<\/span><\/h2>\nSee, the two friends love to play golf. But their Northern European lineage makes them particularly susceptible to sunburn.<\/p>\n
This is great news for you and me.<\/p>\n
See, we\u2019re the marketers for a brand of golf accessories, including a line of lightweight, sunblocking golf shirts.<\/p>\n
We\u2019re really good at SEO. We know that when someone searches for things we sell, our brand will be on the first page of the search results.<\/p>\n
But guess what? Neither Ted nor Terry buys our shirts.<\/p>\n
Why?<\/p>\n
Ted doesn\u2019t even know that such clothing exists, so it\u2019s good ol\u2019 sunscreen for him.<\/p>\n
Terry has heard of sun-protective shirts, and she searches for them on Google. But our brand is one of many she has never heard of on the results page. So she clicks another link.<\/p>\n
What could we have done to improve our chances with Ted and Terry?<\/strong><\/p>\n<\/span>First, consider the entire awareness funnel<\/strong><\/span><\/h2>\nNeil Patel\u2019s scenario does account for Terry, but it leaves her choice of where to click somewhat up to chance. And it doesn\u2019t account for Ted at all.<\/p>\n
Ted knows he has a problem with sunburns, but he doesn\u2019t know that sun-protective shirts exist. He\u2019s problem aware but not solution aware.<\/p>\n
Terry has also felt the pain of sunburn. She already knew that sun-protective shirts existed, but she didn\u2019t know that we make them. Prior to her Google search, she\u2019s problem\u00a0and<\/em>\u00a0solution aware, but not product aware.<\/p>\nimage: https:\/\/cdn.business2community.com\/wp-content\/uploads\/2019\/03\/awareness-funnel-terry-ted-1.png<\/p>\n
![\"Audience](\"https:\/\/cdn.business2community.com\/wp-content\/uploads\/2019\/03\/awareness-funnel-terry-ted-1.png\")
<\/p>\n
Terry\u2019s Google search will get her to the product aware stage. But the product she becomes aware of might not be ours.<\/p>\n
Poor Ted is stuck in the problem aware stage until someone nudges him with education. Ideally, we want to be that someone.<\/p>\n
So let\u2019s do some things that make our brand the only choice for both Ted and Terry.<\/p>\n
<\/span>Second, meet your audience on social media<\/strong><\/span><\/h2>\nWe know that the Teds and Terrys of the world hang out on platforms like Facebook and Instagram. And we know they love golf.<\/p>\n
So, long before either one of them starts looking for a solution to their problem, we can gently introduce our brand by serving them interesting golf content on their social feeds.<\/p>\n
We don\u2019t want a hard sell here. More like a friend telling other friends something mutually interesting.<\/p>\n
So let\u2019s run some paid Facebook ads that feature content with headlines like:<\/p>\n
\n- The 10 Toughest Holes in Golf<\/li>\n
- How to Avoid Common Golf Injuries<\/li>\n
- The Most Beautiful Golf Courses in Scotland<\/li>\n<\/ul>\n
Since it\u2019s just you and me running this marketing department, we don\u2019t have time to produce all this content on our own. So we license some existing articles from professional golf magazines.<\/p>\n
Licensed content\u00a0is a great solution because at this stage, Ted and Terry don\u2019t care who wrote the articles. They\u2019ll appreciate the information and recognize us as the brand that gave it to them.<\/p>\n
Ted and Terry see one of our articles on Facebook, click through, and engage with our blog. They have become aware of our brand.<\/p>\n
Now, it\u2019s time to re-market them.<\/p>\n
<\/span>Third, continue the conversation with re-marketing<\/strong><\/span><\/h2>\nSuddenly, Ted and Terry start seeing your brand all over their online experience. This bit of marketing magic is called\u00a0re-marketing, or re-targeting.<\/p>\n
Re-marketing campaigns are one of the best ways to increase traffic to your e-commerce site. Patel includes it as number 9 in his list of tips.<\/p>\n
You can re-market with product ads. But you can also use content, like blog posts. In general, we\u2019ve found that content-based ads outperform product ads 2:1\u2014not to mention, they\u2019re 89% cheaper.<\/p>\n
So, we\u2019re going to run a re-marketing campaign that places more of our content in front of Ted and Terry. Only this time, it will be original content we\u2019ve either written or commissioned to move them further through the funnel.<\/p>\n
Specifically, we\u2019ll run a re-marketing campaign featuring an article titled \u20185 Ways Golfers Can Stay Healthy in the Heat of Summer.\u2019<\/p>\n
Among the other tips in this piece will be our fabulous sun blocking shirt.<\/p>\n
When Ted and Terry read this article, two things happen:<\/p>\n
![\"omaha](\"https:\/\/omaha-seo.com\/blog\/wp-content\/uploads\/2019\/03\/Depositphotos_140444076_l-2015-1024x684.jpg\")
<\/p>\n![\"Neil](\"https:\/\/cdn.business2community.com\/wp-content\/uploads\/2019\/03\/Patel-post-screenshot-1.png\")
<\/p>\n