The pyramid is often the perfect metaphor for marketing.
Rather than a top‐weighted tower that stands precariously, a pyramid is built on a solid foundation that supports the other, higher sections of, in this case, marketing. The pyramid helps us understand how certain marketing efforts support each other. It also ensures we don’t focus too much on a particular aspect of marketing that might not be worth the effort.
In this blog post, I’ll explain a few of the marketing pyramids that are most important, and that will help you understand how your marketing efforts fit together, starting with the brand awareness pyramid.
Building a Brand Awareness Pyramid
Getting consumers to become aware of your brand is one of the major problems companies face, but that’s really just the first step of the consumer journey.
You were unknown to even your most loyal customers at some point, so it’s always important to continue to reach out to new customers and explain your products and services. Your marketing will help these individuals gain awareness of your brand and eventually consider making a purchase.
Trials give potential customers more information and a taste of the experience they can expect from a customer experience. Furthermore, those who participate in a trial have shown interest and are often more easily convinced by a salesperson to become a customer, or become a customer on their own accord if done well.
Marketing to current customers is very important to create repeat customers. It’s also smart to inform customers, who are already happy with their experience with your company, about complementary products and services that they might be interested in. This could also increase your average revenue per user (ARPU).
Through repeated business and a strong sense of your brand and its values, customers start to become your best and most trusted advocates. These customers will spread your message via word‐of‐mouth on their own accord, bringing on new customers through referrals.
In the next post in this series, I’ll explain about how to develop brand loyalty by reaching out to new customers depending on how familiar they are with your brand and its products and services.
In the meantime, please feel free to contact us if you need help driving brand awareness and loyalty!