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 aren’t getting enough views…I’m 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 you’re 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! 🙄)

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. 🤯

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..

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.