Every potential customer follows a path from the moment they first find out about your business to becoming a raving fan. Understanding this customer journey and having content and tactics ready for every stage makes it easier to drive growth and build long-term relationships.
We understand that as a busy business owner or marketing manager, time and resources are limited. Let’s look at how you can leverage the customer journey to create a marketing strategy that not only attracts leads but turns them into repeat customers and advocates for your brand in less time.
Mapping the Customer Journey: Know, Like, Trust, Try, Buy, Repeat, and Refer
We like to break down the customer journey into seven stages: Know, Like, Trust, Try, Buy, Repeat, and Refer. Each stage offers an opportunity to connect with potential customers in impactful ways.
Here’s a breakdown of what these stages look like and how to engage your audience at each step.
Know: Creating Awareness
The journey begins when a potential customer first stumbles across your business. At this stage, they don’t know much about you or how you can help them. Your goal here is to build visibility and make it easy for them to find you.
Strategies like SEO, content marketing, and social media can help you appear in front of your target audience when they’re searching for solutions to their problems.
Like: Building a Connection
Once they know who you are, it’s time to get them to like you. This stage is about establishing a connection and showing potential customers that your brand aligns with their values and needs. The key here is providing valuable content that resonates with your audience.
Content marketing and email newsletters can help you build rapport by offering insights, tips, and solutions that speak directly to your audience’s pain points.
Trust: You’re an Authority in Your Industry
Trust is one of the most critical steps in the customer journey. At this stage, your potential customers are questioning whether you’re the right solution for their needs. They want to know if you can deliver what you promise.
To build trust, focus on showcasing your expertise and reliability through testimonials, case studies, and informational content. Highlight the results you’ve achieved for others and provide clear evidence of your credibility.
Try: Offering a Low-Risk Opportunity
Before committing to a purchase, many customers want to try your product or service with minimal risk. This is your chance to offer them a demo, free trial, or introductory offer that allows them to experience your value firsthand.
At this stage, you need to remove barriers and make it easy for potential customers to take the next step.
Buy: Closing the Deal
At the Buy stage, your customer is ready to make a purchase. Your focus here should be on creating a seamless buying process that minimizes friction and makes it easy for them to complete the transaction.
Make sure your checkout process is straightforward, transparent, and provides all the information your customers need to feel confident in their decision.
Repeat: Encouraging Them to Work With You Again
Once a customer has made a purchase, the relationship doesn’t end there. Your goal should be to encourage them to buy again. It has been shown that re-engaging existing customers costs, on average, five times less than trying to bring in new ones. Nurture the relationship and keep your brand top of mind.
Marketing tactics like personalized email campaigns, loyalty programs, and special offers can encourage repeat business and show your customers that you value their continued support.
Refer: Turning Customers Into Advocates
Turning your satisfied customers into advocates who actively refer your business to others is a great way to keep your previous customers engaged but to also market your business. Word-of-mouth marketing is still one of the most powerful forms of promotion, and your loyal customers can be your best advocates.
Encourage referrals by offering referral programs, incentives, and easy ways for customers to share their experiences, such as emails with direct links to your Google Business Profile. Happy customers are more likely to recommend your business if you make it simple and rewarding for them to do so.
Why Understanding the Customer Journey Matters
Knowing your customer’s journey helps make it easier to engage with them at every stage. You can also be more confident they have a positive experience from start to finish. By understanding the steps your customers go through—Know, Like, Trust, Try, Buy, Repeat, and Refer—you can create a marketing strategy that builds trust, nurtures relationships, and drives more conversions.
At EDGE Marketing & Design, we help businesses like yours develop strategies that map out this journey and resonate with your audience. Whether you’re struggling to attract leads or need to turn one-time buyers into repeat customers, we’re here to guide you every step of the way. Contact our team today to find out how we can help.
Contact Us
Posted: October 8, 2024
Share This Article
