The 5 Stages of Awareness in Digital Marketing

Customers experience different stages of awareness on their buying journey. In marketing, it’s important to understand your audience in each of the stages to ensure your strategies are successful.

The five stages of brand awareness are:

• Unaware
• Problem aware
• Solution aware
• Product aware
• Most aware

The goal is to guide people in the ‘unaware’ and ‘problem aware’ stages, up the ranks to ‘most aware’.

How exactly? We’re glad you asked!

Let’s explore the five stages of awareness and the digital marketing strategies that are most effective in reaching each audience type.

1. Unaware

They need it, they just don’t know it yet. Customers in this stage of awareness don’t know about you, they’re not actively searching for information and they have no intent to buy from you. Your audience is large and competition is usually fierce, so your strategy and messaging needs to be strong if it’s going to successfully capture attention. The goal is to make this audience aware of the problem.

2. Problem Aware

These people are aware they have a problem, but it’s new to them and they’re unaware of the solutions available. During this stage of awareness, you need to show your target audience that you understand. Your product or service should be introduced as a possible solution.

The problem aware audience is actively searching for information, so make yourself known!

3. Solution Aware

People in this stage know that solutions exist, they just don’t know about yours. They will be researching, comparing offers and gradually becoming product aware.

Your goal is to educate. Communicate the USP’s of your product or service, build trust and help this audience make a decision. What sets you apart from your competitors? Now is the time to talk about it.

4. Product Aware

This audience is now aware of your solution but hasn’t chosen it yet. If you’ve made it this far, it’s time to close the deal! Your messaging needs to be persuasive and should convey why your product or service is the best, whilst highlighting the features and benefits.

5. Most Aware

These guys know what to do! They’re aware that you offer the best solution to their problem, they’re just waiting for an offer. This audience should be directed to a high-converting landing page that assists in overcoming any uncertainties, and all messaging should include a strong call to action.

It’s important to make it easy for prospective customers at this stage. Don’t overwhelm them or make them jump through hoops to make their purchase.

Understanding the five stages of awareness allows you to execute more informed digital marketing strategies. Your target audience has different needs in each of the stages depending on their level of awareness. It’s important to identify and address these needs to successfully shift the mindset and motivate action.

Leadport: Your Partner in Every Stage

Throughout this customer journey, Leadport is your trusted partner. Leadport helps you identify potential customers, understand their needs, and train your sales people. From sparking initial awareness to securing conversions, Leadport empowers you to turn prospects into paying customers.

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