Problem Aware vs Solution Aware Buyers
Where things can get complicated is which one of the myriad of platforms should you use? Google, Facebook / Meta, Ticktok, Linkedin, Carrier Pigeon? Ok maybe that last one is not really digital unless we are talking about some sort of pigeon robot hybrid from a back mirror episode………
Problem aware buyers are people who know they have any issue but are not actively seeking a solution. They may be unaware of what solutions are available or the problem might not be pressing enough to seek out a solution yet.
Solution aware buyers know they have a problem and there is a solution available. They are actively searching for a solution.
It is the difference between. “I have an employee at work causing all kinds of problems” and “I need to get some advice from a lawyer on how to deal with this employee issue correctly”. Or it’s the difference between “My garden is really overgrown and not looking the best” and “I need to organise a landscaper to come and sort out my garden.”
Solution aware buyers are further down the buying journey and so are far more likely to buy from you.
Google Ads Search Campaigns - Solution Aware traffic
Advertising on many of the other digital platforms puts your ads in front of users who are there to do something else like catch up on what their friends on instagram are doing or to get a recipe video on youtube. On platforms like these your ads must catch their attention in the middle of them doing something else.
Using Google Ads search campaigns you can tap into the thousands of people each month that are actively searching for your type of product or service. They are solution aware and looking to buy.
The Bottom Line
There is a time and place for these other channels particularly if you are trying to attract problem aware buyers who are further up the buying process. It works well for the types of products and services that need multiple exposures to educate the person before they buy.
If you are a service based business in an established industry such as law, trades, IT consulting etc then Google ads is a much straighter path as you are putting yourself in front of people who are actively searching for what you sell.
If you want to find out more about which channel would be best for your business, reach out for a chat and we can go through the latest digital marketing trends and strategies with you.