Brand vs performance: Metros Marketing

This month I’m going to break down the key differences between brand and performance marketing.

Michael Jenkins. Marketing Specialist

Both are just as crucial as each other, but there are a few key differences to keep in mind when choosing the right channel to market down
and what to expect.

1. Brand marketing is all about creating awareness and desire in the consumers mind so that when they’re considering on purchasing, your brand is top of mind. Building your brand awareness takes time, and if you’re a small business (or even just starting out) this requires a sustained, long-term effort. Your campaigns have got to be consistent, don’t change them too frequently. Channels such as print marketing, organic social media and display ads on websites are areas you should target to drive brand awareness.

2. Performance marketing is all about creating campaigns to drive sales. The beauty of this is that when utilising digital marketing you can track the analytics of your performance and make any necessary adjustments. Performance marketing requires more attention, as things won’t always work the first time. Utilise Facebook/Instagram adverts for B2C and LinkedIn for B2B. Google adverts and email marketing are also other great channels to drive sales.

Both brand and performance marketing require patience. My advice would be not to overreact if a particular campaign doesn’t work the first time. Brand marketing requires consistency, ensuring your brand is always recognisable, while performance marketing may require a little more trial and error to get things right. Both have got to work cohesively together.

Call me today to get your marketing on track.

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