When your lead enters the decision stage of the buyer’s journey, they are ready to buy. They’ve considered all of their options and are looking for reasons to choose your brand.
Now is the time to break out all of your brand-specific marketing to make sure your brand gets noticed. We’ll cover the content that is essential to have in this stage so that your leads choose to purchase your product or service.
What Is the Decision Stage?
The decision stage is the last stage of the buyer’s journey. Leading up to this point, your buyer became aware they had an issue they needed to solve and then they began to heavily research their options.
Now, in the decision stage, they have a firm idea of what specific product they want and are simply trying to decide who they’ll buy it from.
If your product is unquestionably better in some way than competitors, this part is easy.
But more often, you’ll be competing with brands that are very similar to yours, so purchasing factors become the most important driver to reach the finish line.
That means pricing, page design, and perceived word of mouth are often key to marketing success for buyers in this stage.
What to Consider About Your Leads During the Decision Stage
- Do they expect a free sample/demo before making a full purchase?
Depending on your product or service, it may be typical in your industry for your leads to get to try a sample/demo before purchasing. If this is something a direct competitor offers and you don’t, it may be worth your time to go back to the drawing board and find a way to include trials in your strategy.
- What concerns would they have about the product/service your brand is offering?
No one wants to experience buyer's remorse, so make sure you create plenty of content that emphasizes their options in case your brand doesn't meet their needs.
Also, be sure to have your testimonials and reviews easily accessible so they can feel even more comfortable moving forward with your product or service.
- What would make them pick a competitor’s brand over yours?
Do some research on your competitors to see if they offer coupons, trials, or other perks that may persuade your buyer to choose them instead. You have to consider what purchasing factors matter the most to your buyer persona, too.
Essential Content to Get Leads to Say Yes in the Decision Stage
Now’s the time when your content messaging needs to hit related angles, like good discounts, ease or security of completing the transaction, and social proofs like gushing Twitter quotes from buyers with similar personas.
Use your knowledge of your buyer personas to micro-target messaging at this stage.
For example, delivering a “buy now for half off” to somebody whose persona is still focused entirely on design means you’ll have wasted all the effort required to get here.
Conversely, delivering the perfect social endorsement for that persona makes it very likely that you’re about to gain a new customer.
Here are types on content you want to include in the decision stage:
- Social Proof
Social proof is equally as important in this stage as it is in the consideration stage. Your leads want to check out customer testimonials, reviews, and any other kind of endorsements about your brand.
- Free Consultations or Trials
Letting your leads try before they buy can help them ensure your brand is the right fit for them. A free consultation or trial can help make your brand stand out to your buyers, especially if it's something your competitors don't offer.
- Purchasing FAQs
Something buyers may be apprehensive about is what their options are if your product or service doesn't fit their needs. Be sure to include warranty information, return policy, shipping info or any other detailed information on they should know prior to purchasing on the landing page.
- Coupons or Offers
It's hard to say no to a great deal, so be sure to create coupons or a special offer to get them to choose your brand.
- Product Details
In the previous stages of the buyer's journey, you were more focused on answering your buyer's questions and not pushing specific details about your product/service out there.
But now that you've established yourself as a knowledgable resource, your leads are looking for more information about what you are offering. This means that the time has come to rave about your brand.
By empathizing with your buyer and considering the content they are searching for during the decision stage, you are in turn increasing your chances of getting these leads to say yes to your brand. In the long run, this can lead to a high retention rate for your company.