Once a potential customer becomes aware of your brand, the next challenge begins: proving you're the right fit. That’s the job of the consideration stage.
At this point, customers are weighing their options. They’re comparing brands, evaluating features, and digging into what sets one offering apart from another. This is your opportunity to show what you offer, why it’s a good fit for the customer, and why they should make a purchase now.
Why the consideration stage is a turning point
Whereas awareness is about getting seen, consideration is about getting selected. This is when your audience starts asking deeper questions like:
- Is this the right product for me?
- Is it worth the price?
- What are other customers saying?
- What do other brands offer?
It’s also the time when your competitors are showing up in your customer’s inbox, search results, and social feeds. If your messaging feels generic or off-target, it’s easy to lose ground. That’s why personalized, value-driven content is essential here. One-size-fits-all marketing simply doesn’t work when buyers are looking for specificity and relevance.
Three ways to engage customers in the consideration phase
1. Anticipate the questions they’re asking
Help customers evaluate their options by creating content that answers key questions before they’re asked. That could mean product comparison guides, how-to videos, interactive quizzes, or testimonials that address common concerns. Be proactive about surfacing the information they need to feel confident moving forward.
2. Use behavioral signals to personalize follow-ups
At this stage, the customer is giving you clues through clicks, scrolls, and visits. Use this behavior to trigger targeted follow-ups. For example, if someone browses your SPF product page multiple times, follow up with an email that highlights reviews, before-and-after photos, or offers on related bundles. These tailored nudges move people closer to a decision.
3. Remove friction from the experience
The consideration phase is often short, especially in industries with fast-moving purchases. Any confusion, delay, or irrelevant message can break momentum. Make sure your website, emails, and landing pages are optimized, mobile-friendly, and aligned with what your customers are trying to learn or solve.
What success looks like in the consideration stage
Progress in this phase doesn’t always show up as a purchase—yet. Instead, look for signals of growing intent: repeat visits to key product pages, content downloads, email click-throughs, or quiz completions. These are signs that a customer is moving from curiosity to serious interest.
The goal is to guide them toward the next step in the journey, with messaging that adapts to their behaviors and mindset. This is where smart segmentation and automation shine, helping you deliver the right content at the right moment without overwhelming your audience.
Conclusion
The consideration stage is your chance to build trust and momentum. When your marketing meets the moment with clarity, context, and care, you can move customers from thinking about you to choosing you.
And once they’ve made that choice? It’s time to deliver on your promise. To learn more about how you can succeed at every stage of the customer lifecycle, download our book, Relationships aren’t built on one send: How to drive engagement throughout the customer lifecycle.
