How to Create Content for Every Level of Customer Awareness
Nearly 75% of your customers will only engage if your messaging is personalized.
The pain point for you? 🤕 There are 5 stages of consumer awareness…
…which means 5 distinct, yet personalized, assets for every marketing campaign.
If that sounds overwhelming, then you’re not using your video marketing team to their potential.
Your customers are 4-times more likely to respond to videos than articles.
Better still, with one video, your wider marketing team is equipped to find and engage with prospects at their level.
This maximizes the effectiveness of your inbound marketing…
…while minimizing the effort required to reach a greater number of prospective customers.
So how is it done?
In this article, we’ll reveal:
What is the Best Content for Each Level of Customer Awareness?
Video is the best content for each consumer awareness level. It’s more likely to motivate engagement, and it’s the simplest way to increase output without increasing your workload.
How? With one long-form video, you can produce several creative assets for audiences at different levels of awareness (LOAs). And since you already have a video marketing process in place (right?), implementing this strategy should require a minimal adjustment period.
The key is to edit each short-form video into highly targeted messaging. But don’t be intimated, because this has a simple solution, too: over 60% of consumers demand marketing content that addresses their pain points.
How to Use ONE Video for Different Customer Awareness Stages
To use one video for engaging audiences at different awareness levels, start by identifying a topic. Choose a subject that is:
Since you already have an active video marketing process (right?), this is likely already a step in your pre-production phase. The difference here is that you must also identify subtopics that address the unique pain points of each consumer awareness level.
That way, you can discuss the topic one time, yet capture enough information to communicate with diverse audiences. However, you must ensure that your video copy is well-researched, entertaining, and valuable, and that your production process is well-organized.
LOA Video Marketing: The Production Process
At Optimum7, our video marketing production process is very straightforward. Firstly, we outline the topic that we’ll be discussing during the video shoot.
We determine the points that must be addressed, and cover them thoroughly. This ensures that we can create as much content as possible from a single shoot.
During the shoot, we notate which lines and scenes are ideal for different segments of the sales funnel. Then, after the video shoot, we have about 15 to 20 minutes of footage to work through.
How to Choose the Best Copy for Each Customer Awareness Stage
You’re more familiar with your sales funnel customer experience than we are, but in general, identify points in your video that address:
1. Your Unaware Audience: How do most prospects become aware of this particular problem?
2. Your Problem-Aware Audience: How do consumers become aware of the potential solutions to this problem?
3. Your Solution-Aware Audience: How do prospective customers become aware of your brand and the solution that you offer for this problem?
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4. Your Product-Aware Audience: How do converted shoppers decide that you offer the best solution to this particular problem?
5. Your Most Aware Audience: Why do consumers return to your brand for a solution to this specific problem?
Fans of film and fiction may notice that these questions seem to mimic the five-act structure, making them ideal during outlining. Think of your customers as the protagonists, discovering their journey, becoming more knowledgeable, and forming lifelong relationships.
LOA Video Marketing: Post-Production and Marketing Coordination
When editing, follow the outline or script to develop different assets for specific stages of the awareness funnel. Refer to the questions above to identify the “logline” (or central thesis) for each creative asset.
Once these short-form videos are ready, your entire marketing team has the content to execute strategies targeting different stages of the awareness funnel. Your copywriters can edit the transcript into several, distinct forms of text-based content, from social media posts to long-form, informative blogs.
Your SEO specialists have a long-form video to use on your blog. And the different video creatives that you have can be shared across social media channels, like LinkedIn, Twitter, and YouTube.
Publishing Content Targeting Your Unaware Prospects
Buyer mentality is unique among different types of audiences. For example, your Most Aware consumers need you to explain your solution, not their problems — they already know about those.
But how do you make people care about problems they've never heard of? How do you get somebody to engage on issues they don't even recognize?
For effective LOA marketing, you must plant an idea in the mind of your Unaware audience. Since they aren’t even mindful of their problems, focus on the benefits of your product or service.
When you shop for a bed, are you buying a mattress or investing in a good night's sleep?
Don’t focus on product specifications when targeting Unaware audiences. If you’re selling mattresses, for example, which do you think would be more enticing for the Unaware?
a. “Your partner’s movements won’t disturb you!”
b. “Our proprietary technology is softer, yet more firm, than the leading competition.”
The first option may help them to realize that they have a problem; their partner’s movements have started to awaken them recently. Perhaps the prospect falls right back to sleep, so they didn’t notice it before, but now that you mention it…
The second option may prompt the thought, ‘good for you, bad for the competition, absolutely irrelevant to me.’ Why do they care what technology you use in your mattress? Their mattress works just fine!
Publishing Content Targeting Your Product Aware & Most Aware Prospects
You have fewer roadblocks to clear when marketing to audiences in these customer awareness stages. However, it’s still vital that you personalize your messaging to their expectations.
Fortunately, that’s not difficult to execute. The 3 most important qualities for content aimed at your Product Aware and Most Aware audiences include:
Your Unaware audiences need messaging that is 100% benefits and 0% specifications (approximately). Alternatively, your Product Aware and Most Aware customers don’t need you to repeat the benefits; provide details about your solution and they can determine the benefits for themselves.
Reach a Wider Audience with Video Marketing from Optimum7
Nearly 65% of global consumers decide to purchase after experiencing a brand’s social videos.
However, your videos must address the unique pain points for audiences at different stages of customer awareness.
To maximize the effectiveness of your campaigns, speak to our video marketing experts today.
Learn more about the 5 levels of customer awareness and how to target each one of them on the Optimum7 Blog.
And subscribe to The Optimum7 Letter for more insider insights into the dynamic world of e-commerce development and marketing.