Customer journeys with contact points vary from company to company and from industry to industry. However, regardless of the sector, service providers need to become aware of the potential customer before the customer can become interested in the service or consider buying from that operator. In the awareness phase, the customer may not yet recognize the problem, but the need is just being created. At this point, the potential customer searches for services or finds it trough marketing efforts. Based on our customer surveys, we have compiled the successes achieved by different organizations in the awareness phase, which have been positively remembered by clients, and the ways in which clients have found the companies.
1. Digital visibility
2. Location and physical visibility
3. Sales activity
4. High-quality marketing content
5. Comprehensive websites and easy ways to book a meeting or ask for an offer
6. Familiarity with the company or its employees
As expected, strong digital visibility has become an important factor in raising awareness. This includes both awareness in social media and search engines. It is clear that ranking high in Google search results, for example, will help you gain awareness among potential customers and the general public. In addition, interviewed clients often mention that they have first heard of organizations through social media, such as Facebook advertising.
Location and physical visibility
In addition to digital visibility, local visibility also matters. The location of a business is often a significant factor in the awareness phase. Some customers appreciate the opportunity to visit a business live. Some want to support local businesses. Physical visibility, such as roadside or light advertising, is also a way to reach potential customers. For example, a company may have memorized a potential customer because their commute passes through the company premises. In this case, the company may appear familiar and more approachable than its competitors.
The role of the salesperson in the customer path may already begin with awakening awareness. Some customers hear from service providers for the first time through a cold call. The seller can make the customer aware of the need for the service by presenting ways that could help the customer.
High-quality marketing content
Customers pay attention to the quality of your marketing content. Quality content builds the reputation of organizations and builds brand credibility. A good reputation builds trust, and reputation is often mentioned in our customer surveys as a reason to work with a particular organization. In the awareness phase, potential customers narrow down the options on the smallest of grounds, and poor or uneven quality of marketing content may be the reason for not wanting to cooperate. Conversely, successful and quality content can be the biggest reason for becoming a customer.
Comprehensive websites and easy ways to to book a meeting or ask for an offer
The patience of a potential customers is often not very long. For example, if the contact information is not easily found on the company’s website, the threshold to go to a competitor’s website is quite low. Therefore, it is worth paying attention to the clarity of the communication methods. Websites should also present products or services in a sufficiently comprehensive manner so that the potential customer can evaluate whether the services adequately meet their needs.
Familiarity with the company or its employees
It is typical to end up working with your former workplace, for example. Likewise, for example, cooperation with friends’ companies or workplaces is often found. These are some of the ways in which information on organizations’ activities passes through networks. While writing this blog post, a person on our research team spoke on the phone with a customer who had moved into the company because the person they knew had moved to work for that company.
People talk about their work and partners to their relatives. Very often, people we interview say they’ve heard about a partner organization from a friend they know, whether it’s a neighbor, friend, or other partner. For example, the customer may have seen the car of a repair company in the yard of their neighbor and then learned about the neighbor’s experience of that company. (Check out our guide for using testimonials in marketing.)