Five Stages of Customer Awareness (How to Convert Each Step)
Most marketers and salespersons try to sell to people who aren’t even aware they need a solution, that’s why they fail. Did you know that in the SaaS industry, approximately 98% of visitors leave without converting while 2–5% is the conversion rate from visitors who avail of a free trial?
Want to know the secret to marketing that converts? In this article, we will discuss Eugene Schwartz’s 5 Stages of Customer Awareness. This kind of framework is a game-changer in the marketing and sales industry.
It reveals where your prospects are in their buying journey so that you can tailor your marketing for maximum impact. This isn’t just a theory because it’s a practical guide with real-world strategies you can use to get more leads and sales.
By the end of this guide, you’ll know exactly how to move potential customers from “Who are you?” to “Shut up and take my money!”
5 Stages of Customer Awareness
Stage 1: Unaware (They Don’t Know They Have a Problem)
Most businesses are leaving leads on the table. They’ve stuck with outdated lead generation tactics and have no clue there’s a better way. They’re unaware of the power of targeted lead generation using web scraping. It’s like trying to catch a fish using your hands when you could do it using high-tech fishing gear.
At this stage of customer awareness, don’t try to sell your SaaS product directly. You should be educational and problem-focused. Just gently introduce the possibility of a better solution, without being pushy.
You can implement a strategy like writing a blog post titled “The Top 3 Lead Generation Mistakes Costing You Customers” or a video demonstrating the limitations of lead generation using Google Maps. The goal is to pique their curiosity and make them realize they might have a bigger problem than they thought. This sets the stage for introducing web scraping or data scraping as a potential solution later on.
Stage 2: Problem Aware (They Know They Have a Problem, But Not the Solution Yet)
Now they know that they have a problem. They’re feeling the pain of inefficient lead generation. They’re just not sure what the solution is. They’re asking questions like “Why aren’t my lead generation efforts working?”
In this stage, you need to shift to problem-solving. You can write content that digs deeper into the challenges of lead generation. List posts like “7 Signs Your Lead Generation Strategy is Broken” or guides on improving conversion rates are ideal especially if you can provide a video.
In the Problem Aware stage, you can start hinting at web scraping as a possible solution. For example, a section in your guide could discuss “Data-Driven Lead Generation” and briefly mention the benefits of targeted data acquisition. The very important key here is to educate, not to sell.
Stage 3: Solution Aware (They Know Solutions Exist, But Not Yours)
Now that they know that lead generation solutions exist. They will actively research different options. They’re comparing strategies, tools, and platforms, but they haven’t found your web scraping SaaS yet.
As a provider of web scraping services, your marketing needs to showcase the benefits of web scraping as a solution category. Create a comparison content that positions web scraping alongside other lead generation methods. You can write articles like “Web Scraping vs. Manual Research: Which is Right for You?”
Don’t focus on your specific product yet. Instead, highlight the advantages of data-driven lead generation. Explain how web scraping can improve targeting, increase lead quality, and save time. This stage will establish you as an authority on the solution before pitching your specific product.
Stage 4: Product Aware (They Know You, But Aren’t Sold Yet)
They know about your web scraping SaaS. They’ve visited your website and explored your features. But they’re not convinced yet. “Is this the right tool for me?”
Now’s the time to showcase social proof and demonstrate value. Use case studies to show how your product has helped other businesses. Testimonies and reviews build trust and credibility.
In the Product Aware Stage, you can offer free trials, demos, affiliate opportunities, or limited-time discounts to incentivize action. You can also showcase a landing page highlighting customer success stories and offering a special promotion could be the final push they need to convert. Reinforce the specific benefits of your solution.
Stage 5: Most Aware (They’re Ready to Buy But Hesitate)
They’re ready to buy your web scraping SaaS, but they might still have lingering doubts. They need a final nudge to seal the deal. Some of them might think “Should I commit now, or wait?”
Create a sense of urgency. Limited-time offers, discounts and free trials can be highly effective. Reinforce the value proposition and address any remaining hesitations.
Offer a money-back guarantee or exceptional onboarding support to reduce purchase anxiety. Make the buying process seamless and frictionless. A clear call to action with a compelling offer is key to converting these highly aware prospects into paying customers.
Conclusion
Understanding the 5 Stages of Customer Awareness originally popularized by Eugene Schwartz is the key to unlocking predictable lead generation growth. It’s about targeting the right people with the right message at the right time. Stop wasting resources on generic marketing blasts.
Start focusing on the specific needs of your audience at each stage. Ready to take your lead generation to the next level? Visit the official website of Outscraper for more information about web scraping and lead generation in general.
