Digital Marketing For Dummies. Ryan Deiss

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      Source: https://www.digitalmarketer.com/blog/launching-a-business/

      FIGURE 1-6: Fill in the blanks on your Statement of Value.

Knowing the Stages of the Customer Journey

      If your business has acquired even a single customer, some kind of customer journey is in place. Perhaps this customer journey was not created intentionally, but it does exist. Or perhaps you call it something else in your organization, such as a “marketing (or sales) pipeline.”

      Regardless of what you call it, becoming intentional about the movement of cold prospects, leads, and existing customers through the stages of this journey is the purpose of your marketing. When you’ve properly charted your ideal customer journey, you quickly find the bottlenecks that are restricting the flow of prospect to lead, lead to customer, and customer to raving fan.

      Step 1: Generating awareness

      Every repeat customer and raving fan of your business was, at one time, a complete stranger to your company. She had no idea what problem you solve, what products you sell, or what your brand stands for. The first step on her journey from cold prospect to raving fan is awareness. We go into more detail about tactics later in this book, but if awareness is your issue, you should employ the following digital marketing tactics:

Figure 1-7 shows an awareness campaign from TransferWise, a company that was created by the same people who built Skype. TransferWise is a relatively new company in the money transfer business, and it uses the Facebook advertising platform to raise awareness of the service. Notice how the language used in this ad focuses on teaching what TransferWise is and how you benefit from using the service.

      Source: https://www.digitalmarketer.com/blog/launching-a-business/

FIGURE 1-7: A Facebook advertisement focused on the goal of awareness.

      Step 2: Driving engagement

      It’s not enough to simply make a cold prospect aware of your business, products, and brand. You must engineer your marketing to capture the attention of your prospect and engage him. For a digital marketer, that engagement almost always takes the form of valuable content made freely available in the form of

       Blog posts

       Podcasts

       Online videos

For example, the grocery store Whole Foods prides itself in selling fresh, organic foods from its hundreds of brick-and-mortar locations. The supermarket chain’s online strategy includes its Whole Story blog, which engages its ideal customer with content relevant to the products the company sells. Blog articles with titles such as “9 Refreshing Summer Drinks You Need to Try Right Now” (see Figure 1-8) show existing and prospective customers how to use the products sold at Whole Foods.

      Source: https://www.wholefoodsmarket.com/blog/9-refreshing-summer-drinks-you-need-try-right-now

      FIGURE 1-8: An engaging blog post from the Whole Foods blog.

      

A prospect, lead, or customer may spend anywhere from a few minutes to a few years at any one of the stages in this customer journey. For example, a prospect might become aware of your blog and engage with it for a year or more before moving to the next phase of the journey. Others will sprint through multiple stages of the journey in the space of a few minutes. A healthy business has groups of people at all stages of the journey at all times.

      Step 3: Building subscribers

      The next step in the customer journey is to graduate a prospect from the “merely aware and engaged” stage into the stage of being a subscriber or lead. A subscriber is anyone who has СКАЧАТЬ