Internet Marketing Digital_marketing_for_dummies | Page 31

money transfer business, and it uses the Facebook advertising platform to raise awareness
of the service. Notice how the language used in this ad focuses on teaching what
TransferWise is and how you benefit from using the service.
Source: http://www.digitalmarketer.com/launching-a-business/
FIGURE 1-7: A Facebook advertisement focused on the goal of awareness.
Step 2: Driving engagement
It’s not enough to simply make a cold prospect aware of your business, products, and
brand. You must engineer your marketing to capture the attention of your prospect and
engage him. For a digital marketer, that engagement almost always takes the form of
valuable content made freely available in the form of
Blog posts
Podcasts
Online videos
For example, the grocery store Whole Foods prides itself in selling fresh, organic foods
from its hundreds of brick-and-mortar locations. The supermarket chain’s online strategy
includes its Whole Story blog, which engages its ideal customer with content relevant to