Why digital marketing awareness?
For all web agencies in Montreal: winning new customers or reactivating alumni, employees, followers or even partners is what we all want. Yet waiting for them to find us and knocking on our door, could not be considered a good practice! When you really care about growing your business, you have to go out there, find your audience and talk to them. An effective way to do this is to set up an awareness campaign. All you need to do is put on the paper who you want to address and how you will find them, what is your message as well as your final goal and of course how you will do it.
There are a lot of misunderstandings around the outreach process, but there are certain steps you should take if you want to achieve meaningful results and achieve your end goal. So, to be clear, the awareness process requires the following three phases for each step (compose a new list or run an existing list):
- Preparation phase
- Execution phase
- Post-execution phase
In which channels?
What channels should you use for your outreach task? Emails, facebook or google-ads via a custom audience (and remarketing) or even notifications by chat or push. For now, let’s deal with the emailing aspect.
Outreach process in summary
So let’s say you’re planning an awareness campaign. You can’t start the process without getting a list of the necessary leads. There are two cases with respect to your target audience:
- You target your existing customers, so you already have the leads but in a bad state (i.e. sleeping, disengaged, fleeing to the competition).
- You’re targeting a new audience, so you need to find the tracks from scratch. This means that you have to spend a lot of time deciding:
- who your audience is and how to discover them
- Find the companies your audience works with
- find people in these companies, tracing as much data as possible on each of them
In other words, you have two (2) options. Either you have the list to reach or you have to create your own list: after you get the list, things get easier, but there are still things to do:
- Step 1
Cleaning up data
In the distance, this is not necessary for your data. Look carefully at the data you’ve collected so far. The chances are that not all of this data has the same quality and meaning.
- Step 2
Consolidate your data
Put all the data together to make a mega-list. Tracking data from different locations on the web, using different tools each time, means that you end up with many lists that need to be combined. So gather all your data and create your mega-list.
- Step 3
Define your value items
Define your dimensions, or any useful information you know about each person on your list. Your dimensions may refer to the industry in which they work, their demographic characteristics, their habits, etc. In particular, if the list comes from your system, try collecting as much metadata as possible. Things that will help you segment this list in the best way possible.
- Step 4
Create segments using your dimensions in every possible combination. This will result in all of your options available for awareness hearings. For example, if you have 4 different dimensions, you will have about 16 different segments. Select those that make sense for your business and not the union of dimensions you have
- Step 5
Choose your battles
Choose the top segments according to the 20-80 rule (PAS all customers). In other words, choose the ones that make the impact in your business.
- Step 6
Create your content
Create your content (aka digital properties). Of course, you will not reach each 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 digital properties (a contest, a discount coupon, a personalized offer, a gift, an information page, a registration form, a page of thank you, be tested). This will work as an A/B test to help you find out what works best.
- Step 7
Time for implementation! Send your emails and make sure you’ve used all your options to make your retargeting possible and easier (ex pixels).
- Step 8
Analyze the first results and data collected during your first wave of awareness. This will show you which variants are best executed, so you can use them later.
And finally, it’s time to follow up. Change copies and variants, use the ones that worked best for those that didn’t.
- Step 9
Re-run over and over again targeting recipients who didn’t open your emails at first.
Assuming you have the list, the process seems pretty simple and straightforward, but let’s go a little further. In the following guide, we explain in detail how an awareness process should be done step by step if you don’t have a list and you need to create one. Well, good luck!
In the idea of an awareness campaign, there are not many people who start thinking about creative copies and messages from day one. This couldn’t be more fake practice! In the first phase of your awareness campaigns, you must follow five steps, which will bring you on paper all the information necessary to build your strategy.