See, Think, and Do Winning Combo: Content + Marketing+Measurement
Going by evidence, as well as positive and viable results in the return on investments of companies who have utilized the see-think-do-care business framework in recent times, the concept is fast becoming one of the most implemented and rewarding business frameworks. Not only has it given marketers, content makers, SEOs and other stakeholders a clear guide on how to build intent-based audience strategies and help them deliver results without wasted efforts, it has also increased business profit.
There are two major reasons behind the creation of the see-think-do-care framework, the first being to sensitize marketers and business owners on the ills of conventional and outdated marketing which limits the creativity and success of companies and even the satisfaction of customers as against new revolutions that involve measurement which greatly suits modern marketing and yields results. The second inspiration behind the framework is to drive home the point that critical elements work together to achieve desired marketing goals instead of the elements working in lone ways.
We all understand the kind of reactions the impossible task bars laid before marketers and the outdated resources and data at their disposal can inform; outrageous conditions like the need to see evident trickles of return on investment in impossible time span, studies and frameworks on decision making that have lost touch with time and thereby not applicable, and many other odds. Many are still stuck with the idea that our products and services will always do well once we put on five minutes slot of eye catching advert on television, baritone and sweet voices marketing our products on radio or graphic details of what we have to offer on the internet forgetting the fact that our customers and potentials are not one way wired robots; their needs change with time and trend, and thus their decision making.
This is not to say companies are dumb, but they work more on models which brought them success in the past, models used at a time when there were limited tools to measure and capture data, when the only available sources of information on consumer behavior were limited to few customers who would spare their time at retail stores and phone calls to companies.
Things have obviously changed with the arrival of the web, a veritable platform for relating with the audience; audience of all sorts, both the commercial and non-commercial. Platforms where we can dissect their behaviour while we educate, entertain, answer their questions, and provide their needs and services thus earning us our own revenue. In this digital age, there is an important need to understand and implement the see-think-do-care framework. The framework has four different audience targets that every company, marketer, and executive should know. They are categorized as (see) largest addressable qualified audience, (think) largest addressable qualified audience with some commercial intent, (do) largest addressable qualified audience with loads of commercial intent and (care) current commercial customers with more than two transactions.
The largest addressable qualified audience is about the largest addressable audience but the segment is not the everyday big for nothing class of prospects as the word “qualified” makes every member of the segment important. Prospects and customers in this category fall in the group not just by demographics and psychographics but chiefly by their behavior. This group forms the see-intent-cluster as they are viable but have no commercial intent. Thanks to the web, we can relate with this cluster – something which was never possible before.
Down the cadre, we have the think audience which is relatively smaller than the see audience exhibit a weak commercial intent through their behavior. The “do” audience comes after the think audience and it is a segment with real commercial intent at that because they are the ones close to making a purchase. About 97.296% of marketing activities are focused on this segment and most of the ads on television and websites sending urging prospects and customers to buy are simply banking on the chance to meet the “do” audience among other array of audiences. This however sends a wrong message to those who fall within the first two segments since they are bombarded with contents they show no interest in.
The last segment is the “care” audience which every marketer, content provider, and SEO practitioner should hold dear. It contains the largest addressable qualified audience that forms the faithful customers. They are people who have purchased goods or enjoyed the services of your company more than once, those that have renewed their contracts, and those that have engagements that translates to long term revenues with your company. There seems to be a general miss as to how to handle this segment of audience today. Businesses who even attempt to care do not go beyond giving tech supports on Frequently Asked Questions and a support phone line which in most cases do not answer the yearnings of the care audience. Apart from these two, there seems to be nothing else in terms of caring.
However, the web gives us more opportunity to take care of this segment of customers, to provide them utility, bring them closer to our brands, through this they become very loyal. It is then highly advisable to take customers in this category with utmost seriousness by caring for them. Through the detection of intent and the enormous potential of the web, your company can become really creative and satisfy your audience.
