In the world of marketing, comprehending buyer psychology is not merely beneficial but rather essential. Eugene Schwartz, in his influential book “Breakthrough Advertising”, masterfully dissected this concept into three core dimensions: Desire, Identification, and Belief.
Desire, the first dimension, is the emotional undercurrent that propels a consumer towards a purchase.
For instance, the desire to own a designer handbag may stem from the aspiration to exude sophistication
and luxury.
Identification, the second dimension, encapsulates how a consumer feels a sense of belonging to or identifies with a particular group that is aligned with and reflected in a product or service, presented as a symbolic extension of their personality. A prospect who identifies as an eco-conscious consumer, for example,
will feel more drawn to a brand that champions sustainable practices.
The final dimension, belief, signifies the consumer’s pre-existing beliefs and pre-conceived notions,
which play a vital role in how they evidently perceive your product. Understanding your prospect’s
pre-existing beliefs helps you present your service or product in a way that resonates with them.
Combined with a strong desire and a clearly defined identity, belief helps you get your prospect to a state of absolute conviction and certainty, which is, according to Schwartz, “the final overwhelming determinant of action”.
Understanding your prospect’s beliefs also helps you determine what they have to believe to be true before having said absolute conviction in your product and, thus, starting to take action.
For example, a prospect who believes in the power of nature and natural remedies will be more inclined to purchase skincare and cosmetic products from a brand that uses clean natural ingredients and advocates a chemical-free lifestyle.
These three dimensions serve as a roadmap to the five stages of customer awareness, transitioning from
an initial unawareness to recognizing a problem (Desire), to identifying a solution (Identification), and finally, believing in a specific product or service as the solution for them (Belief).
Grasping these dimensions equips marketers with the ability to craft compelling narratives that resonate with their audience at each stage, thereby driving successful campaigns. For example, a home security company could tap into a homeowner’s desire for safety (Desire), acknowledge their fear of break-ins as residents in
a big city (Identification), and then instil confidence in their advanced security systems by resonating with their opinions about the importance of proactive safety measures (Belief).
In essence, Schwartz’s insights into buyer psychology lay the foundation for effective marketing strategies, underscoring the importance of understanding the customer’s awareness and journey from desire through identification to belief.
Understanding Customer Awareness
As briefly explained above, understanding your customer’s awareness journey is pivotal to driving successful campaigns and achieving the desired goals. This journey, often visualized as a funnel, comprises five stages of customer awareness (Problem Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware),
a concept that has been the cornerstone of marketing strategies for decades.
This model of customer awareness is not just a theory; it is a practical guide for marketers to optimize their strategies at each stage, from audience research and content creation to campaign management and performance marketing. By leveraging these insights, businesses can effectively engage their audience, convert clicks into customers, and ultimately maximize their ROI.
So, let’s find out what each of these five stages entails and how to utilize each one for your business’s best interest.
Stage 1: Problem Unaware
This stage is characterized by a consumer who is blissfully unaware of a problem they have, content with their status quo and not actively seeking any solutions. It’s akin to someone not knowing they need glasses because they’ve adapted to a blurry world, not realizing the clarity they’re missing out on.
The Mindset of a Problem Unaware Prospect
The mindset of a consumer in this stage is typically passive; they’re not conscious of any issue needing resolution, making them less responsive to direct solution-based marketing. Reaching a prospect at this stage may seem to be quite challenging; however, understanding the consumers’ mindset will help you adjust your efforts to reach them where they are and deliver the right message.
The Job of Your Content at This Stage
The primary objective during the problem unaware stage is to create awareness and persuade prospects that they indeed have a problem. Additionally, it is crucial for your content to be enlightening enough to trigger them to address and resolve their issue.
Moreover, this content can be utilized for testing ideas on new markets and exploring potential concepts for products and services.
How to Approach Unaware Prospect?
