Funnel Design: what is the decision making stage in marketing?

What do we mean by the decision stage in funnel design? This is the fourth and final piece in a series of posts deconstructing the elements of marketing funnel design where we explore how to nail the decision stage.

Let’s refresh ourselves on where the DECISION stage is in our marketing funnel

Mostly, when buyers are at the bottom of your funnel, they have qualified you in (yayyy!) and are just looking for validation that their choice is right.  They are ready to buy but the reassurance you give your potential customer at this stage is crucial.

Unsurprisingly the internet is awash with decision stage marketing tricks…. Calls to actions, free downloads, free trials – all yelling BUY BUY BUY! But what will help reassure your customer enough to go forward with you?  As ever, the answer lies in your well thought out buyer persona.

Here are some examples of what Decision Stage content looks like to get you started.  The tone should be more brand centric but rarely hard sell.

  • Free trials
  • Live demos
  • Testimonials
  • Case studies
  • Consultation
  • Product specification sheets

At this stage, you want to be clarifying exactly how your solution works and addressing any obstacles that could stand in the way of your buyer choosing your product. This it the secret, often missing, ingredient for your decision focussed content. Imagine they’ve a checklist of features, functionalities and deal-breakers they need to tick off before they make their final decision.

We hope you are enjoying our series of posts deconstructing the elements of the marketing funnel. We would love to hear from you.