You already know, that what works today in online marketing, will not work tomorrow. Having done this for 10 years, we are painfully aware that “things change” about every 6 months.
But now? It’s more applicable than ever
Brand awareness is largely ignored in online marketing.
Yet, it’s incredibly powerful.
So, what is this simple brand awareness strategy?
- Be Magnetizing
- Be Everywhere
- Be Real/ Be You
If you want to build trust with your audience, you need to distribute the right content to them at the right time (magnetizing), appear everywhere, and be a real person sharing real information and real values.
I do this all the time and people tell me, “I’ve followed you for years, you are everywhere!”
Simple — be magnetizing, be everywhere, be real.
You become the go-to authority figure for senior care issues. They see you everywhere offering value.
And you become the only choice for them in your market.
So here’s how you do this…(without spending a lot of money)
Step 1: Create (and share) relevant content. (BTW, we do this for our clients)
Typically, online marketing is done like this:
- Create content (such as an article).
- Create an ad to share the content.
- Speak to a new lead on the phone.
- Sell your home care services.
This is fine…but it could use a boost. The vast majority of home care leads will say “no” (blaming money), and this is when most marketers give up.
This is the point you need to become hyper-relevant in your home care lead’s eyes and appear “everywhere”.
This is where this brand awareness strategy comes in.
There are 4 types of content you can share at this point:
- Articles (blog posts)
- Company News
The aim is not to create leads, rather, to simply show up in your audience’s newsfeed, time and time again.
You are EVERYWHERE. You become magnetizing (so long as you do the next step).
Step 2: Share your content with the “right” people at the “right” time.
This is where the magic happens…The last thing you want to do is show your content to everyone.
This will blow through your budget and make you annoying, rather than magnetizing.
You need to divide your audience into 3 groups:
Your hot audience is full of people who consume your content. Give them videos and in-depth content.
Your warm audience knows you…but they haven’t gotten to know the real you.
So to take them to the next step, you must share magnetizing content with them.
Those in your nurture audience, don’t know you.
So share shorter, actionable content with them. Be brief, and to the point.
Step 3: Set this up without spending a lot of money.
If you share magnetizing content with the right people at the right time, you’ve got it.
The problem with most ad campaigns is, the same person sees the same ad again and again.
When building leads and sales, this is fine. But when you are EVERYWHERE, you want to change it up.
So you can use the Brand Awareness objective inside of Facebook ads. This means instead of someone seeing the same video 12 times, they consume 12 different types of content that each provides a different purpose.
In other words, you are magnetizing and EVERYWHERE. You take over the newsfeed 🙂
With this approach, you reduce the amount of money you spend while remaining a constant presence in your potential clients’ lives.
This strategy is key to building a profitable business, as it creates highly qualified leads.
We can help get you started down the right road. Book a call here, and let’s see if it’s a fit to get you into Valerie V’s Mentoring Program.
Valerie VanBooven RN BSN
Founder, LTC Expert Publications
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.
Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
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