Entry Level Digital Marketing Mission 4 - Larger Market Triangle


Scepticism vs Trust

Customers must trust you before purchasing from you. The way to gain trust is through lead nurturing

This is the way of developing and maintaining relationships with potential customers.

Lead Nurturing

  • Send free stuff that’s valuable for them
  • Send an email funnel (series of emails) with more valuable resources
  • Engage with customers on social media
  • Host an event to answer questions
  • Use trust indicators (100% secure payment, ratings and reviews, company logos, etc.)

The Market Triangle

  • 3% Buy now
  • 17% Info gathering
  • 20% Problem aware
  • 60% Not problem aware

Information gatherers

  • They know that they have a problem and are actively searching for information on how to solve the problem
  • Building trust by:
    • Content marketing
    • SEO

Problem Aware

  • Know that they have a problem but are not actively taking action
  • They’re not in pursuit of a solution just yet. Just pck at info that piques their interst.
  • Build trust by:
    • Ads and content that pique curiosity
    • Email funnels with resources

Problem Unaware

Let them know about the problem

Help them realise the problem they have

  • Build trust by:
    • Hosting events about the problem
    • Create a quiz to show that they have a problem


Think about what you would do to target each group in the Larger Market Triangle:

  • Instant buyers
  • The Gatherers
  • The Painfully Aware
  • The Blissfully Unaware

You can use some of your work on the 5Cs Analysis to help.

The four types of customers look like this:

  1. The customer who wants to use LeftOvers

  2. The customer who is actively looking for a way to create meal plans with their left overs

  3. The customer who just noticed lots of left over ingredients in their fridge

  4. The customer who has a full fridge but doesn't care about it

  5. The customer who wants to use the app:

  • Include on the website download buttons pointing to the app stores
  • Social media advertising: Add deep links to social media posts pointing to the app store.
  • Make mobile friendly website since you want them to download the app immediately.
  1. The customer who is actively looking for a way to create meal plans with their leftovers:
  • Content marketing
    • Create blog posts, videos, or downloadable resources that provide simple recipe ideas
    • Add reviews of kitchen appliances like jaffle makers or pressure cookers
    • Provide users with an actual meal plan direct to their emails.
  • Email marketing
    • Offer sign up to a newsletter or regular emails with exclusive recipes, meal planning tips, and discounts.
  1. The customer who just noticed lots of leftover ingredients in their fridge:
  • Content marketing
    • Videos of leftover transformations
    • Content on how to be frugal with your money by using up what you have
    • Content on food preservation - how to make your food last longer
  1. The customer who has a full fridge but doesn't care about it:
  • Social media
    • Create attention-grabbing and relatable social media posts showcasing how meal planning and using leftovers can save time, money, and reduce food waste.
    • Encourage comments and discussions to increase engagement and generate interest.
  • Create community encouraging food frugality.
  • Document a new “fad” that’s going around where people are getting the most usage out of their fridge leftovers