We are glad you came back to our complete guide to understanding the digital marketing funnel. We have talked about the awareness and interest stages so far. This is when potential customers first hear about your brand and start to show real interest in your goods or services. When prospects compare your products to those of competitors, this is the point we will talk about today.
Looking into the Stage of Consideration.
There are three stages in the digital marketing funnel. The third stage is thought. People who are interested in your product or service are likely to compare it to others on the market. They are looking for the best option for their needs, taking into account price, features, benefits, and feedback from other customers. This step is very important because it lets you show what makes your brand special and why you are the best choice.
Goals for the Stage of Thinking About It.
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- Make Your Brand Stand Out: Stress what makes your product or service unique compared to others on the market.
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- Give Prospects Detailed Information: Give prospects detailed information so they can make smart choices.
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- Use reviews, testimonials, and case studies to build your trustworthiness.
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- By customising your material and offers, you can get prospects to interact with you more deeply.
Tips for Doing Well at the Consideration Stage
1. Lists of comparisons.
You should make helpful comparison guides that focus on the big differences between your product or service and those of your rivals. The tips you make should be honest and clear, with a focus on the unique benefits of your products. List your products’ features, perks, prices, and any special offers you offer.
2. Case studies and customer testimonials
Prospects are strongly affected by what other customers have said. Use recommendations and case studies to show off the success stories of your clients. Think about how your service or product has helped people and solved specific problems.
3. Free trials and demos of the product.
Prospects can get a feel for your product or service directly by trying it out for free or with a demo. One way to show how valuable and useful your offering is is to use this method. Make sure the test or trial process works well and gives potential customers enough time to see how it can help them.
4. Webinars and live chance to ask questions.
To give people more information about your product or service, hold webinars and live Q&A meetings. Prospects can ask questions and get quick answers at these events, which solves problems and builds trust in your business.
5. Follow-ups that are tailored to each person
Get information about your prospects and use it to send them personalised follow-ups. Send them personalised information and offers based on their interests and past actions through email marketing and retargeting ads. Personalising your messages shows that you know what they want and are dedicated to giving it to them.
6. Tools for comparing
Customers will be able to compare your product or service to those of your competitors if you have interactive comparison tools on your website. These tools should be easy for people to use and provide a clear, unbiased comparison so that people can choose wisely.
7. Detailed pages for products.
Make sure that the pages for your products are complete and useful. Explain things in detail, add high-quality photos and videos, and ask customers for feedback. People will find it easier to judge your products if you give them more information.
How to Tell If You are Successful During the Consideration Stage
During the consideration stage, keep an eye on the following key performance indicators to see how well your strategies are working:
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- Engagement Rates: Monitor interactions with comparison guides, webinars, and other material.
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- Demo and Test Sign-ups: Track the number of prospects who sign up for demos or free trials.
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- Email Open and Click-Through Rates: Evaluate the effectiveness of customised follow-up emails.
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- Website Behaviour: Keep track of how much time you spend on product pages and how often you use comparison tools.
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- Conversion Rates: Track how many prospects go from contemplating your goods to purchasing them.
Conclusion
The contemplation stage is an important step in the digital marketing funnel. It is where you can differentiate yourself from the competition and persuade prospects that your service is the best fit for their requirements. By giving detailed information, establishing credibility, and promoting deeper involvement, you may effectively direct prospects to the next stage of the funnel: conversion.
Watch out for Part 4 of our Ultimate In-Depth Guide to Crushing Digital Marketing Funnel. In it, we will talk about the conversion stage and how to turn interested leads into loyal customers.