The buyer's journey is an important part of Kuno Creative's marketing success. Our strategies continue to evolve based on the buyer's journey for each of our clients. This six-part blog series describes each stage of the buyer's journey and how buyer personas can help facilitate promising strategies and success. This is the third blog within the series.
We’ve determined that the awareness stage is about the problem. So what about the solution?
This is called the consideration stage.
Remember the trigger events we mentioned in our previous post? When those trigger events occur and the company signals that they are willing to shake up the status quo in order to find a solution, it means they are looking for a company to help make that solution possible.
A healthcare organization has recently experienced a change in leadership. The new executive team has fresh ideas to take the organization in a new direction since the pandemic took effect. This new direction leaves some of the old ways behind and challenges the status quo. One specific way the status quo is being challenged is by putting more emphasis on their telemedicine services by implementing a strong healthcare digital marketing strategy.
What can we learn from this? The healthcare organization is actively seeking new ways to achieve goals and, in turn, new solutions for helping patients and providing excellent care. The new leadership wants to get the word out to the local community that the organization offers telehealth services.
This type of thinking is the doorway into the consideration phase of the buyer journey. Assuming many discussions have happened regarding these new ideas, the organization’s new team now knows there are options out there to help achieve the goals of letting locals know they have access to these types of services.
Now that the healthcare organization is aware of what wasn’t working before in terms of promotion and the solution options, what’s next? Well, that depends. To find out what happens at this stage in the buying process in your particular market, you’ll need to turn to buyer personas.
Here are some questions to ask existing customers about the way they navigated the consideration stage of the buying process:
Once you have answers to these questions, you’ll want to take the answers into consideration and modify your efforts to align with the way your buyers think.
Different types of content are better suited for different stages, and these are the best for those in the consideration stage:
Making it through the consideration stage is about positioning yourself as a viable option among a lot of other competitors. That means knowing what’s out there and working to stay in the game. With accurate buyer personas, you’ll have the information you need to create content that’ll keep you on the shortlist.
But don’t stop there. The next step in the buyer’s journey is decision. This is where the fun begins. That’ll be the subject of our next blog post in this series, so stay tuned!