The main stages of the Hunt ladder

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10 years ago, marketer Ben Hunt introduced the term "ladder of recognition", which remains an indispensable and powerful tool to this day. Thanks to the innovation, segmentation of target search queries of buyers, creation of a semantic core and preparation of USP have become more effective.

History of Hunt's Ladder of Recognition

The famous Hunt ladder has five vietnam business email list stages (steps), each of which relates to a specific customer problem. The specialist's goal is to resolve the situation and satisfy the client. Let's look at each step in more detail:

Indifference/ignorance is characterized by a lack of information about any problems.

Awareness determines the beginning of work on finding possible solutions.

At the Comparison stage, an analysis and study of all possible options for resolving the situation is carried out.

Next, the best method is selected among the possible ones.

The purchase includes the conclusion of a contract for the supply of the product. The problem is solved.

To make the situation clearer, let's look at an example of an organization selling garden tools. The business had a stable profit for a long time, but the management decided to start developing new sources of attracting customers. Therefore, a website was created, which, however, has practically no visitors. The company does not care much because there are sales. Step one - indifference.

The situation changes because offline sales volumes have started to decline. Or the management has simply decided to add a new focus — online business development. It is time for the second stage, where an understanding of the upcoming problem comes. Once the understanding has come, the search for solutions begins. The marketing department is actively coming up with ways to increase the company's online sales.

At the next stage, monitoring and analysis of all the collected solutions is carried out, which are compared by various parameters: price, profit, costs, guarantees, etc. Here, the gardening company's specialists build a strategy for promoting the online store. They choose the optimal advertising channel from all those offered: social networks, SEO, contextual advertising or email newsletters.

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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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