After the awareness stage of the buyer journey, your potential customers are aware of the source of their pain points and are looking for possible solutions to their problems. This brings them to the next stage of the buyer journey- the consideration stage.
In this blog, we’ll dive into this stage in detail and look at a few strategies that you can implement to improve conversions and boost sales.
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Consideration Stage of the Buyer Journey
There are three stages of the buyer journey-
- The Awareness Stage: The buyer identifies their pain points and has discovered your business. But they are cold leads at this stage.
- The Consideration Stage: The buyer is interested in what you’re solving for and is considering purchasing a product or service.
- The Decision Stage: The buyer decides to buy your solution and converts into a customer.
In the consideration stage of the buyer’s journey, your potential customer understands their pain points, is familiar with your brand, and is considering different options for the solution. While they’re not yet ready to make a purchase, they’re looking for more information to make an informed decision and might have questions like:
- What is the root cause of the problem?
- What is the magnitude of the problem?
- Does the issue need to be addressed immediately?
- Which solution will best fix the problem?
- How will the solution fix their problem?
As a marketer, you must focus on addressing these questions in the consideration stage by creating the right educational content to convert potential leads.
Goals of the Consideration Stage
Remember, in the consideration stage, buyers aren’t looking to make a purchase immediately. They want valuable and informative content that answers their questions. And so, the primary goal of the consideration stage is to create informational content that pushes leads to the decision-making stage of the buyer journey.
This helps you establish trust among them and position your brand as the right solution to their pain points. Some examples of content that you must create in this stage of the buyer’s journey include:
- Whitepapers
- Product comparison guides
- Webinars
- Podcasts
- Videos
- Case studies
- Specification sheets
- Catalogs
- EBooks
Marketing Strategies to Optimize the Consideration Stage
1. Educate Your Customers
Customers in the consideration stage of the buyer’s journey are interested enough to consider your brand as a possible solution. This is why you must be prepared with every piece of information they might need to move to the decision stage.
Informative content like tutorials, explainer videos, or case studies can educate buyers about the benefits of your solution along with its pros and cons, bringing transparency to your marketing efforts.
2. Solve Customer Pain Points
Your target audience needs to know that your solution will solve their pain points. They’re looking for a brand that understands their requirements and delivers genuine, high-quality solutions. For this, you need to know your audience and identify their interests, preferences, and pain points.
You must direct your marketing efforts to ensure that you position your brand as the best available solution for your clients.
3. Run Targeted Campaigns
Many buyers in the consideration stage hold back from making a purchase for several reasons. But targeted campaigns help you win them back. This is where your ideal buyer persona will come in handy.
You can tailor your content around the buyer persona to visualize their reactions and test the viability of your campaign. This will help you identify strategies that will most likely generate positive responses and convince buyers to return to their consideration or convert into customers.
4. Optimize Your SEO Strategies
Today, internet search is the most popular and convenient way to discover and learn about new products. According to a HubSpot report, 36% of buyers rely on the internet for self-education on products. But a digital presence alone isn’t enough to convert leads. You must ace the SEO game.
This is because how a buyer finds out about your website strongly influences how they engage with it for a potential purchase. You must leverage essential SEO elements like keyword management, backlinks, on-page and off-page optimization, etc. to help potential buyers find your online presence. It also acts as an excellent approach to optimizing your consideration stage conversion funnel.
5. Acknowledge the Next Stage
It’s crucial to equip your potential buyers with the right information to build their trust in the consideration stage. But you don’t want them to get stuck in a research loop. Therefore, you must ensure that every piece of content in this stage leads buyers to the final decision-making stage.
For this, you can talk about your solution in the content itself or create a chain of relevant information that ultimately takes the buyer to a contact form. Regardless of the approach that works for you, make sure to always acknowledge the final stage in the buyer journey and push clients toward it.
Understand and Track Your Buyer’s Journey Stages
Buyers spend a significant time in the consideration stage, especially in B2B businesses. Therefore, you must keep them engaged for as long as possible and create content that helps them understand the issue, determine the value of your solution, and know the results they can expect. This helps you accelerate conversions and boost sales.
