Your potential customer is still somewhat of a stranger at this journey stage. They may have never heard of your brand or your solution before. They may not even be aware they need your help in the first place.
This is your chance to introduce your brand and begin that dialogue, showing them you have something worth paying attention to.
Now is not the time to try and push for a complex sale. Instead, as the stage’s name suggests, you’ve got to create awareness, generate interest, and convert that attention into an engagement.
Think about what your visitor wants to know, what you want to know about them, and your goal on the awareness stage.
The goal of your interactive content in this stage is to attract and appeal to new visitors, educating them about your brand and their problem.
Your interactive experiences should be entertaining and built with your persona in mind.
# Who is this company? What does it do that makes it unique?
# Why should I care? Is there something compelling about this brand?
# Who are our visitors? What’s their name and email so I can follow up with them?
# How engaged are they? Are they genuinely interested?
# What are they most interested in?
Here are some effective interactive content types for the awareness stage:
Infographics are by nature a way to present information in an easy-to-understand, visual way. Interactive infographics are entertaining, engaging, and just as easy to digest.
Lookbooks are one of the best ways to communicate visual concepts. They hold visitors’ attention while guiding them through the content.
Quizzes are perfect for the awareness stage: they are addictive, shareable, fun, and engaging. You can build either a personality or knowledge Quiz to create buzz on social networks.