In times gone by (not that long ago), a multi-million pound branding campaign would be needed in order to be one of those top 3 on the consideration list. Today, if you work at proximity (using social media), you can ease yourself onto that list by being around at the very moment when the customer may be close to purchase, by listening.
This gives smaller businesses a crack at the title, particularly niche and boutique brands. Outside of work, I’m a passionate road cyclist. I worked with a bike brand to launch them on social media and we increased consideration of their brand from 25% to 90% through regular engagement. Doing a consideration survey, there were a staggering 25 brands on the unprompted consideration list, so this was quite an achievement. A stack of the other brands weren’t even using social media platforms - pretty poor when the audience is so engaged with the sport. Some of the larger brands were simply broadcasting, with little real interaction. #fail
By always being around, you’ll be front of mind. By being front of mind, you will be part of the conversation and ultimately the consideration. Don’t be too pushy, be helpful and chatty buyers will resonate towards you. You can then ride off into the sunset with more customers.