Becoming a Guide: Strategies for Awareness & Consideration

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Mapping Out Your Mile Markers

Awareness Strategies

Consideration Strategies

The "Customer Journey" is the trek every potential customer or supporter takes with an organization. This path, paved with decisions, experiences, and interactions, can sometimes feel like a maze. That's where you come in. Whether you're a business or nonprofit, your role is of a seasoned guide, assisting your target audience in navigating through the information and choices before them, ensuring they have not just a satisfactory but an exceptional experience.

Need a refresher on the Customer Journey? Check out our previous article!

Your digital marketing strategies are your compass and map, guiding prospects towards making informed decisions. Each interaction they have with your nonprofit or small business—be it on your website, social media, or any other platform—represents a touchpoint. Think of these touchpoints as mile markers along a road. Each one offers a golden opportunity: a chance to influence decisions, to leave a lasting impression, to reinforce trust. It's pivotal to craft each of these mile markers with care and intention.

Mapping Out Your Mile Markers Tailoring digital marketing strategies to each stage of the customer journey is non-negotiable for small businesses and nonprofits. Each stage, from the first step into awareness to the end-goal of loyalty, requires a unique approach. Today, our roadmap will steer through the 'Awareness' and 'Consideration' milestones.

1. Awareness Stage:

Remember, this is the very beginning of the journey, where potential customers first discover your nonprofit or small business. The goal is to introduce yourself and get your message out there as an organization. At this stage, usually you would be providing general information and education about topics related to needs they have, challenges or issues they want to solve, or interests they want to explore.

Example Strategies:

• Website Homepage - A strong website homepage serves as a digital storefront or main entry point and is a consistent place to direct visitors from both online and print avenues.

• Content Marketing - Share stories, showcase expertise and establish trust through blogs, ebooks, how-to guides, videos or infographics.

• Social Media Presence - Be active on social media to engage directly with audiences, promote values, and adapt to real-time feedback and trends.

• Workshops and Webinars - Provide value by educating audiences, prove authority and knowledge of topics, and gain direct connection.

2. Consideration Stage:

Potential customers are now reviewing their options and actively seeking more information. The goal is to highlight the unique value you offer. Your digital marketing tactics should offer more comprehensive information that convinces your audience that your business sets itself apart from competitors, or that your nonprofit delivers the impactful change they seek in an organization.

Example Strategies:

• Email Newsletters - Send out newsletters to engage with audiences, providing tailored content that resonates with their interests and needs, while building a consistent and personalized relationship.

• Case Studies - Offer tangible proof of expertise and impact by sharing real-world examples of work or services, which can effectively build trust and credibility with potential customers or supporters.

• Testimonials and Reviews - Provide authentic feedback and validation from satisfied customers or beneficiaries, which helps to show the actual impact or value of offerings.

• Product or Service Comparisons - Offer potential customers or supporters a clear perspective on the unique advantages of offerings compared to alternatives, empowering them to make more informed choices and indicating the distinct value provided.

• Interactive Content - Foster deeper engagement by actively involving the audience with polls or quizzes, making the information more memorable and personalized.

In our digital age, guiding your audience through the first steps of their journey with your brand is more than just being visible; it's about fostering understanding and building trust. With the strategies we've explored for the awareness and consideration stages, small businesses and nonprofits can effectively lay the groundwork, serving as knowledgeable guides for their audience.

As we navigate this path together, remember that the journey is as vital as the destination. Stay tuned as we delve deeper into the next stages of the customer journey in our upcoming article, ensuring you're equipped to guide your audience every step of the way. Until then, keep charting the course and making meaningful connections.