Why Brand Awareness May Leave You Broke
I stumbled upon a content marketing cage fight this morning.
In one corner, the “brand awareness” marketers. In the other corner, the “bottom line marketers.”
It went like this…
A frustrated marketing assistant posted on a discussion board about his TikTok efforts. He’s grown his company’s TikTok followers from 1,831 to 2,047, but his bosses aren’t satisfied.
Marketing Assistant: “(They) are constantly saying that we arenāt getting enough views…Iām tired of getting these comments…What are u guys opinion? Any advice?”
Bottom-Liner-#1: “Are those views driving traffic? Do you have metrics showing that youāre driving more site traffic or conversions than before you arrived on the job?”
(Great questions!)
Brand-Awareness-Dude: “It depends if the goal is traffic or brand awareness… Some brands just want to get their name out there.”
(Sigh!Ā 
)
Bottom-Liner-#2: “Do any of those metrics earn the company money?”
Marketing Assistant: “That isn’t my responsibility.”
And therein lies the problem with so much social media.
The Brand-Awareness crowd celebrates likes, followers, and views. Engagement is the goal. “Get your name out there and you’ve won.”
Ask them how they monetize their following…
…and they shrug.
Ask them whether the engagement growth curve correlates with a sales growth curve, and they say, “I dunno. Not my concern.”
It’s mind-boggling.Ā 
Sure, I work to grow my social media following and increase engagement. But I don’t measure business success based on likes, followers, and views.
I measure…
…how many website visitors come from social media…
…how many followers join my email list…
…how many sign up for a sales consultation…
…how many eventually become clients.
Those metrics matter.
Don't go away yet..
p.s. Coaches, authors, and consultants hire me to power-up their creative content and storytelling to captivate prospects, stand-out and book more business.
Whenever you're ready, here are several ways I can help you become a storytelling stand-out so you'll land more clients without pitching and prodding:
1) Get theĀ Story Power Profit PackĀ -- 52 Strategies, Tips, and Tactics Ā to Transform Your Content from Ignored to Adored.
2) Watch theĀ free, 7-minute Micro-Training: āThe 3 Most Important Storytelling Keys to Captivate Prospects and Inspire Them to Act -- Without Pitching and Prodding.ā
3) Become a Story Power VIP: Master how to discover, assemble, and deliver business-building stories. Twice-monthly live masterclasses. Members-only content. One-on-one feedback and consulting sessions. And moreā¦ If you'd like to learn more about our VIP program, just reply to this email and put "Story Power VIP" in the subject line. Iāll contact you with more details.
4) Work with me one-on-one: If youāre interested in working directly with me -- to discover, assemble, and deliver powerful, business-building stories -- simply reply to this email and change the subject line to "Private Client." Tell me a little about yourself, your business, and what you'd like to accomplish, and I'll reply to discuss options.
5) Invite me to speak at an event: I can tailor a presentation that meets the specific needs of your organization. Informative. Entertaining. Virtual or live. Potential for continuing education credits when applicable for your group. If interested, reply to this email and change the subject line to āSpeaking Engagement.ā Iāll circle back to discuss the possibilities.
Want to get great content like this...
...delivered straight to your inbox?
Join our email list...
Post Categories
Previous Post
Next Post
