Once a prospect is aware of a want or need, he or she may begin considering how to fill or satisfy it. At its simplest, a consideration campaign is one that’s designed to be useful, informative, and maybe a little persuasive during this phase in a customer’s journey. We may discuss Aristotle’s three types of persuasive appeals–logos, pathos, and ethos–in a future article. In this installment, we’ll look at some means and methods available to the marketer applicable to a person in the consideration phase.
A weblog (“blog” for short) is the set of articles you post on your website. Writing great articles–or “hosting valuable content”, as the tech nerds call it–is one of the best ways to establish credibility, trust, and helpfulness in your industry. Do great research, be honest, and provide the kind of info you’d want if you were in their shoes.
Good ol’ fashioned TV, newspaper, radio, magazines, et cetera are great for both Awareness and Consideration campaigns. Put yourself in front of your prospects at every opportunity. These methods can be difficult to track, so hunt for great targeting and negotiate like crazy!
Although they can be employed at any time in the customer journey, social ads become supremely useful at this stage. By meeting the prospect where they are with an interesting or informative message, the savvy marketer remains top-of-mind. Remember that the customer is not directly intending to buy at this point, so the call to action shouldn’t demand that. Instead of “Buy Now,” think “Learn More!”
If you’ve collected the email addresses of site visitors and other leads, email marketing to them now would be categorized as a consideration campaign. The most effective method of doing this (without wearing out your welcome) is through the use of a “drip” campaign–an automated set of informative, persuasive emails sent automatically on a schedule meant to ascertain and mirror the prospect’s state-of-mind and needs. With appropriate A/B testing and optimization, email usually becomes a marketer’s cheapest and most effective marketing method.
Traditional direct mail can also be used to the same effect here–though perhaps more often associated with Acquisition campaigns. To avoid the recycling bin, utilize and informative, helpful voice instead of sounding “salesy.”
At this stage, the customer is educating him or herself about all available options prior to making an educated decision. At play are features and benefits, price and quality, and brand and reputation. What the prospect learns now is pivotal to the prevention of buyer’s remorse later on. How can you make this process easier?
The advent of the information age has completely transformed the way the consumer assuages natural uncertainty and measures the risks and reward of a purchase. Public customer reviews bolster the trust required for a global economy and flush out bad actors. The impact of customer ratings and reviews cannot be overstated, and exhaustive research and statistics on the topic bear out the hypothesis that reviews matter!
I address methods for receiving and leveraging valuable reviews in my article on Advocacy campaigns, but I’ll leave the subject here with two simple truths for those of you at enmity with sites like Amazon, Yelp, TripAdvisor, and FourSquare:
- Public consumer reviews aren’t going anywhere. I, for one, welcome our new review overlords.
- If you’re getting bad reviews, it’s no one’s fault but your own. I know this one hurts, but it’s paranoid to think that every bad review is written by a “crazy” customer or a slimy competitor.
Done right, a consideration campaign will provide an effortless segue to your Acquisition campaigns and a successful close. You can learn about the next stage in the marketing funnel here, or have a look at my résumé.