Understanding the Customer Journey
Have you ever wondered why certain brands have a fiercely loyal following while others struggle to keep customers engaged?
The secret lies in understanding and executing a compelling content strategy that guides customers along their journey. No longer is marketing about making a quick sale; it’s about creating meaningful connections, providing value at every turn, and ultimately transforming first-time buyers into brand advocates.
But how can you do this effectively?
It’s time to stop guessing what to post and when. In this blog post, we’ll unlock the power of a robust content strategy, enabling you to reach your audience at every stage. Read on to learn how to engage, excite, and measure the content impact like never before.
The Customer Journey Funnel
Awareness
The customer journey funnel begins with Awareness. This is the stage where customers realize that they have a need (problem). Sometimes the Awareness arises naturally, but often it comes from targeted advertising. Paid (targeted ads), using a PPC (pay per click) to expand brand reach. Organic strategy is when the brand produces content explaining how their product or service solves a particular problem.
Example: Consider a beauty salon advertising a solution for women overwhelmed with too many skincare products and daily home routines. The salon offers an hour-long session that saves both money and time.
Suggested Metrics: Followers, likes, comments, shares, and website visitors.
Interest
The Interest stage is when your customer actively searches for a solution. They seek educational content, help, free trials, how-to videos, and influencer product reviews. Lists, articles, and product reviews are great tools to feed customer interest.
Example: Highlight the benefits of salon treatments over a complex at-home skincare routine. This could involve blog posts about specific ingredients, reviews of new technologies, or videos demonstrating a simpler morning routine.
Suggested Metrics: Time on site, downloads, sign-ups, leads, bounce rate, page views, and return customers/users.
Considering
During the Consideration phase, your customer has a clearer picture of what they want. They may still struggle with making a final decision due to various factors such as price, packaging, or offer specifics. Here, the customer values the overall experience rather than focusing only on product features.
Customers might contact customer service, check additional information, or make reservations/tests. Case studies, product comparisons, and pricing explanations can be beneficial at this stage.
Example: Customers of the beauty salon may contact DM to ask for a price list, for more information, or to react in comments for beauty salon posts.
Purchase
The Purchase stage also requires supporting content. Guidance on buying, ordering, and using the product or service can be instrumental in securing the customer’s decision.
Example: Ordering the procedure after seeing an influencer in the same salon.
Suggested Metrics: Revenue, orders, average order value, and cart abandonment rates to identify potential problem areas.
Keeping the Connection
The Post-Purchase and Re-Purchase stages are often neglected but are essential for customer retention. Maintaining post-purchase communication through email marketing, additional purchase options, personal phone calls, and customer satisfaction surveys can encourage customers to return, increasing their lifetime value at a minimal cost.
Suggested Metrics: Return customers, lifetime value of the customer, positive reviews, and user-generated content.
Power of Content Strategy Today
Navigating the customer journey might seem complicated, but it doesn’t have to be. With the right content strategy, you can effectively guide your customers from Awareness to re-purchase, improving their experience while boosting conversions.
Perhaps you’re unsure about where to start, or you’ve tried but didn’t see the results you expected. Regardless, you don’t have to embark on this journey alone. Let’s build a content strategy that resonates with your audience, improves the performance of your content, and ultimately increases conversions.
When you’re ready to elevate your content and fully leverage the power of the customer journey, I’m here to help. Let’s turn your content into a powerful tool for customer engagement, brand loyalty, and business growth. Reach out today, and together we’ll map out a strategy that ensures your content attracts customers and turns them into brand advocates. Your journey to a more successful content strategy starts now.
Contact me today to begin your journey to success.
