Levels of consciousness in the MRACE® model

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When the buyer persona's level of awareness is taken into account in the purchase path, marketing relevance is further improved. There are five levels of awareness:

completely unaware: does not recognize their problem or its symptoms or consequences
problem-aware: recognizes their problem, but does not know how to solve it in the right way
result-oriented: knows the desired outcome, but does not know how or with which product he can achieve it
Product aware: knows about your product, but doesn't know whether to buy it from you or a competitor
fully aware: knows your product and knows that he wants to buy the product from you.


It is essential to identify the awareness levels of your most receptive customers and how you can use this information to guide them along the purchase path.

Example:
Let's imagine that you offer modern information security services to B2B customers. Your ideal buyer persona recognizes that there is room for improvement in information security, which causes extra work and uncertainty. The buyer persona is not aware that their everyday problems, such as creating and managing information luxembourg phone data security documents, could be easily automated.

It’s not most effective to start advertising your product or company’s superiority directly to your buyer persona. Instead, you should address the problem they’re experiencing: “Are you wondering if your company’s data protection is up to date?”

This is called the Reach stage, which takes into account both the problem the buyer persona is experiencing and their level of awareness. For these reasons, content is more likely to grab attention and feel relevant when it is placed in front of the buyer persona through targeted advertising on the channel where they spend their time and are most likely to be reached most cost-effectively.

After the Reach phase, you can direct the buyer persona to blogs in the Act phase, for example, that teach them how to identify the problem more precisely. By immersing themselves in the following content, the buyer persona will learn what kinds of ways there are to solve the problem – and ultimately how your solution helps eliminate it better than other options on the market.