Blogging and Awareness Campaigns: How to Increase Your Offer

Now that your business is up and running, how do you spread the word about what you have to offer?

Awareness campaigns might be the answer you’ve been looking for.

In recent years the world of marketing has undergone significant changes.

Advertising campaigns involving print and television no longer have the reach they once did. Rather, blogging (also known as content marketing) and social media have come to the forefront.

While these mediums aren’t necessarily new, it seems that some businesses are more ahead of the curve than others.

In this post, we’ll examine different ways to implement awareness campaigns, as well as different tactics you can use to increase the efficacy of your offer.

Awareness Campaigns

Awareness campaigns are nothing new to the world of marketing.

For decades companies have taken to the streets (i.e. billboards), broadcast (i.e. television commercials), print (i.e. magazine advertising), and many other mediums as a way to spread their message.

This message, though, isn’t always about raising awareness of, for example, the dangers of smoking cigarettes.

Awareness campaigns are now centered around the necessity of raising brand awareness. This is so that potential customers will come to associate your brand, products, and services with the message you are conveying to them.

The key element here is the message you are conveying to them.

As such, your message must be clear, concise, and… directed at the correct audience. Because no matter how well crafted your awareness campaigns are, they need to be viewed by the people that are more likely to care about what you’re offering. Seems simple enough, right?

But how do you get your message in front of the audience it will resonate with?

Here’s where blogging (and the obligatory social media posts) come into play.

To Blog, or Not to Blog?

In terms of awareness campaigns, there is no question. You should definitely blog.

In case you haven’t noticed, the internet is now rife with content (aka articles such as this one you’re reading). Blogging (aka content marketing) is now common practice, and thousands of pages of new content is published every day.

Whipping up a blog post about how great your products and services are isn’t enough, though.

The content first and foremost must be of high-quality, otherwise, the Google Bots will frown upon your work and will justly smite your website. Secondly, the content must be engaging for your readers.

But, what makes an effective piece of content is a discussion for another day. Just know this – it’s super duper important to any marketing strategy.

As it pertains to awareness campaigns, though, there’s a couple options to consider:

Blogging For Yourself

This route would require you to write and post your own content to your website (which, by the way, should now include a “blog” section if it doesn’t already).

The challenge with this option, however, is simple – writing requires time and energy.

And if you’re in the midst of trying to grow your business, it’s likely you won’t have either, let alone the proper channels to spread your message to a wide audience (or the right one).

A solution for this problem is to hire a writer or a content marketing agency to do the work.

Another option is to seek out an existing successful blogger or publisher which will be willing to post your content on your behalf. This is referred to as guest content, and it can be a terrific way to get your message in front of the right audience.

Someone Else Blogging For You

If developing and posting original content isn’t in your awareness campaign strategy, consider reaching out to an established blogger.

Having a blogger write about your message (i.e. your products, services, and offer) can be fruitful, but only if it makes sense. That is, don’t try pitch your offer of free glazed doughnuts to a blogger who writes about health food.

For one, the blogger will likely dismiss your messages. Also, their audience will not be interested.

Narrow your search down to bloggers which fall into your niche, and your campaign will have a better shot at being successful.

Setting Goals

Like any solid marketing campaign, awareness campaigns should have clearly defined goals.

What is it that you want your audience to take away from your message? And how do you want them to reach the final goal of following through with what you’re offering?

By first setting the goals of your campaign, you will be better able to hone in on what channels will create the most opportunities.

Targeting the Right Audience

Much like with setting appropriate goals, your awareness campaign must be placed in front of the right audience to maximize its effectiveness.

In order to do so, consider your previously set goals, and don’t forget to be realistic.

If you’re able to work with an established blogger, they are only responsible for doing their part. That is, don’t expect much in terms of measuring analytics.

While the success of such campaigns might be difficult to measure, targeting the correct audience will likely boost the resonance of your message, but only if it gets to the right people.

Utilizing Social Media

Social media is a great tool to spread your message and offer.

Once the content is ready and published, distribute it through the proper social media channels.

By using the boosted posts and Facebook Ads features, you’re able to narrow down the target audience to meet specific criteria.

Again, this point emphasizes how imperative it is to place your message and your offer in front of the right audience.

Additionally, social media can also double as a means to receive feedback from the very audience you’re trying to impress.

Conclusion

Awareness campaigns can be tricky to execute, but they can also be wildly effective when the right content paired with the right placement.

Blogging is one of the most current, and effective, marketing trends around right now. Providing your audience with a steady flow of compelling and engaging content has become a linchpin of any successful marketing strategy.

We understand the challenges marketers are facing today, and we want to help! Just reach out today.