During this initial stage, as mentioned, prospects are not actively searching for information or solutions since they are unaware of the existence of a problem. Therefore, marketers have the opportunity to employ storytelling techniques in a creative manner, aiming to subtly bring their attention to a problem. Through this approach, consumers can gradually develop an understanding of their unmet needs or desires, thus moving along in their awareness journey from problem unaware to problem aware.
Through engaging and persuasive language, marketers can create an awareness that resonates with the consumer, transitioning them from obliviousness to an informed understanding of the problem and the potential solutions available.
Best Content Types & Channels for This Stage
There is no textbook guide to what type of content you should or shouldn’t use to approach your prospect at this stage. However, there are some tried and tested content types as well as channels through which communication has been made easier in this specific awareness stage, so let’s find out more about them!
- Articles & Blogs
Short articles with relatable and engaging headlines are a great way to begin. These pieces aim to educate and entertain the reader, gently guiding them towards a realization of their problem. By providing comprehensive and detailed information, these articles can effectively address the reader’s needs and offer appropriate solutions.
- Social Media
Social Media is where everybody hangs. Your prospect may not be aware of their problem nor the existence of your solution, but the chances of them stumbling upon your impressionable, catchy social media posts are quite high. So make sure your social media content for your problem unaware audience is gripping enough to stop them mid-scrolling just to hear what you have to say, presenting your chance to transition them from unaware to problem aware.
- Graphics & Infographics
Infographics are another powerful tool at this stage. They present information in a visually appealing and digestible format, making complex issues easier to understand. Complementing any type of written content with attractive, eye-catching graphics and/or infographics increases its chances of being seen/read. This is especially true in the problem unaware stage, where not everyone would be willing to take the time to read an article or a long post, seeing how they don’t know that they have a problem and are not intentionally looking for a solution or information related to your product or service.
- Video & YouTube Ads
Video and YouTube ads, when crafted with care and creativity, can also be instrumental in capturing attention and sparking curiosity. By strategically incorporating compelling visuals, your video ads can serve as a powerful tool in engaging and attracting viewers, establishing the right amount of awareness of their problem.
- Influencer and Brand Collaborations
Influencer and brand collaborations offer a unique advantage. They leverage the trust and rapport that influencers have with their followers, subtly introducing the problem and potential solutions in a conversational and relatable manner.
- Native Ads
Native advertisements seamlessly blend with the user’s browsing experience, aligning problem-awareness content with their online journey without causing any disruptions. This integration ensures that users receive the information in a non-intrusive manner, enhancing their overall browsing experience.
- Traditional Offline Channels
While digital channels are indispensable, traditional offline channels like print ads, television, and radio still retain their relevance. They provide a broader reach, particularly among audiences who may not be as digitally engaged.
Ex.1: A Small Business Owner in Need of More Online Visibility
Consider a small business owner whose business isn’t getting a lot of online visibility but is unaware of the potential of SEO practices. A short blog post titled “5 Reasons Why Your Business Isn’t Showing Up On Google” might pique their interest. This is an example of trigger content – content designed to ignite curiosity and provoke thought.
Ex.2: A Startup Founder in Need of Better Social Media Marketing
A startup founder might be unaware of the power of social media marketing. An infographic illustrating “The Impact of Social Media on Startup Growth” could be the catalyst that sparks their journey towards problem awareness.
Ex.3: An Individual Unaware of the Potential Damage From Unsafe Sun Exposure
Someone who doesn’t apply sunscreen and is unaware of the potential damage from sun exposure. A skincare brand promoting their new sunscreen line could create a video ad showcasing the harmful effects of UV rays to capture the attention of that problem unaware prospect and help them realize their problem and seek solutions.
Ex.4: A Recent Graduate Hoping to Join the Education Sector
A recent graduate eager to step foot into the education sector but is unaware of a crucial stepping stone, a specific teaching certificate that can give them a competitive edge and help them land their first job. A blog post titled “Unlocking Career Success in Education: The Power of a Teaching Certificate” could catch their attention. Further, an infographic shared on social media titled “Teaching Certificate: Your Key to Advancement in Education” could spark their curiosity. Each piece of content acts as a trigger, designed to ignite their curiosity and lead them to being problem aware.
