Consideration Strategies
- sushrutha d
- Oct 4, 2024
- 3 min read
The difference between the awareness and the consideration phase is the type of marketing strategy you apply. For example, the content for the consideration phase may be more in-depth and persuasive, such as a case study. The ad targeting will likely be different as well. Previous visitors will be targeted.
Marketing strategies and tactics to build consideration-
Unique selling proposition: Also called the USP. It explains why a product or service is better than the competition. Once a potential customer is aware of the product or service, make sure that the USP is clear and repeated often.
Testimonials: Testimonials are when customers provide their experience with a product or service. A well-crafted testimonial can build trust in a potential customer. They imagine themselves as the customer who had a great experience and problem was solved. Testimonials can either be written, in audio, or video.
Case studies: Are similar to testimonials, except they're usually more in-depth. A business with projects that last for several months may use a case study often in written format to explain its progression to build trust.
Remarketing ads: Advertisements delivered to previous purchasers, subscribers, or visitors to a brand's website or social media. These types of ads are common in e-commerce.
Webinars are presentations, typically educational, that are provided online. They are a great way to both educate potential customers and promote your product or service. One challenge to webinars is getting people to attend. You want to make sure you're providing something enticing and of value to your customers.
Email marketing is when you send promotional or educational emails to an email list. When a potential customer becomes aware of the brand and signs up for an email list, they would like to learn more about the products or services offered. One strategy to build consideration is to send out educational emails about the products or services.
Testimonials also work great for those who haven't purchased yet.
Social media marketing is slightly different in the consideration stage than the awareness stage. In the consideration stage, potential customers are now account followers. Post to followers consistently with varied content to build their interest in the brand.
Few practical steps-
When someone visits the product page, deliver ads for that product to that visitor on Instagram. If the visitor would like to learn more about the product, they can click on a link to revisit the website. If the visitor wants to learn more about the brand, they can easily visit their Instagram account.
When someone visits the website, the person is encouraged to sign up for the email list to receive a 15% first order discount. While some visitors make a purchase immediately with this discount, most do not. Keep in touch with these customers through email marketing.
Once a week, potential customers receive emails about products or services offered. Through the emails, inform new customers about the brand’s story, including how the business started, their product quality, sustainability, and how they’re inspiring their customers.
Include positive testimonials on product pages, on their social media, and periodically in emails. Potential customers read the testimonials of current customers and gain confidence in the product’s quality. The potential customers also start to imagine what it would be like to own the product.
USP should clearly state why a customer should buy their products or services. To make the unique selling proposition effective, include it throughout the website and marketing materials. State it clearly and often.
Collaborate with non-competitor brands who share similar values and interests, such as being made in the the specific country. Each brand will send an email promoting each other’s businesses to its email list.