Awareness – Consideration – Decision – Action
What do we mean by ‘consideration’ in funnel design? This is the third piece in a series of posts deconstructing the elements of marketing funnel design“
Working on the consideration content pieces for your customer funnel is all about getting onto the shortlist for their Decision stage. Business owners can find this stage much easier because it is all about their product/service and it is so much easier to talk about yourself. The trick though is to see it through the customer’s eyes. In this post we have set out some examples of content types in case you get stuck.
First of all, let’s get into the head of our customer…..
Our customer is trying to solve their problem and our awareness content has caught their attention (yayyy!!); they feel like we understand them and they find themselves at our website and they want to investigate more about our proposition, they are beginning to narrow their search. They are looking for specific information about services/products but are still be thinking about the bigger problem they are trying solve and looking around the market at other suppliers. Your buyer may be asking ‘Can I trust them, are they really great at what they do so your content needs to reassure that you are a leader in your field and that you can be trusted.
Here are our content suggestions for the consideration stage….
- Case studies and testimonials
- White papers
- Product information
- Product comparison
- Free trials
Consideration and Decision pieces are often shared and the lines are blurred. The differentiator is the tone and positioning.
We hope you are enjoying our series of posts deconstructing the elements of the marketing funnel. We would love to hear from you.