Creating content that draws leads and motivates them to become potential customers is the ultimate objective of the awareness stage. The purpose of producing this content is to expose your company and its goods or services to people who may not yet be aware of your offerings but who need or want what you have to offer.

What Role Does the Awareness Stage Play in the Buyer’s Journey?

The establishment of the mechanisms that serve as the catalyst for the complete buyer’s journey is largely dependent on the awareness stage. How is it possible?

Well, if no leads are being made aware of your company and its offerings, then the material produced for the remaining phases of the buyer’s journey (consideration, decision, and closure) is meaningless. It is possible to think of the awareness stage as the buyer’s journey’s cornerstone, upon which all subsequent phases can be built.

Marketing Strategies for the Awareness Stage

Before discussing the different types of content that you can develop specifically for the awareness stage, you need to identify the awareness stage’s marketing strategies. Some marketing tactics are primarily for the top of the funnel and need to be understood before effective content creation can occur.

The most effective and straightforward method of approaching top-funnel marketing is to analyze and evaluate the following questions:

1.    What Is Your Brand?

During this awareness stage, the audience you’re targeting is either unaware of your company’s existence or has a limited understanding of your brand and the items or services you provide. Before anyone buys from you, they will most likely want to know who your brand is and what it sells.

This extends far beyond simply introducing oneself and the goods you’re offering. Your audience will not just exchange money for your goods or service. This money will only be used to support brands that these customers trust.

So, you must present your target audience with information that will assist them in understanding your brand and its values. This helps to increase your conversions, which is the purpose of the awareness stage.

How you can achieve this: 

• Don’t provide any sales pressure.
• Develop content that gives the audience anupfront value while needing as little commitment from the prospective customer as possible.
• Offer content that reflects the values of your business.

2.    Why Should Prospective Clients Care?

The next step in developing marketing strategy is to inform prospective clients about why they should support your brand and buy your products or services. No matter who your target audience is, no consumer will spend money on a brand, product, or service that does not benefit them in some manner.

That is why, rather of simply discussing the characteristics, you should emphasize the benefits of using your brand’s product or service. This requires a thorough understanding of your audience’s pain areas.

Tactics to Achieve This: 

• Show your prospective clients that there is a solution to their pain points.
• Create educational and informative content.
• Present your product or service as one possible solution to their problem.

3. What’s the Result for These Potential Clients if They Act or Not?

With this marketing strategy, you want to communicate what the potential customer’s life will be like if they utilize your product or service vs not purchasing it. To accomplish this, use the “Fear of Missing Out” (or FOMO) tactic, which is an extremely powerful way to pique people’s interest.

Don’t confuse it with a sales pitch; it’s not. It’s viewed as an opportunity to demonstrate how your product or service’s benefits and features can improve the lives of the intended audience.

This doesn’t have to be life-changing. This strategy can be accomplished by emphasizing how having this product or service will improve their daily lives.

Tactics to Achieve This: 

• Show off the value that’s offered by using your business’s services and products.
• Create content that shows off your industry expertise.