The buyer’s journey is an important part of Kuno Creative’s marketing success. Our strategies continue to evolve based on the buyer’s journey for each of our clients. This six-part blog series describes each step of the buyer’s journey and how buyer personas can help facilitate promising strategies and success. This is the second blog in the series.
There are two types of buyers in the awareness phase: those who know they have a problem but don’t yet know what the solution is, and those who don’t yet know they have a problem.
The buyer’s journey cannot begin until the status quo is disrupted and a problem is identified. This break is the first step in the buyer’s journey: awareness. It’s important to clarify that brand awareness is not about product awareness, branding, or familiarity with your business. In this case, awareness refers to the buyer’s recognition of an internal problem within their organization that has become sufficiently noticeable to be articulated.
You will identify buyers at the awareness stage as they recognize and define their problem. They will likely start looking for their problem with a simple Google search. Your goal during the awareness phase is to make sure that your solution describes the problem the same way the buyer thinks about it.
Development of the buyer’s personality for the awareness stage
As you develop buyer personas for this step, here are some questions we recommend asking existing customers:
- Can you describe the problems you encountered before you started using our product / service?
- When did you first notice this as a problem? What made it a problem?
- Was there a time when this wasn’t a problem, and if so, what were you doing differently then?
- What was the situation in your business when the problem was at its worst? Who in your organization has been most affected by this problem?
Content type at awareness stage
The most important quality of your content at this point is resonance. Your buyers need to recognize themselves in the content you create. As they will search for a solution using their own words as guides, pay attention to the language they use to describe their problems and research these keywords. From there, you can turn their common questions into content.
What kind of content should you create for buyers at this point?
- Blog posts
- Explanatory videos
These formats are lightweight and less detailed, which works well for first-time buyers. Make sure you do keyword research on the terms your buyers will be inclined to use and incorporate them into the content you create. This will help ensure that your content will show up when they start looking for more information and solutions, an effective SEO strategy. Keywords in question form are the most valuable at this point, especially those that start with « What are … » as they are just beginning to identify problems.
Motivate buyers to be aware
For buyers who are luckily stuck in the status quo, you’ll need to start motivating them to start researching their issues.
To motivate buyers to enter the buying process, getting them to question their assumptions and making sure that the way they are currently doing things is good enough is essential. One way to do this is to identify and examine the trigger events. To understand the triggering events in your target market, isolate responses from your personal interviews about how buyers became aware of their issues. More precisely, what « triggered » the awareness?
HubSpot defines a trigger event as any occurrence that creates an opening for a marketing or sales opportunity.
Once you know your prospect’s buying triggers, you can use that information to your advantage. The easiest way to do this? Create content around them.
While there are many trigger events you can look for, many of them come from a time of change or transition within a business, such as a merger or acquisition or a change in leadership. To make this opportunity worthwhile, be sure to take action when new legislation comes into force or major industry development occurs. Also, be on the lookout for negative events, such as a business having a bad quarter or legal issues. Often, change must come after a company is forced to admit that its efforts don’t work when punished by compliance issues or massive layoffs.
The information you get from buyer personalization interviews has the ability to have a significant impact on your marketing efforts and drive your strategy. Stay with us throughout this series as we take a look at the rest of the buyer’s journey. The next step in the buyer’s journey is consideration.
Find part 1 of the series here.