The Costly Mistake: Awareness in Your Marketing Goals

There are two fatal flaws with awareness in marketing:

1. Thinking it’s unnecessary: People won’t buy from you if they don’t know you. Jumping straight to sales without ensuring your audience knows who you are means you’re skipping an essential step.
2. Thinking it’s the only goal: On the other end, some businesses focus solely on “being seen” without tying it to their goals. Simply being visible doesn’t mean people will buy from you, work with you, or take any action.

Awareness is your business’s introduction—a handshake at a networking event. It’s that first “hello” that opens the door and grabs attention. But would you simply walk away after saying hi and nothing else?

Awareness alone doesn’t create a connection; it’s valuable when it leads to something deeper, like curiosity, engagement, and, eventually, action.

In this series, we’re breaking down key marketing goals. First up: awareness. We’ll explore tactics to build awareness effectively—and make it more than a one-time impression.

Awareness: Purpose and Next Step

Awareness is about letting people know you exist. Whether online or in person, it’s most effective when it leads somewhere meaningful—a website visit, a follow, or an inquiry. For example, a B2B software company might use LinkedIn to get noticed by potential clients, while a local boutique focuses on community recognition. But simply being “seen” alone won’t yield results.

Awareness Tactics to Get You Noticed (and Drive Action)

Looking to build awareness? Here are a few common tactics:

1. Social Media Ads: Platforms like LinkedIn or Facebook help you reach new audiences with measurable results. A professional services firm might run a short video ad showcasing a success story. Tip: Try a few different formats and see what works best. Ads aren't meant to be "set and forget" – they need to be optimized to make sure your dollars are an investment.
2. Community Partnerships and Events: Partnering with local businesses or attending events builds awareness and trust. A software provider might sponsor an industry workshop, while a café joins a community market to meet new customers. Tip: Choose events that attract your target audience. A B2B company will get more out of an industry trade show than a general fair.
3. Sponsored Content with Influencers: Collaborating with influencers introduces your brand to a relevant audience. A clothing brand might work with a lifestyle blogger, while a B2B company could partner with an industry expert on LinkedIn. Tip: Hesitant to jump in with influencers? Start with getting testimonials from loyal customers. People influence people, and testimonials are a great spot to start.
4. Bold Visuals in Physical Spaces: Physical visibility still works. A service provider might use branded vehicle wraps locally, for example. Tip: Use consistent colors, logos, and taglines across visuals for instant recognition. Make sure that if you're investing in something physical, that it's where your audience will see you.

Measure Success by Tracking Next Steps

Real awareness is about sparking interest. Track actions like website visits, new followers, and email sign-ups to see who’s engaging further. For instance, a service firm might track guide downloads after an ad, while a retail brand measures new followers after an influencer campaign.

Not sure where to start? Prioritize digital channels—they’re measurable, giving you clear data for adjustments. Traditional methods like billboards or flyers offer local visibility but lack precise tracking and control over who sees them.

Looking Ahead

Awareness is step one. Next week, we’ll explore Engagement Goals—the tactics that keep people coming back after that first impression (like this newsletter, for example).

Awareness opens the door, but real marketing builds relationships.

Stay tuned as we explore how each goal builds on the next, turning new faces into loyal customers.