Customer consideration is the second stage of a customer journey after awareness. It is a key moment when clients compare your brand with competitors before committing to a purchase. Therefore, by using an omnichannel approach, you can get a competitive advantage in driving customers at this stage.

In this post, we will discuss four of how to use the data gathered during the awareness stage so that your marketing campaign can begin to take root.

Media alternatives

Social media is not the only driver, and even in social media, not all platforms are the same. Make sure to analyze your customers. What do they like to read? What sports shows or podcasts do they enjoy? Make sure to create a content strategy that fits the interest of your potential audience. A good strategy is to build customer personas.

Social media marketing focused on customer consideration

During the awareness stage, you should focus on building a database of possible leads using forms, cookies, getting prospects to follow you, among others. Secondly, it is time to present your case or value proposition to your audience.

To begin, a best practice is to use social media ads. For example, you can use Facebook lookalikes to target your target audience with your messages and offers. On the other hand, you could organize events and promote them on your brand’s social media channels.

Using reviews and testimonies to drive customer consideration

Reviews and testimonies are social proof that gives a sense of calm for prospects and helps them consider your product. For example, a customer sharing their experience in a restaurant or at an Amazon order. In fact, more than 90% of customers read reviews before purchasing.

A members testimony for Peloton on their IG page

At the same time, brands must verify bad reviews to solve dissatisfaction with customers, from my experience a bad experience with good customer service can be transformed into something really positive.

Direct mail

Finally, make sure to nourish your database with emails or traditional mailing with information regarding your products, offers, services, and news. You can use email platforms like Mailchimp or HubSpot and create automatized experiences for customers. Personally, I have used both platforms with great results.

I hope you enjoyed this post. If you liked this content, please check out my last post on customer retention.

Photo by LinkedIn Sales Navigator on Unsplash