Marketing can be challenging to understand for many companies, but it doesn’t have to be that way. In fact, with the proper guidance, marketing can be made easy.
I will give you a clear roadmap, so you know exactly what type of marketing messages to send, and when.
Understand the Customer Journey
Every customer has a journey. The most common journey is from problem to solution.
The customer has a problem and wants to find a solution.
However, sometimes the journey starts even before a customer. According to Breakthrough Advertising by Eugene M.
There are five stages of the customer journey:
- Unaware stage
- Problem Aware stage
- Solution aware stage
- Product aware stage
- Most aware stage
The unaware stage
This means the customer is not even aware that a problem exists.
They’re unaware that their current way of doing things is flawed or could be improved.
These are the most difficult people to convert into customers but make up the broadest segment of a market, making sense to create marketing that appeals to them.
The problem aware stage
This is when a customer knows that there is something wrong. They are now aware of a problem and need to find a solution.
At the problem-aware stage, your marketing efforts need to contain information about the problem and provide solutions.
The aware solution stage
At this stage, customers are aware of the solutions that exist.
The solution-aware stage is easier to convert into customers.
At this stage, marketing efforts should introduce you and your product or service and sell the long-lasting benefits your the solution.
The product aware stage
The product aware stage is one of the easiest stages to convert people into customers.
At this stage, customers are aware of the product you offer and how it solves their problems.
Your marketing efforts will focus on having strong call-to-action buttons and retargeting campaigns.
The most aware stage
The most aware stage comprises people who know about your product but haven’t taken action yet.
These people might be tempted with coupons or special bonuses that motivate them to purchase.
Content marketing for each stage
Each stage of the customer journey needs specific marketing materials.
Blog posts are a great marketing tool because they provide value to your audience before asking for anything in return.
However, each blog post needs to be written with a specific purpose in mind, and you have to be consistent.
Blog posts can be used for all customer journeys but are primarily used in the early stages.
Consider writing a revelation-style post for the unaware stage. These inform the reader about new developments or changes, a shocking discovery, or reveals previously hidden information.
Blog posts can also be used to provide solutions such as tutorials and how-to content for the problem aware stage.
For the solution aware stage, listicles that include a list of products might be a good idea – and of course, featuring your own as the best.
Blog posts for the product aware stage could review your product or provide how-to or tutorials on how to get the best results.
Also, consider using case study reports, before and after content, and customer testimonials to support your product.
This article will show you how to write blog posts fast.
Video marketing is becoming increasingly important.
Creating videos that replicate the blog posts mentioned earlier could work exceptionally well. It would take a little time and production, but it is likely to be very cost-effective in the long run.
This is where using “Instagram stories” might come in handy – this new feature allows businesses to create short videos and then share with their story or business feed.
Lead magnets and email marketing
Lead magnets and email marketing work best at problem aware, solution aware, product aware, and most aware stages.
Email marketing will deliver a lead magnet for free, such as a checklist, infographic, or PDF report. This provides more value, builds trust, and should move your subscribers towards becoming customers.
The great thing with email marketing is the ability to segment your list.
You can segment by stage of the customer journey or start targeting specific demographics (such as age, location, or language).
Email marketing can be used to pitch special offers at the most aware stage.
Social media marketing
Social media marketing can be used at all stages of the customer journey but are particularly effective at the most aware stage.
By targeting people who had the opportunity to purchase but didn’t, you can communicate in a slightly different way.
This allows you to reach out to people with the offers they may have missed, or even better; you can show social proof by showing how others already purchased.
Social media marketing also lets you give special offers in a similar way to email marketing.
Marketing is made easy when it’s based on a funnel system, created around every customer journey stage. When targeted towards people at their current stage and meets their needs at that point, your marketing strategy no longer feels pushy or intrusive.
It feels natural and helpful.
By embracing these into your marketing plan, you will be confident in the direction your business is heading and see positive results.