Marketing is not like tag. After one touch, your lead isn’t “it” and they aren’t likely to jump on your bandwagon. Marketing is more like a kid tapping his mom over and over and over again because he really wants that candy bar but his mom really wants to leave the grocery store without making a scene.
The reality in marketing is that almost all prospective customers need more than one touchpoint before they buy. But not annoying touches like the kid in the grocery store. Not spam email, not cold calls, not aggressive social media ads.
All of the experiences a prospect has with your brand should be strategic. They should guide them through the process of becoming a customer and work together to drive that prospect toward a sale. If you’re thinking, “Wow, this sounds like it requires a lot of coordination,” then you’re 100% right.
That’s why you need a framework, and we highly recommend the customer journey. Organizing your marketing within the context of your customer journey allows you to coordinate all of your marketing efforts to create more impactful solutions that help you convert leads and drive revenue.
Linda Quezada is one of our marketing consultants and resident customer journey experts. She walks us through what a customer journey is, how it’s different from other lead-converting tactics, the steps to build your customer journey map and ways to implement the journey in your marketing decisions. Let’s dive in!