Home > Marketing, Sales > Awareness – Consideration – Purchase – Retention – Advocacy

Awareness – Consideration – Purchase – Retention – Advocacy


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You have a lot of content and are doing a deal of marketing activities.  You need a mixture of marketing content and activities to attract and keep customers (clients) no matter if you are a B2B tech firm, a law firm or a non-profit organization.  Content is designed for different phases of the buyers or customer journey.  These phases are Awareness, Consideration, Purchase, Retention and Advocacy.


These phases need to be integrated and have the same look and message to them so they have the most benefit.  To drive results, the phases reinforce each other.

Let’s go into more detail on each phase.


This phase is the top of the funnel (TOF).  This is where people learn about your organization.  Make sure you are interesting, talk in their language and understand their issues.

Included in this phase are such content and activities as:

  • LinkedIn Sponsored Updates
  • Booth at Trade Shows
  • Presenting at Conferences
  • Mailing of Post Cards or Flyers
  • Ads in Magazines
  • Radio Spot


This phase is the middle of the funnel (MOF).  They are interested.  Now provide them more information so that they will consider to buy your product, use your legal services or donate money to your organization.

Included in this phase are such content and activities as:

  • Blog Posts
  • White Papers (Educational)
  • Ebooks
  • Direct Emails
  • Webinars


This is the bottom of the funnel (BOF).  They are now a true opportunity for your organization.  They are down to the details.  They are looking for reasons not to purchase no matter how small.  Provide them with the information they need to overcome objections to become a customer (client).  What will it take for them to sign on the dotted line.

Included in this phase are such content and activities as:

  • White Papers (Technical or Specific to Product)
  • Contract Review
  • Website
  • Purchase Order Received
  • Evaluation Copy


Now they are a customer.  So besides great customer support and providing excellent services/product you need to engage with your customers.

Included in this phase are such content and activities as:

  • User Conferences
  • Account Management
  • Community Forum
  • Knowledge Base
  • Product Road Map


Now you want to turn that customer into an advocate.  Find out who your advocates are.  Sales people usually know who the advocates are.  Your 9 and 10s on a Net Promoter Score survey are probably advocates.  Reach out to them.  Publicize their love for your product or service.

Included in this phase are such content and activities as:

  • Co-Presenting at Webinars
  • Co-Presenting at Events
  • Case Study
  • Video Testimonial
  • Being a Reference

I know that this was very high level.  But make sure that your staff (especially your sales and marketing folks) understands the buyers or customers journey.  When creating content, determine what phase the content fits in.  Make sure that all the phases are integrated.  And make sure that the content looks and sounds the same.  This will make it more efficient in production but also be more effective.    Hope that this has been a help.

Let me know your thoughts on the journey you take your prospects and hopeful customers.

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