Your Campaign has FAILED..

Marketing has always been a game of uncertainity. It always was, and most likely will remain to be.

And therefore, marketing campaigns often FAIL to make an impact ????

Why?!

Marketing is often considered to be about getting more people to see your product.

Increasingly, it’s becoming a case of getting more of the RIGHT PEOPLE to see it.??

And that has become more controllable in the digital age, thus removing some uncertainity from the campaign outcomes.

But who are the right people?

The right people are the ones that already feel the pain your product solves.

The problem is that not everyone in the market is ready to buy, now. They are at different stages of their buying journey and it is important to understand where each prospect stands.

There are 5 basic types of customers/prospects:

?Brand Aware: They know you. They know the problem. They may be loyal.

?Product/Service Aware: They know you. They know the problem. They haven't bought, yet.

?Solution Aware: They know the problem. They know there are solutions. They don't know you are one of them.

?Problem Aware: They know the problem but not aware of any solutions.

?Zero Aware: They don't yet realise they have a problem.

Once you identify which is the set you want to go after, those become your RIGHT PEOPLE.

And you have to remember it take multiple touches to move a prospect through these stages before he/she is ready to have a buying conversation.

The ideal journey is 5 to 1. ??

Often, people start from 3, sometimes 1. ??

And that becomes the reason of their limited success (or failure).

And if your product doesn’t solve a real problem many people feel, that’s your real issue.

And this is where your content needs to take a step up and reach out to the prospects in each of the buckets.

TOFU, MOFU, BOFU framework divides the prospects into three buckets, but it sometimes becomes tough to move prospects basis their understanding on the product/market.

This model eliminates the ambiguity.

The beauty about models is that most models are wrong, but some are useful.

So if this one fits your product, you may have hit a jackpot :)

What do you think?!

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Siddharth, or Sid, has worked for 3 organizations across 6 different states, selling everything from laptops to mobile recharges to SaaS products. He was handling brand and growth marketing for 15 countries at his last organization before he got bitten by the entrepreneurial bug.

Three years in, he now leads a team more driven than him at Ad Momenta. You can find him talking branding, B2B marketing and growth at @sidgrover25 on Twitter and LinkedIn.

And if you are stuck with some your brand and marketing problems, say Hi @ admomenta.com :)