Customer Journey Mapping
When focusing on your target audience, have you considered their purchase journey and integrated it into your marketing strategy and campaigns?
Mapping out this journey enables you to build long term relationships and nurture brand loyalty. Traditional methods will look at a simple marketing funnel to convert an interest into a sale. A customer journey, however, will align the strategy with behaviours to consider all of the touch points, putting the customer at the centre and creating brand advocates. It's much more focused on what motivates decisions and foresees what barriers there may be, enabling you to create opportunities.
Make sure you consider:
AWARENESS
Ensure potential customers know about your brand and that you are front of mind when they are thinking about your category and market. This will ensure that they recall you when they have a need for your product, solution or service.
CONSIDERATION
Stand out from the crowd to show you understand their needs - differentiate yourself from the competition to become the obvious choice when faced with an array of options.
INTENT
Remind them of the benefits of your brand to convince them to make that decision. Demonstrate your Unique Selling Points clearly so that they can easily understand what you are offering.
CONVERSION
Make it as easy as possible for them to become a customer, removing any potential barriers and streamlining the process. This may make the final decision for them easier and can often be a factor that comes above price.
ADVOCACY
Continue to nurture the relationship to ensure your customer tells the world about your brand. Having advocates is a great form of marketing and is likely to be lower cost than a paid campaign.
Personalisation is a key component - everyone's journey is different and there are a multitude of channels they can access information on, so an omnichannel approach at each stage is essential. This will also depend on the product, solution or service and market, so needs to be tailored as such to reflect this.
Continue to monitor this journey, in line with trends and wider market research - this is a fluid process which can easily and quickly change in line with new innovations and development of technology. This will also strengthen your position as an innovator and thought leader with your market and among your customer base.
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