The *One* Reason Exposure Matters

In the age of digital, where we can (supposedly) track everything, does brand still matter? Do exposure, impressions, eyeballs, and visibility matter? Or should we just focus on conversion?

This is a question that I face internally, and I face with all my clients.

Five years ago, I would’ve said that brand was less relevant and we should only focus on conversion. And there’s still a part of me that loves high converting campaigns. I mean, who doesn’t love it when you make a lot of money on a campaign?

But does that mean all the other exposure is wasted? Does visibility still matter?

Yes. It matters a lot.

Why?

Because people can’t buy from you if they’ve never heard of you.

That’s the most basic principle in marketing. If people don’t know who you are, they can’t buy from you.

So the very first thing you need to worry about is exposure. Do people know you exist?

If they don’t know you exist, they can’t buy from you. If they don’t know who you are, they can’t buy from you. If they don’t know what you sell, they can’t buy from you.

One of the most important factors in your business is exposure.

That’s the first step in a successful campaign.

Of course, there are other steps as well. Just because someone knows about you doesn’t inherently mean they will buy from you.

But if they don’t know about you, they can’t buy from you.

So if you don’t know where to start. Start with exposure. It’ll be hard to track, but it can pay off better than even the highest converting campaign when done well.

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