How To Generate Awareness Towards Customers? Internet Marketing

Every repeat customer and raving fan of your business was, at one time, a complete stranger to your company. She had no idea what problem you solve, what products you sell, or what your brand stands for. The first step on her journey from cold prospect to raving fan is awareness. We go into more detail about tactics later in this book, but if awareness is your issue, you should employ the following digital marketing tactics:

» Advertising: Advertising, both online and offline, is a reliable and effective method of raising awareness.

» Social media marketing: Billions of people access social media sites such as Facebook, Twitter, and LinkedIn every day. Social media marketing is an inexpensive method of raising awareness. 

» Search marketing: Billions of web searches on sites such as Google and Bing are processed every day. Basic search marketing techniques direct some of that traffic to your website.

Knowing the Stages of the Customer Journey

If your business has acquired even a single customer, some kind of customer journey is in place. Perhaps this customer journey was not created intentionally, but it does exist. Or perhaps you call it something else in your organization, such as a marketing or sales pipeline.

Regardless of what you call it, becoming intentional about the movement of cold prospects, leads, and existing customers through the stages of this journey is the purpose of your marketing. When you’ve properly charted your ideal customer journey, you quickly find the bottlenecks that are restricting the flow of prospect to lead, lead to customer, and customer to raving fan.

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