Defining the Customer Funnel: Evaluation

Raven Brajdic, Content Writer @ Article-Writing.co
Posted On: August 20, 2018

content for evaluation stage

Now that customers have engaged with your brand, they’re going to start digging into the deeper details. Enter the evaluation stage of the customer funnel.

During the evaluation stage, your customer is considering your product or service. This means looking at its price-point and other deciding factors before moving on to making a final purchase. This is a crucial part of the customer funnel. It’s also one of your last opportunities to create conversion. This can be done through the use of targeted content for the evaluation stage.

It’s typically best for the sales and marketing teams to work together here. This helps nurture the customer’s decision-making process. It also convinces them that your product or service is the best choice over others on the market that they might be considering.

Offer a Free Trial

Sometimes, customers need to be able to spend some time with your brand before making the decision to commit. This is  especially the case if your service requires a higher cost. Offering a limited trial is a great way to show consumers your value. It will also help them understand how a long-term relationship will benefit them.

If a free trial isn’t realistic, consider offering customers a discount or special offer. This could be a reduced cost for their first week/month, or a significantly cheaper sample.

Clean Up Your Content

It takes more than blog posts and podcasts to draw a customer in. Your content strategy also needs to include the evaluation phase.

At this stage, your customers will be researching what others have to say about your brand. This includes reading customer reviews and testimonials. By reading these, they can gauge what kind of service you have provided others in the past.

Make this information easily accessible for researchers. An effective method is to include a dedicated reviews page on your website. This way, researchers have all of the information they need in one spot.

Show Off Press

What has the media been saying about your company? If your business has earned press coverage, consider creating a press page of past clippings. This can include interviews with your team, links to guest articles you’ve written on other websites, and editor reviews of your product or service.

Showcase Expertise

Will your product continue to offer your customer value long after they’ve made their final purchase? That is what they are trying to determine during the evaluation stage. Demonstrate your expertise and commitment to solving their problem by offering educational resources like whitepapers, downloads, and demos. This will put them at ease knowing that they won’t be “wasting” their money or time on a product that won’t provide them with any true value.

Know Your Competitors

During the evaluation stage, your potential customer will be comparing you to your competitors. In order to help yourself stand out during this stage, know what your competition is up to. This includes staying up-to-date on their special offers and current campaigns. Keep an eye on any ads they are running.

It’s important to put your best foot forward with content for evaluation stage customers in order to generate new sales and move a prospect towards a purchase. Remember to show them the value they would receive from your company, whether it’s by positive word-of-mouth, a trial run, or access to indispensable resources.

Need help writing?

If writing expertly-crafted blog posts that boost conversion isn’t your thing, you can always hire a professional content writing service like Article-Writing.co. We’ll take care of creating your content, so you can get back to growing your business.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.