One proven way to learn more about prospects is through data collection. For example, you can drive prospects to a landing page to learn more about your business and receive a premium. The premium might be a free guide, exclusive discount, or another value-added incentive related to your industry or product. However, in order to receive this premium, prospects must first complete a data capture page. This creates a win-win for your prospects and your business. Once you have the prospect data, it allows you to sharpen the focus of follow-up communications.

Generating response is critical.
Remember, at every stage generating response is critical to success. So at the Consideration Stage, be sure to give prospects the opportunity to experience the benefits of your product or service first hand. Whenever possible, consider a sample membership, test drive, limited time product trial, or any applicable way to tangibly connect with your business with your prospect for a brief time. Break down the barriers to purchase by demonstrating the necessity of your products or services. Turn inquiry into action by engaging prospects in the customer experience.

Finally, keep in mind that prospects at the Consideration Stage are just beginning to understand the role and impact of your products or services. You need to help them visualize your offerings in their world, and on their terms. This also continues to feed the pipeline with interested prospects. And when they receive future communications, they will be much more predisposed to your message, which allows those future efforts to work harder.

Okay, now things are really starting to percolate. We’ve built awareness and generated consideration and hand raisers.

What happens next? For the answer to that and how to move prospects to the end of the Acquisition Pipeline, please watch for the next edition of our next practice eNewsletter when we’ll discuss the Cultivation and Conversion Stages.