How to increase your sales with this smart marketing method

Where do you fit in the Customer's Journey

Make your customer journey the center of your content marketing

The old fashion approach of marketing where you develop the company's mission statement and core values then push them out to the public has never really worked. It's been all about the company and very little to do about the customer herself.

While quite a few companies still try to use this method and continue to wonder why their marketing dollars keep disappearing without any healthy signs of success, many fresh faced businesses, young and old, are figuring out customer focused strategies.

One that I particularly like is the Customer Journey. It includes elements of the problem - solution method but is more holistic as it looks are where the customer is and what matters to her and fits in perfectly with content marketing strategies.

A customer will only seriously look for you and what you're providing when she is in need of it and you can provide the solutions. People are simply too busy these days to have the time, energy or inclination to go looking for something just because it's a nice idea, they are motivated to take action only when the need becomes pressing.

Understanding what is happening with your customer when you get to interact with them determines the language you use in not only your marketing and advertising but also when you get to communicate directly with them face to face or online.

What is happening with your customer?

Simple exercises of plotting out what is happening with your customer, what her daily life includes, what sort of work she does and who figures in her life will help you see where you and what you have to offer fits. If she is wrangling with the daily 6 pm witching hour with the kids then posting target specific messages to her on Facebook at that time is a waste of your advertising dollars. If you know that she will be checking on her newsfeed after the kids are tucked in for the night you can schedule your promotions for that hour or two she has to herself.

It is about better understanding your target customer and being there for them in a way and at a time they are ready to connect.

The more you model your customer's journey, and you might have five ideal customers, then the better prepared you can be for the 7-10 marketing touches you need to convert interest into sales.

3 Customer Journey Scenarios

To help explore the idea of your customer's journey let's look at three different businesses and their scenarios; a solar panel business, SEO and Content Marketing business and a bed and breakfast business. Read more

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