Whether you’re an e-commerce store owner, a legal service provider, or a SaaS company, you likely know the importance of a solid marketing strategy. Marketing can make or break your business. If you don’t have the right message that resonates with your audience, you can easily get lost in a sea of competitors.
However, it isn’t easy to convert customers, especially if you’re new to your industry or don’t have a lengthy time in business. Before they buy from you, people want to understand what you offer and how it will benefit them. But they’re also likely to consider what your competition has to offer too, so you’ll want to put your best foot forward to ensure you stand out.
The consideration stage is one of the most critical parts of your marketing strategy. During the consideration stage, buyers are the most receptive to what you have to offer. They’re looking for more information about your products or services to help them make an informed buying decision.
You’ll want to use consideration marketing to help them through the purchasing process. Consideration marketing is meant exclusively for clients in the last stage of the buying journey. It provides the nudge they need to make a purchase.
You can influence your customer’s buying decisions by giving them the information they need at just the right time.
Know Your Buyers’ Needs
To properly influence your buyers, you must understand what they’re looking for. What attracted them to your company in the first place? What makes you stand out from your competitors? What do your clients hope to gain from their purchase?
Understanding your buyer’s thought process makes you better positioned to deliver what they want. If you’re not sure where to start, consider asking prior clients why they decided to purchase from you. They will likely provide you with some insight into their decision-making efforts that will be helpful to you.
Optimize Content for the Consideration Stage
Once you understand why your products stand out to your buyers and what encourages them to buy, you can develop marketing materials for future customers who will eventually reach the same stage in the buying process.
You can create multiple types of content for buyers in the consideration stage, and you’ll want to choose the ones most appropriate for your business. Some ideas include videos, white papers, FAQ guides, webinars, and cost comparisons.
Videos are helpful for companies that need to explain how their products work or what a customer can expect from their services. For instance, someone considering buying a new blender might find a video showcasing its features very beneficial.
White papers are best for B2B sales. Business buyers usually need to make a case to other organizational stakeholders before they receive the go-ahead to make a purchase. A white paper that describes the benefits of your product can help them explain to their colleagues why their purchase is necessary.
FAQ guides often appear at the bottom of a landing page for a product or service. They answer the common questions clients usually have, eliminating the need for the client to reach out to customer service. An FAQ guide can shorten the consideration stage, especially if it includes all the information a client wants when making the purchase decision.
Cost comparisons are helpful for expensive products and services. Clients want to know whether they’re getting the most for their money. If they see that another business offers similar products and services at a lower price, they may look outside your company at other options. However, if you’re the least expensive of your competitors, a cost comparison can help you stand out.
A webinar is helpful for companies that offer complex products that aren’t easily understood through pictures and text. During a webinar, you’ll demonstrate the product in action, showing how it can fulfill your client’s needs.
If you include a webinar, capture your client’s contact information before allowing them to view it. That way, you can follow up with them and answer any further questions they have.
Clients in the Consideration Stage Want Information
Consideration marketing is all about data and information. Your prospective customers already know what you offer. Now, they want to understand the benefits of your product, how it compares to your competitors, and whether buying your goods will resolve their problems.
Make sure to answer all customers’ common queries in your consideration marketing materials. The more details they have about your products and services, the more likely they will make a purchase.
