Week Two: Awareness

by | Aug 8, 2021 | customer journey | 0 comments

How do you get customers to be aware of you?

Come back to your ideal customer, where they are and what they’re doing. Mainstream awareness tactics can leave you lost in the crowd. Here’s the opportunity to think outside the box and stand out from the crowd.

Social media plays a big part in awareness, are there other ways to create awareness?

Check out ‘Traction:How Any Startup Can Achieve Explosive Customer Growth’ by Gabrielle Weinberg. The book shares 19 ways to attract your most ideal customers – with social media being just one of them.

What type of messaging says, “Hey, I exist?”

By saying “Hey there, you exist!” to the customer. The more you make it about them and not about you, the more success you will have.

Keep in mind how your customers explain your business and your products and use their language. Once you understand that, you’ll be able to attract more customers like them. 

Just to be clear, we’re not trying to sell products at this stage?

Absolutely not. That’s not to say they won’t buy the first time they learn about you, but this will happen after you increase their curiosity.  Awareness is about getting customers to take the first step in learning more about you and seeing what you have to offer. 

How many strategies would you use to increase customer awareness?

As few as possible. Ideally one core strategy, with two or three core tactics that funnel into this. This is where a lot of businesses struggle, because they feel like they need to be everywhere doing everything and this keeps them up at night.

Multiple small tests can be used to see what works and continue to improve from that, until you find out what works for you. Quickly create experiments, quickly implement them and fail and learn or succeed and find your focus.

What are some metrics you would put in place to measure the success of your customer awareness strategy?

Focus on the measurements helping you validate or invalidate the assumptions you have made about your awareness tactics. 

For example, say you are considering partnering with another brand on Instagram. A simple way to test this would be to take an ideal customer who has bought something, showcase that product with a complimentary product or brand. Tagging the brand, as well as a number of ideal target customers and your current best customers. You can measure:
a) if the other brand shares the post, which increases network awareness, 
b) who the other brand tags in the post,
c) if your ideal customers engage, and 
d) if your current ideal customers engage, share or tag others.

Conversations will also help you see what works and work out your next experiment.

What are three steps an online fashion retailer could take to increase customer awareness and measure that?

Spend time with your ideal customers and watch, listen and learn from them,
Don’t sell something, tell a story and build curiosity, and build the most basic spreadsheet and list everything you do and when you do it. Once you have seen your customers go through the journey and highlight the awareness tactics they engage with, you can start to see how you can put more effort into those strategies. 

Start super cheap and manual to understand those best customers in the journey. 

Proudly presented by PUCTTO + BECCI REID

PUCTTO – www.puctto.com
PUCTTO virtual try-on technology lets shoppers visualize fashion on a photo of themselves. For online fashion retailers, a widget on their website increases exposure, engages customers and ultimately helps them stand out from the crowd. 

BECCI REID – www.beccireid.com
I’m an Aussie entrepreneur based in LA and working with awesome people across the globe through advisory, and consulting while building my own tech startup. I understand the highs and lows at multiple stages on the journey and can’t wait to learn about yours 🙂

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