How to Start An Awareness Campaign (step-by-step)

For busy entrepreneurs, it can seem damn impossible to create regular, unique content that adds value and creates engagement with your audience, every. Single. Day.

You’re absolutely right about it seeming impossible when you first start out. All you have is your social media accounts set up (if that!), with no idea where to begin, and it’s bloody overwhelming.

But, just like everything else (including your business that you have worked your ass off building) you have to start from the bottom.

I will let you in on a little secret, though... it isn’t impossible, and it doesn’t have to be overwhelming.

Sit down and take out your laptop... We are going to build you a plan.

Create a worksheet that looks like this in Powerpoint or Google Slides, or you can download our full monthly Content Editorial Strategy template here.

In your Awareness Campaign, the goal is to get your brand out there and recognised in the marketplace. This means posting regularly, and also engaging with your audience at the same time to build traction and get some interest in your brand.

To gain interest, your content needs the 3 E’s:

  • Entertainment;

  • Education; and

  • Emotion.

If, for example, you have just opened a new Auto Mechanics, you may want to be more educational in your content and copy, and teach your followers tips on how to maintain their vehicle.

But, if you have just started a children’s party business, you may take on a more entertaining approach in your posts.

This doesn’t mean that you can’t do all three. In fact, if you can create content that does all three, you’ve hit the jackpot. Read more about The 3 E’s of Engagement here.

The aim of an awareness campaign is to have a cohesive social brand, so that your audience instantly recognises your visuals, your tone of voice, and the kind of content you post.

Look at how brands like spa Beauty & Twine and eco-brand Frank Green have positioned their social brand. We talk more about the importance of having a cohesive social brand here.

So when it comes to posting, we advise our clients to post at least 5 days a week - so Monday through to Friday. But for maximum efforts, posting every single day in the beginning is a great way to gain faster traction and build up some sick looking content feeds.

Scheduling apps are really great for posting at the appropriate times without having to DIY. But you can’t just set it and forget it. For real results, you need to engage with your audience, too. Here’s a checklist for the rules of engagement here.

Consistency is key here.

After your first week, you’ll need to track your data analytics. It sounds really technical, but it isn’t. Promise. We show you how to track the important stuff here. Once you’ve tracked your data and analyzed your results, it’s time to prepare for Week Two.

Rinse and repeat, my friend.

Finally, just bear in mind, you will not see huge results immediately, and it will probably feel like it isn’t working when you first begin.

But dude, drop your Instant Gratification tendencies that have probably never served you well, stay focused, and remember: This is not a sprint. This is a God damn marathon.


Ask about our Content & Social Media Marketing slide deck here.

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