The journey begins with awareness.
From your perspective it is vital for people to learn and discover more about how you can help. From your audiences' perspective it is all just a big learning experience.
Your audience is always considering and becoming aware of what interests them.
Before making a decision people first need to become aware of a product or service that might be able to help. This "awareness" is commonly known as the first step in a buyer's journey which typically consists of awareness, consideration and decisions phases.
During the awareness phase, informative content is often used to help people discover information that aligns with their interests and values. People learn from content that helps to solve their problems. Useful content that you can post to help your audience in the awareness stage include the following:
- Informative blog posts.
- YouTube how to videos.
- Helpful tips.
Next is the consideration phase where you are starting to nurture your audience towards a decision. This is a good time to start helping with the important intangibles like trust, commitment and thought leadership. Share content that will potentially be on your customers' gap analysis. Content that you can post to meet the needs of your audience who are in the consideration phase include:
- In-person webinars and workshops.
- Customer testimonials.
- Case studies.
Finally, during the decision phase people use content that helps with making a choice about a proposed solution. Content should demonstrate how you can add value. Depending on what you offer this content may be presented in-person. Content that can help people with making decisions include:
- Personalised proposals.
- Free product trials.
🤨 TIP, the journey is not necessarily linear - meaning that your audience might be moving from awareness to consideration phases, and then back again many times before entering into the decision phase.
🤨 TIP, focus on awareness content - because more content is required to help your audience "become aware" of how you can help.
As a next step, signup to see examples, engage with the influencerTips community and to add to your personalised digital marketing planner information about the content you plan to share in the consideration and decision phases.