As a content manager, I’m impressed that more and more business owners come to me with a clear understanding of their customers and their problems. They have done some research, and they know (for the main part) what their customers are facing and how their product or service helps them.
They’ve listened to their customers (and made a list of FAQs), and they’ve created or adapted their products or services around these to help their customers. To ensure their marketing works, they’ve also been writing and producing content addressing this problem.
But when clients come to me for content management help, it’s usually because they haven’t been seeing the results they want and are left wondering why. I discovered that they’ve often helped all their customers solve their problems, but while doing that, they’ve forgotten to attract new customers!
And without new customers, the revenue starts drying up.
This is where the 4 stages of customer awareness come into play, and why as a business owner, you need to be aware of the stages and market to every stage.
Let’s explore the 4 stages of customer awareness.
Customer Awareness Stage 1: Unaware
This is the very first stage that everyone goes through. The customer may be aware that they’re missing out on something (e.g., they’ve heard about things from others, seen ads etc.), but they don’t know precisely what that is yet. And more importantly, they don’t know you or what you do!
At this stage of the customer awareness journey, you can’t expect them to buy from you. It’s the know, like, trust factor.
You can’t just pop out of the blue and say, ‘Hey, I know you’ve got a problem, and I’m going to fix it for you’. They’ll be thinking, ‘Who the hell are you to tell me what to do?’.
To connect with, nurture and find new customers during this stage, you must:
- Build your brand awareness
- Connect the problem you know customers face with what you do to solve it
- Use educational posts (don’t just sell, but educate your audience, so you build the trust factor)
Customer Awareness Stage 2: Pain/Problem Aware
When a customer reaches stage 2 of their awareness journey, they are conscious they have an issue, but they don’t know of any solutions available to them.
For example, they may not be getting social media results but have no idea social media managers exist! Or someone may be sick of high heels slipping off when they walk but have no idea sticky heel pads are a thing. Or they may be sick of food sticking to aluminium foil and not know there is non-stick foil! You get the point.
The customer knows they have an issue but haven’t found a solution. They may not be actively looking for answers, but they are more likely to take an interest in your business.
To connect with, nurture and find new customers during this stage, you must:
- Talk to your customers about their problems – identify with them and show sympathy
- Find out the different points of view, as you may be surprised how differently people see the ‘issue’
Customer Awareness Stage 3: Solution Aware
Customers at the solution awareness stage (stage 3) know that a solution exists for their pain, but they have no idea that you exist. They may have been using a competitor’s brand or still looking for something better.
Never assume that because a customer may have found a solution elsewhere, they won’t be interested in what you offer. Every product/service offering is different, and your offer may appeal more to this particular customer.
It’s business – people will always consider what you’ve got to offer.
For example, your customer may be looking for sticky heel pads for their high heels and have found some online. But the ones they’ve bought don’t hold the stick, roll down and fall off. The ones you offer may be superior in quality, which is what they’re looking for.
To connect with, nurture and find new customers during this stage, you must:
- Focus on lead generation
- Send them content that helps them with this problem, such as blogs or videos and show them you’re on their side to help them, not just sell to them
Customer Awareness Stage 4: Product Aware
This is the final stage of customer awareness, where they know they have a problem, know the solution, know about you and know you have the product/service to help them.
They are now entirely in your inner circle, and you’ve taken the time to educate them on your brand and products while showing them a bit about yourself.
Although you don’t want to get too pushy (as no one likes hard sales pushes), it’s now the time that if a customer is going to convert from an interested party to a buyer, this is it.
To connect with, nurture and secure new customers during this stage, you must:
- Sell them your solution by showing them what you offer
- Prove why it works (use testimonials etc.)
- Make them an offer they can’t refuse (e.g., an introductory offer)
Want to set up a brand marketing strategy meeting?
As a content/social media manager, I hold brand strategy sessions with my clients. During these sessions, we cover aspects like these 4 stages of customer awareness and how to create content to nurture leads at all stages of the lead marketing funnel.
Please get in touch if you’d like to book a session and find out how my team can help you boost your online social media marketing efforts.
You can find my services here or send me an email to connect.
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