Know is a beautiful word. People ask, “You know what?” They text IYKYK (meaning if you know, you know). Know can also be a derivative of knowledge.

Know is a two-way street when it comes to marketing. You want people to know about you and your business. You may also want to know who knows about you and your business.

Knowing who knows what is almost like the old Abbott and Costello bit, “Who’s on first.” Or, what came first, the chicken or the egg?

Just because someone becomes aware of your business or gets to know you exist does not guarantee that they will remember you a week, month, or year from now.

That means that you have to remind them that you are there and that you are still relevant.

As I mentioned, there are three kinds of marketing: awareness, education, and sales. Awareness is about being top of mind. With awareness marketing, your goal isn’t to inform, educate, or convince. It’s about raising your hand and saying, “HEY… we’re still here!”