Whats the difference between Conversion & Awareness in Digital Marketing?
In the overstimulating and ever changing world of social media marketing, it's important to understand what type of content you should post and what objectives you’re looking to hit. Two well known strategies: conversion and awareness are a great place to start. Both play vital roles in a successful marketing campaigns, but their objectives and impact differ.
Awareness 👀
Awareness content is the storytelling of your brand. It should educate, entertain, and engage your audience, introducing them to your brand's values, and the problems you solve. This type of content isn't about immediate sales; it's about building a connection. The goal is to create a memorable brand image and foster long-term relationships with your audience and customers. This type of content works for both paid and organic videos.
Check out this Chipotle awareness ad, the whole ad is showing how fresh their ingredients are instead of pushing you to make a purchase.
Conversion 🤑
On the flip side, conversion content is directly enticing your audience to take action immediately. A simple technique in creating conversion content is by adding a call to action message in your videos. Buy or Shop Now is a often used example. The aim is to convert interest into action, turning viewers into buyers. This type of content works best for paid, as when you post organic you want to convey a sense of getting to know each other/information vs asking your audience to take action.
Here’s a conversion ad by ILoveUgly apparel on instagram. They’re clearly showing off a product and pushing you to “Shop Now” with the CTA on the bottom.
Why you need to be posting both? 🤌
Whatever strategy you choose you need to be interacting with your audience often. According to marketing legend Daniel Priestley, consumers need about 11 interactions with a brand before they’re willing to trust and make a purchase from them. A time and tested way to get more customers or a larger audience, POST MORE CONTENT!
If you need help creating organic or paid video content, visit us at outsideoutside.co