Getting Attention in the Right Stage: Stop Shouting, Start Connecting
You understand the consumer journey. You know where your potential customers are in their search for solutions. Now, how do you actually get their attention? This is where many businesses, especially small businesses, struggle. They often resort to shouting – blasting out generic ads and hoping something sticks. But in today’s saturated market, that approach is rarely effective. It’s time to stop shouting and start connecting.
The Awareness Stage: The Power of “Helpful”
Remember, in the awareness stage, potential customers are just realizing they have a problem. They’re not necessarily looking for your specific solution yet. They’re looking for information, guidance, and understanding. This is your opportunity to position yourself as a trusted resource, not just another business trying to make a sale.
Think about it: if you’re experiencing persistent headaches, you’re not going to immediately search for “best neurologist in town.” You’re going to start by searching for “causes of frequent headaches,” “headache relief tips,” or something similar. This is where you, as a healthcare provider, need to be present.
Examples in Action:
- Doctor: Instead of running an ad that says “Our clinic is the best!” create a blog post titled “5 Common Headache Triggers You Might Be Ignoring” or a video explaining “Different Types of Headaches and When to See a Doctor.” Share informative content on social media about headache prevention and management. Engage in online communities where people are discussing headache-related issues.
- Plumber: Instead of posting pictures of your work van, create a guide on “How to Detect a Hidden Water Leak” or a series of short videos demonstrating simple plumbing maintenance tips homeowners can do themselves. Offer a free checklist for homeowners on “Preventing Winter Plumbing Problems.”
- Restaurant: Instead of just posting your menu, share behind-the-scenes glimpses of your kitchen, highlight local farmers you work with, or create blog posts about the history of certain dishes or even wine pairing suggestions.
- Landscaper: Create a resource on “Choosing the Right Plants for Your Region” or a video series on “Basic Lawn Care Tips for Beginners.” Offer a free downloadable guide on “Creating a Bee-Friendly Garden.”
Key Strategies for Grabbing Attention in the Awareness Stage:
- Content Marketing: Create valuable and informative content that addresses your target audience’s pain points and answers their questions. This could include blog posts, articles, videos, infographics, ebooks, checklists, and more.
- Search Engine Optimization (SEO): Optimize your content for relevant keywords so that potential customers can find you when they’re searching for information related to their problems.
- Social Media Marketing: Share your content on social media platforms where your target audience is active. Engage with your followers, answer their questions, and participate in relevant conversations.
- Community Engagement: Participate in online forums, groups, and communities where your target audience is discussing their challenges. Offer helpful advice and position yourself as a trusted expert.
- Public Relations: Reach out to local media outlets and offer your expertise on relevant topics. This can help you raise awareness of your business and build credibility.
The “Helpful” Mindset
The key to getting attention in the awareness stage is to adopt a “helpful” mindset. Focus on providing value to your potential customers, not just promoting your services. By offering helpful information and demonstrating your expertise, you’ll build trust and establish yourself as a go-to resource. When these potential customers move into the consideration and decision stages, they’ll be much more likely to choose your business because you’ve already proven your value. You’ve earned their attention, not demanded it.