Oct 13, 2023

Customers’ journey and awareness stages in marketing

Now that you have a clear understanding of the buyer’s journey and awareness stages, let’s put the theory into action by using these strategies effectively in the real world.

Customers’ journey and awareness stages in marketing

Navigating the customer’s journey

Early Stage (Awareness)

Your customer has become aware of a problem or a need. At this point, your strategy should be aimed at educating them about the problem. Leverage blogs, eBooks, webinars, etc. to shed some light on the problem. Ikea does this effectively by speaking about common home organization challenges and providing simple solutions.

Middle Stage (Consideration)

Your potential customer is now aware of the problem and they’re also considering different solutions. Create comparison guides, expert guides or live interactions to help them perceive your brand as the best solution. For instance, Neutrogena’s “See What’s Possible” campaign uses real-life success stories to inspire and motivate the audience to view Neutrogena as the solution to their skincare problems.

Late Stage (Conversion)

The customer has decided your solution is the best for their problem. Now your job is to seal the deal with personalized demos, case studies, or free trial offers. For example, the car company Tesla offers a unique test drive experience to remove any lingering doubts the potential buyers might have.

Steering through the awareness stages

In our Customer Journey vs. Customer Awareness we explained the differences and connections between these two concepts. The stages of the customer journey provide a strategic map for your marketing efforts, while the awareness stages add detail to each step, guiding how we communicate and take action during each journey stage.

When we refer to the Awareness stage, it pertains to customers who are just realizing they have a problem or need. (unaware and problem aware)

In the Consideration stage, your focus shifts towards customers who are aware of a solution. (solution aware)

When it comes to the Conversion stage, your target audience is composed of customers who are already know your product but undecided if your solution is the right for them, or they only need just a nudge to make a purchase/have purchased already. (product aware and most aware)

Audience awareness categorized based on interaction with your brand

You may find it helpful to think of the stages of awareness in relation to the concepts of cold, warm, and hot audiences — terms that many of us are familiar with.

Cold Audiences: The Unaware Stages

Your cold audiences are those people who are just embarking on their buyer's journey. These would include individuals in the Unaware Stage, the Problem-Aware Stage, and the Solution-Aware Stage.

Warm Audiences

Your warm audiences are those who have already encountered your brand in some way, likely been on your website or seen one of your ads etc. This group correlates to those in the Product-Aware and Most-Aware Stages of audience awareness.

Hot Audiences

This group denotes individuals who have already made a purchase from you. In terms of the awareness stages, it's difficult to directly equate hot audiences with any specific stage. However, one could argue that these are similar to the Most Aware stage, but it isn't a perfect match.

There are different perspectives on this topic as some might consider previous purchasers under the Most Aware stage, while others may not. To put it simply, these interpretations illustrate how fluid and interconnected these classifications can be, making the boundaries a bit blurry at times.