Future Marketing is a specialist marketing company, working on projects that include marketing automation, funnel marketing and social media marketing. We love new technology and new ideas and are always looking for the cutting edge in marketing technology.

Call Us 01572 492190

Send an Email on info@future-marketing.co.uk

Visit Us at Future Marketing, The King Centre, Main Road, Barleythorpe, Oakham, Rutland, LE15 7WD

Marketing Stages in the Buyer’s Cycle

Marketing Stages in the Buyer’s Cycle

Most businesses are built on the principle of offering solutions to everyday problems. Keeping this in mind it is really important to know when is the right time to pitch a sale to your audience to avoid customer rejection.
There are three stages of marketing in the buyer’s cycle

  1. Awareness
  2. Sophistication
  3. Intent

Stages of awareness
Stages of awareness are basically the levels of your target audience’s knowledge about their own pains, possible solutions to those problems, your product, and the solution that your product can offer to their problem. Depending on the knowledge of these factors the levels of awareness are divided into 5 stages.
Unaware This is the chunk of audience that doesn’t know that they have a problem. Marketing your product/ service to this audience is usually worthless and unadvised. Offering a solution to someone who doesn’t even know that they have a problem can be a lot of work. However, if you have to work with someone who is unaware, make sure you start by highlighting a “problem” to them that is common to everyone.
For Example;
Claude Hopkins, a celebrated copywriter, was faced with the challenge of selling toothpaste when no one used toothpastes. He highlighted a problem i.e. “dangerous film” & “yellow teeth” and then offered a solution.

Problem Aware This is the set of audience that knows that they are facing a problem but they don’t know that there is a solution to their problem.

Pitching them your product/ services isn’t recommended because they don’t even know that there is a solution to their problem. So before you push them for a sale, make sure you do the following things;
– Mirror their Pain to them for validation
– Tell them about the possible solutions
– Tell them about your product
– Tell them how your product offers the best possible solution to their problem
For Example; A small bakery chef is new in business and despite producing great quality cakes isn’t able to make enough sales. After being unable to make sales for 6 months, the chef has finally decided to advertise his bakery. But he knows nothing about advertising so he is nervous. How to approach him? Consider the following example;
You have been doing everything right from preparing premium quality baked items to holding cake tasting events in your bakery but it just isn’t working! It’s time to advertise.
If you are thinking about advertising, you are probably considering digital advertisement options.
Did you know that digital ads can only get you so far? A strong online presence and brand personality is the key to generating sales. A strong online presence and brand personality is reflective of your business and can raise audience’s interest in your product. When combined with digital advertising, it can be more responsive and generate more sales.
Our Marketing plan combines brand building, digital ads and user engagement to get you maximum sales.
You can sign up for our marketing plan at 1000$ / Month

Solution Aware This is the set of audience who is aware of their problems and also knows that there are possible solutions to their problem. However, they have no knowledge of your product. Let’s apply the above example to a solution aware person.
For Example; a small bakery chef is has been in business for 3 years. He had been advertising his bakery digitally since the launch but had to discontinue digital marketing due to budget limitations six months back. Sales have been declined since the digital services were cut off. How to approach him? Consider the following example;
Want to increase sales? You need an efficient marketing plan
Our Marketing plan combines brand building, digital ads and user engagement to get you maximum sales.
You can sign up for our marketing plan at 1000$ / Month

Product Aware Probably the most potentially convertible chunk of audience is the product aware audience. This is the group of people who know their problem, the solution to their problem and knowledge about your product. Product aware audience stems from good marketing done for creating brand awareness.
Although this chunk of audience has awareness about your product, they are still in the stage of comparing your solution to solutions offered by others. This is the time to highlight your unique selling point before making a sales pitch.
For Example;
XYZ University offers the best campus life in London.
We celebrate the cultural diversity as students from over 30 nationalities are accepted each year as a product of our strong culture exchange program
Most Aware This set of audience has enough knowledge about your product and is also convinced that your product is the best. You don’t even need to make an effort for them, because your marketing team has already taken care of that.
The worst thing that you can do to spoil a lead like this is “Over- Selling”. Please remember that this set of audience is already convinced about buying your product so just cut to the chase and tell them how and where they can buy your services/ product and at what price.

