You've made it through Awareness. That's something to be proud of! But the next step is a big one, and it can be hard to get your prospects to the next step: Evaluation.
Evaluation is the period that a potential buyer takes to evaluate your company. How often do you just pick the first doctor from the top of the list?
Probably not very often. You do your due diligence and look into their background before you schedule an appointment.
The same thing happens in other businesses, whether it be product or service oriented, so you have to be aware of Evaluation before it happens so you can make the best impression.
How does all of this work? Let's look at this simple chart to move you through what your next steps should be.
It's a pretty simple process, but businesses don't always realize that consumers shop and consider companies like they do on a daily basis. We have to think about our own methods when making a purchase or trying out a new business to understand what our clients want and need.
Prospect Engages With Your Awareness Campaign
If someone takes an interest in your business through your awareness ads, it's time to retarget those people and show them more of what they want to see: value, information, or inspiration.
Anyone who engages in your awareness campaign is worth tracking to ensure you're reaching out to the right demographic.
Use a retargeting tool like Facebook's Pixel to track where your site and ad visitors are going. Then use that information to show those same individuals more ads from your business such as customer testimonials and explainer videos that tell them more information about what you sell (and why it matters to them!).
Prospect Does Not Engage With Your Awareness Campaign
If someone who has viewed your ad but not taken an action, such as clicking through to your site or downloaded your freebie, they are now part of your cold traffic.
This doesn't always mean they aren't interested. They just might not have the ability to buy right now or are thinking that your business isn't entirely relevant to them currently. Both of these situations can change. If you're spreading awareness correctly, they might decide later that they're ready to buy and your business will be the first one that comes to mind!
Evaluation: The Step Before Conversion
Evaluation is the perfect time to share why your company is the best in the business! In the Awareness period, you focus on building brand awareness based on your values, products, and services. After your audience has engaged with your awareness campaign, it's time to move them down the funnel to get them to evaluate your business and prepare them for conversion!
Without evaluation content at the ready, you would see a lot less traffic to your site or store because people would just pick the person at the top of the list. In today's world, search engine rankings are very competitive, and it would be tough to top a big chain store in search.
That's why online advertising isn't all based on ranking! In evaluation, you can make a prospect stop dead in their tracks looking at a competitor and bounce over to your site after they saw a fantastic video ad on Facebook.
Don't Let the Process Slow You Down
You might be thinking you don’t have time for this process, but we're telling you it works. We use it in our own business and have seen tremendous success with it.
If you don't have time, we're here to help! Ask us how we can help your business move your customers forward instead of backward through digital marketing. Fill out a contact form below, and we'll get back to you.