Any marketer will tell you about the funnel. Some may call it different things, but most versions have a top of the funnel, a middle and an end or bottom of the funnel. It’s an age-old and effective way of describing potential customers in terms of their level of purchase intent.
Chances are, you’re already focusing a big part of your marketing efforts at the end of that funnel. This is where people are ready to buy what you sell – any day now, maybe even today. We usually find these people via Search Engines like Google. They’re searching for what they want right now, and they’re almost ready to take action. You have to be visible here – either through Paid or Organic Search. If you’re not on page one, you’re not in the game. It’s competitive, whether you’re going the PPC or SEO route – think of it like the modern-day version of the Yellow Pages, where you had to compete to be the biggest and earliest ad in your sector.
But there’s a stage before the Funnel. We call it Tomorrow’s World. It’s where millions of people don’t (yet) have a need for your product or service. There hasn’t been a “triggering event” that’s pulled them into your category – yet.
Reaching these currently out-of-market audiences can be hugely valuable. Building your brand in the minds of these people creates future demand, builds preference, and often speeds up the buying cycle when that need eventually arises. It can also prompt earlier conversions – before they hit Google and enter that highly competitive marketplace.
How does this play out in the real world?
Think about Top-of-Mind Awareness. It’s simple: when someone needs what you sell, who do they think of first? The brand that’s won that position in their mind usually wins the sale.
Share of Mind leads to Share of Business. Read any serious marketing study and that truth holds strong. If you want to grow your market share, you first need to grow your mental availability.
In today’s terms, that’s reflected in Branded Search.
Because before someone searches Google, they’ll search their memory. You want to be the brand that comes to mind first. Think of it as Brain Engine Optimisation – get on page one in their mind, before they even open their browser.
This is what we mean by Sell Before the Search – and it’s a powerful way to build long-term growth.
We’ve seen first-hand how branded organic search traffic can deliver significantly higher website conversion rates than non-branded or paid search traffic. Organic traffic often converts significantly better than paid – sometimes up to 10 times higher. Branded organic? Even stronger. People searching for your brand name – or a unique, memorable call to action – are far more likely to act.
Digital Audio Advertising can drive this shift. It creates that emotional spark, builds mental availability and helps ensure your brand is remembered when it matters most. It’s about winning the moment before the moment.
Is this the Holy Grail of marketing? We think it might just be.
Get in touch with the audioadpro team today and discover how digital audio advertising across ALL audio, can boost your brand awareness and drive more conversions on your website.
