Digital Marketing Customer Journey


Hi, Perry here, from
Missing Link Social Media. Have you ever wondered
which marketing channels you should use online to
reach a potential customer at the right stage of their journey to actually buying your product? Well, today, what I’m going to do is take you through a
strategy that we’ve developed that demonstrates the
different marketing channels you can use online to
reach your customers, but also, when you should reach
them through that channel. So, if you head on over here, I’ll take you through it now. Alright, so here we are. This is the customer journey that we’ve simplified and boiled down into a few different
stages at the bottom here and couple on the right
which I’ll run through now. So, really, at the start
of anyone’s journey is they become aware of your product. So, and aware of your brand. So, we’re going to start with
the brand awareness phase and then we’re going to
move through to engagement. So, this can be them
engaging with your content. This can be them checking
out your website. And then we’ve got purchase, which is where we’re trying to get them from just shopping around to actually committing to a purchase and then, we move through to after they’ve made the purchase, how can we try to incentivize
them to advocate your product, which can be done through
competitions, for example. And how can we increase loyalty
through loyalty programmes and, I guess, continuing to educate them about the why behind what you do so that they’re aligned with that, not just about the features
or benefits of your business. So, jumping straight into
the brand awareness phase, you can see, we’ve got influencer marketing here at the top. For those who don’t know,
you would be familiar with brand ambassadors, people who, you know, Tiger Woods, Nike, whatever it might be. So, imagine that, but on a smaller scale and through social media marketing. Generally, they’re going
to have at least 3000 fans and you want to be looking at their engagement rate as well to make sure that, you know,
they haven’t bought fake fans. If they’ve got 10,000 fans,
they’re getting five likes. There could be an issue there and you want to make sure
that if you find an influencer that they do have a good engagement rate, which is basically the number of likes that they get on average per post divided by their total community size. And that’s going to spit out
an engagement rate for you. If you are on the hunt for an influencer, you can go direct to an agency. Alternatively, you can go to
marketplaces for influencers, such as Tribe or The Right Fit. Moving through, we’ve
got YouTube/video here. So, I’ve taken YouTube out of social media purely because it’s
under Google advertising, under their network,
but it’s very important and its key strength is in
that brand awareness phase. When you’re actually paying for awareness and for video views through YouTube and even through Facebook, the cost per video view is very effective. So, it can be very key to your strategy if you do need to generate awareness not only because it’s cheap but because you can communicate a lot
of information visually and it gives a completely different feel. Social media marketing
actually comes across all three stages, and that’s
one of its key benefits, right? Sometimes, we have
conversations with people and they only want to judge us by the purchase, which is fine. However, you can add a lot more value and it’s more dynamic than,
for example, paid search where it’s more geared towards people that have a problem and
they’re seeking a solution. So, social media, for
example, Facebook advertising, you’ve got campaigns and algorithms that are specifically designed to generate you more awareness, such as video views campaigns, page engagement campaigns,
reach campaigns. You’ve also got engagement campaigns where you can be driving traffic and you can be promoting posts to try to get likes, comments, and shares. And then finally, for the purchase phase, very much about retargeting
website traffic. I’ll dive more into
remarketing here shortly. But it can be also helpful
in driving, you know, the features and the benefits
and testimonials and things that are really going to
drive that purchase behaviour. Display is more geared towards brand awareness and engagement, so that’s through, again,
through the Google ads network, through the Google display network, and you would have seen these before. Banner ads floating around on websites. Potentially, some following
you around the internet and they can be, again, quite
cheap in terms of awareness, cost per thousand impressions. Search engine optimization,
depending on your strategy, it can be more geared towards search terms of your brand and your products or you can do broader SEO off site stuff, you know, linking other
people’s blogs to your websites. That’s going to really help
drive awareness from other sites. You’ve got paid search as well. Jump into Google, type something, likely, you’re going
to see an ad at the top and this can be really important for people who are really just wanting to drive purchases and traffic because it’s a different kettle of fish to Facebook in a lot of scenarios. In most occasions, you’re going to be getting in front of people who are at the stage of their customer journey where they’re actually
hunting for solutions, hunting for product information
or service information as opposed to Facebook,
you’re targeting people, generally, of interests and demographics and look-alike audiences. So, if you just want to
try to get purchases, as we get clients who come to us and they say, “All I’m
interested in is purchases.” or “I’m going to be in trouble.”, we’ll basically say, “Look, “first, let’s look at your website. “Let’s look at some Google ad words “and consider that as one of “your first stages of your marketing.”. Email nurturing and automation, again, more geared towards
engagement and purchase. So, the nurturing can be really helpful, like collecting people’s contact details and then educating them
more about your brand, your product, your service, until a point that they’re ready to buy. It can also be used really
well through automation. So, if someone started a purchase. You know, they’ve added a product to cart, they’ve chucked in their
email and their first name, then you can automate an
email to come through to them highlighting they’ve still
left things in their cart, so things like that can be really helpful for e-commerce and building
out more purchases. Remarketing really comes across the automation, paid
search, and social media, which is essentially
someone visits your site and then, you can retarget them with, for example, testimonials. Generally, what you want
to remarket to them with is things to overcome objections or reasons that they
may not have purchased. So, if you’ve done some
research and you’ve found that your product is quite
expensive, then really, it’s about portraying the
value to justify that, even having some testimonials of people talking through their experience. Advocacy is how can you get people to advocate your brand,
advocate your product, advocate your service to their friends, to their family, to their network? Competitions can be
really helpful for that. Loyalty, how can you make sure
that people stick with you? I mentioned before
educating your customers about why you do what you do can be a very powerful way to achieve that so that they’re not just buying based on features and benefits. Rather, they’re buying because they believe what you believe.

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