Elevating awareness: Small business marketing strategies

Trevor Henselwood started his career in Canadian Broadcasting before making the move to Australia to explore the digital space. As the head of growth at WebSavvy, Trevor has played a vital role in helping numerous eCommerce brands thrive, including some of the most beloved businesses in the nation. In this podcast Trevor explores the complexities of awareness marketing, offering valuable insights and practical advice for business owners and marketers alike. Listen in as he unpacks the challenges of measuring the impact of awareness marketing, the importance of brand messaging, the seesaw effect of investment and ROI, and the need to diversify marketing channels.

Key Topics

The Importance of Brand Messaging and Awareness Marketing

- Creating a clear introduction to the brand

- Highlighting the benefits of the product or service

- Aligning the website with the brand message

- Allocating a specific portion of the marketing budget for awareness (10-20%)

- Importance of understanding different audience types and having benchmarks for performance

Integrating Elements in Awareness Marketing

- Challenges of integrating various elements in awareness marketing

- Difficulty of measuring everything in awareness marketing

- Importance of measuring success based on appropriate KPIs

Marketing Strategies and Budgeting

- Marketing budget for small businesses

- Anticipating changes in the market

- Knowing when to pull the marketing plug

- The seesaw effect of investment and ROI

Diversifying Marketing Channels

- Diversifying marketing channels based on the target audience

- Warning about the risk of diluting the brand message when diversifying channels

- The importance of a consistent core campaign message across different channels

Business ROAS and Holistic Measurement

- The concept of business ROAS

- Using alternate measures to show the effectiveness of awareness campaigns

- How awareness marketing can help qualify more people for performance marketing

Advice for Newcomers to Google Ads

- Focusing on defining audiences and working on performance before venturing into awareness campaigns

- Ensuring fulfillment and positive customer experiences before investing in ads

Revisiting the Importance of Awareness Marketing in the Overall Marketing Mix

- The importance of building an awareness strategy

Timestamped overview

00:00 Started at WebSabbie, learned from Showpad, applied ideas.

04:09 Brands lack good awareness strategies, timing importance.

09:34 Measure marketing success accurately, invest in future.

11:37 Challenges in measuring marketing performance effectively.

15:38 ROI seesaw effect: Spend more, ROI drops, improves.

18:41 Explore channels, maximize audience for awareness campaigns.

23:12 Craft brand messaging strategically to engage customers.

26:10 Stay focused on future, data-driven decisions.

29:04 Focus on performance first, then build awareness.

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