Your customer’s journey: How to decide on your marketing activity
Spending a lot on marketing getting people to your site? Great. That’s half the journey but have you deeply thought about what you want them to do when they get there? Letting them leave without taking action is a missed opportunity and here are a few ideas for how to maximise your return on investment.
BRANDING BEFORE BREAKFAST EP 29 Your customer’s journey: How to decide on your marketing activity
So the thing with marketing is it takes time and money. So you need to make sure that you’re investing wisely. So you’ll hear a company saying “oh I need to be on Instagram”, but do they really? So a great tool for thinking about whether you need to be on Instagram or doing a whole host of other activities is to think about your customer’s journey. So think about your primary customer and that journey that they might go through from when they don’t know about you at all through to using you and potentially out the other side. What are you doing to keep them engaged so that they buy your product or service again?
So using the customer journey is great for identifying the best ways to connect with your customer, but it’s also good for seeing how is your activity spread across that journey? Are you spending too much time and energy winning the new customers but not nurturing the existing customers that are going to rebuy from you if you take care of them. Or maybe you are spending a lot of time with existing customers, but you need to get new ones. So this is a really great way to see, where are my customers? And am I talking to them regularly in each of those stages? So stop thinking about channels. Take a step back and think about your customer and the journey that they’re going through. And if you’re not sure, start with some low fire research – actually called a conversation. Go and talk to some of those key customers. Find out where they are, what they’re listening to, what they’re reading and think about how you can utilise that information to connect with them better. That’s it from me. Time for brekkie.
Written by: Jodie de Vries
Published: September 26, 2019