In this blog post, we explore the Consideration Phase of the customer journey, where potential customers are getting educated about your company. We’ll discuss key metrics to track, the channels to be present on, and the activities customers engage in during this phase, helping you effectively guide them towards conversion.
Key Metrics to Track
Understanding the effectiveness of your efforts in the consideration phase involves monitoring several key metrics:
- Website Engagement: Track how much time visitors spend on your site to gauge interest.
- Pricing Page Visits: Visits to the pricing page indicate a strong interest in your products or services.
- Leads: Count the number of individuals who provide their email addresses, signaling interest.
- Opportunities: Monitor the transition from leads to opportunities, where potential customers request contact from sales.
Channels to Be Present On
Ensuring your brand is visible across multiple channels during the consideration phase is essential:
- Website: Maintain an informative and engaging site.
- Email Marketing: Use targeted email campaigns to nurture leads.
- Phone Calls: Document and follow up on phone interactions.
- Face-to-Face Conversations: Engage in direct discussions when possible.
- Content Creation: Continue producing content that addresses potential customers’ questions and concerns.
Effective Content Distribution
Content remains crucial in the consideration phase. Consider these strategies:
- Competitive Matrix: Send emails comparing your brand to top competitors.
- FAQ Documents: Address common questions proactively to support the sales team.
- Benefits Overview: Highlight how your products or services solve specific pain points.
Activities of Potential Customers
Recognizing the activities of potential customers during the consideration phase helps refine your approach:
- Requesting Pricing: Respond promptly to pricing inquiries.
- Sales Presentations: Conduct presentations to move leads closer to conversion.
- Sales and Marketing Collaboration: Maintain open communication between sales and marketing to ensure a seamless transition from lead to customer.
Conclusion
Effectively navigating the consideration phase involves tracking the right metrics, being present on key channels, and continuing to provide valuable content. By understanding and supporting potential customers’ activities, you can smoothly transition them to the next stage of the journey: the Convert Phase. Stay tuned for our next post, where we’ll dive into this crucial stage.
