Hunt's Ladder: Where is the Client?

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The consumer is in a certain state in relation to the product: from ignorance to readiness to buy. This is best illustrated by the so-called Hunt ladder. Marketers use it to lead consumers to sales.

Fractus is ready to help you determine your client’s condition.

Hunt's Ladder: Specifics
The Hunt ladder or ladder of awareness is one of the marketing theories that states that each consumer is at a certain level of awareness, understanding of a brand or product. The author of the concept is American marketer Ben Hunt.

The ladder shows how the consumer interacts with the company and the product, predicts his steps, involves him in the sales funnel, and gradually leads him to a purchase.

Hunt's Ladder: Specifics

Hunt's Staircase Steps
According to Ben Hunt, the ladder of awareness angola email list 276670 contact leads has five steps, preceded by a zero level. The consumer passes each step sequentially, without jumping. However, the transition will take different amounts of time: from a few moments to several years. However, marketers can reduce this time.

Zero level. No problem. Indifference or unawareness of the problem. The client does not understand the problem, difficulty. Therefore, he is in no hurry to simplify life, does not look for a solution. The consumer is still in front of the stairs.
Step #1. Problem. Awareness of the problem. The brand recognition ladder starts here. The consumer has recognized his problem. But he doesn’t know where the solution is, so he’s looking for a way out.
Step #2. Solutions exist. At this stage, the buyer understands that there are several ways to solve the problem, compares them, looks for the best options, for example, using search engines. But does not yet know about the company's product.
Step #3. Your solutions. Specifically, your solutions (company solutions). The buyer learns about the company's product, sees ways to solve the problem. He studies the company's product and competitors (that's why it is important to clearly formulate the USP in order to surpass the opponents and not give them the client). The product already exists, there is no information about competitive advantages.
Step #4. Benefits . The client has found the advantages of the product and is studying it. But he is not yet sure that the company's product will relieve his pain.
Step #5. Convinced. The client is mature, so to speak. He is fully aware of the product, is confident that it will help him get rid of his headache – problem, is fully prepared to make a purchase.
Ben Hunt's Ladder: Principles
There are several principles of the theory:

clients always start from level zero;
the task of marketers is to help a potential consumer go through all the stages in turn;
The fifth step of the ladder is equivalent to a purchase: this is where the deal is made.
Ben Hunt's Ladder: Principles

Product promotion tools
Now about the tools for promoting the product. Experts recommend using SEO or SMM promotion, crowd marketing ( guerrilla marketing ), contextual and targeted advertising, content marketing from level 0 to the 3rd stage. At the 4th stage, any type of online advertising works well. At the 5th stage, no tools are needed: at this point, the purchase is made.

Services from Fractus
Want to know where your customers are on the Hunt ladder to speed up the buying process? Contact Fractus.

Our specialists will assess the situation, study the target audience, and develop an action plan. Thanks to it, you will be able to lead the buyer through all the steps to the main one - purchase. And your business will be effective.

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