How your customer awareness stages influence your content creation

Content creation needs strategy if you want to turn prospects into customers. In this post I'll talk about to use Pinterest as an effective tool...

A few weeks ago, I made the decision to integrate Pinterest into my marketing strategy. I had a Pinterest profile with quite a decent number of boards and pins that I wasn’t using at all.

I was too busy to feed my social media platforms to pay much attention to Pinterest…

Until I decided that the amount of time I was spending on social media was way too high.

I was looking for something that wasn’t quite as hungry as Facebook, Instagram, and LinkedIn. A platform that makes it easy to access my content for a long time instead of forcing me to churn out new content on a daily basis.

Here’s where Pinterest comes in…

Most people believe that Pinterest is a social media platform and that you can repurpose the content that you create on Instagram, Facebook, or LinkedIn on Pinterest.

If not a social media platform – what is Pinterest?

Pinterest, like YouTube, is a search engine (and NOT a social media platform!) and as such, you need to treat it differently and create a different type of content for Pinterest.

Pinterest is really good at driving traffic to your website and that has an impact on your whole marketing strategy and the content that you create for Pinterest.

How Pinterest fits into your marketing strategy

Eugene Schwartz’ 5 Stages of Buyer Awareness are a good point to start. And I will go into more details of these stages – but let me mention first, that the content for each stage of buyer awareness has a different goal and purpose.

Pinterest content focuses on the stages #2 and #3 with the goal to educate your audience, share your knowledge, establish yourself as a subject matter expert and move your audience to stage #4.

But let’s start at the beginning…

The 5 Stages of Buyer Awareness

👉 Stage #1: UNAWARE - these buyers are not aware that they have a problem or that there is a solution to their problem. There's no real point in marketing to them.

👉 Stage #2: PROBLEM AWARE/ PAIN AWARE - the buyer is aware of the pain and that they have a problem, but they don’t know that there is a solution. Your content needs to educate on the problem and that there are solutions to the problem.

👉 Stage #3: SOLUTION AWARE - The buyer knows that there are solutions but hasn’t chosen a solution – and is not aware that you have a solution. Your content needs to educate on the solution and that you have a solution that can solve their problem.

👉 Stage #4: PRODUCT AWARE - The buyer knows that you have a solution but is not entirely sure that your solution solves their problem. You are educating on existing solutions with particular focus on pointing out that you have a solution! You can start educating your audience about how your solution is different or better.

👉 Stage #5: MOST AWARE - The buyer knows your solution pretty well and they are almost ready to buy. They just need some final details to make a buying decision. You need content on benefits & differentiation and sales copy that gets them across the line.

How Pinterest fits into your marketing strategy

As I said earlier - Pinterest is really good for driving traffic to your website. And if you consider the 5 Stages of Buyer Awareness, then the content you create for Pinterest, targets the 2nd and 3rd stage of buyer awareness.

People on Pinterest are searching for information to learn more about their problem. They are looking for certain keywords to find the right information that takes them closer to finding a solution that is perfect to solve their problem.

Pinterest, like YouTube or Google, points to content that educates people and transfers knowledge that helps them find the right solution for their problem.

What happens after Pinterest?

At this stage, it is important to define what you want your audience to do next – after they Pinterest has taken your audience to your blog and they have consumed your content.

Think about how you’re converting prospects into customers.

You probably need to educate them further and you have a few options depending on how well you’ve established yourself as a subject matter expert and where your prospects are on the know-like-trust journey.

If you need to build more trust through sharing more knowledge, then you could collect their email addresses (through a lead magnet) and nurture your audience through emails and newsletters until they are ready to buy.

Or you could send them to your Facebook group and nurture them there, send them to webinars, challenges, summits etc.

Or if they are quick decision-makers and have a problem that needs to be solved urgently, then you could send them to your sales and landing pages or your calendar tool where they can schedule a strategy call with you.

You could even design your funnel to cover different options.

However, the simpler your strategy, the more effective it will be.

Quite exciting, really. Especially when you consider content repurposing and how you need to adapt your content to the different platforms and marketing funnels that you have.

I am really excited about this journey and if you want to be part of it, then you can follow me on Pinterest – I’d be honoured!

Or contact me directly – you’ll find different ways of connecting with me all over my website. 😊

Categories: Customer Avatar, Content Creation

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