Social Media Marketing Blog

How to raise awareness with Social Media - Customer Journey series

Before diving into how Social Media can help you in the awareness stage of the Buyer or Consumer Journey, let’s start with a short definition.
What is the Buyer or Customer Journey?
When purchasing any product or service, customers always go through different stages during a buying process called “buyer’s journey” or “customer journey”.

The Buyer Journey has 3 main stages:

  • Awareness
  • Consideration
  • Decision

At each of these stages, your customer/client faces different problems and needs information, experiences and clear choices to make an informed decision. Whether they are buying a luxury car, milk for the kids, a premium TV pack or a new on-demand subscription the stages apply to them all.
As the ones offering a solution to clients’ problems, we must understand how to make sure people hear about us, consider us, and then help them decide.
In this opportunity we would like to explain how to use social during the first stage of this path, so fasten your seatbelt.

The Awareness Stage

At the stage of awareness customers are experiencing and expressing symptoms of a problem, but they may not even be familiarized with it, nor with your company. So this is a great opportunity to say “Hey, I know about your problem and I can not only tell you what it is but I can also help you solve it!”. Of course there are many ways and channels to get that message across, but as we said before, we are going to focus on Social Media.

Why Social Media?

Social Channels are proven to be one of the most powerful channels to generate awareness. Why? Because it’s the medium where 2.3 Billon people (over 30% of the world’s population!) spend 1.4 hs. on average sharing their thoughts and opinions and talking to others.

 

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1 - Know your audience

Every Social Network has it’s own behaviour and audience, so before investing money and time creating content for one of them, you should ask yourself where your audience really is and which one is the best channel to reach them and connect with them. There are many social listening tools that can help you understand your audience’s behaviour in social media. From free or almost free to enterprise level solutions you have many choices.
If you don’t use any of them, you can use, for example, Google Analytics to track where your social referrals come from, how they behave in your website and which one generates more conversions. That will give you a starting point.

1.1 - ...and don’t believe in “averages”

It is true that some types of brands tend to get better results from particular social networks. From Instagram to Pinterest, Facebook to Twitter, WeChat to Snapchat, “gurus” will tell you that X type brands will see better results in Y type network.
While we will not argue with the averages, it’s important to test out different approaches and media types because you may come up with something that cuts through the noise in a network, giving you massive reach.

2- Create great content

Telling a compelling story that catches your audience’s attention is not an easy task, especially when there are thousands of other brands trying to do the same.

What is great content?

There are thousands of articles explaining how to create great content. According to Gary Vaynerchuk in his book “Jab, Jab, Jab, Right Hook” stories that resonate with customers on social media share several characteristics, and here are some of them:

  • Outstanding content is "native." To make your content succeed on social media, you need to understand what kind of content is native to each platform and what its members want to see.
  • It doesn't interrupt the experience. “Whatever experience people are seeking on their preferred platforms, that's what marketers should attempt to replicate."
  • It leverages pop culture: "Show your fans, whoever they are, that you love the same music they do. Prove that you understand them by staying on top of the gossip about celebrities from their generation. Create content that reveals your understanding of the issues and news that matters to them
  • It's consistent and self-aware. Your core story must remain constant, no matter how you tell your story, your personality and brand identity must remain constant, too." Concentrate on Increasing Daily Updates: Ensuring that your posts and updates have a good chance to be seen by your target audience is an integral part of a content strategy.

Source: http://www.businessinsider.com/gary-vaynerchuk-on-social-media-2013-12

3- Amplify your message

On a previous post we talked about how all parts of the marketing trifecta (owned, earned and paid media) are essential for creating and nurturing long lasting social relationships with your clients, and we’ll talk a little into how to leverage social on all parts to improve chances of success.

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Now that you have created your content, it’s time to distribute it and amplify your message. At this stage of the buyer’s journey, increasing your earned media is an essential part of your content strategy, remember that you are trying to generate awareness so, the more people talk about your brand the better your chances of reaching new potential customers.

There are 2 main ways you can amplify your message:

-Paid ads: This one is very useful resource to promote your brand and content, specially when you have your “customer profiles” clearly defined and know how your audience behaves. Social networks offer a wide variety of ad possibilities and targeting options to reach the right target.

-Social Amplification platforms: These platforms are a great option for stimulating conversations with engaging participation dynamics and amplifying their reach by displaying the most relevant content.

Best scenario: combining both of them! These two options can work separately, but combined they can be very powerful conversation drivers.

Want to learn more? Download our Customer Journey eBook

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