If you are using video marketing to highlight your products, services, or company, you likely have a few product highlight videos, some customer testimonials or a company/brand overview video. And if you’re edging on the advanced side, perhaps you even have a few commercials that cover why your products are the solution to the problem your prospects are looking to solve.
You know video is an engaging medium to tell those stories, and therefore understand that it’s worth investing the time and effort to create each piece of video content. What you might not know, is there is a step earlier in the process that you could start introducing videos to reach consumers who are potential prospects to ensure they are looking your way when they start to look for a solution!
The Five Levels of Awareness by Eugene Schwartz
One seemingly small, yet monumental shift in our marketing team’s thinking over the past year has been expanding the scope of our digital marketing funnel to accommodate the Five Levels of Awareness. Originally presented by Eugene Schwartz in his book Breakthrough Advertising, this funnel-based concept presents a formula for nurturing leads in a way that provides them with the right content at the right time to encourage them to progress towards conversion. It outlines your target audience’s level of awareness of the problems that your products and services solve within your brand’s niche.
Schwartz’s book is worth the read for all the details, but I understand that you are likely a time crunched marketer. So I’ll give you the basics of what you need to know to ensure the effort you’re putting into creating and promoting more videos throughout the funnel gives you the return your brand is looking for. Let’s dive in!
Five levels of Awareness
The five levels of awareness are as follows:
- Unaware – Consumers are unaware they have a problem or a need
- Problem Aware – Consumers are aware they have a problem and are looking for a solution
- Solution Aware – Consumers are looking for proof that the solution works
- Product Aware – Help consumers decide to buy your product
- Most Aware – They’ve purchased! Aid consumers in next steps
Where to start:
With any type of content you’re creating, it is important to start with understanding the goal. To start, you really need to begin with an understanding of the segment you are communicating to, and ensure you are developing content that speaks directly to them. For instance, those that work in finance have very different needs than teachers. Content directed to these segments should reflect that by using the correct verbiage, imagery, and acronyms that hit home for each consumer base. Your goal throughout these levels of awareness is to create content that makes the consumer feel as though your solution and product were developed with their needs in mind.
The next thing to keep in mind is that your goal is to capture their attention in the stage they are in and only give them what they need to progress to the next level. This can be hard for brands who are accustomed to jumping right into their product features at their first touch with a consumer, but having the patience to guide leads through the levels of awareness does produce results. For the first three stages (unaware, problem aware, and solution aware), keep your product promotions and features tucked away. They will receive their day in the sun during the product aware stage. But until then, remaining focused on the consumers needs is a best practice that will pay off.
Lastly, align your goals (and therefore content) to each level of awareness:
For this post, we will be focused on the Problem Aware stage and specifically what video content can help unaware consumers make the leap from prospect to lead as they start to look for a solution that solves their problem.
Problem Aware –
Consumers are aware that they have a problem and are looking for a solution
Those within this stage of awareness are in research mode and are very open to solutions. This is the time to deliver content that speaks to their newly discovered needs and spoon feed them solutions that guide them towards your product competencies.
At this stage, you should be reiterating the problem they are trying to solve and introducing them to the solution. But as mentioned before, we’re not yet telling them about specific products or throwing product features at them. Why? They aren’t yet fully convinced of the solution they need. These videos should only present solution-based concepts to ensure they are headed in the direction of your brand long term.
But why not just show them the product and let them get on their way?
Simply put, they aren’t ready. Consumers who have just become problem aware don’t yet need a product, they need someone to guide them towards the correct solution. Take this opportunity to let your brand shine with thought leadership content that gains a prospect’s trust and has them eager to learn more from you as they start to look for more specific solutions.
Some examples of video content within this category include:
Webinars: Within the problem aware stage, online events can be a phenomenal lead generation tool which then allow you to deliver follow up information to keep guiding consumers towards conversion with future touches. If you plan ahead and record your webinar using a screen recording tool, you can also later slice and dice your full length webinar into smaller pieces of quickly digestible video content. These bite-size videos can then be used for an educational series of video content, used throughout an email nurture series, within social promotions, email newsletters, and more.
Remember that these videos should be product agnostic, so save the slide deck that goes over features or provides a product demo for later. Instead, focus on what problems your product typically solves and generalize the solution. For instance, TechSmith Snagit might offer a Webinar on how customer service teams can deliver outstanding support that saves their staff time using screen recording. Notice the promotion below doesn’t say Snagit?
If you’re already creating blog content focused on guiding problem aware consumers to their solution, enhance your blog post by creating a quick intro video to your blog. Use these videos when promoting your content on social media. You can also provide this video at the top of each blog so if readers only have 30 seconds, they still walk away with your message top of mind having quickly absorbed your key takeaways!
This awareness stage is all about thought leadership, so let’s talk about how you can use video to inspire engagement at your in-person thought-leadership speaking opportunities.
Conferences & Events: While at the event, connect with other thought-leaders in your space and provide your online audience with an exclusive interview that covers a few tips on the latest industry trends. Or jot down your biggest takeaways from the event and provide a candid, authentic message to followers by sharing the best parts of your presentation live. Recently, Matt Pierce, our Learning & Video Ambassador at TechSmith, did a quick video interview with industry influencer Owen Video to accomplish just this!
More engaging presentations: Enhance your PowerPoint slides with animated GIFs or quick videos to mix up content throughout your presentation. Plus, a quick 30 second video will allow your speakers a moment to check your notes and grab a sip of water.
Geolocation Advertisements: Create a quick video to promote what you’re speaking about and an event and use geolocation targeting to target the vertical or segment attending the event within an appropriate radius around the venue. Those attending the conference will see the video and be more likely to attend your session, given they’ve already had an interaction with your brand. And if they don’t, you’re still connecting with the audience you’re after and providing them with a relevant touch. Below is a video we created recently to highlight four presentations our staff was presenting on at Content Marketing World in Cleveland, OH. We then targeted marketers in the Cleveland area in the days leading up to our presentation (and on the day of our presentations), so we could catch everyone flying in and getting settled for the conference.
Remember, the goal is to reach the right consumer, with the right content to match their awareness level, at the right time. Doing so with video ensures that you’re doing everything in your power to keep consumers engaged with your brand along their customer journey. Ready to start adding video to your customer journey funnel? Check out our two part series on How to Make a Video – Part 1 and Part 2.
This post is the second in a series of blog posts that will talk through each level of awareness and how video can be used to guide consumers throughout each stage. Be sure to catch all five by subscribing to our blog so posts are delivered right to your inbox! We’d love to hear how you’re using video in your marketing funnels. Leave us a comment and share your experience!