Otherwise known as the “awareness” stage, this is the point in which your lead is trying to solve a problem, and they’ve come across the content you’ve created in their quest for a solution.
If your audience is like most people, they conduct online research before making a purchase. Roughly 80 percent of people research before they buy, and people get through 60 percent of the buying process before they’re ready to talk to someone about their purchase.
Today’s customers are looking for answers relating to the problem that sparked their search. One of the best ways to get their attention at this stage is through high-value content such as blog posts, whitepapers and eBooks, along with other educational materials.
There’s no guarantee at this point that they’ll buy from you, but those leads who do find your content useful at this stage may continue to the middle of the funnel.