A customer’s journey is the whole process that a customer goes through when interacting with a business. This includes learning about the business or product for the first time, thinking about and buying the product or service, getting ongoing customer support, and maybe making more purchases.
Usually, the customer journey is made up of several steps, such as:
1) Awareness stage
The customer hears about the business or product through marketing, word-of-mouth, or other means.
2) Consideration stage
The customer starts to learn more about the product or service by looking at its features, benefits, and price and comparing it to similar offerings from other businesses.
3) Decision stage
The customer decides whether or not to buy the product or service based on things like price, quality, ease of use, and customer service.
4) Purchase stage
Either online or in person, the customer makes the purchase.
5) Post-Purchase stage
After the purchase, the customer may need help with the product or have questions about the service they received. Customer service and follow-up can be very important for making a good impression and getting people to come back.
During each step of the customer’s journey, the quality of the product, the level of customer service, and the effectiveness of marketing and communication can all affect how the customer sees and interacts with the business. Understanding and improving the customer journey can help companies to create a better experience for their customers, build loyalty, and drive growth.
Online marketing strategies to be used at the awareness stage of a customer journey
At the awareness stage of the customer journey, the goal of online marketing is to capture the attention of potential customers and make them aware of your business and what you offer. Here are some online marketing strategies that can be used at the awareness stage:
- Search engine optimization (SEO): Optimizing your website and content to rank higher in search engines can help potential customers find your business when they search for relevant keywords.
- Social media advertising: Social media platforms like Facebook, Twitter, and LinkedIn offer
- advertising options that allow you to target specific audiences based on demographics, interests, and behaviors.
- Content marketing: Creating valuable, informative content (such as blog posts, infographics, and videos) that addresses your audience’s interests and pain points can help establish your brand as a trusted authority in your industry.
- Influencer marketing: Partnering with influencers who have a large following in your target audience can help you reach a wider audience and increase brand awareness.
- Display advertising: Placing ads on websites and mobile apps that are frequented by your target audience can help increase brand visibility.
- Email marketing: Building an email list and sending targeted email campaigns can help you stay top-of-mind with potential customers and provide them with useful information that encourages them to engage with your brand.
By utilizing these online marketing strategies, you can effectively create awareness about your business and attract potential customers to your website or social media profiles.
According to a study by Google, 48% of consumers start their search for a product or service with a search engine, indicating the importance of search engine optimization (SEO) in the awareness stage.
According to a study by BrightLocal, 90% of consumers read online reviews before visiting a business, highlighting the importance of managing online reputation in the awareness stage.
At the consideration stage of the customer journey, potential customers have become aware of your business and are actively considering whether or not to purchase your product or service.
Then with other strategies like retargeting, remarketing, comparison content, customer reviews, live chat etc., you can help potential customers move from the consideration stage to the decision stage of the customer journey and ultimately convert them into paying customers.
At the decision-making stage of the customer journey, potential customers have made the decision to purchase your product or service and are actively looking for ways to complete their purchase.
Promotions and discounts, clarification on products, answering purchase-related questions, social proof, etc., are a few strategies which can help potential customers complete their purchase and turn them into loyal customers.
The purchase stage of the customer journey is when a customer has already made a purchase from your business.
At this stage, Follow-up emails, loyalty programs, post purchase surveys, personalised recommendations, etc., will help retain customers and encourage repeat purchases, which can help drive long-term business growth.
The post-purchase stage of the customer journey is when a customer has already made a purchase and received the product or service.
Even at this stage marketing strategies are required to build customer loyalty and encourage repeat purchases, which can help drive long-term business growth. Customer support plays a very important role at this stage.
Facts about the Awareness stage in the customer journey
- The awareness stage is the first stage in the customer journey. At this stage, the customer becomes aware of a particular problem or need that they have.
- The goal of the awareness stage is to create brand awareness and educate the customer about the problem or need they have. This is done through various marketing channels, such as social media, search engine optimization, and content marketing.
- During the awareness stage, customers are not yet ready to make a purchase. Instead, they are researching and gathering information about potential solutions to their problem or need.
- The awareness stage is critical because it sets the tone for the rest of the customer journey. If a customer has a positive experience during this stage, they are more likely to continue to engage with the brand throughout the rest of the journey.
- Metrics used to measure success in the awareness stage include website traffic, social media engagement, and brand mentions. By tracking these metrics, brands can determine the effectiveness of their marketing efforts and make adjustments as needed to improve their results.
HubSpot reports that companies that publish 16 or more blog posts per month generate 3.5 times more website traffic than those that publish four or fewer blog posts per month, highlighting the importance of content marketing in the awareness stage.