Not all prospects are created equal. They vary in awareness ranging from “completely unaware of their own problems and how you can help them” to “ready to make a purchase right now.” And the way you communicate with your prospects depends on their level of awareness. Some communication channels and marketing strategies are better than others for reaching prospects at their level of awareness.

In this article, we’ll explore the best marketing strategies for each level of awareness. Just keep in mind that this isn’t a comprehensive list and there will be overlap in how these strategies can be used to reach your prospects. The goal is to use these strategies to create a seamless experience for your prospects, all the way from unaware to loyal repeat customers.

Unaware Prospects

Unaware prospects are individuals who have no idea that they even have a problem or that a better life exists. Reaching this audience requires capturing their attention, generating curiosity, and educating them on their problem and potential solutions. The best marketing strategies for unaware prospects are:

• Social media advertising: Utilize platforms like Facebook, Instagram, and Twitter to create visually compelling ads that pique curiosity and introduce your brand and its benefits.
  
• Influencer marketing: Collaborate with influencers in your niche who have a strong following and can help create awareness and generate interest among their audience.
  
• Content marketing: Create informative and engaging content that addresses common pain points and educates the audience on the problems they might not even know they have.

Problem-Aware Prospects

Problem-aware prospects know that they have a problem, but they aren’t yet aware of your solution. To reach them, you need to use channels that provide educational content that helps them identify and solve their problem. The best marketing strategies for problem-aware prospects are:

• Content marketing: By creating educational content such as blog posts, videos, and ebooks, you can position yourself as an authority in your industry and provide value to prospects who are searching for solutions to their problem.
  
• Email marketing: Email marketing allows you to nurture leads by sending them educational content and personalized messages that help them move closer to a purchase decision.

Solution-Aware Prospects

Solution-aware prospects know that they have a problem, and they are aware of the solution that you provide. To reach them, you need to use channels that provide persuasive content that highlights the benefits of your solution. The best marketing strategies for solution-aware prospects are:

• Video marketing: Videos are a great way to showcase the benefits of your solution in a visually engaging way. You can create product demos, customer testimonials, and other videos that help prospects understand why your solution is the best choice.
  
• Retargeting advertising: Retargeting advertising allows you to show ads to prospects who have already visited your website. By reminding them of your solution and the benefits it provides, you can encourage them to make a purchase.

Product-Aware Prospects

Product-aware prospects are familiar with your product and are considering a purchase. To reach them, you need to use channels that provide personalized content and offers that encourage them to take action. The best marketing strategies for product-aware prospects are:

• Personalized email marketing: Using data such as browsing history and purchase behavior gives you the opportunity to send personalized messages and offers that are tailored to the prospect’s needs and interests.
  
• Conversion rate optimization: The goal here is to make it as easy as possible for product-aware prospects to make a purchase. Consider optimizing your website and other communication channels with things like clear calls-to-action, product reviews, and user-friendly checkout processes.

Most Aware

The most aware customers are those who have already made a purchase or have a deep understanding of your product and brand. To reach them, you need to use channels that provide personalized and direct communication.

• Retargeting ads: Use retargeting ads to stay top-of-mind with your most aware prospects. Display ads on websites and platforms they visit to remind them of your brand and encourage them to take the next step in the customer journey.
  
• SMS marketing: You can use SMS to deliver exclusive offers, updates on new products or services, and personalized recommendations based on previous purchases. This direct and immediate communication can help you maintain a strong connection with your most aware customers and encourage repeat purchases and brand loyalty.
  
• Personalized outreach: Take a personalized approach by reaching out to your most aware prospects individually. This can include personalized emails, direct messages on social media, or even phone calls. Tailor your communication to their specific interests, pain points, and special events to show how your brand can address their unique needs.

By using these marketing strategies for each level of awareness, you can create a seamless customer journey that leads prospects from complete unawareness to purchasing your solution. So, when it comes to the best marketing strategies, it’s not about using one-size-fits-all tactics, but rather about tailoring your approach to the specific needs of your target audience.