The Consideration Stage is the second phase of the buyer's journey, occurring after a prospect has clearly identified and defined their problem or challenge during the Awareness Stage. At this point, potential customers are actively researching and evaluating different approaches, methods, or solut…The Consideration Stage is the second phase of the buyer's journey, occurring after a prospect has clearly identified and defined their problem or challenge during the Awareness Stage. At this point, potential customers are actively researching and evaluating different approaches, methods, or solutions to address their specific needs.
During this stage, buyers are committed to finding a resolution and are exploring all available options. They are comparing different categories of solutions rather than specific vendors or products. For example, someone experiencing back pain might be considering physical therapy, chiropractic care, massage therapy, or medication as potential approaches.
Content created for the Consideration Stage should help prospects understand the various solution categories available to them. This educational content positions your brand as a helpful resource while guiding buyers toward the best approach for their situation. Effective content formats for this stage include comparison guides, expert guides, podcasts, videos, and whitepapers that explore different methodologies.
The key objective is to help prospects evaluate their options thoroughly. Your content should address questions like: What solutions exist to solve my problem? What are the pros and cons of each approach? How do different solutions compare against each other? What criteria should I use to evaluate my options?
Best practices for Consideration Stage content include presenting balanced information about various solutions, demonstrating expertise in your industry, and building trust through valuable insights. You should focus on educating rather than selling at this point, as prospects are not yet ready to choose a specific vendor.
By providing comprehensive, helpful content during the Consideration Stage, you establish credibility and build relationships with potential customers. This positions your brand favorably when prospects move into the Decision Stage, where they will select a specific solution or vendor to address their challenge.
Consideration Stage: A Complete Guide for HubSpot Inbound Marketing Certification
What is the Consideration Stage?
The Consideration Stage is the second phase of the buyer's journey, occurring after a prospect has identified and defined their problem or opportunity in the Awareness Stage. At this point, the buyer is actively researching and evaluating different approaches, methods, or solutions to address their challenge.
Why is the Consideration Stage Important?
Understanding the Consideration Stage is crucial for several reasons:
• Buyers are actively seeking solutions - They're committed to finding an answer and are open to learning about different approaches • Trust-building opportunity - This is your chance to position your brand as a helpful resource • Influence purchase decisions - Content at this stage shapes how buyers evaluate their options • Competitive differentiation - You can demonstrate expertise and stand out from alternatives
How the Consideration Stage Works
During this stage, buyers are:
1. Researching available solutions or approaches to their defined problem 2. Comparing different categories of solutions (not specific vendors yet) 3. Understanding the pros and cons of each approach 4. Narrowing down which type of solution fits their needs
Appropriate Content Types for the Consideration Stage:
• Expert guides and comparison content • Webinars and podcasts • Video tutorials and demonstrations • Case studies showing different approaches • White papers and eBooks with solution-focused information
Key Characteristics of Consideration Stage Buyers:
• They have a clearly defined problem or goal • They are committed to researching solutions • They are evaluating categories of solutions, not specific products • They want educational content, not sales pitches
Exam Tips: Answering Questions on Consideration Stage
1. Remember the buyer's mindset: Questions often test whether you understand that Consideration Stage buyers know their problem and are now exploring solution categories.
2. Distinguish from other stages: Awareness Stage = identifying the problem; Consideration Stage = evaluating solution types; Decision Stage = choosing a specific vendor or product.
3. Content matching: When asked which content type fits the Consideration Stage, look for educational content about solutions, comparisons of approaches, and expert guides rather than product-specific demos or basic educational blog posts.
4. Watch for keywords: Exam questions about Consideration Stage often include terms like 'evaluating options,' 'researching solutions,' 'comparing approaches,' or 'committed to solving.'
5. Avoid common mistakes: • Do not confuse solution categories with specific products (that's Decision Stage) • Do not select content that only describes problems (that's Awareness Stage) • Remember that buyers at this stage want helpful information, not promotional content
6. Think like the buyer: Ask yourself, 'Has this person already identified their problem?' If yes, and they're exploring how to solve it, it's Consideration Stage.
Sample Question Approach:
If a question asks what a Consideration Stage buyer is doing, the correct answer will typically involve researching, evaluating, or comparing different types of solutions or methodologies to address their already-defined challenge.