Building Awareness: A Crucial Step in Converting Prospects to Customers

About the Awareness stage in the customer journey

A customer’s journey is the whole process that a customer goes through when interacting with a business. This includes learning about the business or product for the first time, thinking about and buying the product or service, getting ongoing customer support, and maybe making more purchases.

Usually, the customer journey is made up of several steps, Awareness stage is the First Stage. (To know of the other stages please read this article )

  1. The awareness stage is the first stage in the customer journey. At this stage, the customer becomes aware of a particular problem or need that they have.
  2. The goal of the awareness stage is to create brand awareness and educate the customer about the problem or need they have. This is done through various marketing channels, such as social media, search engine optimization, and content marketing.
  3. During the awareness stage, customers are not yet ready to make a purchase. Instead, they are researching and gathering information about potential solutions to their problem or need.
  4. The awareness stage is critical because it sets the tone for the rest of the customer journey. If a customer has a positive experience during this stage, they are more likely to continue to engage with the brand throughout the rest of the journey.
  5. Metrics used to measure success in the awareness stage include website traffic, social media engagement, and brand mentions. By tracking these metrics, brands can determine the effectiveness of their marketing efforts and make adjustments as needed to improve their results.

10 things to do for bringing visibility to a product/service or brand online for a customer in the awareness stage

  1. Optimize your website: Ensure your website is optimized for search engines with relevant keywords, clear navigation, and valuable content.
  2. Leverage social media: Use social media platforms like Twitter, Facebook, LinkedIn, and Instagram to reach a wider audience and build brand awareness.
  3. Invest in content marketing: Produce high-quality blog posts, videos, infographics, and other types of content that educate and inform your target audience.
  4. Run targeted ads: Use paid search and social media advertising to reach potential customers who are searching for relevant keywords or fit specific demographic or behavioral criteria.
  5. Guest post on relevant websites: Pitch articles to websites in your industry or niche, which can drive traffic and increase brand exposure.
  6. Host webinars: Offer webinars or online events to engage with potential customers, educate them about your product or service, and build brand awareness.
  7. Utilize influencer marketing: Partner with influencers in your industry or niche who have a large following to promote your brand or product to their audience.
  8. Offer free trials or samples: Provide free trials or samples of your product or service to allow potential customers to experience it firsthand.
  9. Attend industry events: Attend relevant industry events and conferences to network, learn about trends, and showcase your product or service.
  10. Use email marketing: Send newsletters and promotional emails to your email list to keep your brand top-of-mind and encourage repeat visits to your website.

According to a study by Google, 48% of consumers start their search for a product or service with a search engine, indicating the importance of search engine optimization (SEO) in the awareness stage.

A survey by Salesforce found that 87% of consumers begin their product searches online, indicating that online channels such as social media and search engines are critical for reaching customers in the awareness stage.

Demand Generation in the Awareness Stage

Demand generation involves marketing efforts aimed at generating interest in a company’s offerings.

The goal of demand generation is to create a pipeline of qualified leads that can be passed on to the sales team for further engagement. Demand generation often involves a variety of marketing channels, including email marketing, social media, search engine marketing, content marketing, and advertising.

Demand generation is an ongoing process that requires consistent effort and optimization. By measuring and analyzing the results of their efforts, marketers can continually refine their strategies and improve their results.

A study by MarketingSherpa found that 79% of marketing leads never convert into sales, highlighting the importance of effective demand-generation strategies to nurture leads and move them closer to a purchase.

According to a survey by Marketo, 69% of B2B marketers say that generating high-quality leads is their top priority, underscoring the critical role of demand generation in B2B marketing.

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