Feb
24

Brand Awareness Strategy: Reducing Upfront Cost With Facebook & YouTube Paid Advertising Campaigns

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Brand awareness is typically the goal of any lead generation campaign while engaging the consumer at the top-of-the-funnel, also known as the awareness stage.
- JD Parkman, February 24th, 2019

Published February 24th, 2019


Brand Awareness Strategy: Reducing Upfront Cost With Facebook & YouTube Paid Advertising Campaigns Brand awareness is typically the goal of any lead generation campaign while engaging the consumer at the top-of-the-funnel, also known as the awareness stage. The goal is to start positioning your brand favorably within the minds and hearts of consumers. Brand awareness as a lead generation strategy is often overlooked by most digital marketing experts. On one side of the coin, ‘branding’ is like an industry buzzword that’s basically lost all meaning. And on the side, it’s only viewed as being necessary for large name brand Fortune 500’s with the budget to execute. It’s considered a luxury rather than a necessity to growth and survival. To make it worse, it’s just about impossible to directly correlate brand building campaigns to sales activities. Therefore, branding campaigns easily gets overlooked by a majority of digital marketers that are data driven focused. From experience, it’s often very hard to get a client to sign off on an activity like brand awareness because most clients want quick wins and to make more money, quickly. This makes it very hard for digital marketing consultants to pitch or run these campaigns and even if or when they do they’re more than likely calling it something else that sounds like a new, hot marketing secret that a client would get excited about. However, when you execute a well thought out brand awareness campaign correctly, becomes an investment in your brands future sales. Brand awareness campaigns are still divided by a typical sales funnel: Traffic & Audience Reach = TOFU Leads Generation = MOFU Sales Conversions = BOFU A study conducted by Nielsen on under what drives sales found that 60% of consumers purchase products and services from recognizable brands. Familiar faces are two-thirds more likely to get a purchase decision from an end user over a non-recognizable brand company. But, as you might have guessed, that’s not all there is to it. Studies from Search Engine Land found that around 70% of customers actively search for a brand name retailer when choosing which search result to click on. When you’re searching for “inbound marketing”, did you click on HubSpot or some random noname.io site? Exactly! We’ve been well conditioned by Corporate America, so we might as well use what we know. Even if nobrandname.io were ranked in first place on SERPs, you’d probably still click HubSpot at #3. This is easy to associate brand awareness with equaling trust. Brand recognition is powerful in the way it drive sales psychologically. The mind is powerful but easily influenced to prefer association with the old and recognizable over strange and new connections yet established. That’s what makes running a campaign like this so powerful not to mention. The cost savings your brand will have from the investment made today. Once you build brand recognition within your market, you end up being able to drive traffic without having to take the normal awareness stage top funnel approach, which mean you don’t have to run SEO or PPC campaigns continuously to drive traffic for this stage anymore. You don’t have to pay to generate leads and create lead magnets and all that fluffy stuff that burns budget with almost seemingly little upfront results. When you’ve reached this point you just have to focus on closing the deals as they come along. This allows you to reduce your operating costs dramatically. Now it’s time for some good news: Building brand awareness campaigns can be cheap if you take the right approach. Except they “just don’t work,” right? Maybe, maybe not. But try comparing that cost to channels like the newspaper, magazine, and radio CPMs then: In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities. Using this method, you’re only spending around $1 per day on Facebook advertisements. That translates into being able to reach and additional 4,000 new souls each day with Facebook ads using brand awareness campaign settings for $1! As a contractor leads generation tactic, it doesn’t get more cost-effective than this. Given 4,000 targeted views per day, that gives us 120 thousand brand impressions each and every month for around $30/month.That’s 120,000 new eyeballs seeing your brand than you had last month. In contractor lead generation terms, it’s about the most cost effective brand exposure you’re ever going to get. Here’s how you will generate contractor leads with cheap branding on Facebook in order to keep your top of the funnel profitable and generating new qualified contractor leads each and every month! Sales funnel for contractor leads Develop a Top of the Funnel Contractor Leads Generation Facebook Paid Advertising Campaign Self-sustaining contractor leads campaigns run continuously and without any additional effort. It’s a continuous looping cycle that keeps performing no matter what. It can be completed in three steps which you can easily complete right now with me. Develop a new, small/medium-sized target audience based on your ideal user (lawyers, doctors, etc). Develop a remarketing audience focused on your engaged users. Develop a new lookalike audience with these contractor leads. This contractor lead generation strategy will only cost you a few bucks per day while at the same time create a self-maintaining campaign in perpetual motion. You just recycle each time the loop completes in order to replenish your target audience. Doing it this way, you will be generating thousands of new visits and impressions to build brand awareness each and every single month from