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.