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.
Creating your Customer Persona.
aThink about the top 10 - 15% of your customers. The ones you enjoy doing business with the most. Wouldn't you love to do ALL your business with these types of clients? Well, your favourite clients are the ideal examples on which to base your Customer Persona. Knowing your Customer Persona (also know as a Customer Avatar or Buyer Persona) is a fundamental element of your business marketing plan. Personas simplify your marking decisions by defining who you are targeting, and what messages you need to use to move them to action. It's likely that your business has more than one Persona type, but for your first exercise, base it on your most profitable customer.
You can begin creating your Customer Persona by giving it a name, age, gender, marital and family status, occupation, and income.
Next, keeping your ideal customers in mind, determine what you think your Persona's goals and values would be, in relation to the products and services you offer. Some ways to discover this information includes interviewing friends and family who closely resemble your desired Persona, talking to your existing customers, or doing research through google.
As you develop your Persona, include 3 to 4 traits under each heading on the attached worksheet. Your Persona's goals might include having more quality family time, taking a vacation, earning a promotion, greater financial security, or being seen as a leader. The more specific you can be, the better! Values could include valuing service before price, avoiding rash decisions, being the first to embrace new technology.
Your next step would be to consider where your Persona gets their information. What books do they read? What websites or blogs do they follow? Who are their gurus and knowledge leaders? Understanding these sources will help you immensely as you target your audience through Facebook interests and insights.
Other points to consider when developing a Persona include defining their challenges and pain points. Perhaps they're supporting aging family members, or maybe they themselves are experiencing symptoms of aging. They could have a spouse that works away from home, or maybe they work long hours. Pain points could include fear of appearing out of style, fear of being alone, fear of health issues, weight gain or just not being good enough (i.e., my teeth aren't white enough, my toilet tissue isn't soft enough).
And finally, you should note what your Persona's objection is to the sale. Is it too expensive, doesn't have enough bells and whistles, not stylish enough, or requires too much maintenance? When you understand your customer's objections to your products and services, you'll know what to address in your advertising.
Now that you have a great picture of your ideal client, it's time to re-evaluate your marketing efforts. Are you targeting your Persona as you decide on your marketing channels, content, and messages? Or are you randomly aiming, hoping to hit anyone who passes by? Remember these famous last words... 'if you target everyone, you'll succeed in attracting no one'!
Download our Customer Avatar worksheet, and start to discover the qualities of your favourite customers!