Levels of sophistication

Level of sophistication refers to who your audience is and what is their knowledge about the product/ service that you are offering. This might sound similar to the level of awareness. But it’s not. It primarily refers to the level of expertise and knowledge of your audience.
The level of sophistication helps you choose more a effective set of words. For Example; whether to use “leverage initiatives” (for a B2B executive with an MBA) or “do stuff” for a young entrepreneur who doesn’t care for fancy language.
If your aim is to communicate your message to knowledgeable audience/ experts, you should want to stick to technical language using proper field jargons. The purpose is to reflect upon the audience to offer solutions.
For Example;
An excerpt from Eric Cressey’s – strength and conditioning coach that works with professional athletes- blog post;

“Especially under load, it’s never a great idea to take one joint close to its end-range at the expense of motion at other joints. A common example is getting too much low back movement when the hips are stiff. Well, when it comes to cervical extension; most people get far too much in the upper cervical region and far too little in the lower cervical spine. So, not all ‘look ups’ are coming from the same place – and some will certainly create more pathology than others.”
Since he caters to professional athletes, the message has a highly sophisticated (technical) tone.

Middle level sophisticated audiences are those who might not necessarily be aware of the technical terms but will be ready to learn/ like to hear the tech facts in similar words.
Consider the following Example;
“The cure is to squeeze the butt cheeks.
Stand and try to give yourself a flat beltline by squeezing your cheeks together—hard. If the fronts of your hips begin to complain with the stretch, you might have gluteal amnesia. If you can’t figure out how to squeeze your cheeks at all, you might have a nice case of gluteal amnesia.
Imagine that the pelvis is a bowl with water in it. You want to keep from pouring or dripping water out of this bowl. Most Americans are pouring water out of the front. If you think of the rib cage as a box, you want to keep the “box” on the “bowl.” If the bowl is calm and quiet, the box can happily sit on it for generations. But, if you tilt the bowl forward, something else will have to work overtime.
This often leads to back issues, tight hip flexors, and the dreaded pooched belly.”

Since he is communicating his message to a middle sophisticated audience, he uses technical phrases but also explains what these phrases mean.

The best way to communicate your message to a low sophisticated set of audiences is by using layman terms and completely avoiding technical jargon. Consider the following example i.e. John Romaniello using layman lingo to get his message out.

“Even though the appearance of men and women is radically different, there is a certain “look” that a body needs to have to portray a Hero who can kick-ass and save the day.
It starts with a body that is lean, dense, and powerfully athletic looking.
The “look” is comprised of strong, sexy shoulders and a wide back that compliments a lean waist, and streamlined but powerful looking arms. And there is a level of muscularity that is above average, and even obvious in clothing.
But even the muscle is different. It’s not awkward or out of place. This physique always looks good in clothes, whether in a suit or civvies, and rather than coming off as awkward and bulky.”

Levels of Intent
Level of Intent is basically the measure of how much someone want/needs your product. Does your problem offer a solution to a significant problem of just a minor one? Urgency & need are two factors that contribute greatly to the level of intent of a buyer.
For Example; I’m more likely to buy a hands free/ ear pods during a boring road trip, if I forgot mine at home. I want to have a good time on the road and the scenery doesn’t have much to offer. So, my intent is high. So even if my level of awareness is low I’d be able to jump up the awareness ladder more quickly because of high intent.
On the other hand if I have low intent for purchasing a new phone, regardless of my level of awareness about new tech phones in the market I’m less likely to buy a phone.

I hope you enjoyed reading about this wider than usual buyer’s cycle. Use this information to improve your running campaigns, your sales pitch and communication strategy.

Future Marketing
No Comments
Post a Comment