From the course: Marketing Foundations: The Marketing Funnel

Converting from awareness to interest

From the course: Marketing Foundations: The Marketing Funnel

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Converting from awareness to interest

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- Advertising has to be compelling enough to bring a prospect into the funnel. But then from there that first touch point must be effective enough to prevent them from exiting the funnel. And this can be done a multitude of ways. For starters, you may need to have a long duration of repetitive awareness. You continue to stay present with the customer. And once they're in your market, they can recall your brand. Or you may need to have a very compelling advertising campaign that engages your audience right away and pulls them in immediately. Regardless, it's crucial that you also consider that experience as they move from awareness into interest. Are you set up to handle that? If you create awareness improperly by misrepresenting your product, setting the wrong expectation, or having a bad landing experience, someone comes into your funnel confused and they'll quickly back out. If you create great awareness but the consumer lacks the trust that they need, they're not going to be ready to move to that next step and you'll miss that opportunity. When it comes to your core customer journey, you've got an incredible advantage here. You know where your customer is coming from because you're making and generating that brand awareness. The best marketing is incredibly personalized. And the best way to move someone from awareness to interest is to cater to them. If you know that they're coming in from a specific campaign that you've created, you know what information led them to you. You can now expand on this information, speaking specifically to what captured their interest in the first place. Beyond this, consider that first entry point. What's the experience? People like to feel like they're in the right place. Psychologically, we're more likely to interact with things that look and feel how we expect them to be. Your mind has basic templates stored for how everything from a car dealership to a boutique e-commerce website should look and feel. We call this prototypicality. When something matches your mental template, you're less likely to feel out of place. And this is why companies in the same vertical tend to have a very similar look and feel because consumers resonate with what they expect. If I asked you to picture a car dealership, what's in your mind? Big glass windows, a showroom floor with cars in it, tall ceilings, a receptionist when you walk in. Now, Tesla is the newest player in the car space and they've done away with their traditional middleman dealership. But have you seen a Tesla showroom? It roughly fits that same model. Sure, the space might be smaller but there will be a car on the showroom floor, someone to meet you at the door, tall ceilings. Yes, the buying experience is different. The product is different. But that framework is the same. And that's because you expect it. And when you walk in, you know that you're going to be buying a car. Take a good look at that first touch point for your consumer. The best way to move them from awareness to interest is to make sure they feel comfortable with where they are. If they're comfortable, they'll stay a minute and look around.

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