At this stage, you want to start strengthening the relationship by helping your customers to get the most out of the product or service they purchased from you. Follow up calls or emails to thank them for their purchase and ask for feedback is a great way to show you care, as well as deal with any issues that may have come up. Each stage of the customer journey requires a different approach from the marketer if they want to move customers smoothly down the funnel.
The last thing you want to do is send someone the wrong message at the wrong time. Having this insight gives your company the advantage of knowing when, why, and how to optimise your customer’s experience. Any findings and decisions you make as a result are based on real data, rather than something presumed. Once you have established your general target market, it’s time to segment.
Assess which channels your competitors are using which you may be missing out on, and employ digital tools to fully visualise their reach. The key to setting relevant goals is making sure the objective aligns with the overall strategic positioning of the brand. In other words, the goal needs to accomplish something that is going to boost business or enhance your brand’s relationship with its customers. The advocacy stage is all about turning your now loyal customers into active advocates for your brand, product or service.
Marketers also need to break through the noise of other ads, which involves either spending more or spending differently. Either way, this generally means increasing the marketing budget to allow for new and creative ways to communicate with a business’s prized audience. What methods do your competitors use to engage their potential customers? Do they use blogs, guides, white-papers, webinars, e-books, templates, etc? Personalisation is a key indicator of engaging content, so be sure to consider what elements your competitors’ content has been personalised to meet their audience’s needs. How do your competitor’s offerings force customers to act? Here we must consider the key customer journeys that potential audience members will go on when interacting with your competitors’ brand.
Customer segments are made up of a number of subgroups of your overall audience, often defined by their similar needs and wants. Consumers have become much more empowered and expect highly personalised messaging from brands, meaning that segmentation is now more crucial than ever.