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Marketing 101

by Nathan Harding
| 21 Nov 2018
5 minutes…

So I bang on a bit about marketing. Right? I think personally it’s the most important thing for a business owner to be engaged in. It should be their most important activity because marketing brings more customers. More customers bring more money.

You sell more things, you end up with more money, you can solve more problems, you can undertake more investments, you can do more things if you have more money, right? And it all starts with marketing.

Your customer’s decision-making process



So this article is going to go a layer down, and we’re going talk about the overall buyer’s decision-making process. Your customers go through a process when they’re buying things from you. Now that process can be long or it could be short.

If you own a café the process might be short. You wake up, feel like eating, look on Google, check out some reviews, choose the cafe, eat food, pay, done. In and out in maybe two or three hours.

If you’re a plumber, your customers’ process might take a little bit longer.

The buyer’s process for every business is obviously very different but it’s kind of the same. It’s just the length of time they spend in each stage that differs. But the process itself is the same. I’m going to break that down for you now.

There are three stages to the buyer’s process. There’s awareness, consideration, decision. Let’s start with awareness.



What’s awareness? So awareness is when the buyer realises they have a problem. That’s awareness.

Right now, as I’m writing this article, there’s a leak in the roof caused by a leaking fire sprinkler. Seems the sprinkler has rusted and it’s now leaking. The plumber recently had to come out and cut a hole in the roof to figure out what was wrong.

So, when it started leaking, I was aware that I had a problem. So awareness was the first stage. Because before the roof started leaking, I wasn’t aware that I had a problem. So that’s the first stage. Awareness.



Second stage. Consideration. This is the stage where, as a buyer, I’ve defined my problem, and now I’m researching options on how to solve that problem.

So for the roof, I’m researching options on who do I need? Do I need a plumber? Do I need to call the fire people for the sprinkler system? Do I talk to the owner’s corporation?

I start to do the research and try and figure out how to solve my problem. Where do I go to do my research? No surprises, most people go to Google #spoileralert. That’s the second stage, consideration.



And the third stage is the decision stage. So that’s when I, as a buyer, know that I’ve got a problem, I’m aware of the solutions and the options, and now it’s time for me to make a decision and choose a solution.

So they’re the three stages that every buyer goes through. 


How does this apply to your business?



Creating awareness of your product or service

Social media is a great one for creating awareness about a product or service because you can show ads to people who aren’t actively looking for your products or services or who don’t even know to look for your products or services.

Once your prospective customer realises they have a problem and that you have a solution for them, they then move into the consideration stage. And like I said, most people will go to Google to research their problems.


Showing up when they search

Search engine optimisation (SEO) and Google Ads are the two most important tools that a business owner can use to target their prospective customers in the consideration stage.

It’s super important to show up in a search engine when people are actively looking for your products or services.

I mean, that’s really the Holy Grail right?

If you can be the first thing people see as they’re researching solutions, and you demonstrate a solid understanding of their problem, and you offer them a fantastic solution, and you give them a great deal, and the whole experience is seamless … there’s very little chance that that user will go elsewhere.  You’ve effectively got them.

But the key is, you’ve gotta show up first in Google to have that opportunity. So search is critically important.


Closing the deal

And lastly, decision stage. So the buyer has all the information they need, now they’re weighing up their purchase decision.

Re-targeting is really great for this. That’s where you can show your ad in social media to a person that’s been to your website before and then when they went back into Facebook or LinkedIn or Instagram, your ad was the first thing they saw.

That might be just enough to get them over the line and be like, “Hey, I see these guys everywhere. They must be good.”


Knowing your customer

It’s critical to understand your customer and who the target audience is, to know their mindset, to know the problems they’re having, to know the stages they’re going through, so you’ve got to have a good understanding of your target market to be able to create a successful marketing strategy.

That’s really the key. Understand your customer, understand that they go through awareness, consideration and decision, and have a strategy for each of those. That’s a recipe for success. It’s worked well for us. That’s what we do. We get heaps of new business by targeting those three parts of the buyer’s decision-making process.


It works super well for our clients here at Yo Media

It’s exactly what we do for our clients here at Yo Media, so when clients come on board, and they tell us that they want more customers, typically we’ll start at search, at consideration, because that’s the low-hanging fruit; you’re already hitting people when they’re looking.

So we start with the search strategy, get them to number one in Google, get the leads coming through, get a few runs on the board. That then brings in more cash to be able to invest in things like awareness campaigns in social media, re-targeting campaigns at the decision stage, and slowly build up a successful marketing campaign.

So that’s it.  I hope you got something out of that.  Thanks for stopping by!

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