The power of understanding awareness stages in ad strategy
Imagine aiming an arrow in the dark. It's possible to hit the target, but the chances are slim. Similarly, throwing random ad copies or video scripts at your audience is like shooting in the dark. And here lies the power of understanding and navigating through the customer awareness stages. Let's see why.
Fine-tuning Your Ad Goals
Before launching any ad campaign, there's a critical question to answer:
what do you want to achieve with your ad?
Is your goal to build brand awareness?
acquire new customers?
or re-target past customers who didn't complete their purchases?
If you've read this far, you probably have noticed that each of these goals corresponds to a different stage of customer awareness. First, you have to create a campaign geared towards your end-goal, bearing in mind the customer's awareness stage.
Structuring Systematic Testing
Once the goals are set, you can't just launch the ad campaign and sit back, hoping for the best. It's time to get your hands dirty with systematic testing. The content and tone of your ad should be tailored around the customer's stage of awareness.
Take, for example, you're crafting an ad for an audience at the Unaware Stage. Here, you'd want to initiate tests around your ad's "style". Is it a compelling story format that catches attention, or perhaps, should it be a personal approach that resonates with the viewer? Alternatively, testing an educational approach might be the key to create engagement.
On the flip side, if you set your sights on audience who are in the Problem-Aware, your testing compass needs to point towards different emotions. The factor you're testing here isn't merely about the style anymore. Instead, the battlefront is about engaging the viewer's emotions.
Will striking the chord of 'pain' trigger a more robust response, or is invoking 'desire' the golden ticket? Perhaps, 'fear' is what gets your message across better?
Navigate the terrain of these emotions through careful testing, and you'll find the sweet spot for maximum impact.
Remember, your target audience is not a monolith.
You may not strike gold with your first ad; it is necessary to try out different angles and see what resonates best.
Building Successful Growth
By aligning your ad strategy with awareness stages, you take a lot of the guesswork out of your marketing efforts.
This helps you better cater to your audience’s needs, improve your click-through rate (CTR), and ultimately, optimize the results of your ads.
Notice how different each approach is. Mindvalley’s ad is about bringing attention to a problem, making the reader realize that this might be something that they need and an answer to one of their subconscious problems, whereby the AppSumo jumps right into their solution, how they can help businesses to save a lot of money - and they also add a testimonial for increased credibility.
💡 So, why does this ad seem to speak to those who are Solution Aware?
The ad dives straight into explaining what they do, as if it's offering an answer.
Folks who are Product Aware or Most Aware probably already know about the offerings and don’t need the explanation. It’s like the ad is saying, “If you’re looking for answers, here’s what we can do for you!”