Phase 1: Discovery

Ignite curiosity; become top-of-mind

The discovery phase is where the initial magic happens; it's the first encounter between potential customers and your brand. Whether they stumble upon your brand while scrolling through social media, spot a creative roadside sign, or are lured by an inviting storefront, the medium may vary, but the goal remains the same: to capture attention and ignite curiosity. Keep in mind that during this phase, people aren't actively searching specifically for your product or brand. They stumble upon it while engaged in other activities, be it wandering the streets, feeding search engines or browsing online. Therefore, your messaging needs to be compelling enough to catch their eye and draw them in.

Let's consider a real-world example: Wentworth Music, a musical instrument shop, erected a simple but clever roadside sign that read, “We sell musical instruments & also drums.” This sign did more than just advertise their products; it infused humour and personality into the brand's public face. The playful dig at drummers being noisy resonated with a well-known joke in the music community, elevating an ordinary sign into a memorable brand statement. This clever approach didn't just serve as a promotion, it also triggered delight, laughter, and curiosity. The result? The sign became a social media sensation, achieving viral status and morphing into a widely shared meme.

When it comes to search engine advertising, it's crucial to adopt a similar mindset. In the digital realm, especially for popular keywords, your advertisement is one among many, vying for attention. To cut through the noise, your ad must do more than just appear; it must captivate. By crafting an advertisement that's as distinctive and engaging as Wentworth Music's sign, you can differentiate your brand and grab the spotlight in a crowded online space.

In the discovery phase, all your content should aim to achieve a similar effect, seizing attention through a combination of striking visuals, compelling headlines, and resonant messaging. You need to understand your potential customers' world – what challenges they face and what needs they have. This phase offers various touchpoints for engagement, from social media and public relations to collaborations and traditional advertising. Therefore, your strategy should encompass a broad spectrum of avenues to ensure that wherever potential customers might be, your brand is there to catch their eye.

As in the discovery phase of your customer journey, grabbing your audience's attention is key. Take, for example, Uber's "Uber Ice Cream" campaign in 2012. For one day, the app allowed users to hail ice cream trucks to their location. Publicised extensively on social media platforms like Twitter and Facebook, the campaign created a buzz that reached even those who had never before used or heard of Uber. By delivering a unique and enjoyable experience, Uber didn't just showcase its on-demand service capabilities; it also stood out in a crowded market, attracting new users.

Similarly, Warby Parker accelerated its discovery phase through its try-on program. Customers shared pictures of themselves in different frames on social platforms like Instagram and Facebook, inviting feedback from their network. This social proof not only built credibility but also acted as organic marketing, setting Warby Parker apart from the competition.

The takeaway for entrepreneurs and marketers is that the discovery phase is crucial for customer acquisition. Your objective is to make your solution as accessible and attractive as possible to potential customers. By zeroing in on their needs and wants, you build trust and pave the way for loyalty. This phase is also your chance to set expectations for the rest of the customer journey. A strong start can create anticipation, making your audience eager to see what comes next.

Remember, during this phase, your potential customers are either actively looking for a solution to a problem or just beginning to realise a need or desire they hadn't identified before. By focusing on creating memorable, shareable experiences right from the start – be it through storytelling, personalisation, or ease of use – you can ensure that you not only capture their attention but also keep them engaged for the long haul.

Challenges often encountered during the discovery phase include:

Lack of awareness about available solutions.
Difficulty finding relevant information about products or services.
A wide range of choices without a clear differentiation can be overwhelming.

During the discovery phase, specific needs that should be addressed include:

Clear, accessible information about the product/service.
Evidence of product effectiveness or service efficiency.
Differentiation from competitors.