Whether you sell a product or offer services, helping a prospect get through the consideration stage and into the decision making stage is one that requires patience and time.
In the Awareness Stage, prospects are still trying to identify their problem or issue. Taking advantage of information that is readily available, they are able to pinpoint the problem or issue they are experiencing. Information available at this stage tends to be more educational, not promotional as companies are using this as a first step to connect with a potential customer. Having a presence with insightful information where and when the prospect is ready is key.
90% of business buyers say when they are ready to buy, they’ll find you. – DemandGen Report
In the Consideration Stage, prospects are now researching, gathering information regarding available options to solving their problem. You have an opportunity to strengthen your relationship - solve their problem with content. Essentially, provide information regarding the benefits of available solutions. Caution has to be taken – do not focus on features, or present your content in a pushy, BUY NOW manner. That will likely turn them off. Instead, the purpose of content in the consideration stage is to help guide prospects through this process and build trust.
According to Pardot’s State of Demand Generation report, 70% of buyers return to Google at least 2-3 times during the course of their research, diving even deeper into each company’s specific offerings to see how they can address their particular pain points.
One way to guide prospects is to use metrics. Take a look at the information you have available. What emails have they responded to? What offers have they downloaded? Take advantage of this data to help fine tune your reach to help convert this prospect into a customer.
“Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it.” – David Meerman Scott
Content is your way to connect with prospects and build trust. Make sure your content is addresses what they are most interested in. Create content that addresses the problem and provides a correlation with benefits. This provides your prospect with the justification they may need to help make the purchase.
Content that is helpful at this stage of the process includes:
- Comparison White Paper
- Testimonials
- Product or Service Webinar
- Case Studies
- eBook (5 Steps to solving this problem)
“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.” – Brian Halligan
Create a variety of offers and make them available where your prospects are spending their time. Many will not respond to your emails, and unless you have a crystal ball, it is difficult to predict when they are ready to respond. By promoting your offers through other social channels, you will increase the likelihood a prospect will see it at the time it is most relevant to them, when they are ready.
One last piece of content that is also a good to have available provides pricing and ROI details about your product or service. This piece will be useful as prospects may start to narrow their alternatives and will need details to help move them along the purchasing process.
It isn’t easy to attract visitors, convert them into a lead and eventually into a customer. Rather than bombard potential buyers with features and BUY ME promotions, provide insightful and benefits-oriented information WHERE they are shopping for WHEN they are ready for the details. Make them aware that you are there ready to help them every step along the way. Make a connection, and build trust.