The 5 Levels of Awareness

Your website is the top of the funnel. You need to be generating visitors and leads into your funnel if you want to create successful marketing campaigns. You've created a landing page for your shopping center … but it's not doing that great. It's not converting as well as you would hope it would. This could be because of the level of awareness your customer has about purchasing a home. Let's examine the five levels of buying awareness, and when they occur.

Completely Unaware - No awareness of the problem, or the need for a solution.

• Typically, these people aren’t the type of people you want to market to because they need a lot of explaining.

Problem Aware - Awareness only of the problem.

• There are people who are problem aware, but they aren’t aware of what the solution to their problem may be. For instance, if they know they have back problems, however, they never thought about a solution to try to solve it.
• Typically in the funnel, we are building for prospects who are at least problem aware. The lower you are on the awareness level, the longer your funnel will be.

Solution Aware - Awareness of the problem and the various solutions available.

• These people are aware of their problem, and the various solutions available. For example, with our back example. A possible solution could be a chiropractic as a solution to their pain problem. The important part here is to differentiate and get people to the solution awareness stage.
• Get your prospect to start thinking about what your particular chiropractic differentiate from others and what does it look like? Get them to know your product. What would it be like? A weekly massage? An online coaching / training helping people get rid of their back problems?

Product Aware - Awareness of the problem and the type of solution they want.

• You now go to a stage where people are product aware and know what solutions are available that I can buy to help me solve my problem.

Most Aware - Awareness of what you offer and how it meets their needs.

• Then there's prospects who are pretty much aware of everything. If you have prospects on this level, they are pretty much basing everything on prize. This is also the level that the traditional consumer market is at. They understand everything about their standard shampoos or standard toothpaste. They know the price points and so on.