When evaluating the effectiveness of advertising in social networks, many are guided only by conversion to purchases or to the performance of some targeted action on the site. However, this is not entirely correct. In order to correctly install KPI, it is important to understand at what stage of communication with your customers you are located.
The well-known marketer, web analytics guru Avinash Kaushik shared communication with the client in four stages: see, think, do and care.
Unlike classic marketing strategies, where the concept of the target audience and advertising is directed only to those people who are ready to buy now, the See-Think-Do-Care model demonstrates a broader view of marketing. The strategy is aimed not only at those who are already ready to buy, but also on those who can ever become a buyer of the goods or services offered by the company.
What is see-think-do-care
The See audience is the broadest. It includes people who do not yet have commercial intentions, but at the same time are consumers (or potential consumers) of products similar to that sold by your company.
As an example, Avinash leads a clothing company. Target audience at the See stage for such companies will be all people who wear clothes.
At the stage of Think (“Think”) are people who wear clothes and think about how to acquire a new one. There is a commercial intention, but it is not as strong as in the next stage of Do.
At the stage, Do (“Doing”) are people who wear clothes and who currently want to buy it. It is the audience Do traditionally perceive by marketers as a target.
The Care Audience is a regular customer whose transactions have been carried out more than twice.
Accordingly, KPI needs to be set, depending on which stage our potential or existing customers are at. Let’s consider more in detail what each stage is directed at and how to properly evaluate the work of advertising campaigns.
Do (Do it)
|The purpose of the company||Users should learn about your product||Users should be interested in your offer||Users should buy from you||Users should return to you and recommend you to friends|
|How to reach the goal|| Raise awareness:
– introduce the user to the brand;
– to inform;
– raise brand awareness;
– to form the primary trust;
– to inspire;
– to interest.
| To increase interest:
– give full information;
– provide a choice;
– tell about the advantages over competitors;
– increase the number of visitors to the site, the number of subscribers;
– get information about the potential client (email, phone).
| Increase conversion:
– create conditions for a convenient purchase;
| To increase loyalty:
– to surprise;
– leave a pleasant impression;
– to award;
– post service;
– subsequent sales.
|The target audience||Broad target audience||Audience that is thinking about buying||Audience that wants to buy now||Existing customers|
|Scenarios of user behavior||I look at something that coincides with my interests and principles||I’m beginning to think that I need to study more information to see if this is a good decision for me or not||I am doing some special purpose to express my desire to possess a product by purchasing it by subscribing to a free trial or consultation||I am now a dedicated customer and get the company’s care in gratitude for the choice I made|
|KPI||– Coverage of Central Asia;
– the number or% of interactions (views of ads, videos, transitions to the site, comments, reviews, likes, reposts);
– increase in brand recognition;
-% of new visits.
|– click through rate (CTR);
– bounce rate;
– duration of the session;
– depth of pageview;
– contacting the company (call, interaction with an online consultant);
– coefficient of associated conversions;
– conversion to the registration.
|– the proportion of unfinished purchases;
– conversion rate / transaction ratio;
– the cost of the targeted action;
– cost of client attraction, (CAC);
|– repeated purchases;
– recommendations, reviews;
– the index of readiness to recommend (Net Promoter Score);
– customer lifecycle (LTV);
– the coefficient of customer retention (Retention Rate);
– coefficient of outflow of clients (churn Rate).
|What formats and technologies can be used (on the example of VKontakte advertising platform)||It is better to use the most notable formats:
We exclude our clients and all who were on our site
All formats that are suitable for See are also applicable to Think and Do.
In addition, we use retargeting according to CRM and pixel data (we include all who were on our site),
We create a store of goods.
In addition to social networks, this strategy is important to support other channels: contextual and media advertising, SEO, e-mailing.
Please note that on conversion to purchase we are only oriented when we are in the third stage of communication with customers.
At the stage See we simply tell our target audience about ourselves, about our brand. Instead of evaluating success using the milestones of the Do phase we need to focus on target audience coverage on the number of interactions with our ads (ad impressions, video, transitions to the site, the number of comments, reviews, likes, reposts), brand awareness increase (audience survey, tracking of the number of branded requests in Wordstat and Google Trends, reviews and discussions on the network, etc.) .
At the stage Think some users are already thinking about buying from us. They are at the stage of adopting this decision. Now it is important for us to understand how people interact with our ads ( CTR ), and also with our site ( viewing depth, failure rate ). In addition, at this stage, we want to know whether the channels we use are attracting an audience that can be converted in the future (% of associated conversions ). At this stage, people can contact the company to clarify information about the product / service, so we consider contacting the company ( call, interaction with an online consultant, etc. ), as well as subscription and registration.
And only at the stage Do we focus on the metrics we are familiar with: conversion to purchase or the achievement of another targeted action, the share of unfinished purchases, the cost of the targeted action, profit, ROI, CAC.
At the stage of Care, such metrics as repeat purchases as well as recommendations are important (evaluate whether users are telling us about us, whether the repo, etc. ), Lifetime Value (customer value with regard to their life cycle) and retention rate (Retention Rate).
See-Think-Do-Care strategy on the website
This strategy needs to be supported not only by the right advertising formats, but also by creatives, as well as texts on the site:
- See – information about the company, about the product or assortment (well, or something else depending on the type of business), photos, video. Information on how many years in the market, and how many customers are already using your goods / services;
- Think – discounts promotions, benefits, reviews, guarantees, feedback forms, contacts;
- Do – buy button now, convenient basket, form for sending the application;
- Care – loyalty program, personal cabinet, re-order bonuses, etc.
Users of different categories go to the site at the same time and can flow from one stage to the next, so the information must be balanced and equally accessible.