Using the Customer Journey to Plan Your Marketing Strategy

Industries are different, products are varied, and every consumer is unique. But one thing remains largely the same above all else – the customer journey.

Understanding the customer journey is crucial in learning how to interact with consumers, when to make contact, when to give them time to think, and when to move in to close the sale. Knowing your buyers and how their journey evolves can also help you formulate the most effective marketing strategy.

In almost every case, we can break down the customer journey into three phases: Awareness, Consideration, and Decision.

Take a look at this infographic outlining how your marketing strategy should mesh with the customer journey, then scroll down to learn more.

 During the awareness phase, the customer has decided they need something. It's either a problem that needs fixed, a question that needs answered, or a desire they’d like to fulfill. Most of the time, the customer then heads out to the internet in search of information.

This is your first opportunity to interact with the consumer. Publish information-rich, easy-to-read content on your website, your blog, and other forums in your industry. Answer the most common questions your customers have and do it in a way that establishes your company as an expert in the field. Explain next steps and address frequently asked follow-up questions so the customer can get all the information they need in one place.

 This isn’t the time for a sales pitch. You’re simply building trust, providing good information, and growing a relationship.

 Consumers love to shop around and the internet makes it very easy for them. During the consideration phase, the customer digs a little deeper for detailed information and comparisons. In addition to exploring your website and reading your blog, the customer probably visited many other sites and read a great deal more content.

You can nudge buyers in your direction by providing detailed information and addressing more specific situations. Service pages on your website are a great place to do this. Focus on the advantages of your service. Explain, using a bit more detail, how you can fix the customer’s problem or meet their needs.

Customer reviews and case studies are also important during this phase in the customer’s journey. Buyers are drawn to stories from other customers who have been in situations similar to their own.

At this point, the customer has settled on a product or service that will best meet their needs. Now, in the decision phase, the customer will choose which company they’ll do business with.

This is where you should really put your best foot forward. Don’t be shy about why your company is the best. You can get a little sales-y here, but don’t overdo it (there’s really no place for aggressive sales tactics in this process.)

Tout your business’s accomplishments, promote your involvement in the community, spotlight your commitment to sustainability – whatever it is, tell the buyer why your company is the best choice for the product or service they need.