How to gain visibility on the Internet (II): the consideration phase
Posted: Sun Dec 22, 2024 7:17 am
In the first post about how to have visibility on the Internet and presence in the current digital age, we have already introduced the need to properly understand that it is not about shouting from the rooftops that we are the best brand on the market and telling it to no matter who.
Marketing has changed its strategy . We are no longer the ones who look for our potential clients. With inbound marketing, they are the ones who decide what, when and where , and who finds us. We can only accompany them in all the phases that go from the moment they are aware that they have a need until they understand that we are the solution to the problem they need to solve.
This involves adapting our communication strategy to free australian email leads the moment in which they find themselves, segmenting the target and creating educational content with a format that fits the specific phase of the buyer's journey .
In the first part of this guide we have delved into the first of these phases: awareness . This is the phase when a potential client identifies a need and in which they will begin to look for solutions. This is not our time, as a company, to do branding or sell our brand, but rather we will have prepared educational content in which the pain points of our potential clients are already identified so that we can get on their radar, susceptible to being heard.
And now what?
Consideration
This is the moment when the brand appears , because it is when the alternatives that the client considers as a potential solution to the problem they want to solve are reduced to a few. In other words, buyer personas have just learned about the situation in the market and now want to determine which company is the most suitable for them and best suited to them.
Reaching this stage means that we have provided essential valuable content to our potential client and that we have done a great job, especially if during the first stage we were still unknown to them and did not enjoy any kind of reputation.
Having achieved the transition from one phase to another means that there are increasingly greater possibilities of conversion, but even though our potential clients have rejected a significant part of the brands in the sector, they will now continue to investigate us and a few other companies that compete with us. Therefore, it is advisable not to lower the bar and continue to nurture this relationship.
Marketing has changed its strategy . We are no longer the ones who look for our potential clients. With inbound marketing, they are the ones who decide what, when and where , and who finds us. We can only accompany them in all the phases that go from the moment they are aware that they have a need until they understand that we are the solution to the problem they need to solve.
This involves adapting our communication strategy to free australian email leads the moment in which they find themselves, segmenting the target and creating educational content with a format that fits the specific phase of the buyer's journey .
In the first part of this guide we have delved into the first of these phases: awareness . This is the phase when a potential client identifies a need and in which they will begin to look for solutions. This is not our time, as a company, to do branding or sell our brand, but rather we will have prepared educational content in which the pain points of our potential clients are already identified so that we can get on their radar, susceptible to being heard.
And now what?
Consideration
This is the moment when the brand appears , because it is when the alternatives that the client considers as a potential solution to the problem they want to solve are reduced to a few. In other words, buyer personas have just learned about the situation in the market and now want to determine which company is the most suitable for them and best suited to them.
Reaching this stage means that we have provided essential valuable content to our potential client and that we have done a great job, especially if during the first stage we were still unknown to them and did not enjoy any kind of reputation.
Having achieved the transition from one phase to another means that there are increasingly greater possibilities of conversion, but even though our potential clients have rejected a significant part of the brands in the sector, they will now continue to investigate us and a few other companies that compete with us. Therefore, it is advisable not to lower the bar and continue to nurture this relationship.