Earlier this week we posted about how a proactive messaging strategy can help to roll out your awareness stage content. This week, we take a look at the next step in your buyer’s journey, the consideration stage. We’ll examine how you can deliver your consideration stage content to the buyers who matter.
What counts as consideration stage content?
At the consideration stage, your buyer has identified their problems and possibly their solutions. They are seeking content that further illuminates their issues and are looking for distinctions between solutions. Your content will need to be more detailed than your awareness stage copy.
What types of content does this include?
Customers are weighing up their options at the consideration stage and are looking for the specific solutions to their problems as well as the benefits of one solutions compared to another. Consideration stage content might include:
- product/service comparisons
- data sheets
So where does messaging come into consideration stage content?
Most likely, customers who require consideration stage content have already corresponded with you in the awareness stage, and are reaching out for more information. Corresponding with them on non-traditional channels can be a great way to abolish formality. Channels that are more conversational put customers into more of a buying state as they are corresponding with you on mediums they use to communicate with their family and friends. This makes them more likely to trust and admire your brand, or the individual agent they are corresponding with. With this in mind, we recommend more than ever to direct your customers to reach you on channels such as Facebook Messenger, Twitter DM, or web chat.
In a world where consumers are empowered more than ever by technology, it’s also possible that customers may approach you for the first time looking straight away for some consideration stage content. This is likely because they have conducted their own research independently, moving themselves along the buyer’s journey. This can be a good sign, that your customers are finding enough content on your website or about your company elsewhere to identify their problems and solutions and consider your product or service as an option. With a good analytics programme in place, you should be able to see where these customers have come from.
However, it may be worth rethinking your strategy to learn more about them, by requiring more of your awareness stage content to be on-request only. This will not only prompt conversations with your prospects. It will also provide you with leads you can then qualify. This will enable you to give tailored consideration stage content that is more likely to convert.