Imagine how much easier marketing would be if we could just pull out our trust GPS and have it point us in the direction of our customers’ wildest dreams and most ideal solutions. Sadly, we’ll probably never get there, but we can rely on a deeper understanding of the customer journey to get as close as possible. That journey is a vital part of marketing strategy, and it’s how we guide our audiences from initial awareness to becoming loyal brand advocates.
Let’s take a closer look at the stops along the customer journey and why it’s a must-have for your marketing strategy.
It starts with awareness
Awareness is the first stage of the journey, and this is where potential customers are discovering your brand for the first time. This is your first–and maybe your only–chance to make a good impression, and this is where you should be focused on content that educates, entertains, or solves problems.
Next comes consideration
As your audience moves through awareness and into consideration, they’ve figured out there is a problem for them to solve and are starting to evaluate their options. They might be comparing you with competitors at this stage, but more often they’re looking for more information to help make their decision easier. At this stage, you should be providing more in-depth content that highlights how their specific needs should be solved, but doesn’t push your specific solutions yet.
Conversion is pivotal
In the conversion stage, a potential customer has made the decision to make a purchase, and this is the stage where you convince them that the purchase should be with you. Here, your marketing should be focused on the details of product functionality, competitive advantages, and easy ways for your customer to take action right now.
Post-purchase matters too
Retention is the next, and too-often overlooked, phase of the traditional customer journey, and it is focused on keeping the customers you’ve just converted. In this phase, your marketing can get trickier, because you’ll need to not only provide ongoing value, support, and engagement, but also a lot of transactional content with things like account details or passwords. Loyalty programs, personalized content, and customer service enhancements are key here.
Advocacy in action
The final stop on the customer journey is where you turn your most loyal customers into promoters of your brand. Encourage them to share positive experiences through reviews, referrals, and events. Their word-of-mouth advocacy can go a long way in influencing others in their network.
Mapping it out
Did we say the “final” stop? Well, if you’re doing it right, there’s no such thing. The customer journey, it turns out, is a continuous loop where you can bring those advocates right back to awareness of new products and solutions you offer and start the whole process over again.
To keep track of so many moving parts, you’ll need to create a detailed map that outlines the various touchpoints for every segment of your audience, including website visits, social media, email, and more. Mapping helps you tailor your content to each audience segment’s needs and expectations.
In today's marketing landscape, the customer journey is no longer a linear path. It's dynamic and responsive to individual behaviors. By understanding and adapting to this journey, you can create more engaging, personalized, and effective marketing strategies that lead to long-term success. The customer journey is your guiding star on the path to building lasting relationships and a thriving brand.
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