Why Digital Marketing Awareness ?
For all web agencies in Montreal : gain new customers or reactivate old, the collaborators, followers or even the partners is what we all want. However, wait for them to find us and to our door, could not be considered a good practice! When you really care about your business growth, you must go there, find your audience and speak to them. An effective way to do this is to set up an awareness campaign. All you have to do is put on paper that you want to address and how to find them, what is your message and your final goal and of course how you will do it.
There are a lot of misunderstandings around the sensitization process, but there are some steps that you should follow if you want to achieve significant results and reach your final goal. So, to be clear, the sensitization process requires three phases for each step (compose a new list or run an existing list):
- Preparation phase
- Execution phase
- Post-implementation phase
What channels to use for your advocacy work? Emails, facebook or google-ads via a custom audience (and remarketing) or even chat notifications or push. For the moment, we will deal with the aspect emailing.
In summary sensitization process
So, say you are preparing an awareness campaign. You can not start the process without a list of prospects necessary. There are two cases regarding your target audience:
- You target your existing customers, so you already have prospects, but in a bad state (that is to say, sleeping, disengaged, fleeing to competition).
- You are targeting a new audience, you must find the tracks from scratch. This means that you must spend a lot of time to decide:
- who your audience is and how to find them
- find companies with which your hearing works
- find the people in these companies, by drawing as much data as possible on each of them
In other words, you have two (2) options. Either you have the list to meet or you have to create your own list : after getting the list, things become easier, but there are still things to do:
- Step 1
away, This is not necessary for your data. Carefully review the data you have collected so far. Chances are that these data do not have the same quality and the same meaning.
- Step 2
Consolidate your data
Put all the data together to make a mega-list. Monitoring data from different places on the Web, using different tools each time, means you end up with many lists that need to be combined. So, Gather all your data and create a mega-list.
- Step 3
Define your value items
Define your dimensions, or, any useful information you know about each person on your list. Your size can refer to the industry in which they work, their demographics, their habits, etc.. In particular, if the list comes from your system, try to collect as much metadata as possible. Things that will help you segment this list of the best possible way.
- Step 4
Create segments using your dimensions in all possible combinations. This will result in all of your options for outreach hearings. For example, if you have 4 different dimensions, you will have about 16 different segments. Select the ones that make sense for your business and not the union of dimensions you
- Step 5
Pick your battles
Choose the upper segments according to the rule 20-80 (NOT all customers). In other words, choose those who make the impact in your business.
- Step 6
Create content (aka digital properties). Of course, you will not reach every segment with the same copies, otherwise there would be no interest in the segmentation process. For each segment, you must use a copy, subject lines and different numerical properties (a contest, a discount coupon, a customized offer, a gift, an information page, a registration form, a thank you page, be tested). This will work as an A / B to help you find what works best.
- Step 7
Time for implementation! Send your emails and make sure you have used all your options as possible to make your retargeting and easier (ex pixels).
- Step 8
Analyze the first results and data collected during your first wave of awareness. This will show you what are the best run variations, so you can use them later.
And finally, it is time to follow. Change copies and variants, use those that have worked best for those who have not committed.
- Step 9
Rerun again and again targeting the recipients who have not opened your emails early.
Assuming you have the list, the process seems fairly simple and straightforward, but going a little further. In the following guide, we explain in detail how an educational process should be done step by step if you did not list and you need to create one. well, good luck!
In the idea of an awareness campaign, there are not many people who begin to think of creative and copy messages from the first day. This could not be more wrong practice! In the first phase of your campaigns, you need to follow five steps, that will bring you on paper all the information needed to build your strategy.