The Awareness Stage Explained
Get a quick explanation of what the Awareness stage is, which metrics are worth tracking, and how you can move the needle.
The awareness stage focuses on the brand-building aspect of your marketing efforts. Meaning, during this stage, you are focused on introducing yourself to potential customers.
For example, it would be impossible to track, but anytime someone sees your company name and/or contact information on a business card, t-shirt, or vehicle, that would be awareness. So it makes sense that traditional advertising like TV, radio, and billboards fall into this category.
You know your awareness campaigns are working when people start to recognize your brand. So, the real goal of running experiments in the awareness stage is to make your marketing campaigns further down the pirate metrics funnel much more effective.
For example, instead of searching for “pool service companies near me” on Google (and other search engines), a potential customer would search for your business name instead. This alone would lower your cost-per-click (CPC) and increase your conversion rate (%), which simply means you spend less to acquire more leads with Google Ads.
Relevant Metrics:
Traction Channels:
• Search Engine Marketing
• Social and Display Ads
• Search Engine Optimization
• Content Marketing
Learn How to Set SMART Goals
Setting SMART goals helps you clarify your ideas, focus your energy, and use your resources wisely. To help you get started, we’ve created a FREE template with all the tools you need to set (and achieve) your most important marketing goals.
Run Your First Marketing Experiment
In order to figure out which marketing channel will work for your business, you need to run experiments early and often. So we created FREE Test and Learn Cards with instructions so you can get started today. Now, running marketing experiments is easy!
Ready to get started?
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