Navigating the Consideration Stage: From Problem Aware to Solution Seeking
You’ve successfully captured the attention of your potential customer in the awareness stage. They know they have a problem. Now, in the consideration stage, they’re actively exploring solutions. They’re not quite ready to buy, but they’re seriously considering their options, and this is where you need to position yourself as the best fit. Think of it as the “dating” phase – you’re showing them why you’re worth their time and investment.
What is the Consideration Stage?
In the consideration stage, the customer has defined their problem and is researching different ways to solve it. They’re comparing options, reading reviews, and seeking more in-depth information. They’re looking for evidence that you understand their needs and can deliver the results they’re looking for. This stage is all about demonstrating your expertise and building credibility.
Relevant Digital Marketing Components for the Consideration Stage
Several digital marketing tools become particularly important in the consideration stage:
- Content Marketing (Deeper Dive): While awareness stage content focuses on the problem, consideration stage content explores solutions. Think in-depth articles, case studies, webinars, comparison charts, and “how-to” guides related to your specific offerings.
- Search Engine Optimization (SEO – Targeted Keywords): Customers in this stage use more specific keywords. Optimize your content for these “long-tail” keywords to ensure your solutions appear in their search results.
- Social Media Marketing (Engagement and Community): Share valuable content, run polls and Q&As, and engage in discussions related to your industry. Build a community around your brand where potential customers can interact and learn from each other.
- Email Marketing (Targeted Campaigns): If you’ve captured leads in the awareness stage, nurture them with targeted email campaigns that provide relevant information and showcase your expertise.
- Reviews and Testimonials: Showcase positive reviews and testimonials from satisfied customers. Social proof is incredibly powerful in the consideration stage.
Industry-Specific Examples
Let’s revisit our industry examples:
- Dentist: The dentist might publish a detailed guide comparing different teeth whitening options (in-office vs. at-home), discuss the pros and cons of each, and highlight their expertise in performing these procedures. They might also share before-and-after photos of previous patients (with their permission, of course).
- Plumber: The plumber could create a case study detailing how they solved a complex plumbing issue for a previous client, highlighting their problem-solving skills and technical expertise. They might also offer a free consultation or estimate.
- Tire Shop: The tire shop could offer a quiz or a consultation to help customers determine the best tires for their vehicle and driving conditions. They might also create a video demonstrating the differences between various tire types.
Tactics to Intercept Queries
Here are some tactics to “intercept” potential customers’ queries in the consideration stage:
- Offer downloadable resources: Create valuable resources like ebooks, checklists, or templates that potential customers can download in exchange for their contact information.
- Run targeted ads (retargeting): Retarget website visitors who have shown interest in your content or services with more specific ads that highlight your solutions.
- Monitor social media for relevant discussions: Engage in conversations where potential customers are discussing their needs and offer helpful information or resources.
Addressing Queries Effectively
Here are examples of how to address queries in the consideration stage:
- Instead of: “We offer the best teeth whitening services.”
- Try: “Considering teeth whitening? Download our free guide to learn about the different options and find the best one for you.”
- Instead of: “Call us for a free estimate.”
- Try: “Experiencing a plumbing problem? See how we helped a similar client solve their issue.”
- Instead of: “Buy our tires – they’re the best!”
- Try: “Not sure which tires are right for your car? Take our quiz to find the perfect fit.”
In the consideration stage, your goal is to provide valuable information that empowers potential customers to make informed decisions. By showcasing your expertise, building credibility, and offering helpful resources, you can guide them closer to choosing your business as the solution to their needs.