Imagine your potential clients as being on a journey- a journey of getting to know you and the course, workshop, or retreat you offer. To make your marketing campaigns truly effective, it’s crucial to understand that people at different stages of this journey have different needs and questions. In this post, we’ll explore how to tailor your content to the three main stages of the customer journey: Awareness, Consideration, and Decision.
Stage 1: Awareness – Capturing Attention and Sparking Curiosity
At the awareness stage, people don’t know much about you yet. They may have come across your content online, but they’re not really sure who you are or what you offer. Your goal here is not to sell – it’s to connect. You want your audience to feel seen, heard, and intrigued.
Content Ideas for the Awareness Stage:
- Short videos that answer common questions your potential clients may have, such as “Why is it so hard to change habits?”
- Personal stories about your own struggles and growth that relate to your audience’s experience.
- Thought-provoking quotes or insights paired with authentic visuals from your work or nature.
- Simple, actionable exercises people can try right away – like a one-minute breathing practice or a reflective question.
The goal: to make them feel, “This is exactly what I needed to hear.”
Stage 2: Consideration – Turning Interest into Understanding
At this point, people are already curious about you. They may be following you or reading about your work, but they haven’t yet committed. Now’s the time to help them understand how your process works and what they can expect if they join.
Content Ideas for the Consideration Stage:
- Behind-the-scenes videos from your workshops, retreats, or online sessions.
- A day-in-the-life breakdown of your course or program.
- Testimonials from past participants – written or video – with real stories.
- Explainers that highlight a tool or method you use and how it helps participants.
- Before-and-after examples showing the transformations people experience.
The clearer and more relatable your content, the easier it is for people to envision themselves joining.
Stage 3: Decision – Supporting the Final Step
The decision stage is where people are close to joining but still on the fence. Maybe they’re concerned about the price, time commitment, or whether it’s truly the right fit. Your job is to give them reassurance and a gentle push.
Content Ideas for the Decision Stage:
- A warm, authentic video invitation encouraging them to take the leap.
- A clear, detailed summary of your offer: what they’ll get, when and where, and what it costs.
- Posts that address common hesitations or concerns.
- A strong testimonial from someone who had similar doubts but joined and had a powerful experience.
- Subtle urgency – limited spots, enrollment closing soon, or early bird bonuses.
This is where they say: “Okay. I’m in.”
Final Thoughts:
The content you create isn’t just about promotion – it’s an extension of your facilitation. When your marketing speaks directly to where your audience is in their journey, it builds trust, clarity, and connection.
If you’d like support in building a strategic, thoughtful campaign that blends creativity with technical expertise – we’d love to meet you.
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