Increase Brand Interest:
Overview:
The customer is interested in your category at this point in the journey and they are considering their options between you and your competitors. This is usually a time of research and information gathering. The role is to convey "why you" and give clear information that compels them to choose you over your competition.
Principles:
1. Be present in those places where your customers are doing their research (among trusted advisors and peers, online review sites, association directories, search).
2. Focus on messaging that helps people understand why they should choose your brand. Some brands provide a decision-making tool that helps a customer make an informed decision.
3. Focus on getting them to take an active step towards you (download, free trial, request a demo, call for details, sign up for a newsletter, etc.)
Marketing Channels:
Social Posts, Webinars/Presentations, Target E-mail Outreach
Primary Metrics:
Social Page Followers, Social Post Engagement, Website Visitors, Digital Ad Click-through-rate (CTR), Webinar/Presentation Attendees, Responses from Email Outreach, Downloads and other Website Actions