Customer awareness is split into 5 different segments:
- Unaware (ice cold traffic)
- Problem Aware (cold traffic)
- Solution Aware (warm traffic)
- Product Aware (hot traffic)
- Most Aware (sizzling hot traffic)
You don’t market to 1 segment like the others.
You want to create different messaging / content for each part of your funnel so your conversions will increase.
(There are tons of people who want to buy but don’t know it yet).
When you create comprehensive messaging for each segment of this journey, you:
- Help more people
- Make more money
- And create a better customer experience.
Here’s how to do it.
1. Unaware
This is the top of your funnel.
At this point in the journey, the prospect is unaware of:
- You
- Your product
- Or even the fact they have a problem.
To increase awareness, you want to craft messaging that:
- Talks about pain points they can relate to
- Shows a better life on the other side
- Hooks them with curiosity
2. Problem Aware
At this point they’ve become a bit more aware.
They know they have a problem, but they don’t know what to do about it.
So what do they do?
They seek out more information.
- How to
- Reviews
- Testimonials
3. Solution Aware
Now they know it’s possible to solve their problem, but they don’t know what options are available.
So what do they do again?
A: They seek out even more information
- Buyers guides
- Case studies
- Newsletters
4. Product Aware
At this point, the customer is 90% sold.
(He’s just looking for the right solution to make it happen).
He’s aware of the offers available, but he might not fully be aware of yours yet.
5. Most Aware
This is the hottest traffic you can get.
At this point in the funnel, the customers are:
- Aware of their problem
- Aware of what to do to solve it
- Aware of what offers exist
- Aware YOUR offer exists
To get them over the finish line, you want your offer to be more compelling than the others.
6. BONUS – Repeat Customers
The easiest sale you will ever make is to someone who already bought from you.
You’ve already done the hard work of:
- Getting leads
- warming them up + building trust/authority
- and converting them to buyers
Now the last thing you want to do is waste all this effort.
This is why you want to focus on LTV (lifetime value of a customer).
You do this by keeping a contact list (email newsletter) so you can stay in touch and sell them more of the same + similar offers.
Conclusion
Now you understand the truth about the 5 market segments.
- Each segment has a different buying temperature
- Because of this, you talk to + target each segment differently
- Targeting 1 segment with messaging meant for another is tone-deaf and turns them off
- Gradually increase awareness with comprehensive messaging
- Keep in touch with buyers by focusing on LTV
Want to learn more about how to sell to each one of these segments?
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