Shifting Focus Beyond the Awareness Stage to Spark More Action from Your Customers
Many businesses focus on the awareness stage when planning how to attract new customers. After all, the awareness stage is where you first introduce your brand to relevant prospects. Getting in front of the right audience and expanding your brand reach is critical for long-term growth, but it’s not all that matters. The truth is that to generate more customers, you need to go beyond the awareness stage. The key to getting long-term customers who are loyal to your brand is to leverage marketing momentum.
Read on to learn more about marketing momentum and how to use it to drive your business.
Review of the Awareness Stage
It first helps to review the awareness stage. At the Top of the Funnel, this stage is all about targeted brand exposure. It’s about getting in front of potential customers and introducing yourself.
During the awareness stage, you’re attracting “strangers” or people who don’t yet know you. They may not even know the problem that they’re having. Social media and website blogs are powerful tools for the awareness stage
What is Marketing Momentum?
While many entrepreneurs and small businesses know a lot about the awareness stage and its importance, it’s the later stages that can get lost.
What do you do after you’ve exposed a prospect to your brand? How can you move them from stranger to customer, and beyond?
That’s where marketing momentum comes into play.
It involves reaching customers at every touchpoint of the sales funnel to foster long-lasting business relationships.
Instead of only focusing on the top of the funnel and the awareness stage, marketing momentum focuses on driving a cohesive customer experience throughout the entire journey,
Driving Action from Prospects Beyond the Awareness Stage
There are many ways to drive marketing momentum beyond the awareness stage to turn prospects to customers and customers into high-value, loyal brand ambassadors.
Several tools, like social media, email marketing, and your website blog are useful throughout the entire marketing process. The key is to create relevant content for different parts of the user journey.
For example, consider a fitness coach/personal trainer. Here’s how they could use their blog throughout the marketing journey to create momentum:
- Awareness stage – 5 Exercises That Are Holding Back Your Fitness Transformation
- Consideration Stage – What to Look for in a Personal Trainer
- Decision Stage – Group Fitness Class vs Personal Trainer: Which is Best for You?
- Advocate Stage – How [Client Name] Reached Her Fitness Goals in 6 Months (case study/ client feature)
Focus on Marketing Momentum Today
While the awareness stage is a critical part of marketing, it’s not the only stage to focus on. We always remind and help our Engage 2 Engage clients to implement marketing momentum to connect and engage customers in all stages of your funnel. It’s the best way to drive sales and increase customer retention to grow your business. Use marketing momentum today to drive action from your prospects and customers.
Valeh Nazemoff is an accomplished speaker, bestselling author, coach, and the founder of Engage 2 Engage, a digital marketing services company. She is passionate about improving people’s lives through strategic planning, collaborative teamwork, automation, and delegation. She removes the frustration, overwhelm, burnout, and stress that entrepreneurs and small businesses face in figuring out the various marketing elements so the focus remains on growing and scaling. Her books, Energize Your Marketing Momentum (2023), Supercharge Workforce Communication (2019), The Dance of the Business Mind (2017), and The Four Intelligences of the Business Mind (2014) aim to help businesses create order from chaos. She has also been featured in many publications such as Inc., Entrepreneur, SUCCESS, Fast Company, Huffington Post, and more.
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By Valeh Nazemoff