Your funnel cannot convert people who don’t remember you

Want more leads? Who doesn’t. 😉

Most companies try to get more leads by spending more money on ads, rebuilding landing pages, changing forms and creating more funnels. All of that can help, but not much if people don’t know who you are in the first place.

And before the demand generation people come after me, I’m not saying that ads, forms and funnels don’t matter. Of course they do. I’m saying that companies often spend too much time improving the last steps and not enough time thinking about what makes someone interested in the first place.

People rarely become customers because they saw one ad or read one post. They usually buy because they have seen a company or product enough times to understand what it does and remembered it when they finally needed it.

They may not remember where they first saw the company. They may not remember which post they read or which ad they clicked on. But the name feels familiar and they understand.

That is how a brand is built. There is no shortcut and there is no magical campaign that makes everyone remember it overnight. It comes from showing up again and again and saying the same few things often enough that people start to connect the brand with a certain problem, idea or type of work.

This is also why content matters so much. Content is not something the should be posted because it is Tuesday and the company page has been quiet for a week. It is how people learn what the brand believes, what it knows and why they should think about buying when the time comes.

So yes, improving ads and forms matters. It makes it easy for people to understand what to do next and make sure the funnel works. But spending all available time and resources improving the final step while nobody remembers the company won’t convert.

Being top of mind matters more, because the best form in the world cannot convert someone who never thought of the brand, company or product in the first place.

Now the demand generation people are welcome to come at me. 😉