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Follow the Funnel: How Awareness Marketing Helps Drive Lower-Funnel Conversions

Direct-to-consumer (DTC) companies operate in a highly competitive digital landscape where driving conversions is often the key and only objective. Many DTC marketing strategies focus on the lower funnel to drive immediate sales and often overlook awareness marketing.

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The most effective campaigns include brand awareness initiatives along with lower funnel marketing that captures consumer attention and fuels conversions.

Let's take a look at a few reasons why this strategy works.

Building Brand Trust and Credibility:

In a crowded marketplace, brand trust and credibility are vital factors that influence consumer decision-making. Awareness marketing strategies can help DTC companies establish themselves as reputable brands and ultimately build trust with potential customers.

Initiatives like content marketing, influencer collaborations, and paid awareness campaigns can position a DTC company as an authority in its industry.

When consumers are familiar with and trust a brand, they are more likely to consider it during the purchase journey, leading to increased conversions.

Expanding Reach and Targeting New Audiences:

Awareness marketing enables DTC companies to expand their reach beyond their existing customer base. When brand leverage various channels like social media advertising, display ads, and content syndication, they can target new audiences who may not have been aware of their brand or products.

In platforms like Meta, awareness campaigns can sometimes be 10-15x cheaper than impressions on a conversion campaign. This doesn’t always mean it results in lower conversion costs, but does help refine conversion campaign audiences.

Better Data:

Awareness campaigns are a way to gain mass reach and collect more relevant information on interested customers. We use awareness campaigns to build lookalike audiences for lower-funnel tactics. We then refine our audiences for better results based on those who showed an interest from a massive audience.

Better Results:

When we run awareness campaigns for clients we almost immediately see metrics like cost-per-purchase and cost-per-click go down. The cost-per-purchase is driven down through the use of better data. Cost-per-click is reduced through better keyword searches from interested customers who were exposed to your product but didn’t buy immediately.

If you are running a DTC campaign and seeing really high cost-per-conversions, consider adding awareness tactics to your advertising campaigns.

Drop us a line, we'd love to work with you to find the right mix of conversion and awareness to create a successful campaign that leads to better results for your business!

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