The Power of Future Demand: Why Brand Marketing is Key to Scaling Profitably
As marketers, we’re constantly grappling with the challenge of scaling our businesses profitably. In a recent podcast episode, strategists Faisal Siddiqui and John Golden discuss how performance marketing can be a powerful tool for driving sales, but it’s not always the best approach.
Performance marketing works by targeting active shoppers at the point of purchase, but it can get expensive due to the small pool of people who are actively looking for your product or service. This is where brand marketing comes in. By building pre-awareness and using a soft sales message, brand marketing can capture future demand and tap into the 95% of potential shoppers who are not actively looking.
Fel emphasizes the importance of defining a tightly focused and compelling proposition for smaller companies, especially challenger brands. She gives the example of the HSBC campaign, which focused on building brand awareness rather than selling credit cards. By articulating a clear business benefit, companies can secure a budget for brand building and drive long-term growth.
While performance marketing and brand marketing may seem like opposing forces, Fel and John believe they can work together to sell harder and speak to the brand. They also caution against relying too heavily on new technologies like AI and emphasize the need for a long-term commitment to marketing efforts.
So if you’re looking to scale your business profitably, consider the power of future demand and the importance of brand marketing. By defining campaign objectives, targeting the right audience, and investing in thought leadership, you can build a strong brand and drive sustainable growth.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.