Understanding each phase of a buyer’s journey is crucial to creating better content for them. This article will provide an in-depth explanation of the “consideration phase,” the second phase of the four-step buyer’s journey. Here you will learn how to attract more traffic, create content for buyers in the consideration phase, and tips to market yourself to a sale.
The consideration phase is the point at which buyers have recognized a problem with their inbound marketing techniques. These prospects have started exploring possibilities to correct it.
Now that we have defined the term itself, it is time to decode what stage of the buyer’s journey your prospect is in. After all, you want to market to each prospect effectively!
When examining a prospect, keep in mind the markers and milestones of each stage in the buyer’s journey:
Stage #1: Awareness
Stage #2: Consideration
Stage #3: Decision
Stage #4: Delight
For more information regarding stages of the buyer’s journey, review the post written by HubSpot. You have an idea of where your prospect is in the buyer’s journey. Where do you go from here? Put yourself in your buyer’s shoes. Think like a buyer in the consideration phase.
Understanding these thoughts, concerns and needs will help you understand what your buyer is likely to be querying in the search engines and what keywords they are using. Secondly, it provides the insight you need to know what content to create and what keywords to leverage in your content.
Potential clients in the consideration phase are comparing the different solutions that would resolve their problem. It is your job to deliver answers that are helpful and relevant to them. According to Pardot, 72% of buyers are simply searching for information during the consideration phase.
The online world is seeping with intelligence. When marketing to prospective clients, it is imperative to understand not only what they are looking FOR, but also what they are looking AT. Focus your efforts on the material that is most viewed by buyers. With a little competitive research, you can determine what your buyer is responding to.
These buyers are visiting the pages that include keywords they are searching for. Be sure to include key phrases in your content to attract the most attention. Keep in mind that in the consideration phase buyers are most responsive to:
Prospects want to make decisions based on logic, even though it is known that buyers are persuaded by emotion (the fear or something or the desire to have something because of what it means to them). Marketing Interactions uses data to explain. This is your opportunity to speak to the problem and their logic, while using quantifiable data that compels them emotionally (what they have to lose and win) to choose a particular solution.
Know and explain the strategies that will work for them and provide examples or case studies that showcase examples of real client outcomes. Use your industry intelligence and deep understanding of the applied value of your solution. Speak to the quantified value of the existing gap and its long-term cost if left uncured.
Your well-written, compelling content that addresses your buyer’s specific needs and helps them understand the various challenges and cost of the problem, as well as the value of your applied solution is your best sales tool.
You are the expert. You see these issues over and over. Depending on your product or solution, your buyer likely only experiences these particular challenges once or twice in the lifetime of their business. Give them a 30,000-foot perspective. Just be sure it’s relevant to the buyer persona you are addressing.
To gain your buyer’s trust, you need to prove you understand their business and their problem. Examine your client. Ask yourself:
To write excellent, searchable, conversion-driven content, you must tap into your deep understanding of how your buyer uses your product and translate it so that it speaks directly to the heart of their concerns and their goals. Here’s a quick list of topics you should speak to using their language – not your company-speak:
Buyers in the consideration phase will respond best to content offers in these formats:
A landing page (where your buyer will “land” after clicking on a link) is one of the most important marketing opportunities a business has. Well developed and effective landing pages are your businesses online gold mine. Your targeted buyer is willing to exchange a certain amount of high-value information to you in exchange for your irresistible offer. Your offer is going to help her get closer to resolving her problem.
The design and the elements that make up a successful landing page are very purposeful.
Relay information in an organized and engaging approach. This means including:
Include keywords and phrases your buyers might be searching for (“how to,” “tips to,” etc.). Don’t forget to state specific terms pertaining to your services (“real estate,” “marketing,” etc.)
Here you are describing what is being offered to your prospects. Explain why both parties will benefit from a relationship.
These are the key points you want your buyer to focus on. They should be easy to read while breaking down the value of the offer.