Stage 2: Problem Aware
In the journey of customer awareness, the second stage – Problem Aware – marks a pivotal transition.
At this stage, consumers acknowledge the presence of a problem but may not have a clear understanding of the solution yet. It is a critical juncture where individuals begin to recognize the challenges they face and explore potential resolutions.
The Mindset of a Problem Aware Prospect
At this stage, your prospect’s mindset can be compared to that of a diligent detective. They are fully immersed in the task of identifying and comprehending the intricacies of their issue. Their primary objective is to gather as much information as possible, engaging in extensive research to explore potential solutions and gain a comprehensive understanding of the scope and severity of their problem.
The Job of Your Content at This Stage
In the problem aware stage, content assumes the role of an empathetic guide and a problem-solver, helping prospects navigate the complexities of their problem. The goal here is not just to inform but to genuinely empathize with the prospect’s pain points, making sure they feel understood even before we introduce any potential solutions.
The content at this stage is crafted meticulously to describe their problem in depth, aiding them to comprehend the issue at hand and emphasizing why it needs resolution. This is done with the aim to spark that moment of realization where the prospect finally goes: “Ah, so that’s the root of my struggles!”
Given the complexity of this stage, the content is typically more comprehensive and detailed. It delves into the core of their problem, helps them understand it, and subtly points them towards the direction of your offered solution.
How to Approach Problem Aware Prospect?
In the problem aware stage, prospects are cognizant that they have a problem but may not be aware of your brand as a solution provider. They may not know you, like you, or trust you yet. The content at this juncture serves as a bridge, connecting them from their problem to your brand’s solutions. This is achieved by maintaining a professional, accurate, and engaging tone, using clear and concise language, accurate information, and persuasive storytelling techniques to captivate and inform the audience.
The first key to successfully engaging with these prospects is understanding your target market. Knowing who they are, what they value, and what challenges they face allows you to tailor your content to resonate with them on a deeper level.
Secondly, it’s crucial to appreciate the triggers that have shifted them from being unaware to problem aware. This insight helps you craft content that empathizes with their situation, making them feel seen and understood.
Thirdly, having a comprehensive understanding of the problems they face and the multitude of questions they might have enables you to educate them effectively about the problem. This not only fills their knowledge gap but positions your brand as an authority on the topic, building trust and likability.
At this point, they should feel sufficiently informed about their problem and have developed a certain level of trust in your brand. Now, they would be receptive to you introducing solutions. The content should subtly guide them towards realizing how your suite of solutions can resolve their issues.
This strategic approach ensures that they progress to the next stage of their customer journey – becoming solution aware, thereby bringing them one step closer to choosing your brand.
Best Content Types & Channels for This Stage
In the problem aware stage, the content employed should be meticulously crafted to resonate with prospects who are actively seeking information. This could be achieved through some specific formats and channels of content, such as the following:
- 101 Blog Content & SEO-Optimized Articles
Among the optimal types of content for this stage is ‘101’ blog content that is highly relevant to their problem. Such pieces provide a glimpse of hope and outline the next steps they should take.
SEO-optimized and target keyword articles also play a crucial role in capturing the attention of these prospects, particularly when they turn to search engines like Google for answers, which is almost always the case.
- Email Newsletters & Webinars
Email newsletters and webinars offer additional, powerful avenues for reaching out to problem aware prospects. Newsletters can deliver regular, personalized content directly to their inbox, while webinars offer an interactive platform to delve into their problems in depth, offering potential solutions and advice.
- Content Marketing, Blogging, Guest Posting, SEO-Optimized Videos, & YouTube Ads
Considering where these prospects seek their information is key. The first thing almost everyone does once they realize they might be facing a certain issue or struggle is turn to Google and/or YouTube. This makes keyword research, SEO optimization, content marketing, blogging, guest posting, SEO-optimized videos, and YouTube ads essential tools in your marketing arsenal. This way, you can deliver your message to your prospects right where they are looking.
