Common goals for most advertisers are to 1) increase brand awareness and 2) increase sales. In the past, the high cost of traditional media advertising meant advertisers were left with little option but to try to and achieve all their marketing goals within one advertising message. Thankfully, the targeting and affordability of digital advertising, combined with free social media platforms like YouTube, Facebook, Twitter, and LinkedIn allow marketers to precisely aim their marketing message at their intended audience.
The first step in determining any campaign’s goals is to understand who you are talking to and at what stage in the relationship you are at.
People who have never heard of your brand are considered a COLD audience. These people are the new blood of your business, they’re at the very top of your funnel and at the beginning of your relationship. With a cold audience, your goal should be to create brand awareness. It just doesn’t make sense to try and sell your product/service directly to cold traffic. In a relationship that would be a bit like meeting someone at a bar, and then asking him or her to marry you! Not that it’s never happened, but the likelihood of a long-term relationship is not very good. Instead, think of your campaign goal for a cold audience as the introduction and getting to know you stage.
Some of best ways to introduce your brand to a cold audience include offering value, building trust, getting to know your customers, and establishing yourself as an authority. Channels available for cold audience campaigns include:
Don’t be afraid to put some money behind a popular blog post to help it reach a larger audience. And set up a social media calendar. That way if you write a blog for your website on a Monday, you will plan to share the blog link to your Facebook Business page on Tuesday, on Wednesday Tweet about it, Thursday post it on LinkedIn, and so on.
Here are some samples of effective digital ads aimed at Cold audiences.
A secondary goal of a brand awareness campaign is to get your audience to your website so that you can 'pixel' them. Pixeling website visitors enables you to track specific pages on your website they go. It also gives you the opportunity to create and target remarketing campaigns to your warm audiences. I'll discuss pixelling and warm audiences further in my next blog.
Yesterday, March 20th, I received a flyer in the mail from a company I've purchased from in the past. Do you notice anything wrong with this flyer?
Exactly! The dates of the sale had already passed. How disappointing is that to a horse enthusiast, who would love to 'save up to 50% off' of all sorts of fabulous horse stuff.
But it did get me wondering! Why would a well know national retail store not advertising to me on Facebook? Maybe they don't have an e-commerce website? Well, I checked, and they do have an excellent e-commerce website, as well as an active Facebook page where they had posted this sales flyer.
It would have been much easier, and cheaper for them to just boost the post. And would have reached a much LARGER audience than their snail-mail flyer! A quick search on Facebook shows an audience of nearly 6 million women who are interested in horse tack... who could have shopped this sale, with just a simple click of their mouse!
It doesn't matter if you have a brick and mortar local store or an e-commerce website. If you have a Facebook page, you owe it to yourself and your customers to advertise on Facebook. Start out simple by boosting a post. You can target an audience by interest and location, or upload an email list of existing customers and advertise to them. Or if you don't have the time, interest, or confidence, I am always here to help!