We’re all guilty of reporting on conversion numbers like they’re the only thing that matters. That’s just wrong! Remember those old-school ads? TV, billboards, radio? They built brands with impressions, and too often marketers ignore that goldmine in favor of the power of digital advertising data. Every time someone sees your ad, even if they don’t click, you’re planting a seed. You’re getting your brand into their heads, even if they don’t realize it at the time.
Think about it: if you see a logo enough, you start to recognize it. If you see a cool, eye-catching ad, you start to form an opinion. That’s the power of impressions. They nudge people along the customer journey, making them more likely to buy down the line. The best messages nurture emotions, creating affinity for your brand. So, let’s start treating them like the value they provide!
Here’s how you make impressions work for you:
- Get Seen, Get Known: Put your brand in front of the right eyes, even without the click, and you build that crucial familiarity. We like to say, “The right message, in front of the right people, at the right time.”
- Tell Your Story Visually: Ads and marketing messages shape how people see your brand. Make them look good and say something. If every image is worth 1,000 words, make them the right words.
- Plant the Seed, Watch it Grow: Don’t underestimate the simple power of just being seen.
- Laser Focus Your Audience: Digital lets you get super specific. Ensure those impressions reach the people who are most likely to become customers.
Every impression is a step toward a customer. Even if they don’t click today, they’ve seen you. They’ve registered your brand. And when the time comes to decide, that familiarity can be the difference between choosing you or someone else.
Impressions build brands. They make people remember you. They make them want you. Don’t ignore that value!
