Master content at each level of customer awareness
Easy Read
Customers move through the buying cycle in different mindsets.
Meaning they need to hear different messages. See different content.
Normally they go through some journey of awareness like:
They're unaware they have a problem
They acknowledge their pain point
They have a desire for a solution
They get to know your product or brand
They buy.
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Question is … how do we nudge them from level to level? What content can we create?
Here’s how to speak to them at each stage.
The Unaware Stage
Your audience have not yet acknowledged their problem. Take this chance to educate and enlighten them on the issue. Nothing false or exaggerated. Just snackable content that’ll bring the problem to the surface and make them curious to know more.
Say you’re a couples therapist, a blog on: “Do you give each other the silent treatment after every argument?” could ease the audience into understanding they may have a problem that needs attention.
The Problem Aware Stage
The prospect has copped on to their potential problem. Now they’re typing questions furiously into Google looking for answers. The obvious thing for them is to explore the issue:
What is it? What are the impacts of it? Who else is going through the same thing? What can I do to fix it?
Here, try identify how the prospects are talking about the problem then create content around your findings. Give them what they what to know. Start answering their pressing questions in your content. If they find you shed some light on it they’ll be happy to keep learning from you. That’s the goal at this stage.
Sticking with the therapy angle you could do something like: “Tired of constantly replaying conversations in your head wishing you had handled things differently?”
The Solution Aware Stage
Your prospect now knows they have a problem, and they have some answers about how to fix it. Thing is they’re in the dark about what you offer. They’re looking to get things sorted and are exploring potential options for a fix. Maybe not ready to pull the wallet out just yet, but they're getting closer. Here you need to prove that you can solve their issue. Case studies, testimonials, success stories work wonders.
More therapy stuff (my Wife’s gunna start asking Q’s) but something like: “Watch this video where Mike tells how he got back to his best in his relationship after only a month with us.” Then have a video of Mike explaining his journey.
The Product Aware Stage
Your prospect has several tabs with potential options open in their browser, including yours. You have to show them why yours is the only one worth paying attention to. That’s not an invite to pitch. Instead provide more value and show them how you solve their problem. How to guides, free resources, demos, and walkthroughs work wonders here.
Something like a personal video from the therapist explaining how they get what you're going through. How they know your mind is racing at 100mph and you can't get it to stop. How from the outside you’re doing everything right, but why do you still feel unsatisfied. Maybe they’ll offer a brief answer, a mini-session to give the prospect a flavour of what the solution is like.
The Most Aware Stage
You’ve only gone and done it. The prospect is on the brink of becoming a customer. They know you, they love and want your offer, and are ready for that final nudge to whip out their credit card. Here they need different content than before. Maybe even no content.
Incentives like free-shipping, a first-time discount, bonus offers can tip them over the edge. If you want to create content for this stage research customer objections or obstacles and create articles, FAQ’s or videos to address and reassure.
FREEBIE advice. Repeat customers.
Repeat customers are 2x more likely to keep buying from you. So keep building that relationship after the fact. Keep them engaged with email marketing, loyalty programs, or advanced guides. Invite them to a private community group. Show them how to get the most from your offer. Then you will always be the obvious choice.
Anyway.
By Ryan Heaney.
