It’s easy to focus on the clicks when evaluating digital ad campaigns, but doing so misses a key benefit – brand visibility. There is tremendous value in people seeing a brand and it’s message, even when they are not actively looking for a solution.
Consider television, billboards, radio and print. Each builds awareness with reach and frequency: impressions. For digital marketers and companies evaluating ad dollar effectiveness, it’s easy to see digital advertising’s value only in terms of clicks and conversions. However, 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.
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 consider your company when they have a need in the future. The best messages nurture emotions, creating affinity for your brand. So, let’s start recognizing impressions for the value they provide!
Here’s how to make impressions work:
- 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 worth hearing. 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: Unlike broadcast and print, digital lets you get super specific. Ensure those impressions reach the people who are most likely to become customers. Fish where the fish are.
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!
