> [!METADATA]- > - Created:: [[2024-07-22-Monday]] > - Week:: [[2024-W30]] > - Month:: [[2024-July]] > - Quarter:: [[24Q3]] > - Year:: [[2024]] > - Outlinks: > - ## Rules of Awareness - Prospects don't care about your funnel - Prospects are not stupid - they find you when they want to - Prospects don't have shorter attention spans. They're just better at detecting what's interesting or not - Prospects go on social media to consume content, not click on an ad that directs them to a site with a form ![[Pasted image 20240722105503.png]] ## Post A $60,000* mistake B2B companies make with PPC is not caring how their audience sees their ads in the first place. This is especially true when it comes to the awareness stage, where your prospects are as far away from converting as I am from competing in the Tour de France. There are 4 bitter pills for some companies to swallow, so hold on: 1. Prospects don't care about your funnel 2. Prospects are not stupid - they will find you if they want to book a call 3. Prospects don’t have shorter attention spans. They’re just better at detecting what’s interesting or not 4. Prospects go to social media to consume content, not to click on an ad that takes them to a website with a form. Your audience consumes content (e.g., reading a LinkedIn post) because they had a trigger: - Company Trigger: We are dissatisfied with our marketing reporting. or - Personal trigger: I want to improve our marketing reporting to have leverage for a promotion in my upcoming quarterly review. Based on these triggers, they expose themselves to different types of content (newsletters, LinkedIn, podcasts). And your PPC strategy has to take that into account. *$60,000 because I recently audited a LI ad account that had been running campaigns for 4 months without a good idea of how to talk to their ICP without shoving "Book a Call" CTAs down their throat.