now on. This is easy to see that new brand awareness equals more recognition & trust which equals more sales, finally ending in less money coming out of your pocket. Side note: if you want more in depth training of Facebook Ads you can check out my YouTube Channel where I’ve loaded 14 hours of content showing you every angle you could possibly want to take. To set this up, open up the Facebook Business Manager and navigate to the audiences section: Contractor Leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom At this point, simply select the create option and new saved audience as seen below (note that I’m building my audience to target for my SEO services so just swap out seo with your business model): Contractor Leads generation: Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Your new saved audience can be a great initial starting point for you to generate a large enough target audience list for our brand awareness campaign. Start this process by entering some basic demographic data that you associate with your target audience or ideal customers. Here I would suggest your local neighborhoods you service, an age range of 35-55, and for now target both genders: Contractor Leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Next, you need to narrow this list down some because you shouldn’t, nor can you target 134,312,399 people with brand awareness ads. Bluntly stated, there’s just not many folks who give a damn about your business, plus you couldn’t service them so please dial this part in. Let’s start this by adding a couple interests that’s related to your company. Since I’m building out a campaign for myself while writing this post, I’ll use my audience as an example for SEO services. We would type this in the search box and then add it as an interest to target (now, for you it could be homeowner, parent, etc. I’m not going to give you specifics here so you can’t blame me for results I have no control managing, so this part is on you): Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom If your brands services are B2B as in you service commercial accounts, you would narrow your target list down further: Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Finally, put the finishing touches on your audience list off with a few exclusions so that you don’t end up targeting non-buyers who might not engage well to your brand (the tire kicking type that just waste your money with no intention to make a purchasing decision. Please do not use my example below as yours as it’s not applicable in all situations): In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities. Next, save the list by naming your audience something relative to this activity so that you can more easily recognize it later. Now, head over to the Ads Manager where you’re going to create a new campaign based on the brand awareness objective we just created: In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities. Scroll down to where you see the audience section and you will then select your saved audience that was just created: Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Next, define your contractor leads brand awareness ad budget to $1/day (you can always set it to a bigger budget if you have it and certainly do if you’re in a big market): Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Now we have to build the ad creative. When building creatives for our brand awareness advertisements, we aren’t focusing on converting someone into sales. Try and gun for that like an impatient little child and you’re gonna get your ass handed to you. That’s not the point here, yet. Offers like that just won’t resonate particularly well with any target audience whom never heard of your brand. At this contractor leads generation stage we have to provide them value which is associated with your brand without asking for any favors. Always give first before asking to receive. Hard sales tactics and approach just doesn’t work anymore. An example of generating contractor leads with this strategy would be taking your best blog post interest piece and using it as your ad creative. Make sure it has some helpful and actionable information that say a homeowner can take to save some money and solve a common problem at home. That would build a lot of credibility. In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities. Now, you are finished with the first step of this process. Next up for constructing an effective contractor leads generation machine is building our sales funnel by setting up a remarketing audience from the website visits stemming from your brand awareness blog post campaign. Before you do all this, you absolutely must setup your Facebook Pixel. You can do this by navigating in your Facebook Business Manager to the Events Manager section and select the option with “Pixels”. Now click on this to create the Facebook Pixel and make it easily recognizable with the name of your website: Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom To install the Pixel code, copy it and now go to your website to add it to the header file: Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Once installed and verified on your site, head over to the audience section and develop another new custom audience based on website traffic: Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Don’t just select “People who visited specific web pages” as your main criteria, then add your web post to drive traffic for your contractor leads brand awareness ads: Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Getting more granular, we can perry down the traffic by defining the frequency to 2 or more visits: In contractor leads generation, it's generally viewed that AdWords converts better than most other ad channels. But. That doesn’t mean it’s the only option you can use when engaging in your lead generation activities. Tracking? Good, now hit save, and you have generated your second audience! With your second audience, we