This is your “call to action” for the buyer. By creating a “clickable” link, you persuade your prospects to complete a specific action. Follow instructions from Kissemtrics for a “CTA that converts”).
Offer your buyer the option to fill out contact info or even ask more detailed questions. Less is more in this instance. Limit your form fields to maximize your responses and submissions.
So you’ve created the ideal landing page. Now how are you going to direct your prospects and leads there? By creating content that is relevant and informative, of course!
As discussed earlier, buyers are searching for options to solve their issue. Maximize your online traffic from prospects by including specific keywords into your phrases.
Remember to add your meta data to your new landing page. Incorporate the most likely search phrase your buyer is going to use. It’s important to know that this search phrase and meta data must be present in your page content.
Here are some various examples. You will want to personalize them to your industry.
These phrases include a solution to their problem (example: “improve,” “redesign, and fix”).
Make sure your landing page will be a part of the results for buyers hunting for specific answers for a “solution to poor website traffic” or “solution to low survey responses.”
Prospects want reassurance you are qualified to handle their issue appropriately. Use effective keywords while including your industry term for “Provider of…” type verbiage.
Call attention to the fact that you are a provider of a service, for instance, a “web design service” or “wealth management service.”
Including the word “Supplier” in keyword phrases provides effective text in the search result to compel your buyer to click through to your website.
Whether prospects are searching for a marketing tool, a design tool, or a search tool, highlight your assets in your content.
“Device to track online traffic” or “device to track leads” are possible searches from prospects. Using the term most relevant to your solution will help optimize your content for your buyer demographic.
Call attention to your landing page by sharing your company’s “fix.”
“Appliance to solve…” or “appliance to incorporate” could both be relative terms to a client. Be sure to use the phrase most likely to be used by the specific buyer persona you are targeting in this content.
Landing page description? Check.
Ideas for potential key words? Check.
Where else should you place these phrases and words?
These are the concepts most important to buyers in the consideration phase. They should be mentioned often and placed strategically. For SEO and buyer search purposes, placing your key words in your:
The first statement your prospect will read should have an impact. Put the main keywords at the beginning of the title, if possible.
Incorporating these key words within your bulleted points and body paragraphs is crucial.
Your final statement to your potential clients should recap what you are offering, leveraging the main keyword or phrase.
If your buyer has opted in to anything on your website, they should be receiving email from you. Repeat how you can help. Be specific to a need and use your keywords with consistency.
State your purpose immediately using relevant, professional and emotionally compelling terms.
Placing keywords in the URL will engage search engines in your content.
Using keywords that speak to your buyers solution in the blog post title will increase the chances of getting email and search engine click throughs.
Employ your keywords effectively and interact with prospects using one of the best platforms for marketing.
Once you have attracted traffic to your site, the next step is converting your lead. Your next assignment: guiding buyers into the decision phase of the buyer’s journey.
Building a trusting relationship with your client is key. If they are not ready to move on to the decision phase of the process, keep in touch with them. Use strategic email sequences. Monitor the open rate and page clicks.
They might need reassurance and some hand-holding! Build a reputation as the “problem solver” and build a trusting relationship. Stay connected with them in a relevant and value-based way by sending links to:
The continued interaction keeps you in the buyer’s thought process. New customer surveys and company research may change and influence their decision. Maybe they lost a significant client or gained new business. Through constant communication you will have the opportunity to be part of their next steps.
At what point does marketing need to pass the lead to the sales team or when is it time to make actual, one-to-one contact with the lead?
The hard work is done. You have an established lead and have been providing value to them regularly. Every company has different triggers that indicate when is time to pass a lead to the sales team. This is a matter of testing, measuring and tweaking the indicators and process to determine what works best for your company.
Some of the most obvious triggers for transition may be:
Having the tools to get started is the key to success. You now have the inside intel to effectively engage prospects in the consideration phase and to nurture them to the decision phase.
If you haven’t yet downloaded the Buyer’s Journey Template and Guide, you’ll want to get it so you can begin mapping out your buyer persona’s content journey through each of the buyer phases.