Blaming lack of traction on a lack of awareness certainly works for new brands or launches, but much of the time the real problem is getting people who know about you or what you offer to act.
For politicians, it’s not how many people know about them, it’s about how many show up to vote for them.
For your new app, it’s not about how many people have downloaded it, it’s about how many use it after downloading it.
You can certainly drive awareness and see an uptick in the bottom of the funnel – no doubt – but it’s a temporary increase.
At some point, all those for whom your product or service is relevant to might see it.
What then?
It’s my favorite question to ask clients who come asking to have awareness increased.
“Imagine we do it – everyone who matters knows about you. Then what will make them use what you offer and keep using it and tell their friends to use it?”
Oftentimes it’s that side of the spectrum that needs support.
Stay Positive & Knowledge Isn’t Power Until It Gets Used
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