Unveiling the Customer Journey: A Guide to Local Business Marketing

Ever felt like marketing your local business is akin to putting together a puzzle without a picture? You’re not alone. This blog post, based on the transcript you provided, sheds light on the four stages of the customer journey and how they serve as a foundational framework for your marketing efforts.

The Four Stages: A Customer’s Path to Purchase

• Awareness: This is where potential customers first realize they have a need or problem. They might not be actively searching for solutions yet, but they’re becoming aware of their situation.
• Consideration: Now aware of their need, customers enter research mode. They compare different businesses and solutions to find the best fit.
• Purchase Experience: This is the stage where customers make a decision and convert into paying customers. Here, a smooth and positive experience is crucial.
• Advocacy: After the purchase, customers become raving fans, silent satisfiers, or roaring critics. Ideally, your marketing should aim to cultivate raving fans who spread the word and bring in new customers.

Marketing Through the Customer Journey Lens

Understanding these stages empowers you to tailor your marketing messages accordingly:

Awareness: Utilize advertising (social media ads, billboards) to create brand awareness or highlight problem awareness (e.g., “Are you a parent with a nervous child looking for a dentist?”).

Consideration: Here, content marketing shines. Craft informative content that educates potential customers and positions your business as the solution.

Consider these crucial questions during the consideration phase:

Where do potential customers go to find information?
What information do they need to make a decision?
How easy is it for them to reach you and get a response?

Purchase Experience: Capture customer information through a CRM (Customer Relationship Management) system. This allows for targeted communication and loyalty programs to incentivize repeat business.

Advocacy: Convert silent satisfiers into raving fans through exceptional customer service and post-purchase engagement. Utilize raving fans to attract new customers through testimonials and reviews.

The Power of the Framework: Putting the Pieces Together

By viewing your marketing efforts through the lens of the customer journey, you gain a clear picture of where to focus your resources.

In the next episode, we’ll delve into the optimal order for implementing these strategies. Stay tuned to learn how to assemble your marketing puzzle for maximum impact!

Key Takeaways:

• The customer journey consists of four stages: Awareness, Consideration, Purchase Experience, and Advocacy.
• Tailor your marketing messages to each stage of the journey.
• Use a CRM system to capture customer information and personalize communication.
• Cultivate raving fans to amplify your marketing reach.

Want to see this in a plan for your business? Contact us to get a Customized Digital Marketing Blueprint.