A robust marketing strategy does wonders for every company's success in the modern world. It helps reach a target audience, build loyalty, boost engagement, and foster meaningful connections.
If you are looking for a comprehensive marketing approach, the "See, Think, Do, Care" framework is truly what you need. This methodology was developed by Avinash Kaushik, Google's Digital Marketing Evangelist, writer, and influencer.
As the title of this blog suggests, the strategy features four key stages. They stand for phases in the customer experience, from the first contact to long-term loyalty. If a business understands and uses each stage, it can produce higher results and improve customer experience. In short, using this method in marketing provides a company with sustainable growth.
This blog post explains the intricacies of the "See, Think, Do, Care" framework and explores its value and practical application. The information we have compiled will equip you with efficient tools to improve your marketing strategy. So, join us on this journey through the transformative potential of this cutting-edge methodology.
Understanding the "See, Think, Do, Care" Framework
Source: SEO Zwolle
This approach is well-structured and meant to help better understand and optimize customer experience. "See" stands for building brand awareness and attracting potential customers. It makes your brand visible to a wider audience via valuable and relevant content, social media advertising (e.g., Facebook, LinkedIn, or Instagram), and search engine optimization (SEO).
The "Think" stage focuses on stimulating the customers' interest and consideration. It is implemented through informative content connected to customer challenges and pain points. The leads are enhanced with targeted email campaigns and reaching out to clients who have shown interest but haven't bought anything yet. This idea is called retargeting.
The "Do" stage can facilitate action and conversion. The main strategies here are using compelling CTAs (call-to-action), simplifying the checkout or sign-up process, and offering free trials, discounts, or bonuses. This will help enhance conversion rates, sales revenues, and customer acquisition cost (CAC).
Lastly, for the stage of "Care," the company has to focus on making long-term relationships with existing customers and providing exceptional customer service. The company must practice personalized communication with specific offers due to customers' preferences and behaviours. Rewarding clients for their repeated actions and referrals can help set up loyalty programs. You can measure the effectiveness of this stage with Customer Satisfaction (CSAT) scores, Net Promoter Score (NPS), and customer retention rate.
Implementing the "See, Think, Do, Care" Framework
At the See stage, it is important to conduct market research on your potential customers' interests and demographics. Furthermore, you will be able to divide your audience into sections based on the results of this research. Then, you have to use Facebook Ads or Google Ads for targeted advertising.
The other option is to partner with influencers and industry experts with the audience you are interested in to increase your brand visibility and trustworthiness. The implementation of SEO strategies will also be useful for improving the visibility of your website in search engines and attracting organic traffic.
As for the Think stage, you need to start with creating informative content. Your target audience may have specific questions, concerns, or challenges, and your blog posts, videos, articles, and guides will help resolve them. You can also offer free resources (e.g. ebooks, webinars, or white papers) to demonstrate your expertise. Social media platforms are a great way to showcase your brand as a trusted resource.
Do your best to show social proof, such as expert reviews, case studies, and customer testimonials. Become a thought leader by publishing guest posts on reputable industry websites, participating in podcasts, or speaking at conferences. Communicate with your audience openly and honestly.
When you continue with the Do stage, think about implementing clear and compelling CTAs first. Your visitors want to see action-oriented language and attractive design to make a purchase or sign up for a subscription. These CTAs should be displayed on all relevant pages and in marketing materials. You may do A/B testing to see which variation of CTAs resonates best with your audience.
The conversion process should be as simple as possible. Customers need a minimum number of steps to complete their buy or sign-up. Think about possible concerns and objections that can prevent users from converting. Focus visitors' attention on trust badges, guarantees, and secure payment icons, and utilize special tools to manage invoices and facilitate payments. Also, consider using marketplace payment solutions to streamline the payment process and reduce the risk of fraud.
Customer retention plays a great role in the successful performance of any company. Ensure that you focus on customer experience and provide exceptional service and support. If that exceeds your client's expectations, they will be happy to establish long-term relationships with your company.
It is important to communicate with customers regularly to gather feedback and resolve any issues. People need to see that their opinion is valued. If you have identified that some customers are at risk of bouncing, offer them loyalty programs or make special proposals. Reward loyalty with exclusive discounts and perks to stimulate repeated purchases and brand advocacy.
Encourage customers to share their experiences with your brand on social media and review platforms for positive word-of-mouth. Your customers may also like to connect, share their opinions and tips, and take part in discussions. Create such opportunities for them with forums or other tools on your website.
Tools and Resources
Each stage requires utilizing specific tools and resources. Consider Google Ads or Facebook Ads Manager as efficient targeting tools at the See stage. Google Analytics, Ahrefs and SEMrush will be useful for analytics and enhancing visibility. You will track website traffic, user behaviour, and conversions, analyze competitors, and follow search engine rankings.
You will need content creation and management tools such as HubSpot and Canva at the Think stage. The former is a great tool for creating, managing, and distributing content across different channels (e.g. blogs, social media, email marketing campaigns, etc.), while the latter is perfect for designing graphics, infographics, and social media posts.
Use email marketing platforms, like Mailchimp or ConvertKit, to create and automate email marketing campaigns, segment your audience, and analyze campaign performance. ConvertKit is also helpful for building targeted email sequences and managing subscriber lists.
At the Do stage, use conversion optimization tools, such as Unbounce, Hotjar, and others, to create and test landing pages and utilize session recordings and surveys to identify areas for optimization. CRM and marketing automation platforms (e.g. Salesforce, HubSpot Marketing Hub, etc.) can automate marketing workflows and integrate sales tools to capture leads and convert them into customers.
You may also need some specific tools at the Care stage. You can leverage Zendesk or Intercom to provide multi-channel customer support and resolve issues in real time. Personalized messages, chatbots, and targeted campaigns will boost your customers' loyalty.
You can even create and manage referral programs with ReferralCandy or reward loyal customers for promoting your brand via Ambassador programs. Provide additional resources like ebooks, online courses on Coursera or Udemy, blogs, and podcasts to make your customers aware of what your brand is and what kind of products and services you offer.
Final Thoughts
All in all, the "See, Think, Do, Care" framework provides a strategic roadmap for effective marketing campaigns, targeting audiences, and enhancing customer experience and brand visibility. Through following the steps to this strategic approach, companies can unlock new opportunities leading to growth and success.
Get stated on implementing this framework into your marketing strategy and you can communicate with your audience more effectively, drive conversions, and promote long-lasting relationships.
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