- Social Media
Social media platforms offer a flexible and adaptable array of tools that can be harnessed at almost any stage of the customer awareness funnel, presenting an unmatched variety of possibilities for engagement and interaction.
- Display, Programmatic, and Native Ads
Utilizing lower intent channels such as display, programmatic, and native advertisements can effectively generate affordable traffic to your website, amplifying brand recognition and broadening your retargeting lists.
- Online Forums, Q&A Sites, and Niche Social Media Groups
It’s also beneficial to explore less conventional avenues. Prospects may discuss their problems in relevant forums, Q&A sites like Quora, or niche social media groups. Engaging in these spaces offers valuable insights into their concerns and allows you to address them directly.
Ex.1: An Independent Author in Need of More Effective Book Marketing
Consider an independent author who has written a compelling novel but struggles with marketing it to a broader audience. They’re aware of their problem – the need for effective book marketing – but lack the knowledge to solve it.
A series of blog posts or video content that discusses the challenges of book marketing, simplifying complex terminologies and sharing success stories of similar authors can be highly beneficial. This relatable and engaging content can move the prospect closer to becoming solution aware.
Ex.2: A Non-profit Organization Looking for More Fundraising
Picture a non-profit organization that does incredible work but struggles with fundraising. They’re aware of their struggle but need guidance on how to effectively reach potential donors.
Webinars or online training sessions could provide this organization with the knowledge necessary to optimize their fundraising efforts. By discussing pain points in clear, concise language and offering actionable strategies, we can create a strong connection with the prospects, moving them closer to the solution aware stage.
Ex.3: A Local Restaurant Owner Looking to Build a Better Online Presence
Imagine a local restaurant owner who recognizes the potential of online presence but is overwhelmed by the task of maintaining a website and managing social media platforms. They’re aware of their struggle but need enlightenment on how to navigate the digital landscape.
Engaging social media posts or informative e-books can be used to educate the prospect about effective online strategies. By using empathetic language and providing accurate information, we can help this prospect understand how to use different digital platforms to reach their target audience and grow their business.
Ex.4: An E-commerce Business Owner in Need of SEO Guidance
Envision an e-commerce business owner who understands the importance of search engine rankings but finds it challenging to implement effective SEO strategies. They are aware of their problem but need guidance on SEO.
Through SEO-focused webinars or blog posts that demystify SEO jargon and provide actionable strategies, we can guide this prospect. By sharing success stories of businesses that improved their rankings, we can make the content relatable and engaging, moving the prospect closer to becoming solution aware.
Ex.5: A Healthcare Provider Looking to Engage Patients and Stakeholders
Think of a healthcare provider who finds it challenging to engage patients and other stakeholders through their website and social media platforms. This provider is problem-aware but is unsure of how to craft compelling content.
A detailed 101 blog post or an informative infographic highlighting patient engagement tips and best practices can be highly beneficial in such a scenario. By acknowledging the struggle of creating engaging content and offering practical solutions, we show empathy and provide guidance, moving this prospect towards solution awareness.
Stage 3: Solution Aware
The third stage of customer awareness is referred to as the solution aware stage. In this phase, the consumer has moved beyond mere problem recognition and is now aware of the potential solutions that exist to address their issue.
The Mindset of a Solution Aware Prospect
At this stage, the prospect’s mindset shifts from confusion and frustration to a more focused determination to find the best solution that fits their needs.
The consumer is now actively seeking information, comparing different options, and assessing the benefits and drawbacks of each solution. They are no longer passive recipients of information but proactive seekers of knowledge. This mindset is characterized by an eagerness to learn and an inclination towards decision-making, making it a critical point for businesses to provide detailed, accurate, and engaging content about their offerings.
The Job of Your Content at This Stage
In the solution aware stage, content plays an instrumental role in guiding prospects towards making a decision. At this point, prospects are actively exploring solutions to their recognized problems, and the content should strive to join this internal dialogue, reflecting their thoughts and emotions.
