A client said something to me recently that genuinely stopped me in my tracks… They said why would I pay you to get me just brand awareness. They said they didn’t want/need brand awareness.
I’ll admit… I was so surprised I didn’t respond the way I wanted to, because my immediate thought was…Even McDonald’s still invests in brand awareness.
Think about it. When was the last time you saw a McDonald’s TV commercial and immediately jumped in the car to buy fries? Probably not, that’s not how it works. They’re advertising because they understand something many small businesses forget: If people don’t remember you, they won’t think of you when they need you.
That’s what brand awareness is. It isn’t just about getting likes or followers, it’s about becoming familiar, being recognised and being remembered so that when the time comes for someone to buy they will from you.
The problem is that social media has made many business owners expect immediate results. They post today and wonder why nobody enquired tomorrow. Trust me, I hear this conversation all the time. They expect one post to bring in millions, but for most service businesses, that’s simply not how buying decisions work.
Most people don’t wake up needing an accountant, a mortgage broker, a photographer, a builder or a social media manager that very second. Instead, they notice businesses over weeks, months and years. They see your content, they watch your stories, they see someone comment on your post and then they notice another client recommend you. This all compounds and adds ‘interest’ as well as credibility.
Eventually when they need your service, if you have shown up enough times guess whose name will come to mind? The business they’ve been seeing consistently. Because as I love saying, in fact I might get this tattooed somewhere on my body š¤£ if they don’t know you exist, they can’t buy from you.
Brand awareness isn’t a “nice extra.” It’s one of the biggest deliverables social media provides. Every post, story, reel and comment is another opportunity to remind people that your business exists and when someone is finally ready to buy, familiarity often wins.
So think about this as you finish reading. If you think social media doesn’t over time impact buying decisions. Finder.com.au states 40% of Australians have bought something online after seeing it on social media and because I love stats, here’s another one to really drive the message home 50% of consumers say that Social Media is now their primary way of discovering new brands and products (TV technology.com)
So for me, brand awareness is everything. Yes sales are great, but we know that brand awareness is the first step.