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Customer Journey

What is the customer journey?

The customer journey is a series of steps that leads your customers from not knowing you to being an advocate. From awareness to findability to reputation people take many paths before they’re ready to talk with you or purchase your product or service. If you don’t understand what these paths are, how can you expect to guide them effectively? This post will help get you started on understanding how effective customer journeys affect your business.

To maximize your marketing efforts, you’ll want to optimize for each of these steps. By knowing which step in their journey your customers are on when they encounter your brand, you can influence them towards learning more about your product or service or making a purchase..

Step 1) Awareness Building

Whether you’re in business-to-business (B2B) or business-to-consumer (B2C), it’s vital to establish awareness of your product or service with your target audience. While awareness is often considered a buzzword by advertisers, creating brand awareness doesn’t have to be an expensive, time-consuming endeavor. Awareness can be built from one person at a time through word-of-mouth marketing—essentially, making people aware of your company’s existence so they think about doing business with you when they need what you offer. Your findability also comes into play here: Make sure potential customers know exactly how to find out more about what you have to offer, whether that means putting up a website or hosting events for potential clients where they can try out your offerings in person.

Step 2) Increase Findability with Listings

While SEO is an essential part of any marketing campaign, you can’t ignore other aspects of digital marketing, especially if your business relies on customer walk-ins. If your customers don’t know how to find you, they won’t be able to patronize your business! Listings are one of many components that impact findability—allowing customers to search for your company online through services like Google Local.  Create rich listings so customers can easily locate your products or services with a single click. Not only will you increase findability, but listing optimization can help boost SEO rankings as well.

Step 3) Reputation Building

Reputation is everything, especially when you’re trying to generate business. Positive reputation will lead to high levels of customer trust. When you have that trust, it becomes easier to convince customers that your product or service will provide them with value. That means you don’t have to spend as much money on marketing to acquire new customers—you can focus more resources on retaining those customers after they buy your product or service. For these reasons, reputation should be a top priority for any company today.​

Step 4) Conversion

Is it easy to buy from you?   Easy for customers to get in touch with you? Easy for them to get what they want? These are all elements of a great conversion experience. Focus on making these experiences seamless, and your customers will trust your brand more, which leads us to… 

Step 5) Advocacy

The customer journey does not end after purchase, but it’s an ongoing process that determines your brand’s future success. Your goal is to ensure that every touch point along your customer’s journey leaves them satisfied, engaged, and eager to share their experience with others. By building a seamless customer journey across multiple channels—mobile, social media, email marketing—you’ll create a powerful emotional connection between you and your customers. They’ll come back again…and again…and again.    In turn, advocates will make it easier for you to market your business as well as set higher goals for sales and profit margins. In fact, according to Forrester Research, effective advocacy programs drive five times more traffic than any other tactic for driving visitors to e-commerce sites.

Consumers are no longer coming to you; you’re going to them. That means your business needs to be everywhere your potential customers are. But more than that, it means creating experiences for them at every stage of their journey. In a lot of ways, that work is about thinking about how consumers might interact with your brand—then making sure they can do so in as many ways as possible.  Today’s consumer expects intuitive systems, seamless transactions, and dynamic, highly tailored information. They also expect brands to engage with them on every channel. We call these multichannel interactions because they occur across traditional touchpoints like stores or websites but also on new platforms such as mobile devices or third-party review sites. If your business only has a website and doesn’t take advantage of social media channels like Facebook or Twitter, you are excluding enormous swaths of potential buyers from engaging with your company!  Technology is the key to getting the Customer Journey right, but it doesn’t have to be scary or expensive.  Let’s chat about how the right tech can help your business. Book now!