How Brand & Performance Marketing drives brand growth efficiently.
Performance & brand marketing achieve better sales & growth together. But, The old-school boss only needs sales and short-term revenue growth.
Many founders and marketers feel pressure to sacrifice brand marketing in favor of performance marketing because it is easily measurable like ROAS and orders, So it is easier to show the outcome to their boss.
Brand marketing is less measurable & there are no specific metrics to track the success directly. That is the reason marketers easily prioritize performance over brand.
Combining brand and performance marketing makes you feel like sales are coming like rain. It is key …
To control the marketing cost while you scale the adspend.
To have consistent sales during peak & non-peak moments.
To have consistent cash flow.
To build an audience tomorrow.
To connect with prospect emotionally.
To increase your market share on Amazon
Balancing Brand building & performance is the key to scaling your brand predictability & sustainability with profit first.
For more than seven years, I have seen the common pattern in early-stage brands that have seen massive growth within two years. After that, sales start to fall, marketing costs go up, and the return on investment is lower.
The reason is that the first couple of thousand customers are early adopters who will buy from a new brand. Once they exhaust the early adopters, performance marketing sees a drop, and most marketers wonder why the sales are dropping.
Anyone who has concentrated scaling so deeply that flash of this insight:
My spend has increased by 10%
But, why revenue increased by only 2%
They have already started wondering why it is happening and what is wrong with the marketing.
We will need to focus on brand-building and performance campaigns to grow efficiently. In this article, we will explore how to use both like close friends and how to measure growth.
Shared Goals, Different Roles
The marketers or founders who combined both had the feeling that surely, a healthier brand would see more efficient sales performance than performance marketing.
Brand marketing focuses on building long-term awareness. This builds the audience for tomorrow. These people do not have buying behavior right now. We can even reach new prospects in the market right now who are actively looking for the product to make a purchase.
Performance plays a major role in generating outcomes, which helps in cash flow and accelerates brand growth.
Performance metrics: clicks, ROAS, CPR, conversion rate, conversions.
Brand Metrics: Clicks, ad recall, likes
Sales fluctuate greatly when a brand is not focused on brand marketing and only spends its budget on performance. People feel they don’t have control over the sales that happen.
The shared goal is to grow the brand in a predictable & sustainable way.
Correlation between brand awareness & conversion rate:
When brand awareness & performance are combined, you will feel that sales are happening in your way. The brand building creates the foundation that allows performance campaigns to shine truly.
When you look at the metrics associated with the brand outcome, there are no specific metrics to measure. However, when comparing conversion rates between when you run the brand campaign and when you don’t, there is a strong correlation between brand awareness and conversion rates.
So just compare your brand conversion rate with the same time period & share your thoughts in the comments.
MORE AWARENESS = MORE MARKETPLACE SALES
For one of our e-commerce client, Implemented a video-driven awareness campaign on Facebook & youtube, increase in 200% new customer orders by engaging audiences with engaging stories.
Also, Brand searches increased from 200 per month to 590 searches per month.
