See-Think-Do is a marketing framework for understanding your prospect’s state of being. Because it is customer-centric and aligns well with the Iterative Marketing methodology, we refer to it often. People move in and out of different states as priorities change and they interact with different products and providers. This episode takes a deep dive into ‘Do’ and outlines the goals, content, targeting and measurement for the state. ‘Do’ state is the audience who has made a commitment to themselves or someone else to buy.
Overview of the Journey States:
- See – Qualified, but not even thinking about purchasing your product/service or changing vendors
- Resource: Deep Dive in Episode 23
- Think – Qualified AND thinking about purchasing or changing vendors, BUT has no timeline or commitment to do so
- Resource: Deep Dive in Episode 27
- Do – Qualified AND has a commitment to themselves or someone else to purchase within a specific period of time
- Grow – Happy and loyal customer
- Give – Happy and loyal customer who believes so much they would refer a friend or family member
Goals for the ‘Do’ State Audience:
- Elicit action or commitment to purchase
- Be a resource as they complete the buyers journey
- If a salesperson is involved support them without getting in the way
- Reinforce the brand and its key messages
Content for the “Do” State Audience:
- Introduce the features and benefits that allow them to rationalize this emotional decision
- Create a sense of urgency or a need to act now
- Opportunity to up-sell or cross-sell
- Resource: Podcast Episode 18, “Aligning Content with Your Customer Journey“
Targeting for the “Do” State Audience:
- We can target the “Do” state with first-party data: who is interacting with “ready-to-buy” content on our site
- We can also target the “do” state using CRM data if the sales team is diligent in updating status
- PPC is a great way to reach “do” state people not already in our pipeline with high intent keywords
Measurement for the “Do” State Audience:
- With the do audience, our goal is to ultimately close sales. So this is the easiest of the three states to measure effectiveness.
- Key performance indicators include:
- Close rate
- Average sale size
- Time to close
- And the most important, Attributable Revenue
- Any other metric that shows the value that marketing added
Charity of the Week:
We hope you want to join us on our journey. Find us on IterativeMarketing.net, the hub for the methodology and community. Email us at [email protected], follow us on twitter at @iter8ive or join The Iterative Marketing Community LinkedIn group.
The Iterative Marketing Podcast is a production of Brilliant Metrics, a consultancy helping brands and agencies rid the world of marketing waste.
Onward and upward!