Awareness phase: what is it, strategies and types of content?

The first step of the buyer's journey is the awareness phase, the goal of which is to make consumers aware of your brand and your products or services. If customers don't know these products exist, they won't be able to purchase your company's services or products.

Today, customers no longer buy things randomly. They research and evaluate before concluding a purchase contract.

This process is called the buyer journey or customer journey. With customers now more informed than ever before, it's crucial to truly understand your buyer persona and their customer journey so you can create content that helps them on their journey while presenting you as an authority in your industry.

Although the customer journey varies from brand to brand, it typically consists of five phases. The five stages of the buying process are as follows:

• Familiarity or awareness
• Examination
• decision
• Reluctance
• reaction

In this article, we will learn more about the awareness phase, its strategies and types of content.

What is the awareness phase?

The first phase of the buying process, the awareness phase, is about educating potential customers about your company, your brand and your products and services. It is known that in this phase of awareness, potential customers only feel the symptoms of a problem and try to name it.

As a result, many people search the Internet for information and solutions to their problems.

This is where your company can “save the day” and help. You can offer a solution to this potential customer by providing the right content. The customer needs to know that your company exists and how you can provide a solution.

Your job at this stage is to educate potential customers about your brand and the products and services you offer.

Check out this guide to learn how to create one to increase awareness of your customers' journey.

Strategies for the awareness phase

In the awareness phase of the customer journey, companies can use a number of strategies to increase awareness of their products or services. Some of these strategies are:

• Advertising: This can include traditional forms such as television, radio and print media, but also digital forms such as social media, search engine marketing (SEM) and display advertising.
• Public Relations: This can include press releases, collaboration with the media and influencers.
• Content marketing: This may include creating and publishing valuable, relevant and consistent information to attract and engage a clearly defined audience.
• Search engine optimization (SEO): This may include optimizing the company's website and content so that it appears higher in search engine results pages (SERPs) and is easier to find for potential customers. Customers.
• Trade fairs and events: This may include attending industry trade shows, organizing events, and participating in community events.
• Referral Marketing: Encourage existing customers, friends and family to refer your business.
• Influencer Marketing: Collaborate with industry influencers to promote your products or services to your audience.

Types of content in the awareness phase

In the awareness phase, potential customers must be ready to buy but want to know. The target audience has probably just learned about your company and its products at this stage of the buying process.

Therefore, the main goal of content development at this stage should be to establish your authority in the field and gain the trust of your target audience.
Some of the most typical types of content that can be used in the awareness phase are:

Blog entries:

Content from the awareness phase works well as a blog post. Informative and educational blog posts that describe the features and benefits of a product or service.

Infographics:

Infographics are ideal for the awareness phase of the buyer's journey. They are easy to understand and share. These infographics also appeal to customers with short attention spans. Infographics should contain ideas, numbers and meaningful points. Visual representations of information that are easy to understand and disseminate.

Videos:

Learning a new skill can sometimes be the best solution to a problem or difficulty. Some purchases may be necessary along the way, but the audience may also need to learn more about the problem at hand and its solutions. This is where instructional videos come into play. You can use explainer videos, product demonstrations, and company overview videos to provide an interesting and educational overview of a product or service.

White papers and e-books:

An organization's report or guide is a white paper. These can be downloaded by readers who want to learn more about a topic. The eBook is also an excellent choice for downloadable content. They are usually shorter and more actionable. White papers should have unique content to demonstrate their value and persuade readers to purchase. Long-form content that provides detailed information about a product or service and its market.

Publications on social networks:

Social media is a platform through which you can promote your existing content and create content exclusively for that channel. Unlike blog posts, social media posts tend to be shorter and the use of videos is increasing. Concise and interesting articles that provide a brief summary of the features of a product or service.

Newsletter:

Emails sent regularly with updates and information about a company's products or services.

Webinars:

A webinar is an event in which the majority of information is transmitted via video. A webinar can be pre-recorded or live streamed, opening up a variety of options for conveying information to an audience that prefers more visual and auditory material.
Webinars can be live or recorded and provide knowledge and guidance about a good or service and its market.

Conclusion

It is impossible to completely discard or ignore the awareness phase or awareness phase of the buyer's journey. To ensure that your chosen audience is aware of your brand and your products and services, you must conduct extensive research before developing a strategy.

These strategies will help you decide what material would be most useful in presenting your business to these potential customers. Therefore, generating leads and increasing website conversions can be achieved by incorporating these tactics into the content creation process.

How can QuestionPro CX help you meet your business needs?

The Customer Experience Management platform QuestionPro CX offers tools for collecting consumer opinions and insights that can support companies in the awareness phase.

QuestionPro CX can help companies gain key insights about their audience and industry by defining NPS and churn risks, sentiment analysis, advanced dashboards, workflow setup, readiness metrics, and closed loop control.

This can help you plan your content and messaging and increase awareness of your products or services.

QuestionPro is the only CX solution on the market that includes all three components of the CX ecosystem, including customer journey mapping, journey measurement and closed-loop systems:

• Experience and journey mapping
• CX consulting
• NPS
• Voice of the customer
• Change management/implementation
• Reputation Management
• AutoX

Overall, QuestionPro CX can help companies in the awareness phase by providing them with the data and information they need to understand customer needs and pain points and find key influencers to collaborate with. Get started today!

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KEYWORDS OF THIS BLOG POST

Customer feedback analysis | customer Feedback  | Analysis