The first step to doing this is mapping out customers that form your largest qualified audiences and be very sure to get the qualified right. You can then use this group to test the whole of your strategy which should be digital. From this category, the think audience can be sieved out, from the think audience, the do audience and from the do audience, the care audience. This is called marketing with intent unlike hauling your expensive stones at random into the sky and simply hoping it will hit the birds you desire. The classification helps your team or agency to achieve a more focused digital marketing. Companies will benefit immensely if they create audience-centric intent-driven possibilities.
The second points to consider are the elements that can contribute to the success of the see –think-do-care framework. The elements are Content, Marketing and Measurement. The three work congenially with one accounting for the other two. We most often than not stick to our job descriptions without examining how our department affects the others, though the three elements are independent departments; they must work hand in hand to succeed. Even a layman knows content must be formed first after which marketing is employed, and then measurement follows. Let us examine the fusion of the three elements and its reverberation.
It might be absurd, but most companies most often than not focus on marketing without thinking of content which should come before it and measurement which should come afterwards. This happens especially when they think they have a product with high potentials. They just go all the way out marketing, marketing and marketing. Marketing will work for the do audience but what happens to the other three categories of see-think-care? It is totally wrong to tackle marketing head-on without thinking of content first and measurement afterwards. It will simply amount to flushing money down the drain. So it is high time you examined your company’s SEO contract to check what amount of effort is put into See-Think-Do-Care content. If all you see is marketing with the other two elements left out, your ads must be costing you what your website is not bringing in.
In another scenario, companies do contents without following it up with marketing. We know already that good content is king and the internet makes the work easier by delivering it to the audience. In short, great things happen when people find good contents. However what happens when their interest changes to intent? This means content is great but it is not a portion for all ills. Your company has to create content, invest in great marketing and measurement afterwards. Simply create content suitable for your see audience, create unique contents for your think audience, optimize your Do content to meet the challenges of digital on both desktop and mobile, create useful content for your care audience and implement marketing and measurement afterwards.
In the most absurd scenario, companies deploy huge systems and hire people to pool, push and play around with big data. They invest in measurement without putting into consideration great content and water tight marketing. The bottomline is that data is nothing without content and marketing before it. A combination of the three factors is what makes you hit big.
Another scenario, content and marketing is combined but measurement is missing. This combo is close but incomplete. People assume great content is unmistakable and good marketing is always obvious but what worked in the past might not work now. Therefore you need measurement to know if your strategy is working. So employ measurement.
Yet another scenario, there is content and measurement but marketing is missing in between. This is bad but not as bad as the previous scenario. It could still work for local maxima meaning it will only limit you to local exposure. This combo will at least enable you know how the contents you put up faired with the audience thereby informing further decisions but with the missing link which is marketing, you might win but not win it really big.
Now to the last scenario which is about the most common. Marketing and measurement is combined without really treating content. This is evident on Google Analytics. Agreed that it is a marketing tool but those products and services will not appear on online platforms without content. So if you, under duress to pick two out of three, pick content and measurement or better still pick content and marketing. Don’t even delve into marketing and measurement though it is common. It cannot help you win with the see-think-do-care framework.
The best model is indisputably the trifecta with content, marketing, and measurement complete in it. You should create contents that are fascinating, inspiring, answers questions, and add value to your audience. Then you back it up with innovative paid marketing to find your largest addressable qualified audience whether they use desktop computers or mobile devices through Google, Email, YouTube, Facebook, and other social media platforms. Through the process of marketing and content propagation, implement accurate digital measurement strategy. Then you rake in revenues in all currencies. Your content/engagement strategy should involve you; the marketing strategy should involve your marketing channels and agencies while the measurement strategy should involve you and your marketing channels and agencies. In all, the entire framework ensures that every effort or strategy is evaluated and gets everyone involved directly or indirectly in the business of the others.
Here is a bit of extra information. Marketers and company executives find it a challenge to invest in content and marketing strategies without commercial intent that is the “see audience” as well as those with weak commercial intent that is the “think audience” because they are hard to measure. The metrics below can make measurement easy.
As indicated in the metric, your see content and marketing might not be converted to “care” immediately but you can use the outlines on each of the segments to pick out the potentials for conversion. The same applies to all audience segments. If your strategies align with your audiences’ intent, your business will definitely do well. Try implementing the See-Think-Do-Care framework and realize you actually get the catch when you aim well.