What solutions are available to your potential customers?

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Consideration Phase: Research and Consideration
After our potential customer has gained a first impression of what is available on the market, he is usually not ready to buy anything. Rather, he is more interested in comparing everything carefully: Which product solves my problem best? And which criteria are most important? This is where the buyer persona begins to weigh up the various options.

At this point, there is an opportunity to get in touch with the buyer and offer personal advice. In this phase, you can use lead nurturing to send your buyer personas targeted information that highlights your solution from the offer. In this phase, we speak of "branded content" which we now offer. To do this, use marketing automation to send the right content at the right time.

On average, according to the Demand Gen Report, lead nurturing increases sales by 20% compared to non-nurtured leads.

In order to define this phase for your company’s product or service, the following questions are useful:

How and where do you get information chile whatsapp data about the different options?
What advantages and disadvantages do these options offer from the perspective of your potential customers?
What criteria are crucial for your target group to select the right option?
Our tip: Write content in the language of your target group and avoid promotional marketing texts full of superlatives and praise. Instead, talk about facts and figures to convince potential customers. A basis of trust and a good relationship can only develop if the benefit for the customer is the main focus of communication. Klaus Eck puts it well: "Nobody needs content advertising."

Decision Phase: Purchase Decision
This is the last phase of the buyer's journey - your buyer persona is now ready to buy. The final considerations, such as implementation, customer support and price for an IT product, are all in the room here. Now you can finally talk about your product and services. Tell them how great you are. Or even better: let others do it! Show great reviews on social media, on your website and publish compelling case studies.

Even if the customer has gathered all the relevant information, they may still be undecided. Studies show that advice is often sought from third parties at this stage. Conversations with friends, family members or other customers with similar interests are more important than simple online reviews.

The considerations that customers make during the decision-making phase can be understood by asking the following questions:

Which criteria are decisive for the evaluation of your offer?
What advantages did customers see in your offer that the competition does not have? What weaknesses did customers see in your offer?