The founder of the term "Hunt Ladder" ("Recognition Ladder") is the famous marketer Ben Hunt. Based on his concept, from ignorance to the purchase of a product, a person is separated by 5 stages:
Step 1: Unawareness of the problem.
Representatives of the target audience may not understand that they already have a need for your product or service. In other words, clients do not yet realize that they are experiencing inconvenience in one or another area of life.
Stage 2: The problem has vk database been identified, but a solution has not yet been found.
After talking to relatives, surfing the Internet, or reading an article, a person suddenly realizes that he has pain that needs to be eliminated. However, he does not know how to do this and wants to buy a product that will make his life easier.
Step 3: Compare options.
The person moves on to finding suitable solutions and identifies their advantages. However, he does this solely from the point of view of the effectiveness of solving his problem.
Step 4: Selecting the best option.
The person already knows how to eliminate the inconvenience, but is not yet sure which company is best for him. At this stage, the client gets acquainted with different offers and looks at reviews.
Step 5: Closing the deal.
The person takes the final step before solving his problem. He makes a deal and pays for the purchase.
Segmentation of the target audience using the Hunt recognition ladder method
According to Ben Hunt, the presence of the above stages is typical for all types of purchases, regardless of what exactly the customer is buying.
Using this method, you must consider and influence each of these steps. If you have a loyal audience around you, then one large advertising offer will be enough. However, most consumers come to understand their own problems only after some time. And the lower the position of the client, the more you should focus on this potential buyer.
It is not so easy to lead a person through all the steps of this ladder. Each step involves performing many tasks that require competent SEO specialists, marketers and copywriters. Ultimately, you will be able to develop a single marketing strategy for promotion for each of the st