Popularised in the ‘60s by Eugene Schwarz, the five stages of awareness make up a marketing framework that acknowledges having a great product or service to rave about just isn’t enough. You have to consider what the customer already knows before deciding how to communicate with them best, otherwise your messages could fall on deaf ears.
Let’s take a closer look at Schwarz’s five stages and how you can tailor visual marketing messages around your prospects to full effect.
These people don’t even realise that they have a problem nor that something better than their current situation exists. You’ll likely make first contact on social media or with paid ads, where your goal should be to educate them on the problem they’ve yet to accept.
Create easily consumable content like mini videos that lay out questions leading into the problem. For instance, “Did you know that poor quality office chairs are a main cause of long-term back pain?” would work well for a business that sells office furniture. This approach will build awareness in members of your target audience who are currently a bit clueless.
This lovely lot know they have a problem but they don’t fully understand it or how it can be solved. They’ll have questions, so search engines are a likely first stop, as are more information-heavy social media platforms like Facebook, YouTube and LinkedIn.
Try to create valuable, informative content that’s discoverable in these places which identifies customer problems and fully explains them. This visual content provides some answers and helps the viewer to move towards the next step – the solution.
These guys know there are solutions out there. They know which products are on offer and they’re shopping around, but they’re not necessarily sure that your company exists, or at least what it offers.
This is where your visual content needs to focus on brand awareness and highlighting how you can solve the customer’s exact challenges. Try video case studies and success stories that show your products or services and how effective they’ve been for existing customers. This stage is all about letting people know that you’re out there and that you have the right solution available.
This bunch know your offering but they’re also aware of your competitors too. They just need convincing to pick you, so show them why your solution shines compared to everybody else’s, focusing more on the specifics of your offering and your USPs.
Try product comparison photography and videos to give a clear image of how you measure up to the competition, and how-to guides or demo videos to show off all the benefits and features. This stage is where things start to heat up, so start bringing in pricing and a sense of urgency. It’s all about having them pick you over anyone else.
These people have probably chosen you already and they’re very close to a purchase. A cheeky promotion will likely be enough to encourage that final purchase, whether it’s a percentage discount, free shipping, a bundle deal, freebies, you name it.
Plaster these promos in strategic areas of your website and get word out there with paid social ads, plus retargeting ads will work especially well as they’ll be placed in front of people who have already visited your website in the past. Perhaps answer some last-minute anxieties with product videos or FAQs too. By removing any remnants of uncertainty, you’ll have these people converting in no time.
Raise awareness through visual content
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