What is the goal of the consideration stage in the marketing funnel?

The goal of the consideration stage in the marketing funnel is to increase the chances that a potential customer will make a purchase. During this stage, potential customers are actively engaged in evaluating their options and are more informed about the products or services available to them. They have moved beyond initial awareness and are considering specific offerings that meet their needs.

By providing detailed product information, comparisons, testimonials, and addressing any concerns or objections, marketers aim to guide these prospects closer to a decision. The focus is on nurturing leads, building relationships, and providing valuable content that can help influence their purchase decisions.

In contrast, options that focus on brand image, customer feedback, or customer loyalty are more relevant to earlier or later stages in the customer journey. Establishing a brand image usually occurs in the awareness stage, capturing feedback aligns with post-purchase interactions, and building loyalty takes place after a purchase has been made.