Unlock Target Audience Insights for Better 2021 Plans
09.17.20 Keesia Wirt
A few years ago, Google unveiled the “See, Think, Do, Care” framework, a new approach to the traditional sales funnel which focuses in on the customer.
The framework forces you to define very specific audiences for your priority products. Each step makes you think harder and narrower about the people you’re marketing to.
The result? For each product, you know exactly who you are trying to reach, with what message and in what channels.
Hone in on your audience by working through each pillar of the framework:
See: Define the largest addressable, qualified audience — people who, through their online behavior, share an interest. This audience:
- Doesn’t have commercial intent; they’re not actively seeking to purchase your product or service.
- May not be familiar with your brand.
- Is difficult and expensive to reach.
- May casually browse online and “see” an ad or comment that catches their attention.
Example: Hog farm owners focused on finishing weights and getting the highest price for finished pigs.
Think: Now define a more specific audience of people. This audience:
- May have weak commercial intent; they’re a little more interested in your brand and messages.
- Might be familiar with your brand.
- Is still difficult and expensive to reach.
Example: Hog farm owners focused on finishing weights and getting the highest price for finished pigs by considering new pig sorting systems to improve their accuracy.
Do: Next, define an audience:
- With strong commercial intent; people who are close to making a purchase for a product or service like yours.
- Actively searching for a solution; your product or service could easily be in their consideration set.
- That is easier to find, target and engage with.
Example: Hog farm owners focused on finishing weights and getting the highest price for finished pigs by purchasing a new automated pig sorting system for improved accuracy.
Care: Finally, define your largest addressable, qualified audience. This audience consists of:
- Your loyal customers.
- Customers who have purchased your product not just once but multiple times.
- People who have chosen you over competitors time and time again.
Example: Hog farm owners who have purchased [your product name], were successful in improving their finishing weight accuracy and are ready to replicate the solution in another barn or recommend [your company’s name] to a peer who is considering making equipment improvements.
Add goals, key messages and content ideas.
Once you have a defined audience for each stage, you can start adding more information, like the customer’s business goal, your company’s marketing goal, prioritized key messages, content ideas, channels to reach your audience and how you’re going to measure success.
Using the “See, Think, Care, Do” framework can give you a jump-start on 2021 planning.
Ready to put together a framework and refine your 2021 marketing plan? Let’s connect.