can bring back our website visitors and narrow our list down even more to our brand-aware website visitors. Last and most importantly, you should take your newly created custom audience and flip it into a lookalike audience. That will signal to Facebook to wrangle up more users for you to target who have similar interests and tendencies as your best performers in these campaigns. This is where the power of Facebook plays a roll in leads generation: Lookalike Audience Targeting Now, make your way to the audiences section and develop another new lookalike audience. Select the 2nd remarketing audience you previously saved as the “Source:” Contractor leads generation Why the Top of Your Funnel is Almost Always More Profitable than the Bottom Next up, choose the 1% audience size to keep it narrowly targeted and costs down. Later on, you should test the 1% audience against 3%, 5%, 8% in order to find where you get the most value for your money. Now save this, and you have created your first self-sustaining top-of-the-funnel contractor leads generation campaign in order to generate lots of brand awareness for your business. YouTube Brand Awareness Campaigns YouTube is excellent for building brand awareness. The cost per view (CPV) is ridiculously low and the reach is comparable to Facebook. The most powerful reason to use YouTube isn’t because of the low-cost,it has to do with user intent. YouTuber’s are actively searching for “How to” type of solutions to their problems, which makes this channel excellent for brand awareness. Plus it’s the second largest search engine, behind their parent company, Google. What makes YouTube unique and stand out from other social platforms like Facebook, Instagram, Pinterest is that users are going on YouTube to search for something specific and engage only with what they’re searching for. On the flipside, users on popular social media sites are aimlessly wandering around only pausing when they see Something eye catching, then right back to aimless browsing. YouTube has both explicit intent as well as the users attention on the given subject they’re searching and watching. From my experience, running anything other than a branded campaign on YouTube, without serious time investment into funneling users away from the platform, which just doesn’t happen enough to warrant that type of strategy, is a waste of budget. This is why I’ve always said that you’ve got to understand the environment of each ad network to know how to best utilize it within your overall campaign. That said, there’s no doubt that YouTube isn’t the right channel, even for a brand awareness campaign, for certain brands. That’s where the discretion of a digital marketer, from years of experience, knows best where not to deploy certain assets. It’s all relevant to the context of the situation. YouTube Ads has the advantage of its users being a captive audience, and they have to sit through your ad to get to the video they want to see. Now this is a double edged sword because though you’ll have 5 seconds of their undivided attention, it also means that they’re more than likely not skipping out on the video they’re waiting for to click to your landing page. Here, we just want to quickly introduce our brand in order to capture their attention and start the process of building interest without risking losing results because they want to see that video on the other side of your paid ad more than what you are offering. YouTube Ads Setup First off, it’s worth noting that YouTube Ads are all video based, so make sure you have one created and ready to go or one picked out on Youtube that you want to use and which isn’t set to private. In case you want to load a video to one of your channels and you don’t want it showing up in your playlists, yet want to run paid ads with it, make sure to set it to “unlisted”. I’d suggest making a 6 second video pitching your brands interesting story and another that’s approximately 15-20 seconds in length, again, delivering an appealing story that resonates with the target audience in order to set the hook of intrigue. YouTube Ads are part of the Google AdWords platform, and since you’ve been doing your homework this whole time, you’ve already got your AdWords account setup, so we can go ahead and jump in. 3 Types of YouTube Ad Types In-Stream Ads Discovery Ads Bumper Ads Bumper Ads are 6 seconds or less and though intended for mobile devices, are also able to run on desktop as well. Conclusion: Brand Awareness Campaigns Can Lead to Successful Leads for Your Brand Instead of following the same cookie cutter typical contractor leads systems and guru’s mold, step out of your comfort zone and change it up. Like my former boss used to say: “get creative!” Invest your time and resources in different, off-the-wall contractor leads generation techniques that’s going to make all of your future sales a lot easier and less expensive by qualifying contractor leads upfront at a less of a cost. You must invest in branding activities, one’s that you have no way of tracking today, in pursuit of an easier tomorrow. This is super difficult for most people and where I see clients stray from the path all the time. Everyone wants the quick and easy buck. Resist that urge! Brand awareness has the power to drive quicker sales, at a reduced upfront cost, at scale. And when you do this correctly, it can even be a cheaper investment that will pay off dividends for many, many years to come.

Tags: Local internet marketing | contractor marketing | Brand awareness | lead generation | Facebook advertisi |


About the Author


My name is JD Parkman, a US Marine service connected disabled veteran, serial tech entrepreneur, global full stack digital marketing and lead generation expert with a decade and a half years experience, and founder/ceo of Marketing Media Wizard SEO Agency, a contractor local internet marketing and lead generation agency.

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