Awareness and interest are two separate things

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There’s an important difference between awareness and interest that is often lost on marketers today, but is vitally important to reaching & influencing prospects earlier in their buying cycles.

Awareness occurs when the prospect knows who you are. Interest doesn’t happen until they care about what you do.

Those, of course, are different things.

Awareness requires far less of the prospect, and the means by which you can generate awareness are significantly wider. Awareness can be driven by curating great content to your prospects that might have nothing to do with what you do, but drives significant value-add for the prospect so that they want to keep hearing from you.

Awareness simply means building trust, rapport and attention from the prospect so that they’re still paying attention when they have a specific need. And if they know about you, who you are and what you do, that awareness can be converted into interest far more effectively, efficiently and at a higher conversion rate.

Many marketers today prefer to go straight for interest, and you can’t really blame them. A prospect that’s interested is a good prospect! But the majority of prospects simply aren’t interested, at least right now. They’re what we call “qualified but not ready to buy.” And when they’re in that bucket, product pitches fall on deaf ears.

Awareness isn’t going to necessarily help you drive more sales this month, but it’s a far more efficient way to drive future sales without having to pay for the prospect again and again, month after month.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.

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