Pillar 2 get attention (Awareness)

Awareness is any activity that makes your brand and/or offer visible to an audience.

There are three main ways to create awareness. 

They are paid traffic, organic traffic and affiliate traffic. Period!!!

And two platforms stand out tall right now. 

They are Google and Facebook.

And they both focus on intent to serve people better.

Before I continue let me explain what intent means

Intent matters when it comes to awareness. 

There are two types of intents you have to understand. 

These are Active and passive intent

Active Intent

Active intent is when someone is actively looking for a solution to her problem.

It can also be called search intent.

It is the reason why someone is making a search on search engine like Google.

Active intent can be further divided into the following.

Commercial intent:

this is when the person is in the market in search for a product or services but yet to make a final decision. Examples are

“Best email marketing platform”

“Top private schools in Lagos”

“Paystack reviews”

“Samsung vs Apple”

Information intent:

This is when someone is looking for a specific information. Examples are

“Who is the president on Nigeria”

“Is Davido married”

“Silverbird galleria direction”

Chelsea vs Manchester United scores”

Transaction intent:

In this case the searcher is in buy mode. He is looking to make a purchase. Examples are

“Apple laptop cheap”

“Jumia coupon”

Navigational intent.

This is when a person wants to get to a specific web address. Instead of typing the full URL he type in the query on Google and from there gets to the festival.

Example

“Linkedin”

“Email marketing guide greenedu Digital”

Google, YouTube, Bing and jumia audiences have active intent.

Passive intent

This is when the prospects are not actively looking for a solution to their problem but they might be interested if they were made aware of it.

Targeting this audience using demographic, psychographic, and pain points is the way to get to place your offering in front of these audiences.

Facebook, YouTube, LinkedIn and Google display network aggregates audiences with passive intents.

To effectively place your brand and offer in front of these people you have to create a customer avatar.

A customer avatar is simply a detailed profile of your ideal customers.

Going deeper on the topic of customer avatar will make this report longer than planned.

As you get to consume my content I will explain in detail how to create the perfect customer avatar.

And it’s not what is been taught out there.

Now is time to explain to you what paid and organic traffic is.

Paid and organic

The common myth says there are two ways to get traffic free and paid.

But the truth is, there are many ways to pay for traffic and it’s either you may with time or money.

There is nothing like free traffic.

It’s either you pay with money or you pay with time and energy.

Google and Facebook ( biggest place to get awareness)

Paid traffic is all about pay to play.

These are traffic you get by giving money to have access to a particular group of audience usually via Google and Facebook.

Paid traffic is simple yet complex at the same time.

You can either pay for active intent or passive intent audiences or both depending on your marketing budget.

Pay per click model is used to attract active intent audiences.

Those actively searching for the solution to a problem.

And you can get access to PPC via Google ads and Bing ads. They look something like this.

active intent

Facebook ads and Google display network on the other hand are used to target passive intent audiences.

It is based on interest targeting.

That is you try to target those who might be interested in what you offer.

Here is how they look like

 

Organic traffic:

Organic traffic is traffic you get as a result of doing SEO right.

SEO stands for search engine optimization.

When you optimize your web pages for search engines you are more likely to generate traffic to those pages. 

These are traffic from your blog post and videos on YouTube

My advice is to focus on one or two platforms (Google and Facebook) and build awareness from there.

The question is how do you start. There are four main factors that can trigger which traffic to use. They are

1. If you need traffic quickly. In this case leverage paid advertisement

2. Determine how you want to pay for awareness. If you are limited in cash, you can pay in the form of time and energy in organic traffic. But if you have the budget paid traffic is your go to medium.

3. It depends on the level of control. If you want to be in control of traffic paid ads is the best option. I see paid traffic as a water pump where you can always on and off them at will. Put on the campaign for traffic and put it off when you don’t need it. That’s what I call total control.

4. Do you want data to test new ideas? If you want to quickly test an idea to see if it works, paid traffic will definitely be your option.

Business owners use paid traffic to test new ideas, principles and implement the result of it will lead to the greater good of the business.

Affiliate Traffic

This are traffic you get from third parties.

affiliate partners are rewarded with commissions which is usually a percentage of sales.

For example

You can invite other people to help promote your product and in return you give them 10% of every sale their traffic generates.

the traffic they drive to your website or offers is called affiliate traffic.

Ok up next is the third pillar of a viable business blueprint.