The focus should be on benefits-driven content, highlighting how your solutions can effectively solve their problems. Storytelling is a powerful tool at this stage as well; by crafting compelling narratives that resonate with their experiences, you can help prospects visualize the tangible benefits of these solutions. These stories should be so relatable that prospects can easily see themselves in them, validating their need to purchase.
How to Approach Solution Aware Prospect?
The first step in engaging with these solution aware prospects is to meet them where they are and identify with their problem. This not only captures their attention but also lays the groundwork for building trust and authority as you educate them further about solutions.
As these prospects are evaluating different offers and becoming product aware, it’s crucial to ensure they feel confident enough to make an informed buying decision. This is achieved by providing comprehensive resources that offer accurate information about your solutions.
When educating prospects about these solutions, concentrate on the benefits so that when you do present your offer, they are primed for action. A critical tip here is to understand the desired end result of each of your target audience personas and align your content, offers, and marketing communications with this vision. This nurtures the desire for the end result, enhancing your emotional connection with the prospects and boosting their motivation to act.
Depending on your sales process, your ‘offer’ introduced at this stage might be an invitation to join your email list, positioning it as the next logical step in their journey. Once they are part of your email list, continue to provide them with content detailing the benefits of your solution and why it is the best one to meet their needs. This approach not only increases their product awareness but also helps move them to the decision stage, where they are ready to make a purchase.
Best Content Types & Channels for This Stage
At this stage, your audience will comprise a mix of individuals who have previously engaged with your brand and those encountering your brand for the first time. This diversity necessitates a multi-faceted approach to content creation and distribution, ensuring you cater to varying levels of familiarity with your offerings.
- Comprehensive Informative Content
The content types that have proven to be most effective at this stage include buyer guides, blog posts, content marketing, videos, educational and how-to content, lead magnets, email sequences, podcasts, interviews, and guest posts. These mediums provide a platform to answer the prospects’ biggest questions in a comprehensive and engaging manner.
- SEO-Optimized Content & Content Marketing
SEO optimization, content marketing, and blogging are crucial strategies at the solution aware stage. These techniques enhance visibility and reach, enabling your content to be discovered by prospects actively searching for solutions but are unaware of the existence of your specific offering. SEO-optimized videos and YouTube ads can also be particularly effective, offering an engaging and visually appealing way to present your solutions.
- Social Media, Online Forums, and Q&A Websites
Just like in the problem aware stage, social media platforms, relevant forums, and Q&A sites like Quora are common places where your target market may be conversing and interacting with potential solutions. Engaging on these platforms can provide an insider look into your prospects’ mindset, giving you the chance to create the right answers to their question and worries.
Ex.1: An Individual Looking to Improve their Physical Health
Let’s consider a prospect who has identified a need to improve their physical health and fitness. They have been researching different methods to achieve this goal and are now at the solution aware stage. A fitness brand could produce a series of blog posts or videos discussing the features and benefits of various workouts, from yoga to high-intensity interval training (HIIT).
They could also offer a downloadable buyer’s guide comparing different gym memberships or home workout equipment. This content should highlight the unique features of each workout method or product (like the flexibility of yoga or the calorie-burning potential of HIIT) and their benefits (improved flexibility, weight loss, etc.). This approach helps the prospect visualize how each solution could meet their fitness goals, guiding them towards a decision.
Ex.2: A Business Owner Looking for a Better Cybersecurity Solution
In the tech industry, a prospect might be seeking a solution to enhance their business’s cybersecurity. At the solution aware stage, they know they need stronger security measures but may not know which products or services best meet their needs. A cybersecurity company could create an email sequence or podcast series that dives deep into different cybersecurity solutions, from firewalls to encryption software.
Each piece of content should detail the features of these solutions (e.g., real-time threat detection, data encryption) and their benefits (e.g., reduced risk of data breaches, compliance with data protection regulations). By clearly articulating how each solution addresses the prospect’s need for enhanced security, the company can steer the prospect towards a particular product or service.
