Content for the Customer Journey – Phase II: Consideration

As we’ve learned, the customer journey is ever evolving. After you’ve made potential customers aware of what you offer, it’s time to move on to phase two – consideration content for the customer journey. The goal of this phase is to encourage those same people you’ve made aware of your product or service become better acquainted with your brand. This stage is where you need to capture them and encourage them, based on the content and ad formats you create.

In the consideration phase, your
goal is to give your audience more information to entice customers to visit
your website or blog, then move them to take action by providing them with
information content. Is your content attention holding? Is it engaging? Is it
educational?

To do that, you’ll need to work
with your team to come up with a strategy that will resonate. This phase will
require some savvy creative skills to come up with content that stands out
against competitors, paid media expertise and strategic thinking. Each team
member must come equipped with their knowledge to figure out what’s best for
the brand, ultimately making choices that will impact sales and website visits.

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Test & Learn with
Consideration Content

It’s important to keep in mind that
different ad units have different results, so when selecting your approach,
strive to choose ones that are best for your business. Creating ads or putting paid behind your content, gives it legs to reach
audiences that you haven’t reached, along with those who are already
fans. For instance, a Facebook link post can perform well, but after a few
weeks, the viewership or click-through rate can dwindle, which means that
changes need to be made. If you’re no longer seeing results from a certain ad, switch
it up! Some clients may experience greater traffic on different ad types, it all
depends.

Consideration Content
in Action

If Facebook isn’t the best avenue
for your brand, consider Instagram Stories. Adding links to your Story can
drive clicks to your website, leading your audience to the information they’re
searching for. In the example below, The Outer Banks (#client) led users to
their website through a series of Instagram stories. When clicked, the link
leads to a page on the brand’s website full of fun ideas to do in the area
they’re promoting. This is a great approach if your audience is very active on
this platform and if you have enough followers to take
advantage of this feature.

Another great test to perform in
the consideration phase is one with post copy length to figure out which copy
length works best. Some posts perform well with minimal copy and with the use
of emojis. If your audience responses well to that keep it up! In some cases,
this may not work. Taking a test and learn approach is always beneficial. It is
important to keep in mind that conversions don’t happen immediately, so don’t
be alarmed if you don’t see results ASAP.

The Goal of
Consideration Content

The consideration phase doesn’t
primarily involve driving your target to your site. Your goal should also be to
get people to spend more time getting to know your brand. Pushing educational
content that shows your audience the ways that your brand is different from
competitors should also be on your to-do list. To accomplish this, you can:

• Drive viewers to a blog post
• Get them to watch a video
• Share an infographic that points out benefits of
  your brand

Altar’d State (#client) did a great
job of showing how they stand out from other brands with this link driving post
on Facebook. It gives a brief overview of their charitable initiatives & prompts
the viewer to click through to learn more about how they can shop and make a
difference. The link drives to the brand’s website.

Each of these efforts will lead potential customers and fans to your website or to your product and encourage them to make a purchase or become a fan. Be sure to stay tuned for our follow up blog that will take your through the next the customer journey: Conversion. Ready to read more? Check out our full Content for the Customer Journey eBook.

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