Dynamic Campaigns based on customer journey
The customer goes through various stages before making a purchase which is known as the customer journey. It is necessary to map out the steps which different customers go through.
It is then easier to explore and optimize the campaigns to resonate with the customer journey. It would help in marketing your product to a great extent which would be the final step of the campaign. Let us discuss the stages a customer may go through while making a purchase and the various campaigns that may be the best fit for that stage to market your product and increase your business sales.
- Awareness– is the first stage of the customer journey. In this stage, customers neither know what product they want to buy nor understand your company. In this stage, broadcast channels can be of great use. You can use this to make the user aware of your company. For the awareness stage, you can pay for display ads on the websites where your target customer usually visits, like ESPN, Buzz feed, and this is useful in driving their attention towards your company. You can do this by giving them attractive offers.
- Interest: This is the stage where a customer is interested in some of the products. Still, they are not sure about the product. They lack clear information about the stock, so they want more information about it. Also, it would help if you informed them that you also sell those products or services. In this stage, social media channels come into play. Today a person spends an average of 5 and a half-hour daily on social media. As a marketer, you can take advantage of this and reach the interested customer by posting a blog that contains detailed information about your product or service. You can share these blogs on social media like Facebook, Twitter, Linked In, Instagram, Snapchat, etc. You can also use paid ads on social media to show your content to the targeted customer.
- Desire: Customers want the product in the ‘desire stage’ and choose which company they should buy it from. In this stage, again, social media comes into play along with search channels. You can ask social media influencers to promote your product on Facebook or any other social media. Similarly, paid search results on search engines like Google, Yahoo!, Bing, etc., can also help you reach customers. You must also optimize your website to get on the top results of the search engine when the customer searches for what they want to buy in the search query.
- Action: In this stage, customers know what they want to buy, from where they should buy, and from whom they should buy. In this stage, search channels can be beneficial. As a marketer, you can run ad campaigns on search engines that target specific keywords related to your product. These ads should contain your brand’s name and should directly point to the page where the customer takes action. It can be your product purchase page.
- Post action: In this stage, the customers have already purchased your product or service. In this stage, one to one channel comes into play. You can send emails to the customer about the transaction or ask for their feedback on the product. It is helpful as the customers will think that the company values their opinion and thus be loyal to the company.
- Retention: This is a crucial stage in the marketing journey. You need your existing customer to stay. To decrease the churn rate, you should have a customer service team that responds quickly to the customer’s queries. You can also send coupons or give them attractive offers to bring them back.
These are the marketing campaigns based on the customer journey. The channels can be different in different stages depending on the type of product; also, the customers may jump from one or other steps. At Finendorse, we market the products or services of our clients according to customer journey maps, which has helped them increase their sales and grow their business. For a collaboration with FinEndorse regarding campaigns based on the customer journey, don’t hesitate to contact us.