Ex.3: An Individual Looking to Better Their Education
Consider a prospect who has identified a need to further their education and is now researching potential fields of study. A university or online learning platform could offer a series of webinars or guest posts that delve into various academic disciplines, from computer science to business administration.
These resources should highlight the unique features of each discipline (like the analytical skills gained in computer science or the leadership training in business administration) and their benefits (career advancement, higher earning potential). By helping the prospect envision how each field of study could meet their educational and career goals, the institution can guide them towards a specific course or program.
Stage 4: Product Aware
In the product aware stage, consumers are not only aware of their problem and the available solutions but are also cognizant of specific products or services that can provide the remedy they seek. They’ve done their research and have started comparing different offerings based on their features, benefits, prices, and other relevant factors.
The Mindset of a Product Aware Prospect
At this juncture, the consumer’s mindset is analytical and discerning. They are no longer just looking for a solution; instead, they’re seeking the best solution. They are engaged, interested, and actively evaluating the options at their disposal. Their primary focus is on understanding how each product or service can fulfil their needs and deliver the desired outcome.
In this stage, consumers typically scrutinize the unique selling propositions (USPs) of various products, how these offerings differ from one another, and which one offers the most value. They are likely to delve deep into product specifications, customer reviews, ratings, and any other information that will aid their decision-making process.
The Job of Your Content at This Stage
During the product awareness stage, content plays a crucial role in winning consumer trust and reducing perceived risk. This is achieved by demonstrating the product’s capabilities and providing tangible evidence of its value. To accomplish this, it’s essential to show what it’s like to use the product or service in every possible way. This might involve in-depth product tutorials, walkthroughs, or even virtual tours for more immersive experiences.
In essence, the role of content in the product aware stage is to provide comprehensive, factual, and engaging information that not only informs but also builds trust, alleviates concerns, and guides the prospect closer to a purchasing decision.
How to Approach Product Aware Prospect?
One effective strategy to approach your prospect at this stage and reduce any perceived risks and unknowns associated with your offering is to break down the user journey into phases, outlining clear timelines and setting realistic expectations for each phase. This provides prospects with a clear roadmap of what they can expect when they choose your product or service, making the perceived value more tangible.
Case studies are also an invaluable tool at this stage. By showcasing how similar companies have successfully used your product or service, you allow prospects to visualize themselves achieving similar success. These real-life examples serve as powerful testimonials, reinforcing the product’s credibility and effectiveness. They help bridge the gap between awareness and conversion by allowing prospects to see the potential impact of your product or service on their own situation.
Best Content Types & Channels for This Stage
Individuals at the product aware stage already know their problem, are aware of potential solutions, and have identified certain products or services that could meet their needs. So, the content targeting those prospects may differ from that used in previous stages.
- Case Studies & Process Docs
As previously mentioned, case studies can be particularly impactful as they provide real-world examples of how your product or service has been successfully used, allowing prospects to visualize similar success. Process documents offering a glimpse into your approach can also help build trust and reduce perceived risk.
- Product or Service Demos & Tutorials
Product or service demos and tutorials offer an in-depth look at your offering, showcasing its features, benefits, and usage in a practical, easy-to-understand manner.
- Versus Posts & Product Reviews
Versus posts or product reviews can highlight how your product stands out from its competitors, providing the prospect with valuable comparative information.
- Brand Videos or Documentaries
Brand videos or documentaries can engage prospects on an emotional level, building a deep connection between your brand and your respective audience. This ultimately fosters loyalty and customer retention.
- Testimonials
Testimonials add a layer of credibility and authenticity that works faster than most forms of content because it lets the customers in on the experiences of those who were in the same situation as they are and the impact your product made on said situation.
- Strategy Sessions & Podcasts
Strategy sessions and podcasts can provide detailed insights and discussions about your product, keeping the prospects engaged and informed.
