Social Media is better for the Consideration Phase

I know I talked about this before on this blog but when I saw the data from RainToday’s Benchmark Survey of How Buyer Identify Professional Services Providers, I couldn’t help myself.

According to the chart which shows the results of over 200 surveys taken by services buyers – the top 3 ways buyers become Aware of services is:

  1. Word of mouth from Colleagues
  2. Word of mouth from other Service Providers
  3. General Awareness of the Brand

Most services providers aspire to generate referrals and many do, as well as establish a well-known, well-respected brand. But these are long term goals and take many years of work. It’s a little like social networking in the sense that – success breeds success!

But what is really interesting to me is the fact that beyond Tier 3 tactics (according to the chart) you start to see the social media tactics. Don’t forget this survey question was about “How did Buyers Identify and Learn about Service Providers” – which is the Awareness stage. For the Consideration stage any of these tactics would be great for further consideration.

So try to map your tactics more to the buying cycle when you deploy them. Don’t think this next podcast is going to drive our awareness through the roof – it might – but the goal should be to feed those that are already in your long sales cycle with more good quality content on what your company can deliver.

6 comments to Social Media is better for the Consideration Phase

  • Jason Coles

    It’s a brief post Paul, but offers some very insightful information. Thank you for bringing this to our attention and for uploading the bar graph which is a great illustration of what people are taking notice of in the Awareness stage.

    I am re-launching my Atlanta, GA Web Design Firm next week and will be paying close attention to the information you have highlighted in this post because as you quite rightly say any of these tactics would be great for the Consideration stage as well.

    Jason D. Coles
    3 Dogs Marketing

  • Steven Woods

    Thanks for the post, it’s great data. But… I think that looking only at first-order “usage” of things like social media gives a completely mistaken impression. I made the argument to our CFO the other day that we ALL use Twitter (see full discussion) because the main users of Twitter are the folks responsible for 90% of the content creation on the Internet. Although it’s a minority that actually uses Twitter, those who do create the content and links that lead to better performance in Google. Hence, investment in social media is investment in the main audience of the Internet.

  • Michael A. Stelzner

    Hey Paul – Saw white papers in there. Can you send me a copy? – Mike

  • Mark

    Good ol’ word of mouth.

    Some things never change.

  • Tessa

    I recently came accross your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.


  • Paul Dunay

    @ Tessa

    thanks for your comment and I like your toddler site (although I am past the toddler stage in my life)

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