Client Awareness on LinkedIn: the Key to Effective Posting
When you're posting on LinkedIn, it's not just about pushing out information; it's about connecting with your audience in a way that resonates with them. That connection starts by understanding where your potential clients are in their awareness journey.
Are they aware of the problem they face? Do they know solutions exist? Or are they evaluating different products, including yours? Recognizing these stages can transform how you approach your LinkedIn strategy.
The Four Stages of Client Awareness
Problem Unaware At this stage, potential clients don’t realise there's a problem that needs solving. If you start talking about solutions, they won’t see the relevance because they don't recognize the problem in the first place. This stage calls for educational content that helps them identify and understand the problems they are facing.
Problem Aware Here, clients know they have a problem, but they’re at a loss about what to do next. They aren’t looking for specific solutions just yet. Instead, they need information that outlines potential next steps and general solutions that could help them. This is your opportunity to guide them gently towards understanding how to address their issues.
Solution Aware Solution-aware clients recognise that solutions exist. However, they may not be aware of your specific offering, or they haven't considered it as a viable option yet. Content for these clients should focus on differentiating your services, highlighting unique benefits, and why your solution fits their needs better than others.
Product Aware At this point, potential clients know about your service but aren't fully convinced. They might be comparing you to your competitors. This is your chance to shine by demonstrating clear advantages, sharing success stories, and providing compelling reasons why your solution is the best choice.
Why Matching Content to Client Awareness is Key
Creating content without understanding your client’s current awareness level can lead to missed connections and wasted efforts. For instance:
Problem Unaware clients need to be educated about their challenges before you can introduce your solutions.
Problem Aware clients are looking for guidance and potential solutions to consider.
Solution Aware clients are in the comparison stage, so they need specifics about why your solution is superior.
Product Aware clients need reassurance and evidence that your solution is the right choice.
Each stage requires a different approach in tone, content, and call-to-action.
How to Tailor Your LinkedIn Content
For Problem Unaware Clients: Use posts that highlight common issues faced by others in their industry, subtly introducing them to the idea that they might have similar problems. Use storytelling to make it relatable.
For Problem Aware Clients: Provide valuable insights and practical advice that outline various problem-solving approaches. This could be through how-to guides, checklists, or exploratory questions that encourage them to think about their needs.
For Solution Aware Clients: Detailed comparisons, case studies, and client testimonials work well. Highlight the uniqueness of your solution and its benefits clearly and succinctly.
For Product Aware Clients: Offer deeper insights into how your solution works, support it with data, and show real results from existing clients. Personalized demonstrations or trials can also be effective.
Understanding where your clients stand in their awareness journey helps you create LinkedIn content that resonates, engages, and, most importantly, converts. It ensures that your efforts are not only seen but are impactful.
