In e-commerce, the term Awareness refers to the first stage of the Customer Journey, the moment in which the consumer discovers that they have a problem and, therefore, begins to inform themselves and discover possible solutions.
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Awareness, like the other phases of the Customer Journey, has a direct connection to Inbound Marketing. Inbound, for those who don't know, is a marketing strategy based on publishing content focused on the Customer Journey. See in the next section how these two tools combine!
AWARENESS AND ITS CORRESPONDENT INBOUND MARKETING: THE ATTRACTION
Just like the Customer Journey, Inbound Marketing has 4 phases, which are:
- Attraction;
- Conversion;
- Relationship;
- Enchantment.
The difference is that the Customer Journey refers to the customer's actions, while Inbound Marketing refers to the actions that you, the merchant, should take. So, think about it with us: if your customer is trying to understand the problem they are going through, that is, if they are trying to become aware, what should you do? Answer: create educational content with solutions aimed at helping and, at the same time, attracting this customer to your e-commerce. Well, find out how to do this below!
Inbound Marketing in E-commerce
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INBOUND TACTICS: ATTRACTING CONTENT FOR THE AWARENESS PHASE
Let's say, for example, that a consumer, Verdevaldo, is experiencing a period of insecurity. Three of his neighbors had their homes burgled last month. So, to try to solve this, Verdevaldo goes to Google and types the following phrase into the search engine: "How to increase home security?".
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A week earlier, you, a surveillance camera salesperson unfamiliar with Verdevaldo, opened the Keyword Planner tool and discovered that there are 100 monthly searches for the phrase "How to increase home security?". This made it clear that there is an audience wanting to learn more about this.
the tactic
As an advocate of Inbound Marketing, you quickly come up with the idea of creating content on this topic for the Attraction phase. You then create a blog post and a YouTube video titled "How to increase home security?", exactly like the phrase you saw in the Keyword Planner.
Now, let's go back to Verdevaldo. Right after performing the search, several alternatives appeared in Google's SERP . One of them is precisely the post that you, the business owner, wrote and published on your blog . Verdevaldo then clicks, opens, and reads your article. Other internet users do the same. Bingo! Attraction happened, and so did awareness. In the next article in this series, you'll discover what else Verdevaldo did after reading your post . Stay tuned for the next chapters!
HOW TO ATTRACT, CONVERT, RELATE TO AND DELIGHT CUSTOMERS IN YOUR E-COMMERCE?
To attract, convert, engage, and delight customers in your e-commerce business, rely on the support of Agência e-Plus. Agência e-Plus has an experienced team certified in the RD Station Marketing Automation and Inbound Marketing tool . Therefore, they are qualified to create, test, configure, optimize, and evolve inbound strategies using this technology. In addition, they provide training, consulting, and advisory services for you, the merchant, and your employees.
With over 10 years of experience, e-Plus Agency has already carried out over 400 major e-commerce and Digital Marketing projects for companies such as Xerox and Pirelli, for example, in Spain, Portugal, Costa Rica, Argentina, Ecuador, Colombia and Brazil, among other countries. You can also hire from anywhere in the world. To do so, click on the button below and start a conversation with our team via messenger app right now:
