Moving from unawareness to discovering the ideal solution requires a clear roadmap. A well-defined buying funnel is helpful to customers for navigating this journey. Where at each turn, stage specific messaging is leading them on the correct path to make the right choice.
To learn about 5 stages of customer journey, check out this , “Are you losing customers by selling too soon?” edition.
Today’s edition covers Mindsets, Goals, Channels and KPI needed at each stage of buying funnel which is divided into 3 stages i.e. Awareness stage, Consideration Stage and Decision stage.
1. Awareness Stage= Unaware + Problem aware
This stage comprises two groups of prospects.
a. Completely unaware of the problem
Mindset: “I don’t know if I have a problem. Or I don’t think there is a problem.”
b. Aware of the problem but unaware of the solution
Mindset: “I have a problem. I don’t fully understand it. I’m not aware of a solution.”
c. Goals
Introduce your brand to customers. Educate them about the problem. Explore possible solutions. Build trust and authority.
d. Channels
Social media, youtube videos and ads, podcasts, blogs, SEO, guest blogging.
e. KPIs
Reach, Impressions, CPM [cost per 1000 impressions], Brand Recall, Search Engine Rankings For Keywords, Traffic by Channel, Retargeting List Growth
Take away: Avoid direct selling. Just expose your brand at this stage to those who are still very early in the buying stage and prime them about your solution.
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2. Consideration Stage= Solution aware + Product aware
This group comprises two groups of prospects.
a. Unaware of your solution or product
Mindset: “I know what my desired end result is. I am searching for solutions to it. I am not aware of your product or solution.”
b. Aware of your solution or product but yet indecisive
Mindset: “I have found several products or solutions that meet my needs. Your product is one of these.”
c. Goals
Educate your prospects and progress them to buy. Highlight your brand’s features, benefits, superiority over competition.
d. Channels
Social Media, both organic and paid. Video and YouTube Ads. Content Marketing and Blogging. Paid Search & Influencer Marketing.
e. KPIs
Engagement, Engagement Rate, Cost per engagement, Search engine visibility of targeted keywords. Traffic, Retargeting, List growth, leads or subscribers. Lead conversion rate. Cost per lead. Potential sales $ from leads
Take away: Build trust in your brand. Address questions, misnomers. Get them to opt-in for a nurture sequence.
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3. Decision stage= Solution aware + Product aware
At this stage we need to convince them to choose our products or solutions over competitors. Here the mindset of our prospects are the same as mentioned in the consideration stage.
a. Mindset: Prospects are aware of what they need and are also very well aware of our solutions or products
a. Goals
Reinforce benefits. Build trust. Direct them towards purchase by offering discounts.
b. Channels
Social Media, both organic and paid. Video and YouTube Ads. Content Marketing and Blogging. Paid Search & Influencer Marketing.
d. KPIs
Engagement, Engagement Rate, Cost per engagement, Search engine visibility of targeted keywords. Traffic, Retargeting, List growth, leads or subscribers. Lead conversion rate. Cost per lead. Potential sales $ from leads.
Why understand all three stages of the customer journey?
Because knowing your customers' mindset helps how, what, and when to communicate effectively.
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Thanks
Keyuri