for an email; explain the specific value they’ll receive.
- Content Upgrades: Instead of letting a blog post end abruptly, offer an extra layer of value. A checklist, a detailed PDF guide, or a resource list that expands on the topic. Embed these upgrades directly within the content. This delivers instant value and creates a seamless lead capture experience.
- Interactive Tools: Quizzes and calculators are valuable data collection tools. Design quizzes that provide personalized insights or calculators that solve specific problems. This not only gathers useful information but also demonstrates your expertise and offers immediate, personalized value to the user. This kind of interaction ups the chance of your brand sticking in their minds.
Aligning brand messaging for consistency
To really make this work, your brand messaging needs to be consistent. Cohesive messaging across all interaction points strengthens both your brand awareness and lead generation funnels.
- Brand Voice: What is your brand’s personality? Craft a consistent tone that resonates with your audience. Is it friendly and approachable, or authoritative and insightful? Whatever it is, keep it consistent across all your content. This makes your brand recognizable and builds a stronger connection.
- Visual Identity: Your brand’s logo, colors, and imagery are your brand’s visual language. They should be instantly recognizable. Ensure they’re used consistently across all communication channels. Visual consistency reinforces your brand’s presence and helps people remember you.
- Cross-Channel Unity: Your social media, emails, and website shouldn’t feel like separate entities. They should work together to create a seamless experience. Align your messaging and visuals across all platforms. This avoids confusion and reinforces your brand’s message, no matter where someone encounters it
Merging the strategies of your brand awareness funnel with the tactics of your lead generation funnel creates a potent marketing approach. By focusing on both recognition and conversion, you’re building a sustainable pipeline of engaged prospects.
To get started, consider picking one tactic from each stage of the funnel. For example, launch a pillar content piece for TOFU, set up an educational email drip for MOFU, and implement a customer testimonial section for BOFU. Then, integrate a lead magnet that aligns with your brand’s expertise.
