Are you unsure if you're winning or losing with my window and door marketing? Understanding the stages of customer awareness is critical to building a successful overall strategy. These phases refer to the different levels of knowledge and understanding a potential customer has of your product or service.

By understanding these stages, you can tailor your marketing efforts to meet your potential customers where they are and move them toward purchasing.

In this blog post, we’ll explore the four stages of customer awareness and provide tips for effectively marketing to customers at each stage.

Stage 1: Unawareness

At this stage, potential customers are completely unaware of your window/door product or service. They have not yet realized that they have a need or desire for what you are offering. Your marketing efforts at this stage should focus on introducing your product or service to the target audience.

To reach potential customers who are in the unawareness stage, you may consider using broad marketing techniques such as mass media advertising, content marketing, and influencer marketing. These tactics help to create brand awareness and get your product or service in front of a larger audience.

You may also consider using search engine optimization (SEO) to increase your visibility in search engine results pages and attract potential customers searching for products or services like yours.

The Unawareness Stage: Real-Life Scenario

Brian is a window and door dealer located in North Carolina. His company faces stiff competition from other dealers in his area, so he’s been looking for ways to reach new customers. He decides to start an online marketing campaign and invests in:

• SEO services
• Content marketing
• Influencer partnerships.

The SEO services specifically target keywords related to windows and doors. When someone types in “windows and doors near me,” Brian’s website appears near the top of the search engine results page.

Brian's influencer marketing efforts establish partnerships with local publications on social media. These publications promote Brian’s services and help spread the word about his business.

Brian also starts a blog on his website to publish informative articles about windows and doors. He finds that this content marketing effort helps to draw in potential customers who are researching different window and door products.

By taking the time to target potential customers in the Unawareness Stage, Brian is able to reach a larger audience and increase his visibility.

Stage 2: Awareness

In this stage, potential customers have become aware of your product or service. They have realized they have a need or desire for what you are offering, but they may not yet fully understand how your product or service can meet their needs. At this stage, your marketing efforts should focus on educating potential customers about the benefits of your product or service.

To effectively market to customers in the awareness stage, you may consider using tactics such as content marketing, email marketing, social media marketing, and educational webinars. These tactics can help you provide more information about your product or service, showcase your expertise, and build trust with potential customers.

The Awareness Stage: Real-Life Scenario

To make sure that potential customers in the awareness stage learn about his product, Brian decides to invest in a few more marketing strategies. He implements email marketing campaigns that promote the benefits of his windows and doors and sends out monthly newsletters with helpful information. People who subscribe to his newsletter first learn about new window and door products and access exclusive discounts.

Brian also uses social media to promote his products and services. He creates informative posts that highlight the features of his windows and doors and explains why they are better than competitors’ offerings. He also engages with potential customers on social media, responding to their questions and comments in a timely manner.

He also starts a YouTube channel to showcase his business’s expertise and create educational videos about windows and doors. He finds that this content helps to build trust with potential customers and encourages them to consider his services.

Stage 3: Consideration

At this stage, potential customers actively consider your product or service as a solution to their problem or need. They have likely conducted research, read reviews, and compared your product or service to other options on the market. Your marketing efforts at this stage should focus on demonstrating why your product or service is the best solution for their needs.

To effectively market to customers in the consideration stage, you may use tactics such as retargeting ads, case studies, customer testimonials, and product demos. These tactics can help you showcase the unique benefits of your product or service and demonstrate how it can help potential customers solve their problems.

The Consideration Stage: Real-Life Scenario

Brian knows it’s essential to make sure potential customers at the consideration stage understand why his windows and doors are the best solutions for their needs. So, he decides to invest in retargeting ads that engage people who have visited his website and viewed specific product pages. When a previous website visitor watches a random YouTube video, they may be served an ad for one of Brian’s window and door products. This helps to keep his business top-of-mind and encourages people to take action.

Brian also creates case studies that showcase the results his customers have achieved with his products, as well as customer testimonials that demonstrate how satisfied previous customers are. He wants potential customers to understand the true value of his products and services, so he also creates product demos that show how his windows and doors are used in real-life scenarios.

By taking these steps, Brian can effectively market to potential customers in the consideration stage and help them make an informed decision about his product or service.

Stage 4: Decision

At this stage, potential customers have decided they want your product or service, but they still need to decide between you and 1-2 other competitors. Your goal at this stage is to demonstrate why your product or service is the best choice and make it as easy as possible for potential customers to purchase.

To effectively market to people in the decision stage, you may use tactics such as case studies, money-back guarantees, and discounts. These tactics can help you show potential customers why your product or service is the best option and encourage them to take action.

The Decision Stage: Real-Life Scenario

Brian understands that potential customers in the decision stage need convincing before they make their purchase. To help them make an informed decision, he includes case studies on his website that show energy savings over time for satisfied customers. He also provides a money-back guarantee for all of his products and services.

He also offers discounts to new customers to incentivize them to choose his business over his competitors. He also ensures potential customers understand the return on investment they can expect after installing his windows and doors, including lower energy costs and higher home values.

By taking these steps, Brian can demonstrate why his products are the best option for potential customers in the decision stage and encourage them to purchase from him.

Harness the Journey and Watch Your Revenue Grow

Understanding the stages of customer awareness and how to market to potential customers at each stage can help you maximize your marketing efforts. In fact, not having a marketing plan aligned with the buyer's journey is one of the three most embarrassing ways window and door dealers are losing in their marketing.

Your company can do better.

By understanding the customer journey and how to market to customers at each stage, you can maximize your window and door sales and watch your revenue grow. Take a moment to sign up for our weekly industry newsletter to learn more about how to grow your business faster, smarter, and stronger today!