Most marketing fails because it’s not hitting the right audience at the right stage of awareness. There’s a five-step journey every prospect takes, from not having a clue they need your product to becoming a loyal customer. If you don’t know where your potential buyers are on that journey, it’s like trying to win a Grand Prix without a steering wheel — wildly unpredictable and doomed to crash. The trick isn’t about shouting louder; it’s about speaking the right language to the right people at the right time. Let’s dive into this five-stage madness and figure out how to get your marketing on the right track.
1. Unaware: The Ignorance Stage
This is where your potential customers don’t even know they have a problem. These are the folks who don’t realize that their email campaigns are abysmally underperforming because they’re using a carrier pigeon approach in a supersonic jet world. They’re unaware, and honestly, this is the hardest nut to crack in B2B. The reality? Most businesses steer clear of this because there’s no keyword strategy that’s going to bring these people to your door. No one’s Googling for a solution to a problem they don’t know exists.
But you might think, “Should we bother with the unaware crowd?” Perhaps, but it’s a long, arduous task. It’s like trying to…
