The ways this fits into the awareness stages
we mentioned earlier, is that you need to speak to them differently depending on their awareness stage. This can be split into 3 main sections:
This is where you provide information or educational content related to your product or service without actually pitching your product or service. For example, imagine you are in charge of marketing for a car repair shop. Instead of just posting on social media about the services you offer, you can reach customers that are unaware that they even need your services by posting about the importance of rotating your tires, or how the quality of your oil changes can increase the lifespan of your car. In short, by providing valuable information that either educates (or entertains), you can reach people that you never could have, since you’re providing value upfront and people find it useful.
This is where you actually start to mention your product in a smart way and try to find potential customers (people that are aware of the problem you’re solving). You do this by mentioning the USP’s (unique selling points) of the product or service of course, but you first need to gain trust through reciprocity, social proof, authority etc. If we take the car repair shop example, this is where we can start to mention the kinds of services you offer (oil changes, windshield repair etc.) and also use influence strategies to get them to learn more (show testimonials of happy customers, mention the convenience of your service, the expertise of your staff etc.)
The final stage is just about selling. However, you only want to close customers once they go through either educational messages you provide or prospecting content that influences their buying decision (unless they are already ready to buy). This is where you might give them a special price, use scarcity (offers that expire), or some other incentive to get them to close.