How to Build Brand Awareness
When I first started NS Builders, my ambition and desire to succeed were intense. I put in the ultra-long days, learned how to manage every aspect of running my own business, and concentrated on delivering exceptional work. I was laser-focused, and it paid off. That being said, there was always this little voice in my head reminding me to look at the bigger picture—think long-range. As I looked ahead—envisioning what and where NS Builders could be in a few years—I knew there was great potential to create something bigger and better.
But, for that to happen, people had to know about me. Hear my story. See my work. Meet my talented crew.
And that’s when I realized I had to build brand awareness. No one would market my brand for me—I had to put in the work and do it myself. If your story is similar to mine and you want to take your small business and grow it by leaps and bounds, then you’ll need to do the same.
In this episode of NS Builders Podcast, I share some tips on how you can build brand awareness. And attract the attention of the customers you want to work with.
BASIC MARKETING STRATEGIES
I’m not gonna lie… I’m not a marketing guru. But I have invested time in researching and learning the basics of marketing strategy—especially the psychology behind how it works (which is fascinatingly complex). There are four basic stages that a customer will travel through on their journey from showing initial interest to completing the process of purchasing a product or service.
They need to become AWARE of your brand.
After discovering your business, they become a “lead.” Your job is to cultivate their INTEREST in your brand.
Nurture their DESIRE with repeated exposure to your brand.
They take ACTION and go from lead to customer.
The goal of building brand awareness and marketing is to capture the attention of a lot of people—potential customers—and let them slide into a “sales funnel”—don’t worry, they won’t feel a thing! Once they have landed in the funnel, you must cultivate their interest. This can be done by answering questions, providing specific information, educating them in an exciting way about your product or service and what makes it so unique. Be a storyteller—explain not only what your business offers, but the story of how it started and the people you work with. Next, gently nudge them in the direction of fulfilling their desire—“I want this product/I found the builder I want to work with.” Always remember your goal: Cultivate and convert leads into customers.
A STRATEGIC SALES FUNNEL
I want my sales funnel to be powerfully effective—it’s where a lead is developed. What I do—or don’t do—will affect their interest level and desire.
For NS Builders, my goal is simple: Have a really wide opening at the top of our funnel. I want millions (yes, I said millions… dream big or go home) of people dumping into the funnel. The more that enter, the better our chances at discovering viable leads. And a proven way to grab people's attention is through engaging and consistent content spread thoughtfully across social media.
And that is precisely what we are doing—posting to IG and various social media, uploading informative videos and content-driven blogs to the NS Builder’s website, and business-specific blogs to the Nick Schiffer website. My goal is to saturate the market with NS Builders, pushing the brand to the front, creating awareness of who we are and what we do. I want our name—our brand—looked to as a thought leader in the building industry. To be recognized for setting the bar high in intentional design and high-quality craftsmanship.
It all starts with building brand awareness and educating people on what NS Builders stands for.
EDUCATION LEADS TO CONVERSION
As a person makes their way down the sales funnel, my marketing approach becomes even more focused. I’m not looking for a quick conversion. Instead, I want to be authentic in my storytelling. I’m going to share as much information as I can to educate the person so that they can make an informed decision to hire us. Or, what they learn may steer them in another direction—which is fine. We want to work with people who want to work with us. It’s that simple.
When you actively understand and control your marketing—curating campaigns and focusing on education about your brand—you’re in the driver’s seat. You get to decide who your clientele will be. Referrals are great, but they tend to be less educated about your brand beyond the referral network. “I was told to work with you guys because you did a great job for my friend” is not the same as “I’ve been following your blogs and videos and really appreciate your process. I know NS Builders is who I want to build my home.”
I get it… you’re a builder, not a marketer. But, as I’ve learned, you’ve got to embrace both roles to succeed in this highly competitive industry.
So, if you feel like you could use a little help…
A NEW MEDIA COMPANY
Building brand awareness often involves reaching out to an even greater audience. And Doug and I have decided to launch a new media company. It will essentially take what we’ve done with NS Builders and share it—packaging the lessons we’ve learned in marketing capabilities, social media strategy, storytelling, video, etc. and allow others in our industry to benefit from it. Reach out to me, and I’ll be happy to share more details.
It’s time to discover what NS Builders can intentionally craft for you! Contact us today to get started on your custom dream home. Together, we can make it happen.
—Nick Schiffer