Ex.1: A Prospect Looking for the Right Dietary Supplements
In the fitness industry, for instance, a prospect might be aware of various dietary supplements that could help them achieve their health and fitness goals. An effective way to convince them that your supplement is superior could be through well-structured and engaging blog posts that not only detail the benefits of your product but also provide scientific evidence supporting your claims. A series of podcasts featuring health and fitness experts endorsing your product could further bolster its credibility.
Ex.2: An Individual Looking to Learn a New Language Online
Consider the education technology industry, where a prospect is considering multiple online platforms for learning a new language. Here, a demo video showcasing the user-friendly interface and unique features of your app, such as real-time pronunciation feedback or culturally relevant lesson plans, could make your platform stand out. Additionally, testimonials from users who successfully learned a language using your platform could provide the social proof needed to nudge the prospect towards choosing your service.
Ex.3: A Person Searching for a A Sustainable Clothing Brand
In the fashion industry, a prospect looking for sustainable clothing brands would appreciate a brand documentary showing your commitment to ethical sourcing and manufacturing practices. Detailed product descriptions emphasizing the use of organic materials and fair-trade labor, coupled with high-quality images on your website and social media channels, could convince them that your brand aligns with their values.
Ex.4: A Prospect Searching to Opt for Project Management Tool
For the software industry, consider a prospect evaluating project management tools. Here, case studies illustrating how teams became more efficient using your tool would be compelling. An interactive webinar that allows prospects to ask questions and see your tool in action could further demonstrate its value.
Stage 5: Most Aware
The final stage of the customer awareness journey is the Most Aware stage. Here, prospects have moved beyond simply identifying their problem and recognizing potential solutions. They’ve done their research, compared various products or services, and have identified your offering as a strong contender that can potentially meet their needs.
The Mindset of the Most Aware Prospect
In this stage, the mindset of the consumer is one of critical evaluation and decision-making. They’re on the brink of making a purchase but need that final assurance that they’re making the best choice. Their questions become more specific, focusing on the unique value proposition of your product or service: “What sets this solution apart from the rest?” “Why is this the best option for me?”
The Job of Your Content at This Stage
The primary role of content at this point is to act as a catalyst, encouraging prospects to take decisive action. This could range from making a purchase to scheduling a call or opting for another form of conversion. The focus here is on simplicity and ease of transaction; it should be as straightforward as possible for prospects to make their purchase.
Content in this stage emphasizes the unique benefits and superior performance of the offering at hand. Through in-depth product comparisons, highlighting advanced features, or even offering free trials or time-limited deals, the content aims to instill confidence in the prospect about the superiority of your offered solution. The end goal is to guide them towards the final step: making a purchase decision.
It’s important to remember that even though prospects are on the brink of buying at this stage, reassurance plays a crucial role. The communication should be precise, persuasive, and designed to clear any lingering doubts. Each piece of content delivered at this stage should work towards solidifying the prospect’s decision and affirming that the product or service being considered is indeed the best match for their needs.
How to Approach Most Aware Prospect?
To effectively engage your audience at this point, it’s crucial to focus on a compelling call to action and a carefully crafted landing page. At this stage, capturing attention with a strong value proposition becomes key. It’s crucial to test different iterations to determine the most effective offer that boosts conversions.
The landing page plays a vital role in addressing any objections and alleviating concerns that may linger in the prospect’s mind. Design it to build trust, allaying anxieties and doubts. Implementing a robust guarantee can help minimize objections and drive conversions.
Where possible, try to create a sense of urgency in your messaging. Providing a legitimate reason for immediate action can prompt prospects to act swiftly, thus increasing conversions. However, it is essential to ensure that this urgency is genuine, as unwarranted pressure can repel prospects.
Substantiate your claims with solid evidence, reinforcing your message with social proof such as testimonials, reviews, or mentions in reputable publications. This can significantly enhance credibility and trust.
Above all, prioritize a seamless customer journey, removing any potential obstacles. Make the final step, the purchase, easily accessible. Your role is to guide, reassure, and then step back, allowing the prospect to smoothly transition into a customer.
