Let’s break this down into a story you’ll never forget by imagining you’re helping a business, Lirio Cases, build awareness for their brand. Awareness is the first stage of the marketing funnel, where people first hear about your product.
The Challenge: Lirio Cases Wants to Get Noticed
Lirio Cases makes premium leather phone cases. They have some customers already but want to reach more people who don’t know about them yet. Imagine you’re the digital marketer for Lirio Cases, and your job is to build awareness using smart marketing strategies.
The 4 Strategies Lirio Cases Uses to Build Awareness
1. Search Engine Marketing (SEM) – Getting to the Top of Google
• The Problem: Lirio Cases shows up on Google for searches like “leather iPhone case,” but it’s buried at the bottom of the page.
• The Solution: To get their brand in front of more eyes, they decide to pay for ads at the top of the search results using Google Ads and Microsoft Advertising. Now, when people search for “black leather iPhone case,” their ad appears right at the top.
2. Social Media Marketing – Creating Stylish Posts
• The Problem: Lirio Cases has a big following on Instagram, but their posts are too simple and aren’t getting much engagement from new customers.
• The Solution: They start posting high-quality photos of their phone cases paired with stylish items like wallets, watches, and pens. By showcasing their cases as part of a fashionable lifestyle, they give new customers a reason to follow their account for style tips.
3. Social Media Advertising – Targeting New Customers
• The Problem: While their Instagram posts are better, Lirio Cases still needs to reach new customers.
• The Solution: They use social media ads on platforms like Instagram and Facebook, targeting customer personas—the ideal types of people most likely to buy their phone cases. They even re-use the high-quality images they posted, so the ads match the style of their Instagram feed.
4. Influencer Marketing – Leveraging Someone with a Big Following
• The Problem: Lirio Cases wants to make a bigger splash and reach tens of thousands of new potential customers.
• The Solution: They hire an influencer with a big following on Instagram to promote their leather phone cases. The influencer posts about Lirio Cases, encourages followers to check them out, and even offers a 15% discount on the next 200 purchases.
The Result: New Customers Know About Lirio Cases
By combining these four strategies, Lirio Cases successfully gets their brand in front of many new potential customers. Now that people are aware of Lirio Cases, the next job is to build interest and persuade these new visitors to become paying customers.
Key Takeaways: What You Can Learn
• Awareness is the first step—it’s about getting your brand noticed by the right people.
• Lirio Cases used a mix of strategies: SEM, social media marketing, ads, and influencer marketing.
• As a digital marketer, you won’t always do all these strategies at once. You’ll likely focus on one or two at a time, especially in small businesses.
• Larger companies usually have specialized marketers for each area, like search engine marketing or social media marketing.