By Christa Fannso
If you’re working in a B2B SaaS startup, you know that understanding your customers is key to success. One crucial aspect of this understanding is recognizing customer awareness and how it influences search intent, that is, what the customer searches for in relation to your product. In this post, we’ll talk about how customers at different awareness levels search for information and how you can use this knowledge to create relevant content that meets their needs.
What is Customer Awareness?
For better understanding, let’s quickly define customer awareness. Think of it as the journey your customers go through, from being completely unaware of their problem to becoming fully informed about your solution to their problem. There are typically five levels of awareness:
1. Unaware: Customers don’t know they have a problem.
2. Problem Aware: Customers realize they have a problem but don’t know the solutions.
3. Solution Aware: Customers know solutions exist but are not familiar with your product.
4. Product Aware: Customers know your product but haven’t made a decision.
5. Most Aware: Customers are fully informed and ready to purchase.
Understanding these levels is very important because the type of content you create should cater to where your potential customers are in this journey. Let’s break down each level, how search intent varies, and what types of content will resonate best with your audience.
Level 1: Unaware
At the unaware stage, customers are typically searching for general information. They may not even recognize that they have a problem that needs solving. Their searches might look something like:
“What are productivity tips?”
“How to improve team collaboration”
“Signs of a successful team”
Content Opportunity
This is your chance to create engaging, informative content that introduces potential customers to relevant topics without pushing a specific solution. Here’s how:
1. Blog Posts: Write articles that provide valuable insights. For example, a post titled “10 Tips to Boost Team Productivity” can attract users who are curious about improving their work environment. Make sure to include your product as a solution.
2. Infographics: Visual content can effectively communicate ideas. An infographic that illustrates common productivity challenges can serve as a great conversation starter.
3. Social Media Posts: Share tips and tricks related to productivity on your social media channels. Engaging visuals paired with simple advice can capture attention.
Example
Imagine a startup that offers project management software. Instead of directly promoting their tool, they could create a blog post discussing various ways teams can improve productivity. This approach helps them attract users who may not yet recognize their need for a specific solution but are interested in improving their workflow.
Level 2: Problem Aware
Once customers realize they have a problem, their search intent becomes more focused. They start looking for information related to their pain points. Common searches might include:
“Why is my team disorganized?”
“How to streamline project management?”
“Challenges in remote work”
Content Opportunity
At this stage, you want to address their specific issues and provide valuable information. Here are a few content ideas:
1. Guides and Checklists: Create content that outlines steps to identify and solve common problems. For instance, a guide titled “5 Signs Your Team Needs a Project Management Tool” can resonate well with this audience.
2. Webinars: Host webinars where you discuss common industry challenges and offer actionable solutions. This provides real time interaction and allows for questions.
3. Ebooks: An indepth ebook exploring common productivity pitfalls and how to overcome them can serve as a valuable resource.
Example
The same project management startup could create a guide titled “5 Signs Your Team Needs a Project Management Tool.” This content speaks directly to customers who are aware they have an issue but are still exploring how to address it. By providing clear indicators that they need help, the startup can guide them toward considering a solution.
Level 3: Solution Aware
Customers at the solution aware stage know that solutions exist but may not be familiar with your specific product. Their searches often include:
“Best project management tools”
“Top software for team collaboration”
“Comparing project management software”
Now is the time to showcase your product and how it fits into the larger landscape of solutions. Consider these content strategies:
1. Comparison Articles: Write posts comparing your product to competitors. Highlight features, pricing, and benefits to help customers make informed decisions. A title like “Why [Your Software] Stands Out Among Project Management Tools” can attract interested readers.
2. Case Studies: Show real life examples of how your software has helped businesses. Highlight challenges, solutions, and measurable results.
3. Product Demos: Create video demos that walk potential customers through your software’s features and how it addresses their pain points.
Example
The startup could write a post comparing their software to competitors, emphasizing unique features like integrations, ease of use, or customer support. By providing detailed information, they position their product as a viable option for those actively exploring solutions.
Level 4: Product Aware
At this stage, customers know your product but haven’t made a final decision. Their searches may include:
“Pricing for [Your Software]”
“Reviews of [Your Software]”
“Features of [Your Software]”
Create content that addresses common questions and concerns. Here are some effective approaches:
1. FAQs: Compile a list of frequently asked questions about your product, addressing concerns potential customers may have.
2. Customer Testimonials: Share stories from existing customers about their experiences with your product. This social proof can greatly influence decision making.
3. Indepth Product Guides: Create comprehensive guides that detail your software’s features and benefits, helping potential customers understand how it meets their needs.
Example
The startup could publish a case study showcasing how a specific client improved their workflow using their software, with concrete metrics and quotes. A title like “How [Client Name] Increased Efficiency by 30% with [Your Software]” provides social proof and answers specific queries, aiding potential buyers in their decision making process.
Level 5: Most Aware
Customers in this category are ready to make a purchase. Their searches might include:
“Buy [Your Software]”
“Best deal for [Your Software]”
“Trial version of [Your Software]”
Your content at this stage should focus on making the purchasing process as easy as possible. Consider these strategies:
1. Promotional Content: Share limited time offers or discounts. A blog post announcing a special promotion, such as “Get 20% Off Your First Year with [Your Software]—Limited Time Offer!” can prompt immediate action.
2. Clear Calls to Action (CTAs): Ensure your CTAs are prominent and guide potential customers toward making a purchase.
3. Onboarding Resources: Provide resources that help new customers get started quickly, such as onboarding guides, tutorials, and support contacts.
Example
The startup could run a blog post announcing a special promotion, highlighting a limited time discount for new customers. This content directly addresses customers who are at the brink of making a purchase, encouraging them to take action.
Conclusion
To understanding how search intent varies across different levels of customer awareness is a gamechanger for B2B SaaS startups. Tailoring your content to meet the specific needs of your customers at each stage can effectively guide them through their journey, build trust, and most importantly drive conversions.
When you create content that resonates with where your audience stands in their awareness journey, you provide value and establish your brand as a trusted resource. The key is to offer the right content at the right time.
So, next time you sit down to create content, think about your audience’s stage in their journey. Craft your content accordingly, and watch your engagement and conversions soar!