This is where potential customers become aware of your brand, product, or service. They might have a problem or need, but they are just discovering your business. Here are ways to create more awareness in this stage.

Content Marketing:

• [ ] Create a strategic content calendar

  Focus on TOF goals like stopping the scroll, introducing your perspective, and giving value with no strings attached. Don’t post just to post—each week should include:

  • 1 post that sparks curiosity or addresses a common frustration
  • 1 educational tip or mini breakdown (ex: “Why most ___ don’t work”)
  • 1 relatable or personal story that connects emotionally
  • 1 awareness-focused CTA (freebie, video, or podcast episode)

• [ ] Use TOF-friendly content types

  Prioritize shareable, easy-to-consume formats:

  • “You might not know this, but…” reels
  • “X things to know about ___” carousels
  • Quick tips + micro-rants on stories or lives
  • SEO-rich blog posts that answer beginner questions

• [ ] Repurpose everything intentionally

  One blog → a carousel, a story walkthrough, a post, and a reel

  One podcast → quote cards, clips, tweet thread

Social Media for Discovery:

• [ ] Pick 1–2 core platforms and go deep

  Show up where your audience already hangs out. Post at least 3x/week with:

  • Scroll-stopping visuals (bold headlines, photos, or clean design)
  • Casual education (“What I wish more people knew about ___”)
  • Real talk (myths, mistakes, “hot takes” on your topic)
  • Posts that prompt engagement (polls, Q&As, “drop your ___ below”)

• [ ] Engage outside your own content

  • Comment on others’ posts, especially creators or brands with a similar audience
  • Join niche Facebook or LinkedIn groups (but lead with value, not pitching)
  • Reply to DMs or tag people in useful content you’ve created

SEO (Search Engine Optimization):

• [ ] Identify top-of-funnel keywords

  These are the “early stage” queries like:

  • “How to get started with ___”

  • “Beginner mistakes in ___”

  • “What is ___ and why does it matter?”

    Use these in blog titles, Instagram captions, YouTube tags, Pinterest pins.

• [ ] Update your Google presence

  • Claim and optimize your Google Business Profile
  • Post weekly updates, events, or offers
  • Add photos, services, and contact info
  • Collect 5+ Google reviews from happy customers

Advertising Initiatives:

• [ ] Run awareness ads with the right objective

  Choose the Brand Awareness or Video Views objective, not conversions. Your goal is reach + recall, not form fills (yet).

  Best-performing ad types at this stage:

  • Short videos with a hook + helpful idea
  • Carousel with myths or truths
  • “Did you know?” facts that tie back to your brand’s value

• [ ] Use broad interest-based targeting

  • Choose themes like personal development, parenting, entrepreneurship, etc.
  • Layer with behaviors (e.g., page engagement, past content views)

• [ ] Track engagement metrics, not conversions

  Don’t panic if conversion is low—look for:

  • Cost per 1,000 impressions (CPM)
  • ThruPlay on videos
  • Click-through rate (CTR)

Partnerships and Collaborations:

• [ ] Pitch yourself for guest opportunities

  • Podcasts (especially newer ones)
  • Guest blog posts or newsletter swaps
  • Instagram Live or LinkedIn Live collabs

• [ ] Cross-promote with aligned brands

  Find small businesses or creators with a shared audience and:

  • Do shout-outs or joint giveaways
  • Bundle free resources
  • Host a challenge or content series

Free Resources or Guides: