The first step toward building sustainable relationships is being where customers are either searching for information or consuming content. Learn where your specific audience is consuming content, and gain an understanding as to what phase of the buying cycle they’re in while on those platforms.
For instance, if a customer is on Facebook but in the awareness or consideration phase, prepare messaging that focuses on a product’s benefits, and lead them to a landing page that provides useful information that leads to a buying decision at a later date.
Asking for the conversion too soon can scare customers away, which ruins credibility and eliminates any chance of converting them at another time through alternate tactics such as remarketing.
Customers also consume content on multiple devices such as smartphones and tablets. Creating device-specific campaigns is a powerful way to leverage paid search and social to drive additional business.