by Dan Klein
You’ve got a great product or service, developed a marketing message that reads like poetry, created an eye-catching logo and attention-getting packaging, done everything you can think of to spread the word . . . but you’re just not seeing the results you were hoping for.
It’s easy to get caught up in all the details of what makes your product exciting and special and become hyper-focused on your brand, but here’s the thing: Nobody cares about your brand (yet). It’s not how you want to sell; it’s how your customers want to buy. Sometimes, it’s important to take a step back and consider how you can reach your audience where and when it matters most – during the decision-making process of their customer buyer journeys. What is it they want to hear?
You’ve no doubt heard about the customer buyer journey, but it’s surprising how few companies take the time to understand what truly motivates their customers and inspires them to take action. The customer buyer journey should be the foundation of your marketing program. During each stage of the buyer journey, your prospects (and customers) will need a different message to move them to the next step.
The journey is straightforward: Awareness > consideration > decision > success. You don’t need to overthink this. Put yourself in their shoes – what do they care about at each step? Use key elements from your marketing plan to develop a messaging platform that gives customers and potential customers everything they need to know to make positive buying decisions during every step of their buying journeys.
Part of your messaging platform should include a content program (that may include blogs, email blasts, podcasts, social media, and more) that allows you to create campaigns to engage your audience, inspire them to action, and reinforce your brand message. Remember, every customer touchpoint is an opportunity to build brand satisfaction and loyalty.
Now that you’re building some momentum take a quick step back, catch your breath, and make sure you are making the most of every dollar you are investing. Ask yourself, “Is every message we are creating designed to inspire buyers on their customer journeys?” And, “Is everything we are doing helping us to get to where we want to be?”
It’s a lot to think about. But there’s a lot to be gained. As a marketer, understanding the customer buyer journey is important and can be inspiring. Ultimately, it’s a great way to set your course for success.
Dan Klein is the Managing Partner at Spoke Marketing. Spoke Marketing (www.spokemarketing.com) provides fully-integrated marekting and sales programs that define and activate the customer buyer journey.