Winning Combo: Content, Marketing, and Measurement: The “See, Think, Do, Care” Framework
Cheryl Lawson
Introducing Avinash Kaushik’s “See, Think, Do, Care” framework – a snappy, innovative strategy to understand your customer’s journey and align it with your social and digital content. Imagine it as a cycle that your customers are constantly flowing through, with each stage reflecting a different state of mind, a different need, a different level of engagement.
Here’s a brief rundown:
See: This is the largest possible audience, all the folks out there who could potentially be interested in your products or services. They may not know they need your product yet, but we’re trying to catch their eye.
Think: This is a subset of the “See” crowd. These are the people who are actively thinking about a product or service like yours, but haven’t quite made the decision to purchase yet.
Do: Now we’re getting into serious territory. This group is smaller still, made up of people who are ready to make a move. They’re ready to buy, subscribe, download, you name it.
Care: This last group is the cream of the crop. These are your most loyal customers. They’ve bought, they’re happy, and they’re likely to do it again. Not only that, but they’re also likely to tell their friends about how great you are.
Now, how do we tackle content for each of these stages? This is where the fun begins. Each stage requires a different approach.
See-Think-Do-Care framework for Social Media Content
The beauty of the See-Think-Do-Care framework lies in its versatility and applicability to virtually any content marketing strategy, including social media. It provides a clear roadmap to content creation, helping you address the unique needs of audiences at different stages in their customer journey. Let’s break down how to use it in your social media strategy:
See: At this stage, your aim is to raise awareness and attract potential customers. Content here should be engaging, informative, and shareable, but it doesn’t need to directly promote your product or service. Think of blog posts, infographics, and videos that answer common questions or solve problems in your industry. Share this content on your social platforms to attract a broad audience, gain followers, and build your brand reputation.
Think: Here, your audience is contemplating their options. They’re aware of their needs and are actively seeking solutions. Your social media content should guide them towards your offerings without being overly promotional. Case studies, customer testimonials, product comparison posts, and ‘how-to’ content that features your product or service can be effective here. This type of content can help sway their opinion in your favor and push them further down the funnel.
Do: At this stage, your audience is ready to take action. They’ve done their research, they’ve weighed their options, and they’re ready to make a decision. The content here should be targeted, direct, and persuasive, with clear calls to action. Offer exclusive discounts, highlight the unique selling points of your product or service, share product demos, or promote free trials.
Care: This stage is all about nurturing and retaining your existing customers. Engage with your loyal customers on social media by sharing user-generated content, offering exclusive promotions or sneak peeks at new products, and asking for their input on upcoming features or products. Your goal here is to keep them interested and engaged with your brand, transforming them into brand advocates.
By understanding and implementing the See-Think-Do-Care framework, you can ensure that your social media content marketing is hitting all the necessary touchpoints, effectively guiding your audience from awareness to conversion, and beyond.