Awareness is Performance Too! Why Top-of-Funnel Marketing Deserves a Spot in "Performance Marketing”
When people hear "performance marketing," they often think of quick, trackable wins—the kind you expect at the bottom of the sales funnel. But why should performance marketing stop there? Here’s the thing: every dollar spent on marketing should drive performance, whether it’s for brand awareness, a seasonal launch, or a special event. Just because an investment is aimed at the top of the funnel doesn’t mean we shouldn’t expect it to deliver results.
Let's break down why awareness-focused marketing is just as essential to performance and how we can measure its impact.
Why Top-of-Funnel Marketing Matters
Imagine walking into a store with no idea what you’re looking for. You might see a brand display or hear about a new product from an enthusiastic store associate. That’s awareness—it’s what pulls you in and starts you on the journey. Awareness campaigns do the same thing online. They introduce your brand to new audiences, build familiarity, and plant the seeds that guide people down the funnel toward becoming loyal customers.
While awareness campaigns don’t deliver instant sales, they’re the foundation for future performance. Without them, those bottom-of-funnel conversions would be a lot harder to achieve.
But… Where’s the Immediate Payoff?
One key difference between awareness and conversion-focused marketing is timing. When you invest in awareness, it’s okay not to expect immediate sales. But don’t get this confused with a lack of performance—top-of-funnel campaigns still have measurable results! You’re building brand recognition, creating positive associations, and generating interest that will drive future actions.
Here’s where it gets interesting: performance marketing can be part of awareness, too. If we approach brand awareness with a performance mindset, we can set ourselves up for success by tracking specific goals along the way.
How to Turn Awareness into Measurable Performance
Awareness campaigns don’t have to be a shot in the dark. Here’s how to make sure your top-of-funnel marketing drives real, measurable impact:
1. Set a Budget and Clear Objectives: Start with a solid budget, then ask: what do we want to achieve with this campaign? Whether it’s building recognition, generating website traffic, or increasing engagement, get specific. Defining goals for both money spent and potential return helps us understand what success looks like.
2. Define a Timeline: Time matters, even with awareness campaigns. Decide when you want to start seeing results from your efforts. While awareness doesn’t usually deliver immediate conversions, you should still have a timeframe in mind. For example, you might expect a certain level of traffic or brand recall within the first three months.
3. Break Down Sub-Objectives: This is where performance really kicks in. Let’s say your goal is to increase brand awareness for a seasonal product. Break down that big objective into smaller ones:
How many people do you want to reach?
What kind of traffic should your website be getting from this campaign?
Are you aiming for an increase in brand searches, social engagement, or website visits?
These mini-goals create a roadmap for your campaign, allowing you to track and adjust in real time. By measuring these sub-objectives daily, you can see how the campaign is performing and tweak as needed to stay on track.
Making Performance-Based Awareness Real
Top-of-funnel performance is possible! Awareness campaigns drive value by building relationships with new customers and setting the stage for future conversions. By applying a performance-driven mindset to awareness efforts, you’re not just hoping for results—you’re creating them.
So, let’s rethink “performance marketing.” It’s not just about bottom-of-the-funnel conversions. When awareness is treated as a performance opportunity, we see the true impact of every dollar spent. So, go ahead—start that brand campaign, launch that seasonal product, and know that awareness is performance too!
