But let's take it one step at a time and talk, in this post, about the first stage of the Buyer's Journey .
Awareness
This is when a potential customer identifies a need. In fact, if they are not aware that there is a problem, they will not start on the path to a future purchase, that is obvious.
The next step is to search for solutions, and here the buyer's journey free australian email leads begins with a dual mentality : on the one hand, they will investigate the situation in the market and, on the other, they will subconsciously place emphasis on those brands or companies that they already knew about. At the end of this stage, the user will have managed to identify a few companies that are candidates to solve their need.
What should be our action as a company at this point? First, we must be aware that we are not going to sell or do branding here . At this point, we identify the real needs or pain points so that the potential client thinks: “I don’t know you, but why should I listen to you?”
We must accompany him throughout his maturation process and not offer him commercial incentives in a hasty manner because we run the risk of a negative response.
What content do we create in the awareness phase ?
This phase is the moment when our buyer personas realize on their own that they have a need or a problem. How? Well, out of necessity, when something breaks down and they have to replace it, for example; but also:
- Offering the stimuli to bring a latent need to the surface.
- It may also be the case that a potential client has a need but is not aware of a solution on the market.
The content creation that we must carry out at this first stage of the process can take different formats . For example:
- Press releases: they should not be explicitly commercial. In other words, you have to be clever in writing and create suitable content that can be published in the media.
- Viral content : that is, content that users share on social networks and reaches a large number of people. Here, ingenuity is also important.