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What is Journey Marketing?

End-to-end marketing solutions that take into account buyer journeys and buyer personas to create relevant messaging to boost business ROIs.

What Does It Involve?

Every target has a different buyer journey. A 70 year old retired grandparent goes through the buying process differently from a 16 year old teenager. A car enthusiast buys a car differently from a soccer mom. Journey marketing takes these things into account, making sure that the right type of message is reaching the right audience at the right time.

Every stage of the buyer journey has its own set of KPIs (key performance Indicators), that allow clients to judge whether their marketing is working, but it is important to understand what these KPIs are and why they exist. If gauged incorrectly, marketers may end up shooting in the dark.

An overview of the Buyer Journey

Each part of the buyer journey leads into another part, and all pieces of marketing must be in place to get the best out of your journey marketing campaigns.

Awareness

During this stage, the main focusing of all marketing solutions is to let the world know that a product actually exists a good KPIs to judge if the marketing is working or not. We cannot assume that anyone will jump straight into the buying stage from this point. This is merely an introduction, where your product or services comes to the stage to say hello.

Tactics:

  • TV/Youtube advertising
  • Print
  • Radio
  • Out of Home
  • Facebook Advertising
  • Google Advertising
  • SEO

Research

Once the audience knows you exist, you must give them more information to help them feel comfortable with your brand. Good KPIs here are website visits, content downloads, page likes, subscribes, newsletter signups, phone calls for more information.

This is the assurance stage, people still may not be ready to buy, so expecting sales to hit the roof at this stage is still not something you should expect.

Tactics:

  • Blogs
  • Email Newsletters
  • White Papers
  • Microsites
  • Articles in Magazines
  • Trade Shows
  • Brochures
  • Portfolios
  • Videos
  • Social Media Content

Engagement

Now that they are showing a bit of interest, it is time to engage them in a two, way conversation. Ask the audience to participate. Let them get closer to your brand. KPIs here are based around engagement. Comments, reactions, uploads, tags, retweets, favourites, coupon redemptions are all ways to see if this phase of your marketing is working.

Tactics:

  • Contests
  • Coupons
  • Discounts
  • Free Trials
  • Marketing Automation
  • Social Media
  • Guerilla Marketing

Lead Nurturing

This aspect of the marketing phase makes sure that the leads that have been gathered and the audience that has been engaged does not lose interest. KPIs here are email opens, clickthroughs, time spent on websites, responses to followups etc.

Tactics:

  • Email Automation
  • Conversion Marketing
  • Lead Nurturing
  • Cart Abandonment Marketing
  • Phone Call Follow-Ups

Conversion

This is where a customer finally is ready to buy a service or a product. Here the obvious KPI is the sale. This aspect of marketing is the responsibility of the marketer. The right price point, a competitive edge, a personable sales person or a smooth online transaction will all make the difference between making or breaking a sale.

Tactics:

  • Inbound Sales Representatives
  • E-Commerce Store Transactions
  • Instore Marketing
  • Point of Sale Marketing
  • Phone Call Follow-Ups

Retention

A one time buy is great, but a true customer is one who comes back. This phase makes sure that customers do come back. KPIs here are repeat purchases.

Tactics:

  • Email Automation
  • Personalized Communication
  • Direct Marketing
  • Surverys
  • Content Marketing
  • Sales, Discounts, Coupons
  • Loyalty Cards
  • Membership Points

Referrals

The best kind of customers are those you bring you even more customers. It’s extremely important to always keep them close to your brand and provide them with plenty of incentives to do your marketing for you. KPIs here are shares and referrals.

Tactics:

  • Email Automation
  • Group Discounts
  • Referral Social Media Campaigns
  • Referral Programs

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