Sherehan Ross

The most underestimated marketing strategy is… Awareness.

Yes, you read that right.

Here’s an example:

Meet Emily, a manager in a thriving B2B company, who comes across an ad for a cutting-edge software solution. Intrigued but swamped with meetings, she pushes it aside. Over the next few weeks, the software’s brand strategically positions engaging content, continually nudging Emily’s curiosity. One evening, Emily delves into research, making a mental note to bring it up in the next team meeting. However, amidst daily business chaos, it’s forgotten. The brand, though, stays top of mind, showing up in her feed once again. This time, Emily is determined. She gathers all the needed data, presents her findings to her team, and passionately advocates for the software’s benefits. The decision-makers are swayed, the purchase is made, and Emily’s persistence pays off.

Here’s another example:

Meet Joe, who stumbles upon an ad for the SuperGadget toaster while scrolling through his social media feed. He’s intrigued but quickly distracted by a call from a friend. Over the next few days, Joe sees more of SuperGadget’s clever content, reminding him of his desire for the perfect toast. A couple of weeks later, after a particularly disappointing breakfast with burnt toast, Joe recalls the SuperGadget and clicks on the link. Yet, life gets in the way, and he’s pulled into a work emergency. Finally, during a relaxing weekend, Joe sees the SuperGadget toaster again on his feed, this time with a special discount. He clicks, he buys, and breakfast is never the same again.

Marketing’s job is to drive demand.
If no one knows that you or your brand exist, all these strategies, tactics, and plans, they mean nothing.
So don’t overcomplicate it.

Focus on awareness.
Stay top of mind.
Create connection.
Deliver value.

Start today, and you’ll reap the rewards tomorrow.

The power of awareness is in your hands. Use it wisely.