SEE-THINK-DO-CARE FRAMEWORK

In these digital times, you have access to an incredible amount of data about your customers and website visitors. You're sitting on a well of valuable information that you can use to understand your customers and prospects even better.

Information that allows you to define strategies for your different and the stage in the buying process they are in. Yet, unfortunately, companies often fail to really understand their customers and prospects.  As a result, they miss opportunities to tailor both their products/services and the communication around them.

 

We will not fall into that trap.

Thank you, Avinash Kaushik!

The See-Think-Do-Care Framework

Vinash Kaushik built a the masterful SEE-THINK-DO-CARE framework that every marketer can use to define their content strategy, advertising tactics, and overall marketing vision.

This framework forces you to look at all your digital (and non-digital) marketing efforts, and in what ways you can use them more effectively.

The framework is derived from the classic marketing funnel, but presented more simply. This funnel consists of 4 stages - consideration stages - and the groups of people in each stage.

See: The broadest way you can define your qualified target audience. All personas who see your product or service. Doesn't mean people can't be excluded.

Think: Represents all the people who see your product or service and are thinking about possibly buying it. Some form of commercial intent is present here. You just don't know when it will fully blossom.

Do: The do phase contains all the people who are actively looking for the solution to their problem. They are aware of their problem, want to solve it and thus are ready to buy.

Care: Care represents your current customer base - which you absolutely must not lose sight of. These individuals have given you a chance, and by keeping them happy, you increase their loyalty and perhaps transform them into promoters of your brand yourself.

 

Let's see how you can use this framework now that you understand how it's structured.

 

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Content Strategy - How do I apply SEE-THINK-DO-CARE?

The mindset of individuals is very different between the different phases in the SEE-THINK-DO-CARE framework. Therefore, it is important to tailor the message of your marketing content to the different phases a potential customer is in.  Aligning your content strategy with the SEE-THINK-DO-CARE framework is so important that it precedes any advertising of that content.

If your content is focused solely on generating more brand awareness for your products or services, your results will always be limited. This makes sense, because you are only appealing to one part of the consideration stages, which is SEE.

So just adding a 'buy now' button to the page where you sell products or services is no better. That way, again, you're only targeting one stage: DO. Consider other forms of content, CTAs and the like that are used for each stage separately.

For example:

  • SEE: 'Follow us on Facebook'
  • THINK: 'Subscribe to our newsletter'
  • DO: 'Buy now' or 'Contact us'
  • CARE: 'This product might also interest you...'
By looking at your content strategy this way, you align your marketing message with the different consideration stages and the people in each stage.

 

Marketing Strategy - What does SEE-THINK-DO-CARE bring in?

In his article on the See-Think-Do-Care Framework,  Avinash Kaushik says the following: "Marketing clarity comes from understanding - really understanding what your marketing is solving for from the customer's perspective."

So ask yourself the following questions:
  • Are my marketing and advertising efforts addressing each stage in the STDC framework?
  • Which people are we currently targeting? Which ones are we overlooking?
  • What stage are the people we are overlooking?
  • What message do we want to convey to them? What is the CTA?

Your ads and marketing initiatives differ when you optimize them to the different audiences in the different phases of the framework. The main goal of advertising in the SEE phase in mainly generate brand awareness. Therefore, your message and way of targeting will remain mainly broad and probably based on things like interests, demographics, location, etc.

On the other hand, if the goal of your ads is to attract new leads and sales, tailor your message accordingly. Your targeting will also be much more specific and focused on people who have shown a clear purchase intent.

But unfortunately, you're probably on a limited marketing budget and you're not Coca-Cola - should you be Coca-Cola, welcome!

That limited marketing budget most likely means that you will have to prioritize around where you put your budget.

Of course, this depends a lot on your marketing goals, but let's look at a simple math example right away.

Example:
As you know by now - hopefully - target groups in the DO phase have more commercial intent and are therefore easier to persuade toward a purchase. They may be fewer in numbers, but their conversion rate is normally higher than in the other two phases.

Suppose you have a budget of €100 at your disposal and pay an average of €1.00 per click (for easy math).  And you know that your conversion rates per phase are distributed roughly as follows:

  • See - 1.00%
  • Think - 2.00%
  • Do - 5.00%
If you do the math for yourself you will quickly come to the following conclusion:

In the SEE phase,  you need 100 clicks at a cpc of €1 to get 1 conversion. That is, that one conversion cost you €100 - which is your entire budget in this example. A conversion rate for brand awareness campaigns, in our experience, averages less than 1% in reality.

Since in the THINK phase your conversion rate doubles from 1% to 2%, with that same €100 budget you will get twice as many conversions - 2. That also means your cost per conversion halves to €50.

100 Clicks in the DO phase at a conversion rate of 5% equals 5 conversions. One conversion in that case will cost you €20.

This is not rocket science and somewhere all very logical. The deeper you target in the funnel, the greater the purchase intent of your target audience, which lowers your cost per conversion since these people are easier to win over.

Does this mean you should neglect See and Think campaigns based on their lower conversion rates? Absolutely not. However, you do hold other metrics and KPIs against these campaigns to measure their success accordingly.

Which brings us to the next point:

Measuring off KPIs and Metrics

Choosing the right metrics and KPIs to measure the success of a campaign is critical when analyzing results. The KPIs and metrics you choose largely determine the lens through which you look at the numbers.

Conversion rate is an important metric, that's for sure.

But the problem with the conversion rate metric is that if you use it to evaluate a See campaign, you'll be just as shocked. Based on that metric, you will see that there are very few conversions and you will probably decide to discontinue the campaign. That's because conversion rates are automatically tied to transaction values - or more simply, money.

However, a See campaign is not designed to bring in money, but rather to get people's attention. Therefore, it's best not to judge a See campaign based on a metric like conversion rate. You look at other metrics and KPIs.

This framework again provides a clear distinction between the different phases and the corresponding metrics and KPIs you can define based on them.

For example:

  • See-metrics: # or % of interactions, # impressions, # visitors, ...
  • Think-metrics: CTR, #PDF downloads, ...
  • Do-metrics: # Conversions, Conversion Rate, ...
  • Care-metrics: # Repeat purchases,  Average customer value, ...

Wondering how this framework will take your marketing efforts a level higher?

Then let's sit down together. Then together we'll look at the different ways your marketers can use this framework to better advertise through accurate targeting and targeted content.