Creating marketing plan with a stable understanding of your tactic at each stage of the journey is crucial for the success of your efforts. The good part is that you don’t have to come up with some complicated ideas. Your plan will start showing up as soon as you dig in the signal your customers leave you at every stage.
If you divide the path a customer takes from vague consideration, to final transaction into small steps you will easily see the signals in each stage of the funnel.
- See. This stage is where the customer has not really experienced any urgent need to have your product. Maybe they just got aware it exists. Some of the signals which could be in this stage is website visit, social media engagement, video content consumption. You can take the data from your reports in Google and YouTube Analytics, Facebook Adverts Editor and figure out who these people are, what else they are interested in, what their demographic is.
- Think. This is the stage of consideration. You can see people doing searches and finding your website organically or with paid search engine ads. They might subscribe to your content, follow you on a social media channel, but they are still not ready to buy. At this stage, you might have more data about them – like email address or telephone, but you might still be dealing with anonymous visitors. You can use remarketing to get them to come back and leave their contact information. You can show and offer different content like articles and blog posts to convince them of the quality of your product.
- Do.This is the action stage. You will see people searching for your brand name and come to your website to perform a transaction. You will see direct traffic to your product page, email responses, event attendees. This is the stage where customers will come out of anonymity. To encourage their actions, you can use remarketing by introducing special deals and limited time offers.
- Care. This is the stage when people have already purchased from you, but this does not mean your marketing is over. This is the period when you can do an upsale, introduce a new product, or just make sure that they are taking full advantage of what they have bought. You can use emails with nurturing content, remarketing to just people who have bought a certain product.
This framework can be applied to any business and make a difference when it comes to being efficient and productive with your marketing campaigns. It does sound easier to say, than it is to apply it, but the efforts eventually start paying off.