Are you using Google’s See Think Do Care Model? In the rapidly evolving world of digital marketing, it’s all about understanding your target audience, and providing them with valuable information at the right time. If you are looking for a service or product, you want to be presented with the right information at the right time, right? ✅ You probably recognize the following example of how not to do it: you have just bought something at a web shop, and then you are shown irritating banners of the product for weeks on end. This is not only irritating for the person who sees them, but also a waste of the marketing budget. ❌
Spoiler alert: we can also tell you in advance that showing conversion-oriented ads asking someone to buy something won’t work with people who don’t know your business yet or aren’t interested in it at all. But what is the right time, and what kind of information should you offer at what time? Not to mention, of course, on what platform should you display that information? This is where Google’s See Think Do Care Model comes in.
What is the See Think Do Care Model?
With the See Think Do Care Model you map out the customer journey 🗺️ and create a funnel 🔻 in which you guide a potential customer or lead from A to Z as efficiently as possible. From becoming aware that your brand, company, service or product exists, to converting an interested party into a customer, and even the step after that: retaining a customer and creating a positive brand image. ⭐
The four phases of the STDC Model
The See Think Do Care Model consists of four phases, as the name implies: See, Think, Do and Care. The phases address the needs of a potential customer or lead at a particular point in the customer journey (customer journey). The idea is that all the phases fit together so you create a funnel where you create a plan, detailing what content you show at what stage, to whom, when and on what platform. You basically work from a cold audience 🥶 to a warm audience 🔥. Retargeting is therefore an important part of Google’s STDC Model. Through different touchpoints you reach a person multiple times, and pull someone through the funnel, so to speak.
How do you deploy the STDC Model?
By using the See Think Do Care model, you can take your online marketing strategy to the next level, and get the best results within the available budget. But how do you use the See Think Do Care Model and what exactly do the four phases entail? We explain it below ⬇️.
SEE phase: Awareness 👁️
In the See phase is your target audience who do not yet know your brand, company, product or service and do not yet have a specific need or clear interest. They are coming in contact with your company for the first time. The objective in this phase is to capture their attention and spark their interest. You want to let them know you are there and what you have to offer, without trying to sell directly. The goal of the See phase is to create brand awareness and name recognition. So make sure you reach as many people in your target audience as possible during this phase. Once you have captured their interest, you can gradually lead them through the next stage of the buying process.
THINK phase: Consideration 🤔
In the Think phase, potential customers are aware of what you have to offer and have already shown interest. Think by interacting with your ads (from the See phase), interacting on social media, visiting your website, etcetera. However, they are still researching at this point, and want to get as much information as possible before deciding whether to move to the next phase. This is the time to offer valuable, informative content that will help them make their decision. Consider blog posts, informative videos, social media posts and ads, comparison guides, white papers, user-generated content, reviews and customer case studies. Make sure you are visible in a positive way so you are top of mind once they move to the next stage, taking an action.
DO phase: Action 🛍️
In the Do phase, your potential customers are ready to convert. They’ve done research, and are now choosing which company to take action at. This is where you focus on conversion-oriented content, such as offers, discount codes and clear calls to action that win them over. Why should they choose you and not the competitor? Incorporate this into your content with a clear call to action: what do you want them to do after seeing the content/advertisement? Use the warmest target group in this phase: the target group that has already seen your company several times, has shown interaction with the ads (See- and Think phase), has visited the website, and of whom you are sure they have picked up enough information and are ready to convert.
CARE phase: building customer relationships 💖
After the purchase, the Care phase begins. This is the phase where you strengthen customer relationships. Think about having excellent customer service, valuable support and personalized communications. The goal is to create loyal customers who are going to recommend your brand to others, make repeat purchases and leave positive reviews. Email marketing plays an important role in this. Just make sure you do this in a positive way so that it is not perceived as annoying. After all, no one wants to be spammed with irritating banners and emails every day for months after buying a product.
Conclusion
Google’s See Think Do Care model thus provides an effective strategy for engaging your target audience at all stages of the customer journey. By being aware of your target audience’s needs and interests at each stage, you can create effective content and offer it at the right time. This will increase your chances of conversions and build strong customer relationships. So, leave behind those “annoying banners” that push people to buy something, and embrace the potential of an online marketing strategy based on the See Think Do Care Model. 🌟
Need help professionalizing your marketing?
Sander has 25 years of experience conceiving and executing branding & marketing campaigns, including using the STDC model. Are you looking for support and want to know how he can help you? Then get in touch.
