Marketing, whether to businesses or directly to consumers, is an art that can feel rapidly paced. New content is being delivered to inboxes and feeds multiple times a day, new tips and tricks are going viral on Twitter, and there are more courses available than any one person could ever complete. As tempting as it can be to keep up with the newness, a strong marketing strategy is always built upon a solid foundation. Eugene Schwartz is an advertising pioneer, and his book “Breakthrough Advertising” is a timeless classic for any enthusiast’s library. Within the book, he delves deep into the 5 stages of customer awareness, and how to appeal to each of them.
This is the cornerstone of any strong advertising strategy and is key to getting into your customer’s shoes and being able to relate to them. Let’s look at how we can apply them to your Facebook Ads Management Strategy.
The Awareness Flow
As an example, let’s say you just bought a house – congratulations!
- It’s the first week after moving in and you are blissfully adjusting to your new routine in your new space.
- After a few days, you notice some water pooling on the floor after you run the dishwasher.
- You poke around, read some DIY blogs, and find that one hose has worn out with age.
- When searching for the correct hose, you find there are a dozen options at different price points with different features like flexibility or heat resistance.
- After spending time familiarizing yourself with the products that get the most rave reviews, you choose the one you think best suits your needs and experience level with a DIY repair.
A hardware retailer has an “in” at every stage in this process, but their technique will need to be tailored to their potential customer’s mindset at each step. This applies to any industry and any customer base!
The group of people you can classify as “unaware” will be the largest percentage of people that you come across online. These people are most likely to only give you a passing glance. When it comes to what your business provides, they have no idea why you’re even on their radar.
For our hardware store example above, that could be a Facebook Ad showing beginner-friendly DIYs, or a free checklist via PDF download for new homebuyers. This customer base isn’t yet interested in long-form content on your related topics, so keep it bite-sized and engaging for now. Your ad will focus less on your product and more on developing trust and overall brand awareness.
2. Problem Aware
The problem-aware group is comprised of those starting to show more promise in your sales funnel. These people have realized they have an issue that needs fixing, but they do not know how to go about finding a solution. What’s your job? Relating to them and showing them a solution that suits their needs and budget.
This is not the place for a pushy sales pitch, as they aren’t ready. Instead, anticipate and tackle the questions that need solving. I really love AnswerThePublic for this step. Spend time in forums for your niche to see what your customers are needing. Chances are, they are laying it all out for you already! This is a stage where customers will begin noting ads and remembering them, and Facebook has metrics of measuring that likelihood.
3. Solution Aware
Now we’re talking! Your lead has officially gotten “warmer,” and doors are opening for you. Customers at this stage are shopping for ways to fix their issues. They don’t have a concrete plan, a fleshed-out budget for their spending, and they know little about you — but they’re open to it. This is a great window of opportunity!
This is the perfect spot to highlight content that focuses on the success of your existing or previous customers. Success stories, client testimonies, and case studies are all going to be your friends here. Video testimonials show excellent results on the platform!
4. Product Aware
These customers know the fix is at their fingertips, and you’re a contender in the gauntlet for their wallet. This customer is ready to solve their problem – why do they pick you as the resource for that? These customers are invested, so longer-form content can do wonders here. How-to videos? Product demonstrations? Reviews from previous buyers? What sets you apart from the rest? Highlight how you are better suited for your customers than any of the competitors.
At this point, it’s great to start providing value to your potential customer already. When they feel you’ve added tangible value to their lives, they’re more likely to invest in you. On Facebook, this will come down to nailing your retargeting campaign. Expansion time!
5. Most Aware
You’ve got the finish line in sight and are inches from the close. Primed and ready! Your only concern is removing any hesitation that is keeping your customer from moving forward. What is an offer they can’t refuse? Exclusivity.
Move your customer from hesitation to excitement. This can easily be a discount or free gift at check out (Amazon is the king of this because of their free 2-day shipping for members). This step finds success when it is less focused on content and more focused on relationship and anticipation building. Facebook launched their Ad Library which will allow you to find inspiration from other current ads. Free shipping and in-cart discounts frequently have high conversions.