Stage two: Consideration
Mission
Get prospects to consider your business, generate “hand raisers,” and establish a two-way dialogue.

Mindset
Right now, the target merely acknowledges your business. We want them to actively consider your business. This means you need to make the next critical shift in the mindset of your prospects. The challenge is to supply them with enough information to get excited and drive them to take action and learn more. Here’s where to start.

Media
It’s time to put a response-oriented, multichannel communications program to work.

Once again, the response component is crucial, because you are trying to capture those prospects with a genuine interest in your product or service. Unlike the Targeted Awareness Stage, you have more of an outline of your prospects at the Consideration Stage. But more defined data is still needed in order to keep prospects flowing through the Acquisition Pipeline.

To be truly effective, give your prospects numerous response channels. A carefully mapped offline and online communications campaign will realize this proven strategy, and allows you to increase the number of potential touch points with each prospect. It’s also important to understand that prospects will respond best to the media of their choice.

Messaging
The Consideration Stage is the beginning of a two-way dialogue. This is a strong premise upon which to start building a customer experience.

In this dialogue, you want to learn more about your prospects, and you must entice them to want to know more about your business. The messaging focus during the Consideration Stage reflects this interest-building tone.