How a business creates awareness for their products?

How a business creates awareness for its products?

Businesses use marketing strategies to build awareness among potential customers. You have learned that the first stage of the marketing funnel is the awareness stage. In this stage, potential customers first become aware of a product or service. The customers don’t know about the brand and aren’t seeking out its products or services. Because potential customers aren’t aware of the brand, it’s the business’s job to introduce its products or services.

In this reading, you’ll learn how a fictional company, Zingo Cases, creates a marketing strategy to build awareness. Zingo Cases makes premium leather phone cases. They have been in operation for several years. Even though they have a growing customer base, they would like to reach even more customers interested in their products.

Related: Learn to Create Customer Personas

Source: Big Think

Here are the marketing strategies Zingo Cases uses to build awareness among potential customers:

Marketing Strategy #1: Search engine marketing (SEM)

While Zingo Cases’ website does appear on Google and Bing’s first page of search results for keywords such as “leather iPhone case” or “leather android case,” their visibility is towards the bottom of the page.

In addition to their website’s presence, they would also like to have a presence with advertising towards the top of the search results page. So, they decide to create and publish search ads using Google Ads and Microsoft Advertising. These ads allow Zingo Cases to get their brand in front of customers searching for their products. For example, when someone searches for one of their products, “black leather iPhone case,” their ad typically appears with other ads at the top of the search engine.

Marketing Strategy #2: Social media marketing

Zingo Cases is on several social media platforms and has a large following on Instagram. They usually post simple photos of their products. However, they would like to reach new customers by making their Instagram content provide more useful information.

To do this, they take high-quality photos with their leather phone cases matched with other popular items such as pens, wallets, and watches. Artfully pairing their phone cases with other items gives new customers a reason to follow their account: style and fashion recommendations. 

Marketing Strategy #3: Social media advertising

In addition to making high-quality Instagram posts, Zingo Cases also advertises on social media platforms. To reach new potential customers, they target customers based on the customer personas they previously created. For the ad content, they re-use the new high-quality photos on their Instagram account.

Social media advertising reaches new customers and also grows its following on Facebook and Instagram.

Marketing Strategy #4: Influencer marketing

To increase their new customer reach on Instagram, Zingo Cases decides to pay an influencer with a large following to promote their latest leather phone case in a post. By having an influencer promote Zingo cases, tens of thousands of new potential customers learn about Zingo Cases’ brand and products.

In the Instagram post, the influencer encourages followers to visit Zingo Cases’ Instagram account and promotes a 15% discount on the next 200 purchases.

How to Build Your Brand, Think Bigger and Develop Self Awareness


The combination of search engine marketing, social media marketing, social media advertising, and influencer marketing helps Zingo Cases reach many new potential customers. Reaching potential customers is only the first step. After the initial introduction, they now have to build interest and persuade the potential customer to become a paying customer.

It’s important to remember that as a digital marketer, it’s unlikely you’ll be implementing all these strategies at once. It’s more likely that you will build out one strategy at a time. Additionally, a typical small to the medium-sized business may only focus on two or three of these strategies. In a larger company, digital marketers typically specialize in a particular type of marketing, such as search engine marketing or social media marketing.

Also Read: Performance Marketing 101

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