The customer.
All this time, that’s the person you’ve kept in mind as you’ve carried out your marketing strategy.
But not every customer is at the same place in his/her journey.
Some might be reading a post about your company on Facebook. Others could be comparing your products to a competitor or looking for support. Maybe they are loyal customers who are making another purchase. Or they might be prospects who are still completely unaware of your product.
Each of these customers has a varying degree of product knowledge and technical aptitude, yet each of them expects a thoughtful, engaging and custom experience.
You’re starting to see the challenge. But there’s hope.
Here are simple five ways to start engaging your customers at the right time in their buying journey – right now.
- Use pay-per-click ads with landing pages. It’s a match made in heaven. Pair pay-per-click (PPC) ads from Facebook or Google Adwords and effective copy to attract buyers at a key part of their journey. Then engage them with a landing page that truly speaks to them. Suddenly, you don’t have a lackluster one-size-fits-all product page. Instead, you’ve created an individual destination that’s focused on what’s truly most important to the customer you’ve attracted.
- Use a bite, snack, meal approach. There’s a lot of depth on this framework, but here’s what you need to know most: You’re empowering your users to choose how deeply they’d like to dive into your product content. Users who want to merely understand what your product does can engage without a waterfall of feature lists and technical specs. You can read all about this approach in a recent white paper by Dean Froslie, our director of content.
- Intelligently target your blog content. Being strategic about your blog content is an easy way to make a big impact. There should be something for every kind of user. For each post, identify the customer you’re targeting. Then keep developing quality content for them.
- Choose your hero spots wisely. Hero spots are prime pieces of homepage real estate. But, too often, there isn’t much of a customer-centric strategy behind them. Use this important space to deliver specific messages to customers in different parts of their buying journey. Make sure the spot that shows up first in the rotation has the broadest appeal.
- Use your email list to bring back customers. Use your email list to match against users on Facebook. Using custom audiences , you can upload your email list to ensure your ads get to the right people. Facebook estimates average match rates to be 40-60%. Use the ads to draw past customers back with related products.
Remember, by thinking about your customers through the lens of an individual journey, you can meet your customers at exactly the right time. That rings true from the first time they experience your brand, all the way to the moment they become loyal customers.
