Mastering the 5 Levels of Market Awareness: A Guide to Crafting Precise Marketing Messages

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When constructing the messaging behind your marketing campaigns, you have to know who it is you’re speaking to and where they’re at.

Sounds obvious, right?

The reality is that it's so easy to get so sucked into crafting clever messaging that you forget what your ideal customer needs to hear.

This is why I always like to go back to what I call the ‘5 levels of market awareness’ that people have in relation to your business.

If you want to know how to keep your marketing messaging precise and effective, read on...

Level 5: Unaware of the problem and solution

This describes someone who cannot express any need for what you have to offer, because they don't know they have a problem, let alone what the solution might be.

It's best to leave this portion of the market alone. Especially when we’re looking for potential customers. They’re just nowhere near ready to respond to your messaging.

Level 4: Aware of the problem but not the solution

This is someone who’s become aware of their problem but are unsure about what the next steps are.

This is a marketable audience. It’s this kind of person who makes up the coldest part of your cold audience.

This means they can be targeted with messaging that speaks to their newfound difficulty in order (a) to build resonance, (b) educate them further and (c) begin to seed their solution.

Level 3: Aware of the problem, the solution but not you

This person is someone who’s lived with the knowledge of their problem long enough to have an idea of what a solution might look like.

The difference is that they haven’t discovered you as a viable problem-solver.

Since this group has spent more time with their pain, the messaging should incorporate empathy and expertise as well as the resonance and education from the earlier level.

It’s all about building a good first impression with these guys! Think about how you can demonstrate your expertise in a way that’s fresh and unique to you.

Level 2: Aware of you, but not sold on you

These people have been through levels 5 to 3 and are now aware of you. However, they’re still on the fence as to whether they want to solve their problem with your help.

These guys make up the coldest part of your warm audience. This is where we can introduce "remarketing".

There are reasons why a person on this level hasn’t taken the plunge with your product or service even though they've seen you before.

So, the messaging at this point needs to address these reasons and help them over the line!

Level 1: "Just give me the deal"

They’ve identified the problem, they’ve researched the solution, they’ve discovered you, you’ve sold them on your offer and now they’re at the point of purchase.

All you need to do is provide them with a way to follow through with their buying decision!

So, what’s your focus with your messaging right now?

Building resonance and educating? Adding empathy and expertise? Remarketing?

Whichever one, use the 5 levels of market awareness to figure out who you’re talking to and how to interact with them!

THIS WEEK'S MARKETING BLAZERS :

1. Dominance of Short-form Video Content: Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to capture the audience's attention, with 56% of U.S. consumers reporting purchases based on ads seen on these platforms. The preference for short, engaging content aligns with the fast-paced nature of online consumption, making it a priority for marketers to leverage this format for broader reach and engagement​​.

2. Brand Values in Content Creation: There's a growing emphasis on aligning content with brand values, with 82% of shoppers desiring brands that reflect their own beliefs. This trend underscores the importance of authenticity and the need for brands to communicate their stances clearly and effectively to maintain customer loyalty​​.

3. Continued Relevance of Native Advertising: With a third of marketers planning to increase their investment in native advertising, the strategy remains a critical element of digital marketing. Its ability to blend seamlessly into the user's browsing experience enhances its effectiveness, making it an attractive option for brands seeking to promote their message without the intrusive feel of traditional ads​​.

4. The Crucial Role of Influencer Marketing: Influencer marketing remains a cornerstone strategy, with 84% of marketers planning to increase their investment in this area. The collaboration with influencers and micro-influencers allows brands to tap into established audiences, enhancing brand awareness and credibility​​.

5. Leveraging AI and Automation: AI's role in marketing continues to expand, from content creation to customer engagement strategies. The technology offers unprecedented efficiencies in personalization, data analysis, and creative processes, with 88% of marketers planning to maintain or increase their investment in AI tools​​.

6. Privacy Marketing Trends: As consumers become more aware of their digital footprint, privacy marketing has gained prominence. Brands are now tasked with balancing effective marketing strategies while respecting consumer privacy, a challenge that calls for innovative approaches to data use and customer interaction​​.

7. Emergence of VR and AR: Despite a dip in usage, VR and AR technologies are poised for a comeback, offering immersive experiences that can significantly enhance brand engagement and storytelling​​.

Cheers to soaring marketing heights! 🚀🚀

Keep crushing it,

Mike