August 21

Brand Awareness Vs Lead Generation – Do You Need Both For Brand Marketing?


You have been trying hard to get your firm where it needs to be. You are incorporating different measures to give your brand a unique and popular identity and increase your revenue generation. But, somehow, somewhere on the track, you are messing up things. You are not getting the right mix of brand awareness and lead generation strategy.

This is where you may think, which is important for you? And the answer is. BOTH. Yes, working on one only can not make your brand a success story. You need to push your efforts to the next level to leverage both these parameters to gain maximum advantage. Still confused? Let’s discuss in detail.

What Is Brand Awareness?

What do you understand by brand awareness? In simpler terms, it is – Awareness of the Brand. Elaborating, it can be defined as the popularity of the brand, i.e. how familiar are the consumers with respect to your brand, product or service. It is highly beneficial for your company, as this helps you become a distinguished name in front of the consumers, help you improve brand visibility and increase brand demand.

What Is Lead Generation?

In simpler terms, lead generation can be defined as turning your visitors into customers, generating revenue. It is beneficial for your brand, as it helps you identify the prospects, measurably and quickly. What it basically entails is not just providing your visitor the information they are seeking, but also help them find the solution which aligns with your product and service offerings.

Know The Difference Between The Two

A brand marketer clearly needs to know and understand the difference between these two, so that they can implement the right tactics aligned with a particular campaign. Brand awareness is about making a brand out of the company name, creating a unique identity in the industry, and advertising for the company. Lead generation is the step that follows brand awareness and involves finding potential clients. While brand awareness helps to make the brand reach to the masses, lead generation helps o communicate with the potential clients and help them with desired solutions.

Do You Need Both For Your Campaigning?

Will you be satisfied if people just know your brand and you have a good recognition, but no leads or prospective clients? Will you be able to find prospects, drive people to your site and generate revenue, when you do not have any advertising in place and no one is aware of who you are, what your brand represents? Definitely NO, in both these scenarios. Whether it is brand awareness or lead generation, no strategy can succeed on its own, if it’s not aligned with the other one.

Strategize On Using Both For Effective Marketing

The first rule you should know is, brand awareness lays the groundwork for lead generation. Therefore, this should be your base to develop an effective marketing campaigning. When used tactically in tandem, you can gain optimal results, leveraging both these parameters. Combine both these to reach out to potential clients, build a client base, and create and implement an effective strategy that identifies those prospects and improve outreach.

Use The Right Tools For Each

Both these campaigns require utilizing different techniques and tools for effective results. You should be well aware of what tools are best with respect to each campaign, and what suits your techniques and methodology best. There is a wide range of research audience insight and analytical tools to correspond to identifying, evaluating, updating, monitoring, tracking and implementing several processes related to your campaigns.

A well-organized and successful brand is made of not just, but many processes, build up and collaborated over a period of time. Having a right balance of brand awareness and lead generation, along with implementing the right approach for website search engine optimization and social media marketing services will help you create a powerful, ideal brand that is well-identified and delivers results.

About the author

Alekh Verma

A web marketing specialist, known for his bold and insightful approach to every web industry trend, Alekh Verma is a proud Founder and CEO of a successful Mobile App Development, Web Development and Digilat Marketing firm, eSearch Logix Technologies. His effective and inventive ideology has helped to shape the success story of his firm, which has now grown into a successful, leading digital marketing company based in NCR, India. He brings a global perspective to the industry, and has helped multitudes of businesses across the globe from all sectors create an impactful presence in the virtual world.


Brand Marketing, Lead Generation

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