Glossary
marketing
Consideration
Definition
The middle stage of the marketing funnel where people actively research and compare options before buying. They know you exist and are weighing up choices.
What is Consideration?
Consideration is the middle of the marketing funnel. At this stage, potential customers know they have a problem, understand solutions exist, and are actively comparing their options. They're researching, reading reviews, and figuring out who to trust.
This is where you prove you're the right choice.
What People Do at This Stage
During consideration, prospects typically:
- Read reviews and testimonials
- Compare prices and features
- Download guides or resources
- Sign up for email lists
- Follow you on social media
- Check your portfolio or case studies
Winning at Consideration
Build Trust
Show you know what you're doing:
- Case studies with real results
- Client testimonials and reviews
- Industry certifications or awards
- Transparent pricing
Answer Questions
Address concerns before they ask:
- FAQs on your website
- Comparison pages (you vs. alternatives)
- Detailed service descriptions
- Blog posts tackling common objections
Stay Top of Mind
People rarely buy on first visit:
- Email nurturing sequences
- Retargeting ads
- Social media content
- Useful resources and tools
Content for Consideration
Effective consideration content includes:
- How-to guides and tutorials
- Product comparisons
- Pricing pages
- Case studies and testimonials
- Webinars and demonstrations
The goal is to make people confident you can solve their problem.