This is the second post of our Customer Journey Series in which we will tackle the Consideration Stage. To get more familiar about what the Buyer or Customer Journey is as well as the role of Social Media in the Awareness Stage we recommend you check our previous post.
The Consideration Stage
At this point the consumers have clearly defined their problems or needs and are begining to narrow down their selections to some few options. It is very important that by the time your customer reaches this stage he is aware of your solutions. This will greatly increase the likelyhood of them purchasing from you and not a competitor.
“Brands in the initial-consideration set can be up to three times more likely to be purchased eventually than brands that aren’t in it”
Be visually stunning. Share valuable content
The customers’ behaviour varies slightly from the awareness stage. In this stage, they will refine their research and will start diving more deeply into the purchase options they may have for their problem, and the digital medium is one people turn to most often. This is why you should focus your efforts in creating valuable and educational content for this audience. At this stage, Social Media becomes a valuable distribution channel for relevant content. The best type of content to share: videos and images.
Why are videos and images so important at this stage?
According to wersm.com “As humans, we’re practically programmed to visual stimuli. 64% of humans are visual learners – after all the human brain processes every visual stimulus 60,000 times faster than any other. Our brains love pictures, especially ones that show motion.
They activate our mirror neurons which in turn trigger parts of our brains convincing us that what we are seeing is real – at least subconsciously. These are the same neurons responsible for the “imitation game” in advertising – when we identify ourselves with a person or action in an ad. They drive us to emotions that are key to our psychologies, our thinking and ultimately decision-making."
"The real winners will be brands that are more authentic and can deliver the right visual cues that will lead to sales."
Re-target your audience
Now your customers have visited your website, interacted with your content, learned a little more about you and left. Social retargeting ads are a great resource to bring them back and keep them exposed to relevant content you have created for them. You must reflect your expertise in solving the problems they are facing or needs they have to satisfy.
But retargeting is not necessarily aimed only at those who have already visited your website. For example, let’s say you are running a contest, or making the audience interact with your brand with any sort of participation mechanic (polls, flock to unlock, etc) by using a hashtag related to your brand or even by mentioning you. With the correct Social Listening tool you can know how has participated, export those @users and build tailored audiences to retarget them with some more engaging experiences or by taking them to your website where you have that great content created for them.
5 Takeaways for the Consideration Stage
1- Be where your customers are: As you have already done on the previous stage, you should focus your efforts in those channels where your potential buyers are and where most of the questions will come from
2 - Use analytics: People might have doubts or inquiries about your product that they could be posting in social media instead of reaching you directly. With a social Listening platforms you can tap into those conversations and help them solve their problems.
3 - Use Retargeting: There are a number of ways to create and grow your custom audiences for retargeting. Having a presence with great content at this point will increase your chances of closing the sale.
4 - Be Relevant: Create Content that resonates with your customers by describing how you can help them solve their problems.
5 - Be Visual: Humans are visual animals and the right content and format can greatly increase the chances of your brand being one of the ones considered at the decision stage.