The awareness stage is the first phase in the customer journey, where people are just becoming aware they have a problem or a desire, but they don’t know about solutions yet. They’re not searching for your product or your competitors. They’re experiencing symptoms or challenges and starting to realize something needs to change. Someone in the awareness stage might be thinking “why am I always tired?” or “my business isn’t growing like it should” but they haven’t yet identified what’s causing it or what to do about it.
Why Most Marketing Misses Here
The biggest mistake businesses make is trying to sell to people in the awareness stage when they’re not ready to buy yet. These people don’t even know what a solution looks like, so hitting them with product features and pricing is completely irrelevant. Awareness stage content needs to educate them about their problem, help them understand what’s causing it, and introduce them to the fact that solutions exist. This is where blog posts, educational videos, and thought leadership content perform best because you’re building trust and positioning yourself as a guide before you ever ask for a sale.
Moving Them To Consideration
Your job in the awareness stage is to create that aha moment where someone realizes their problem is bigger than they thought and that solving it is actually possible. Once they have that realization, they move into the consideration stage where they start evaluating different solutions. The content you create for awareness stage audiences should naturally lead them to see your type of solution as the answer without being pushy about it. If you do this right, by the time they’re ready to buy, you’re already the trusted authority they want to work with.