Best Advertising Strategies to Target Every Consumer

Updated: Sep 27

As a marketer, it’s your responsibility to plan and execute the best marketing strategies to nurture leads for the sales team. Yet, the modern consumer’s purchase journey is complex and multidirectional. Some consumers spend months considering a small purchase while others spare no second thought at the sight of a good deal.

What you can do, though, is to map your consumer’s purchase journey, segment your consumers based on their motivations and knowledge, and match the right tactics and strategies to each stage.

In this article, we cover:

3 Key Stages and the KPIs

There are many variations of the stages in a modern consumer’s purchase journey, but we commonly observe the following 3 umbrellas:

1. Awareness

The goal is to make yourself known to this group of consumers and keep your brand at the top of their minds. Make your brand visible, provide information about your product/service, or bring to consumers’ attention a problem that you can solve.

KPIs generally surround traffic, eyeballs and mentions:

  • Website sessions or new users

  • Average time spent on your landing page

  • Bounce rates from your landing page

  • Advertising impressions and reach

  • Social media mentions

2. Consideration

Consumers at this stage are interested in solving a problem, comparing different products/services, or have questions lingering about your product/service. Provide education about your brand or offering and how it addresses their issue, have a discussion with prospects, build brand recognition by making your brand easily discoverable, or simply show them that you’re better.

Success metrics mainly measure engagements and brand inclination:

  • Branded search volume

  • Search engine ranking

  • Clicks and click-through rates (CTR)

  • Reviews and ratings

  • Social media engagements such as comments, follows, and shares

3. Conversion

Now it’s all about encouraging prospects to purchase by reinforcing your brand with more aggressive messaging and providing clear and seamless call-to-actions.

Success indicators are directly related to customer acquisitions:

  • Total conversions

  • Cost per conversion

  • Deal size

  • Return on investment or advertising spend

Best marketing tactics for each stage

Now that you’ve got a quick rundown of the stages and their corresponding KPIs let’s get to the crux of how we can achieve these goals.

Here are the tactics that work best to satisfy the needs of the different customer segments:

1. Awareness

To generate demand for your product/service or drive awareness of your brand, you’ll need to present yourself to consumers and meet them where they are.

Make your presence known with:

a) Social media advertising

Social media advertising is one of the many forms of online advertising. As the name suggests, you’re advertising on social media. With 4.48 billion social media users worldwide in July 2021, it would be sensible to exist on these platforms. It goes without saying that you’d first want to set up your social media accounts and have social media content running, so an empty and sketchy account doesn’t greet consumers.

Moomoo's Facebook ad

b) Display banner advertising

Display banner advertising publishes your ads on various sites across the web. They can be presented in text, graphic, or animated formats. Different from social media advertising, you’re reaching a more expansive network across devices and platforms. You may also target specific websites that your audience would be lingering on. For example, if you’re a financial product, you may want to purchase ad inventory on Seedly 😉

CIMB Fixed Deposit's display banner ad

c) Outdoor advertising

Even though online communities are large and easily accessible, showcasing yourself in the physical world allows you to connect with your consumers more tangibly and tells people that you’re a genuine, living brand.

Endowus' outdoor ad

d) Landing page

Complement your advertisements and their messaging with a landing page. The landing page helps build your brand credibility and answer any questions consumers may have from the ad.

2. Consideration

The approach to consumers in this bucket is to increase their desire for your brand or product/service. Your tactics need to answer the question, “why should consumers choose you?”

a) Content marketing

Content marketing builds brand recognition and educates consumers about your product/service. Publish information about your industry, contribute your expert opinion, answer your consumer’s burning questions, and more. When you share helpful information, consumers look up to you as a thought leader and are more likely to trust your brand.

Income's blog posts

b) Search engine optimisation

Search engine optimisation (SEO) refers to organically ranking high on the search engine results page (SERP). With SEO, you’re speaking to users with high purchase intent, which translates to higher conversion probabilities. Ensure that users can discover your brand when searching for a related problem, solution, or competitor. Include keywords in your landing page’s title, descriptions and content, and earn backlinks from other websites.

Starhub ranks 1st on Google's SERP

c) Paid search advertising

Pay search engines like Google and Bing to be listed on a SERP when a user looks up a selected keyword. Paid search advertising is beneficial if you’re gunning for competitive keywords that would otherwise be difficult to rank organically or to remind consumers of your brand when users search for a competitor.

UOB and Standard Chartered's top of page bids on Google Ads

d) Email marketing

Instead of hoping consumers land on your website, get straight into your consumer’s inbox. With email marketing, you can deliver personalised messages to prospects and connect directly with them. You may also leverage industry-related emails by sponsoring their newsletter and having them promote your brand in return to a similar target audience. These recipients will be more inclined to read about your product/service because they’ve signalled an interest in the topic.

You can read more about the 6 benefits of email marketing.

e) Video marketing