UnRolling the Warriors Brand: How an Obscure Team Became a Global Brand
You may not root for the Golden State Warriors, but if you’re hoping to score some branding wins, they’re the team to watch out for.
When most people think of marketing, brand awareness comes to mind. But grabbing the attention of potential customers and funneling traffic to websites is only half the battle. Even if someone becomes aware of a brand and has shown some level of interest to purchase, it can be very easy for them not to follow through. According to a study from Episerver, 92% of shoppers visiting a website for the first time aren't ready to purchase yet. No website optimization or magic pill can change the fact that most consumers won't purchase after just a few touchpoints.
The only real way to turn these vaguely-interested shoppers into paying and loyal customers is good ol' fashion elbow grease (i.e., hard work). Any relationship worth its weight in gold is earned. So, how do direct-to-consumer (D2C) brands and marketers forge and strengthen relationships with these potential customers? That can only really be accomplished by adopting strategies and tactics that address the touchpoints after the awareness stage. So, what's that called? Two words: acquisition marketing.
Acquisition marketing differs from brand awareness since the main idea behind this strategy is to target those specific audiences that are in the consideration stage of the customer journey. It's less about the "who" and more about the "why." Acquisition marketing is unique in that it requires stakeholders in other departments, like customer success and customer service, to execute effectively.
Sure, marketing and sales are typically the first teams that potential customers interact with, but it's really these other teams that engage more frequently and directly with them. Unilateral alignment within an organization is required to properly implement acquisition marketing.
D2C brands and marketers are beginning to focus more on acquisition marketing. According to Retail TouchPoint's 2019 Benchmark Report: Customer Acquisition and Retention, more than 50% of marketers are increasing their budgets that are dedicated to acquisition marketing. It's safe to say that marketers are spending more time thinking about it, but what does this form of marketing actually entail? Let's go over some tactics that D2C brands are doing to move potential customers past the consideration stage of the customer journey.
Everyone and their mother knows the importance of content marketing. When appropriately executed and positioned, content can be used to engender trust and to build rapport with audiences. It's important to note that content shouldn't be pitchy and should always provide value, whether that's through knowledge, tips, insights, and so on. Here are some suggestions for producing quality content:
Building engagement with potential customers shouldn't end on your website. On average, people spend 136 minutes a day scrolling through, liking, and sharing posts on social media. Social platforms are a great place to reach and engage audiences that already have shown interest; however, businesses should choose the right social channel to invest in. Here are recommendations for some of the most popular social platforms:
With a low bar of entry, email marketing is one of the most impactful and cost-effective ways to keep audiences engaged. According to eMarketer, 64% of advertisers use email marketing during the middle stages of the customer journey — making it the top choice for marketers. Let's go over a couple of ways to ensure the quality of your emails are high, regardless if they're open on a laptop or phone:
Originally published on January 29th, 2020, last updated on June 16th, 2022.