Understanding the Consideration Stage: How to Guide Potential Buyers Toward a Confident Choice

When a prospect agrees to that meeting and starts working with the salespeople, the hard selling comes into play. During the conversation, the SDR can listen for any other information that may help the closing rep. Check out a full list of EBQ’s best SDR questions. The SDR should ask discovery questions to see if the prospect aligns with your qualification criteria. Most of the time, the information your SDR is finding is whether the contact needs your product or service and if they have some say in the purchase decision. Your appointment setters can now step in to lead them to the decision stage; however, they must first confirm that the leads are sales-qualified buyers. With our guide, you will learn how to help your potential customers through the five stages of their buyer’s journey.

Consideration stage content is designed to provide potential customers with information and resources that help them evaluate their options and make informed decisions. Depending on the content type and channel, use that channel's analytics to track engagement and conversions. Once you have a solid understanding of your buyer’s journey for the consideration stage, it’s time to get to work. Through segmentation and remarketing, you can re-engage interested prospective buyers with your targeted consideration stage content and offers. In the consideration stage of the marketing funnel, you can also segment your audience based on what you know about them. The articles include information about how to choose the right solution for you, what each solution offers, and social proof that shows how MailChimp excels over the competition.

Case studies bring authenticity to the forefront, portraying how your offering has positively influenced others in similar situations. These narratives offer a tangible connection to the product or service, showcasing its impact in solving problems and delivering tangible results. These content formats provide an opportunity to delve deep into complex topics, offering a wealth of information beyond the surface. Content tailored for this stage should provide value-driven information, addressing specific pain points and positioning your product or service as a viable and superior choice. It's not just about making consumers aware of your offerings; it's about guiding them through the evaluation process.

What key terms should we use in our content for consideration phase leads?

I’ve already mentioned how, as a digital product or service like a SaaS, running a free online demo can be a great way to convince leads in the final stages of your buying cycle. To get started with “targeted content,” you need to answer the questions which are related to Consideration stage specific buying cycle stages. To go back to our example, after the customer has done some initial research into your company and competitor offerings, you push ads so your company stays top of mind. They tend to be in comparison mode, looking at features, prices, and quality of the different offerings they have come across.

Conversion employs limited-time deals, sales calls, and discount offers. The tactics provide hands-on experience or detailed evidence. Consideration tactics include free trials, product demos, and case studies. Interest tactics shift to email newsletters, ebooks or webinars, and retargeting ads.

• Platforms like Saber provide signals about consideration-stage activities such as visiting competitor comparison pages, researching specific features, or consuming case studies, enabling sales teams to time their outreach and personalize their approach based on demonstrated interests.
• Consideration is an important part of the customer journey because it’s during this phase that you’re most likely to enjoy the customer’s focused attention.
• The third stage addresses prospects actively evaluating solutions.
• In addition, in this stage, you can ask a customer for a review or a testimonial on how this product or service helped them with their needs.
• Utilize Google’s insights and recommendations to fine-tune bids and ad assets for better results.

It includes demographic, psychographic, and behavioral information, as well as their pain points, goals, challenges, and preferences. A buyer persona is a semi-fictional representation of your ideal customer based on research and data. Before you start creating content, you need to know who you are talking to and what they care about. Your content marketing goal at this stage is to educate, persuade, and differentiate your brand from the competitors. Your content should be 90% promotional and maybe just 10% educational – your goal is to sell now, at this stage your potential client is already “hot”. For the decision-making stage, use content that helps you actually sell your product or service.

What Makes Consideration Stage Content Convincing?

Your offer is going to help her get closer to resolving her problem. Your targeted buyer is willing to exchange a certain amount of high-value information to you in exchange for your irresistible offer. Just be sure it’s relevant to the buyer persona you are addressing. Depending on your product or solution, your buyer likely only experiences these particular challenges once or twice in the lifetime of their business. Use your industry intelligence and deep understanding of the applied value of your solution. Be sure to include key phrases in your content to attract the most attention.