Awareness phase from the customer's perspective
Posted: Tue Apr 22, 2025 3:42 am
During this phase, the customer pays a great deal of attention to the problem and the solutions. You're probably familiar with this yourself. As soon as you notice a small detail and start to engage with a topic, you see it everywhere. For example, you might notice a movie poster as you drive past, the trailer for which you saw in the cinema, which you might not have otherwise paid attention to. The problem that arises doesn't necessarily have to be just the search for a specific product. Especially in B2B, it can also be a monetary problem, for example, why certain areas or departments incur so much money, or why procurement costs are so high. During this phase, the potential customer tries to orient themselves and become aware of the problem so that they can decide which solutions to seek. They first look for neutral honduras phone number data opinions in order to engage with the topic in general terms. The content must be informative and help the user to classify their problem. They are often looking for content with added value, such as checklists or similar. The research is often cross-source and takes place in social media channels as well as in forums or with the help of blog articles.
In B2B, the awareness phase is considered to be longer and requires longer processes and time than in B2C because it often involves many people and departments. Or the problems that arise are often more complex.
Awareness phase from the marketer's perspective
When a potential customer is in the awareness phase of their customer journey, it's up to the marketing manager to make their brand or company visible. This can be achieved, for example, through expert knowledge and high-quality content. In concrete terms, this means that the potential customer is directed to their website with helpful content – such as a blog or social media post – where they can complete a conversion. This could be the purchase of a product from their online shop or a download to generate leads. To achieve this, you need to know your buyer persona precisely so you know which touchpoints to place content at to reach them. This requires a well-thought-out content plan that takes the stages of the customer journey into account and also incorporates the touchpoints.
In B2B, the awareness phase is considered to be longer and requires longer processes and time than in B2C because it often involves many people and departments. Or the problems that arise are often more complex.
Awareness phase from the marketer's perspective
When a potential customer is in the awareness phase of their customer journey, it's up to the marketing manager to make their brand or company visible. This can be achieved, for example, through expert knowledge and high-quality content. In concrete terms, this means that the potential customer is directed to their website with helpful content – such as a blog or social media post – where they can complete a conversion. This could be the purchase of a product from their online shop or a download to generate leads. To achieve this, you need to know your buyer persona precisely so you know which touchpoints to place content at to reach them. This requires a well-thought-out content plan that takes the stages of the customer journey into account and also incorporates the touchpoints.