How to Reach the Customers Who Don’t Know They Need You (Yet)

Key Takeaway:

Learn six tips to connect better with discovery shoppers and boost conversions. 

You’ve probably looked at your competitors’ social posts, wondering why they’re going viral with something that seems so simple. The truth? Sometimes, it’s not about who’s looking for a product. It’s about who finds it at the right time.

When it comes to the marketing funnel, discovery-stage customers don’t start with a search bar. They’re browsing Instagram, flipping through emails, or chatting with friends when they stumble upon a product that solves a problem they didn’t even realize they had.

And if your product falls into that category — think high-fashion UV-protection clothing, boutique pet grooming subscription boxes, wearable aromatherapy jewelry, or a luxury closet redesign service — then your marketing needs to create those moments of discovery with intention. Here are six tips to convert discoverers to buyers.

1. Capture Attention on Visual Platforms

Visual-first platforms like Instagram, Pinterest, and TikTok are where discovery happens. These are the digital windows where boutique brands and high-touch services can display their value without a hard sell.

Imagine a luxury shoe boutique that posts a behind-the-scenes video of an artisan hand-stitching a limited-edition pair. A user who wasn’t shopping for shoes is suddenly intrigued by the craftsmanship and exclusivity. Or a specialty pet shop shares a reel of a pup happily trotting around in a designer raincoat, winning over a viewer who hadn’t considered fashionable dog gear.

Focus on content like:

• Scroll-stopping Reels and carousels
• Before-and-after transformations for home service providers (like “entryway makeover” clips from an organizer or closet designer)
• Pinterest boards that align your products with lifestyle moments (e.g., “Spring Dinner Party Must-Haves” featuring your boutique kitchenware)

2. Inspire Desire with Lifestyle-Driven Ads

Ads for discovery products need to sell the solution or feeling, not just the product. For example, a high-end closet organization company might run a Facebook ad titled “No More Monday Morning Outfit Stress.” It shows a calming, color-coded wardrobe space, which emotionally connects with viewers who crave that feeling of order.

Or consider a boutique pet shop running TikTok ads showing a fashionable pup with an on-the-go snack dispenser, pulling in dog owners who didn’t even know such a product existed.

Smart ad strategies for discoverers:

• Target based on lifestyle or interests (not just product keywords)
• Use copy that speaks to a feeling or pain point
• Focus on visuals that spark envy or “Where did they get that?” energy

3. Partner with Email Newsletters for Sponsored Discovery

You don’t have to build your entire email list from scratch to reach new eyes. Sponsored content in a curated newsletter – like a local style roundup or a dog mom lifestyle list – can land your product directly in inboxes of people who share your ideal audience.

A boutique fashion label, for instance, might sponsor a spot in a “Weekend Looks We Love” email from a local style influencer’s newsletter. Or a luxury laundry service could appear in a home design roundup that includes “the best ways to elevate your everyday chores.”

Remember, if the featured lifestyle aligns, the product becomes a natural extension. (No hard pitch required.)

4. Educate Before You Sell

Discovery customers may not know your product exists. So, give them an “aha” moment through educational content. These types of touchpoints build trust while planting the seed of need.

Imagine:

• A luxury candle shop sharing “How to Layer Fragrance in Your Home Like a Designer”
• A high-end dog food boutique creating a carousel post: “3 Signs Your Pup Might Need a Diet Upgrade”
• A home service brand writing a blog like “Why Your Garage Is Secretly Ruining Your Home’s Curb Appeal”

5. Blend Digital with Traditional Touchpoints

Discovery isn’t all digital. Traditional touchpoints still create valuable opportunities, especially for boutique or service-based brands.

Try this:

• Set up a booth at a curated local makers’ market to showcase your artisan goods
• Partner with a nearby bakery or wine shop to leave branded postcards promoting your luxury home painting or design services
• Use branded packaging inserts in collabs with other local retailers (think: a premium dog shampoo sample inside a groomer’s welcome kit)

Pro Tip: Pair these offline efforts with retargeting ads to catch the customer again once they’ve interacted with your brand.

6. Go Beyond SEO: Optimize for Discovery and GEO

Traditional search engine optimization (SEO) helps people find your store. But discovery also benefits from generative engine optimization (GEO), which helps you show up in AI-powered search tools like Google’s AI Overviews.

Let’s say your boutique sells artisan shoelaces for designer sneakers. Someone might not Google that exact product. But AI tools might still recommend your business, if you’ve used the right language on your website, blog posts, or product listings to describe what problem you solve (e.g., “How to refresh the look of your luxury sneakers”).

Pro Tip: Include product descriptions, FAQs, and educational content that mimic how real people talk. This increases your chances of being featured in generative results.

Turn Browsing into “I Need This” Moments

Turn Browsing into “I Need This” Moments
When your product solves a problem the customer didn’t even know they had, your marketing job isn’t to be found. It’s to be noticed. So, focus your awareness-stage marketing on the digital (and traditional) touchpoints where your product naturally grabs attention. Speak to lifestyles, solve quiet pain points, and let the discovery unfold.

Ready to Build a Smarter Awareness Strategy?

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