Understanding the Customer Journey
Before crafting messages for your audience, it’s crucial to understand where customers are in their journey. There are five key stages of the user journey: Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware. Each of these stages requires tailored content to guide the customer from the initial awareness of their needs to the point of conversion.
1. Unaware Stage (Top of Funnel)
At this stage, users are not actively looking for solutions. They may not even know they have a problem yet. In paid channels like Meta, or Pinterest, your objective is to capture attention and create awareness.
- Formats: Inspirational content, humor, celebrity cameos or educational ads are most effective here. On platforms like Meta and Pinterest, engaging creatives that resonate with broader audience interests (such as lifestyle, entertainment, or hobbies) can subtly introduce your product or service.
2. Problem Aware Stage (Middle of Funnel)
At this point, customers have recognized their problem and are beginning to search for solutions. Google Ads play a crucial role here, as users are likely typing problem-related queries into the search engine.
- Formats: Paid ads should focus on showcasing user-generated content (UGC), testimonials, or tutorials. These provide social proof and educational value, positioning your brand as a viable solution. For Meta or Pinterest, short videos or carousel ads that tell a founder’s story or showcase how your product solves a common issue can resonate well.
- Non-Paid Channels: In email campaigns, offer personalized content based on customer behavior, such as helpful articles, how-tos, or case studies. On your website, create dedicated problem/solution landing pages that address specific pain points your audience might have identified.
3. Solution Aware Stage (Research Phase)
Now customers are actively comparing options, looking for the best solution to their problem. This stage is pivotal for conversion-driven strategies on paid media channels such as Google Ads, Meta and Pinterest.
- Formats: Here, messaging should focus on how your product stacks up against the competition. Ads featuring "Us vs. Them" comparisons or detailed callouts of your product’s features and benefits work well. Pinterest is also effective for showcasing visual solutions.
- Non-Paid Channels: In email marketing, send comparison guides or product benefits email sequences that highlight why your offering is superior. On your website, include detailed comparison charts or product feature breakdowns to help users make informed decisions. For SMS, you can send out timely messages with feature highlights or limited-time offers to nudge users closer to conversion.
4. Product Aware Stage (Late Research Phase)
At this stage, customers are familiar with your brand and are likely aware of how you compare to others. They’re evaluating whether or not to choose you.
- Formats: In paid ads, it's time to reinforce trust and reliability. Use ads on Google, Meta, or Pinterest that feature strong testimonials or “3 reasons why” your product is the best. Retargeting ads are particularly useful here, reminding customers of your product when they’ve shown interest but haven’t converted yet.
- Non-Paid Channels: This is where your email or SMS campaigns can shine. Send emails that include case studies or success stories from real customers, highlighting how your product has made an impact. On your website, make sure product pages are optimized for conversion with plenty of social proof, clear product benefits, and easy-to-understand calls to action.
5. Most Aware Stage (Ready to Convert)
Now, the customer is ready to make a decision. They are most familiar with your product, brand, and how you compare to competitors.
- Formats: Paid media campaigns should focus on offers or promotions at this stage. Google search ads targeting high-intent keywords and Meta retargeting ads offering limited-time deals or discounts work well here. On Pinterest, consider promoting “Buy Now” pins or ads that highlight any ongoing promotions.
- Non-Paid Channels: In email and SMS, this is the time for direct calls to action with enticing offers. Whether it’s a discount code, free shipping, or a bonus gift with purchase, your message should be geared toward sealing the deal. Your website should have clear, frictionless paths to purchase, with all relevant details (price, features, and benefits) easily accessible to help the user make the final decision.
Combining Paid and Non-Paid Channels for Maximum Effect
To effectively reach the right customer with the right message at the right time, it’s important to integrate both paid and non-paid strategies. Paid media can quickly drive traffic and generate leads, while non-paid channels like email and SMS allow you to nurture relationships and provide ongoing value.
Here’s how to align both:
- Cross-Channel Retargeting: Use retargeting ads on Google, Meta, and Pinterest to remind users who have interacted with your emails or visited your website to return and complete their purchase.
- Consistency Across Channels: Ensure your messaging is consistent across all touchpoints. The message a customer receives in an email should complement the ads they see on Meta or Pinterest, reinforcing your brand message.
- Segmentation for Personalization: Use data from non-paid channels like email and website visits to segment your audience for more precise paid ad targeting. For example, customers who’ve clicked through multiple emails about a specific product might be the perfect audience for retargeting ads with a special offer on that product.
By combining these strategies and tailoring your messaging to each stage of the customer journey, you can successfully deliver the right message, to the right customer, at exactly the right time.
