In marketing, we measure. On our social media accounts, the numbers are always present, our profiles showcasing our follower growth, likes per post, and so many more. But here's the thing - we often have these numbers available, but what do they mean? Yes, we know the number of comments is, well, the number of comments, but what can we learn from that number?
Every data point on your social media means something different. Harnessing those numbers to inform your strategies and campaigns is key, and we want to go on the journey of discovering what that means for you together.
Welcome to "The Marketing Journey: Measuring Consideration." This is the second part of a 5-part series that dives into the intricacies of each pivotal stage in the customer journey.
In today's blog post, we'll dive deep into this crucial phase. We'll uncover why the consideration stage is the linchpin between awareness and conversion. We'll explore how to craft content and offers that speak directly to your audience's needs and desires; appealing to their emotions helps transition them from not just knowing about your brand, but being interested in engaging with it further.
Understanding the consideration stage can transform your marketing strategy. It’s where potential customers weigh their options and decide if your product is the right fit. Get it right, and you’re one step closer to turning intrigue into action.
Ready to unlock the secrets of the consideration stage? Let's get started.
Understanding the Consideration Stage
As we outlined when initially discussing awareness, the customer journey has five distinct stages: awareness, consideration, conversion, retention, and advocacy.
The consideration stage in the marketing funnel is where potential customers evaluate their options. They have moved beyond mere awareness and are now actively seeking solutions to their needs or problems. This stage is important because it acts as the bridge between awareness and conversion. It’s where prospects weigh the pros and cons of your offerings against competitors and, most importantly, where you have the opportunity to make them choose you over an alternative.
Importance in the Customer Journey
The consideration stage is pivotal. Here, prospects are more informed and discerning. They are not just looking; they are comparing, analyzing, and narrowing down their choices. This stage is your time to shine, to differentiate your brand, and to make a compelling case for why your product is the best fit. It’s where trust is built and preferences are formed.
Bridging Awareness and Conversion
In the customer journey, the consideration stage is the first deliberate point of failure for brands. It connects the initial spark of interest with the final decision. If a potential customer has made it to this stage, this means they weren't turned off by anything in the awareness phase and their general perception of the brand is positive enough to be willing to engage in the consideration phase.
However, now that an action is required, you risk losing potential customers who could either (A) choose another option to solve their problem or (B) ultimately decide not to proceed with a solution for their problem. This stage is your chance to engage more deeply, answer questions, and address concerns, ultimately guiding prospects toward a converting decision.
Crafting Compelling Content and Offers
Creating content that resonates during the consideration stage is vital. Prospects are looking for detailed information, comparisons, and evidence of value. We're sure you've heard the phrase "if you confuse, you lose", and it holds a lot of weight here. In the consideration stage, potential customers need to be able to understand what the problem is you solve and how your offering solves it.
Types of Content
Different types of content work well in this stage:
- Case Studies: Show real-world applications and success stories.
- Product Comparisons: Highlight how your product stands out against competitors.
- Testimonials: Provide social proof from satisfied customers.
- In-Depth Guides: Offer detailed insights and how-to guides that showcase your expertise.
- Webinars and Demos: Allow prospects to see your product in action and ask questions in real-time.
The Role of Personalization
Personalization is key in the consideration stage. Tailor your content and offers to address the specific needs and pain points of your prospects. Use data and insights to create targeted messages that resonate on a personal level. This approach not only captures attention but also fosters a deeper connection with your audience.
It's important to understand what conversion you are working towards. For example, if your conversion if a high-involvement purchase like buying a car, your consideration stage will be a lot more intimate and tailored. However, if your conversion is something lower involvement like a free subscription, consideration efforts will not be as granular at the user level.
How to Measure Consideration
Measuring the effectiveness of your efforts in the consideration stage is essential. Key metrics can provide insights into how well you are engaging potential customers.
Main Metrics
- Clicks: Track the number of clicks on your content and offers.
- Profile Views: Monitor visits to your product or service pages.
- Engagement: Measure likes, shares, and comments on your content.
- Active Users: Observe the number of users interacting with your platform.
- Comments and Replies: Analyze feedback and questions from prospects.
- Replays: Check how often your videos (Reels, TikToks, webinars, demos, etc.) are rewatched.
- Reactions: Assess emotional responses to your content.
- Click-Through Rate (CTR): Calculate the percentage of clicks on your calls to action.
Learning from Metrics
These metrics can reveal a lot. High engagement and interaction indicate that your content resonates with your audience. They aren't bored and hey, let's take it even a step further: something is keeping them around. Replays and comments can highlight areas of interest or concern. CTR can show the effectiveness of your calls to action. By analyzing these metrics, you can refine your strategies and improve your content and offers.
So... What Does Conversion Look Like For Me, The Marketer?
For marketers, the consideration stage is about creating a seamless and persuasive experience through your communications strategy and execution. It’s about providing the right information at the right time, addressing concerns, and building trust. It’s also about being responsive and engaging, showing prospects that you value their interest and are ready to help them make an informed decision.
Remember: why should anyone choose you, whether it's over something else or over nothing at all? What problem do you solve and why do you solve it better than an alternative? Being able to answer those questions with confidence is the secret sauce to rocking the conversion phase with confidence.
Next Steps
As you refine your consideration strategies, focus on creating high-quality content that addresses the specific needs of your prospects. Continuously measure and analyze key metrics to understand what resonates with your audience and where you can improve. By doing so, you’ll be well-positioned to guide potential customers smoothly from consideration to conversion.
The next stage is one of the most exciting: you've piqued your audience's interest, so now it's time to seal the deal and turn consideration into conversion. Dive right in - check out our blog post all about conversion.
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