So your marketing is getting traction (😃!!!)—maybe some newsletter signups, follows on social media, and more than a couple DMs interested in what you do—but no actual conversions (😭).

And you can’t really figure out what you’re missing.

Sound familiar?

Well, glad you’re here! Let’s fix this today.

What you’re missing is connecting the dots in awareness stages.

How? Why? And what can you do about it?

Connecting the Dots: The “How” and “Why” this happens

This is our Awareness Stage table:

Now, what often happens is, the audience segments you see engaging with you/your content can only be categorized under a few awareness stages but not all.

Because that’s the only type of content you’re producing.

Think of the awareness stages as signboards at an airport. Unless they’re there, people won’t know where to go.

They’ll probably eventually reach where they need to be, but they might be too late, too frustrated, and abso-frickin’-lutely not happy at all. Or they get there with someone else who did have their awareness stages all lined up despite you being their first choice.

In marketing, you get around this problem by producing resources under specific “signboards”—or awareness stages.

And you need to have content under every stage. Starting with the last one (not the first one!).

I’ve seen clients usually hitting the problem aware and solution aware segments pretty easily. And that’s because there’s a hugeee overlap with what founders know about their product/services and what these segments require.

But what happens when that’s all there is to it?

Your Alices wonder, wander, and leave.

Connecting the Dots: The “What You Can Do about It”

Actually, you can do a lot!

1. Down the rabbit hole we go (review, review, review)!

Use the awareness stages as reference and conduct a thorough audit of your content.

If you’re marketing on multiple platforms, like:

• social media

• online communities

• forums

• newsletter

• podcasts

• etc.

You can do this channel-by-channel (it might take long, but you only have to do this once!).

Once you’re done, check which stages have a lot of content, and which are empty/sparse.

2. Your content table is fuller than you know—Let’s look through the glass

Now that you have your awareness stage tables for all channels, check for overlaps.

There’s a high possibility you already have content in channel B in a stage that is empty in channel A, and vice versa.

Let’s take a couple examples.

Example 1

If you have blogs covering everything except the most aware (proof) stage, check your demo calls and client review calls. Your transcripts would be a treasure trove for content that offers qualitative and quantitative proof why people should choose you!

Then, looking at your sales data, what kinds of data or information at leads asking for to “show what you know” before they buy? Do they want a case study? A live demo? A wall of testimonials? Then make sure those things in your content at that final stage.

(If you used our handy dandy messaging matrix, then it’s the “proof” row!)

Example 2

If you have your customer research ready, you can use the pain points and underlying problems your customers have spoken to you about to create content for people in the unaware and the problem aware stages!

The only difference for the content between the two stages would be your approach. The first should assume they don’t know this is a problem yet (and you need to educate what the bad results for it looks like before moving onto the solution), and the second should start with acknowledging that the reader knows they have a problem and jumps to the solution.

The messaging matrix would make things easier for you to sort and start in this case as well!

3. Make your way out to the better side

Now, if you still have sad-looking sections in your awareness stage tables, don’t fret.

This is when you fill the gaps.

And again, you may find that some delicious info morsels are already buried in your transcripts, testimonials, and customer research docs.

You can use those as your ✨starter spells✨ to create your new content, so you’re not starting with an empty slate.

And that’s all for today!

If you have any questions, comments, or would like more in-depth deets about anything else i’ve covered, hit that reply button and drop your thoughts!

See you in your inboxes soon.

Cheers!

Aelia ⚡️🧕

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