Best Content Types & Channels for This Stage
In the most aware stage, strategically curated content in different types and forms can effectively guide prospects towards making a purchase.
- Direct or Customer Emails
Direct or customer emails are a powerful tool in this stage. They offer a personalized approach, allowing you to address any remaining doubts or questions that the prospect may have. These emails can provide detailed information about your product or service and underscore the value proposition.
- Discounts or Deals
Offering discounts or deals is another effective strategy. This not only encourages prospects to take action but also makes them feel valued and appreciated. It’s a tangible demonstration of the benefits they stand to gain by choosing your offering.
- Product & Price Sheets
Product and price sheets offer transparency, allowing prospects to make informed decisions based on clear, concise data. They serve as a comprehensive guide to what you’re offering and at what cost, helping to eliminate any ambiguity.
- Test Offers
Test offers can also be hugely beneficial. They provide prospects with a risk-free way to experience your offering, which can significantly boost their confidence in the decision-making process.
- Upsells & Time-Sensitive Offers
Upsells and time-sensitive offers add an element of urgency and exclusivity. They create a sense of scarcity that can motivate prospects to act swiftly, increasing the likelihood of conversion.
Ex.1: A Tech-Savvy Individual Interested in Smart Home Security Solutions
Consider a tech-savvy prospect interested in improving their home security. They have researched various smart home security systems, compared features, and are now on the brink of purchase. A direct email from a home security company offering a time-sensitive discount on their top-tier security package could be the final nudge needed. This email should include detailed product specifications, pricing details, and a clear call to action, such as: “Secure your home now and enjoy 20% off our premium package.”
Ex.2: An online shopper in Need of a Last Nudge to Complete their Purchase
In the world of online retail, let’s say a prospect has been browsing a clothing site, adding items to their cart but not checking out. A retargeting campaign could trigger an automated email, offering a limited-time free shipping deal. This serves as a direct incentive to complete the purchase. The email would contain the discount code, clear instructions on how to use it, and a link leading directly back to their cart.
Ex.3: A Startup Founder Searcing for Digital Marketing Consulting Services
Consider a startup founder who’s been researching digital marketing consulting services for their business. At this point, they’re fully aware of the services they need but haven’t landed on a provider yet. A targeted ad on LinkedIn detailing a comprehensive package of these services, along with a time-sensitive offer, could be just the push they need. This ad should include detailed descriptions of each service, pricing information, and a clear call to action, such as: “Schedule a free consultation today and avail a special offer.”
Ex.4: An Independant Consultant Looking to Enhance Their Online Presence
Suppose a prospect is an independent consultant looking to enhance their online presence. They’re well versed in the benefits of a customized, SEO-optimized website and are nearly ready to commit to a web design and development service. A direct message on a professional networking site offering a limited-time offer on a custom website design package, including SEO optimization and fast performance, could clinch the deal. The message provides specific product details, pricing, and a direct link to where they can complete their purchase.
Ex.5: An Individual Looking to Settle on a Meal Kit Delivery Services
Let’s turn to the food industry. A prospect, after trying several meal kit delivery services, has shown interest in a particular brand. The brand could send a personalized email with an exclusive offer – a discounted trial for their new range of gourmet recipes. This email could also include testimonials from other customers who tried and loved these new meals, reinforcing the value proposition.
In conclusion, the five stages of customer awareness form a critical roadmap in the journey of marketing success. Each stage represents a unique mindset of the customer, requiring tailored content and specific engagement strategies. Unaware customers need enlightening, problem aware individuals seek solutions, solution aware prospects compare offerings, product aware customers evaluate your product, and most aware individuals consider your brand’s value.
Understanding these stages allows marketers to meet prospects where they are, effectively guiding them along the path to conversion. The power of customer awareness in successful marketing cannot be overstated. Identifying the awareness stage of your prospect before crafting content or outreach strategies is not just advantageous but integral to driving engagement, fostering relationships, and, ultimately, achieving marketing and business goals.
