Decision making is a journey.
Whether it is about moving to a new country, buying a new car or even choosing what to have for lunch — we have all been there and we all go through a set of stages that finally leads us to make our decision (with the least amount of regret hopefully!).
Marketing is all about making sure that when the customer is ready to make the decision, you are the preferred choice. In order to be able to do this successfully, it is important that a full-funnel marketing approach is taken, rather than focusing and optimising on one particular stage of the journey (which usually is the Conversion stage). Regardless of the marketing channel/medium of choice, they need to be set up and optimised towards converting the potential customer from one stage to the next.
It is about building a relationship with the audience from the very beginning and nurturing it, and finally converting them to a customer.
These stages can be segmented as Awareness, Consideration and finally Conversion.
- Awareness: This needs to be the “Love-at-first-sight” moment. This stage is where you get to introduce your products / services to your target market, potential customers.
- Consideration: “She loves me? She loves me not?..” Here, you are being considered, but also being compared to your competitors. The audience needs to be made aware of what you have to offer and why you should be their choice.
- Conversion / Purchase: You have popped the question and are waiting for her “Yes!”. The audience is ready to convert at this stage. It is essential to ensure that they are directed to the accurate path with the most valuable information for a smooth conversion.
It is important to keep in mind that at this stage, the audience is not ready to make a decision yet; the audience has just been introduced to your offerings. They have either identified a problem or situation that they need a solution for, or they need to be made aware that you can help them to solve an issue that they did not realize they had.
Do not target them with hard-selling ads or drive them directly to your checkout funnel. Rather, take a more educational, informative and responsive approach to your content and messaging.
To effectively serve the purpose of this stage, we recommend making use of channels or ad formats such as:
- Facebook, Instagram (branding / reach / traffic objective) – 40%
- Youtube, display banners (GDN and perhaps try programmatic) – 40%
- If you feel adventurous enough, you could also set up (Search Engine Marketing) SEM campaigns with more generic keywords that will enable you to put your brand in front of a larger audience group that is actively researching their needs. – 20%
In this stage, the audience will begin to better understand his/her needs and start actively looking for options that can help meet them. They begin to evaluate the matter in terms of urgency, quality, price, ease of use, etc. And it is most likely that they do these evaluations across multiple brands, including yours and your competitors.
Focus your efforts on showcasing your uniqueness and selling points to encourage consideration. Tell the audience why and how you are better than the rest.
Channels and ad types we would recommend at this stage are:
- Facebook / Instagram (Traffic / Conversion objective)- 50%
- Google SEM – 40%
- GDN (mostly on remarketing audiences) – 10%
You’ve got the attention you wanted! The audience at this stage sees your brand or product as the solution. After much consideration and comparison, they are ready to become a customer, it is vital that ads at this stage are very customized and have clear CTAs, directing the clickers to the most relevant page to convert, as easily as possible.
Your ads at this stage should not focus or emphasize on educating the audience or promoting the product or service; it should be about taking the final action.
Channels and ad formats we would recommend at this stage are:
- Facebook / Instagram – 60%
- SEM – 40%
The struggle does not end at first conversion. No matter the industry, retention of customers has always been cheaper than acquisition. Of course, matters such as service quality, product durability and brand recognition play a part, but for a business to continuously grow, it is vital that the customers remain loyal.
And to do this, brands need to continuously reassure their customers why they had been the choice and they should remain so. Make use of vouchers, discounts, sales or specific benefits that are only made available to existing customers.
If you want to understand better on what ad formats to utilize for stage or how best to plan the stages based on your product/service/brand, drop us a note at [email protected]admiral.digital.