If you want to be successful in marketing, it is important to understand your customer’s journey. This means you need to be aware of your customer’s steps to purchase. Understanding the customer’s journey will better target your marketing toward each stage. Let’s look at the customer’s journey and how to use it.
Awareness Stage
The awareness stage is when the customer becomes aware of a problem or need. For example, a customer might know their car needs an oil change. At this point, the customer is not yet considering any specific solutions to their problem. They are aware that a problem exists.
As a marketer, you can target the awareness stage by creating content that educates potential customers about a problem that they might not even know they have. For example, if you sell skincare products, you might write an article about the benefits of using sunscreen daily. By targeting the awareness stage, you can introduce potential customers to your product or service before they consider purchasing.
Research Stage
Once potential customers know a problem or need, they will research possible solutions. For example, if a customer knows that their car needs an oil change, they might research which type of oil is best for their car or where they can get the best price on an oil change. During this stage, potential customers are comparing different options and trying to determine which one is best for them.
As a marketer, you can target the research stage by creating content that compares your product or service to similar products or services. For example, if you sell skincare products, you might write an article comparing your sunscreen to other sunscreens. By targeting the research stage, you can show potential customers why your product or service is the best option for them.
Decision Stage
Once potential customers have researched and compared different options, they will decide which product or service they want to purchase. For example, if a customer has researched which type of oil is best for their car and where they can get the best price on an oil change, they will decide whether or not to go ahead with changing their car’s oil.
As a marketer, you can target the decision stage by creating content that helps potential customers decide whether or not to purchase your product or service. For example, if you sell skincare products, you might write an article about how sunscreen can help protect against skin cancer. Targeting the decision stage with content that helps potential customers decide about purchasing your product or service will make you more likely to close the sale.
Follow Up Stage
Once potential customers have made a purchase decision and purchased your product or service, it is important to follow up with them to ensure that they are satisfied with their purchase and encourage them to return and make future purchases from your business again. As a marketer, you can target follow-upstage by creating content. This could include thank-you emails after the purchase has been made, as well as coupon codes for future purchases. You could also create blog content highlighting how customers could use your product or service and case studies highlighting businesses that have successfully used your product or service. Following up with customers after the purchase will build loyalty and keep customers returning for more.
Conclusion:
Well, do you know your customer’s journey? If not, now is the time to start understanding it so you can better market toward each stage. The customer’s journey consists of four stages awareness, research, decision, and follow-up. Different marketing strategies should be employed at each stage to move customers onto the next stage until finally a sale is made. After a sale, it is also important to follow up with customers to build loyalty and keep them returning for more. Understanding the customer’s journey allows you to succeed in marketing!
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