These customers are most interested in reading content that gives them an informative and engaging exploration of the topic in which they are interested. That is why in-depth articles, blogs, reviews, social media and videos can be excellent types of content for this phase.
Phase 2 of the Customer Journey: Consideration
As people progress to the Consideration Phase, they begin to move from making informational choices into explored actions. They have now interacted with your brand enough that your business becomes a potential viable option in their mind. They are interested in flushing out the leading brands and determining what makes your company worthwhile and unique.
During this stage your business needs to produce rich content that positions your brand as an industry and thought leader — a business customers can trust when they want help solving their problem. This is where your business needs to establish the differentiation and why your business should be chosen.
Phase 3 of the Customer Journey: Transaction
Customers that move into the Transaction Phase know exactly what they want to find. They did their research during the Consideration Phase so they most likely have a business or brand already in mind. At this point the consumer already knows the product the want but still need to make the final choice. But, what makes them get chosen?
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