Breakthrough Advertising by Eugene Schwartz is one of the most important books of all time for advertising. It is out of print and second-hand copies are very hard to find but completely worth tracking down. It is one of the first to deal with customer awareness.
And Eugene famously came up with:
The 5 stages of Customer Awareness.
5) Most Aware
Some people believe that today there is a 6th stage Hyper Aware but that is for another blog post…
For most of you, 98 %, at least, your clients fit somewhere on that scale.
The guys at Adskills came up with this brilliant idea after having to answer the “where do I start” question every time they started a new campaign for clients. Their brilliant idea was to apply the 5 stages of Customer awareness to ad networks.
They found out it even that applies to what type of campaign you start with.
The 5 Stages of Customer Awareness by Ad Network
1) Unaware-Native, GDN, or Email Ads
2) Problem Aware-AdWords Ads
3) Solution-Aware -YouTube Ads (Instagram & Influencer too)
4) Product-Aware -Google Retargeting
5) Most Aware FB Retargeting (Pixeled or CA/LAL/WCA)
If you’re trying to scale, you should start at stage 5 and work your way down to stage 1. That is because you will find the least amount of customers at Stage 5.
Stage #1 has the largest customer base. That is where mass-market products such as the Samsung S9’s of the worlds are targeted at however it can be very unforgiving for anyone, let alone newcomers to the market. Normally you would need to work with another professional such as a copywriter to maximise your chance of success.
Stage #2 & #3 can also be extremely financially rewarding for you if done right – they do not, of course, have the large customer base of Stage 1 but can be easier to convert.
You could set up the campaigns as funnels Stage 1, Stage 2 etc. and nurture your prospects along the funnel to Stage 5.
That’s when you really begin to dominate your chosen niche or market… (You start creating new problem aware people with your unaware ads, and those lead to solution aware because of your problem aware ads, etc.) Advanced Tactic
However, that is more of an advanced tactic…
The following are some examples of campaign ideas-
Stage #5: Most Aware Campaign Strategy
In this stage # 5, you are going to be targeting people who are already familiar with you, your product, and possibly your competitors’ products as well. There is a good possibility they are your mailing list and you have used this to upload to a custom audience on Facebook. Or maybe they have visited your website and you have uploaded website visitor to your Website Custom Audience.
Don’t forget to target past customers as well.
Because these people already know your name and hopefully even feel positive toward you, your campaigns should not only motivate them to further purchases but also trust you and to place in their minds that you are the answer to their current and future problems.
A great strategy for targeting customers at this stage is to have ads that feature your face or your products image, whichever they are more aware of. With limited time discounts or special bonuses for buying before a believable deadline.
An example of this is a Shopify app that I was looking at for my Shopify store. I saw it online, then looked at some reviews and how-to videos of it on YouTube and lastly visited its’ user group on Facebook.
About 30 minutes later an ad for the same product appeared in my newsfeed with a time-limited discount for a subscription to the app. I bought it. Now I see ads for the same app everywhere on the GDN but that is another story.
Could you re-create something similar?
Yes, the best way would be to set up a website custom audience (WCA) rule in your FB ad account. The rule would be to add people to this audience who visit any page beginning with /blog and /product-page-1.
You would then repeat this for each of your products or services.
Start with the top 5 or even 10 if you have lots of different products.
What you have now is a list of WCA (website custom audiences) of people who visited your blog and then visited a specific product page. What you can then do is create an ad campaign from each one of these WCAs’. You could then offer a time-limited discount for these audiences. Nifty trick right?
This will recreate exactly what the Shopify app did to get me to purchase
Depending on how many products you have it is a simple case of rinse and repeat. The same goes for services which you may offer if you are a service provider.
That is it for this week – check out part 2 next week.