Understanding Consideration Stage In Digital Marketing
In my previous article, I have look at all that you need to know about the awareness stage of the buyer’s journey. In this article, I want to talk about all that you need to know about the consideration stage of the buyer’s journey. Follow me as we are going to look at that together in this article.
The Consideration Stage represents the moment when the consumer knows about your brand and thinks it is a good fit for their needs or what they are trying to achieve. They may have other brands in mind, but your company is in the top 5 possible choices. A more aggressive approach is needed from the marketing strategy in order to strengthen the relationship with the consumer and prove the brand’s value through content, testing, promotions, and staying relevant.
The consumer might have decided to follow the brand on social media and subscribe to a newsletter to get more information that could influence their choice. They have shown interest by taking these actions and are waiting to be convinced. At this stage, your product is compared with a selection of your probable direct competitors. This is where differentiation will play a major role in decision making.
You need to answer some questions for the customer: why is your product better, what is the added value, how difficult is it to buy your product, what is the level of effort involved in using your product, what are previous customers saying about your product, is your product used by any trusted sources, such as influencers or friends?
In our example, Mary may have 2 or 3 brands in mind that meets her needs, they could repair her hair, be low in cost and use natural ingredients. These products and brands are slightly similar with different positioning and Mary is trying to learn more about the quality of each.
She will browse their website, follow them on Instagram, look at reviews on Amazon and consult her favourite beauty blogger for more insights. The influential factors that help her make a decision at this stage might be any of the following; a special collaboration with her favourite artist, an aspect of the product that impacts on the environment, and seeing lots of content related to one brand.
At this stage, the inbound strategy makes even more sense because if it is correctly realized, the brand or product will organically occur in the consumer’s search and social media feeds. But using all 3 types of media, owned, earned and paid, will yield even stronger results, using an influencer’s voice and retargeting consumer that have previously shown interest.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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