Understanding the Customer Journey

Understanding the Customer Journey

by | Dec 17, 2024 | Email Marketing, Funnel Marketing, Social Media Marketing

The Customer Journey From Awareness to Advocacy

In today’s competitive marketplace, understanding the customer journey is more important than ever. Why? Because it gives you insight into how your customers experience your brand—from the moment they first hear about you to becoming loyal advocates telling their friends about you.

If you’re a business looking to grow, mastering the customer journey can be the key to standing out and building long-term relationships. Let’s take a few minutes to explore the concept, share a real-world example, and provide actionable tips to enhance your customer journey and build loyal fans of your brand.

What is the Customer Journey?

At its core, the customer journey is the path a customer takes when interacting with your brand. It covers every touchpoint—from discovery to purchase and beyond. This journey isn’t always linear, but understanding its stages helps you better meet your customers’ needs and create a seamless experience.

 

5 Typical Stages of the Customer Journey:

Awareness: When customers first learn about your brand. This is where first impressions count. Through ads, social media, or word-of-mouth, you need to spark curiosity and create a memorable introduction to your business.

Consideration: When they’re weighing their options. At this stage, customers are comparing you to competitors, so providing helpful content like case studies, reviews, and free resources can position you as the best choice.

Decision: When they choose to buy from you. Here, you need to simplify the buying process. Clear calls-to-action, limited-time offers, and exceptional customer support can help seal the deal.

Retention: When you focus on keeping them happy. A happy customer is a returning customer. Focus on personalized follow-ups, loyalty programs, and ongoing value to maintain strong relationships.

Advocacy: When satisfied customers become your biggest cheerleaders. Encourage reviews, referrals, and testimonials. When customers love your brand, they’ll naturally spread the word and bring in new business.

Why Does the Customer Journey Matter So Much?

Imagine walking into a store where no one greets you, the shelves are unorganized, and no one helps you find what you need. Frustrating, right? Your customers feel the same way when their experience with your brand isn’t intentional or consistent.

Optimizing the customer journey ensures that every interaction builds trust, meets expectations, and leaves customers feeling valued. This creates loyal customers who return to you time and time again.

Forbes wrote a great article with a slightly different approach (or verbiage), including a good visual map which is highlighted here. It breaks down how businesses can visualize the path their customers take, making it easier to identify pain points and opportunities for improvement.

The Customer Journey in Action

Awareness:
Let’s say a mid-sized company invests in SEO-driven content (like blogs and case studies) and launches targeted social media ads to attract potential clients searching for their services.

Consideration:
Once leads arrive on their website, The company offers free downloadable resources and live webinars. They also implemented a chatbot to provide real-time answers to customer inquiries.

Decision:
To support leads in the decision phase, The business provides personalized consultations and showcases detailed case studies of their previous successes.

Retention:
After a project is complete, they send a follow-up survey, offering discounts on future services and personalized thank-you notes.

Advocacy:
The mid-sized company encourages happy clients to leave reviews and refer friends through a referral program—rewarding them with exclusive perks,

By optimizing its customer journey, the company sees somewhere between a 20% to 35% increase in customer retention and gains several new leads through word-of-mouth referrals within an average of a month or two! Sometimes it takes less time, sometimes it takes more. There’s no magic wond. But if you’ve optimized your site, written content using keywords, keep your content fresh by providing useful information or great product photos and descriptions, by the time you get to the customer journey, you’re set up for success!

3 Tips to Optimize Your Customer Journey

Ready to level up your customer journey? Start with these actionable steps:

Map It Out:
Take time to visualize every step of your customer’s experience. Identify key touchpoints and ask yourself: Where can we make this better?

Gather Feedback:
Your customers are your best resource. Use surveys, reviews, and interviews to understand what’s working and what’s not.

Be Consistent:
Consistency is key. Whether it’s your website, social media, or customer service, every interaction and everything you do should reflect your brand values and brand voice; and naturally, meet customer expectations.

Final Thoughts

The customer journey isn’t just a buzzword—it’s the foundation for building a thriving, customer-centric business. By understanding and optimizing every stage, you’re not just winning sales; you’re building relationships that drive loyalty and growth.

Start by mapping out your customer journey and identifying ways to improve. Your customers (and your bottom line) will thank you.

Need help refining your customer journey? Let’s connect and make sure your customers have an experience worth raving about!.

Next Up:

If you’re interested in learning more about branding and the art of creating an emotional connection, read my aritlce here. 

Do you like to write as much as I do? Read about blogging to build your brand right here.

And if you’d like to learn about the importance of using the right keywords to create brand awareness and site optimization, click here. 

Email Marketing in 2024: The Inbox Goldmine You’re Probably Ignoring

Email Marketing in 2024: The Inbox Goldmine You’re Probably Ignoring

by | Dec 2, 2024 | Email Marketing, Funnel Marketing

Email Marketing: The Inbox Goldmine You’re Probably Ignoring

I know, I know… we spend more time hitting “delete” on emails than we do reading the newsletters we subscribed to. But here’s the thing—despite our inbox fatigue, the money is STILL in the newsletter!

This phrase traces back to early direct marketing legends like Frank Kern, who popularized the idea that email lists are the most reliable revenue stream for businesses. And guess what? It’s still true today. If you’re not using email marketing to its full potential, you’re leaving money (and customer loyalty) on the table.

Why Email Marketing Matters

Email isn’t just a communication tool; it’s one of the highest-performing digital marketing channels out there. According to industry data, for every $1 spent on email marketing, the average return is $36. That’s insane ROI. And yet, so many businesses let their newsletters languish—or worse, flood inboxes with uninspired daily emails.

When done right, a well-crafted email:

  • Keeps your brand top of mind.
  • Builds relationships with your audience.
  • Drives traffic, sales, and engagement consistently.

Newsletters Don’t Have to Be a Chore (or Boring)

Let’s bust the myth that email marketing has to be complicated. The best newsletters are simple, engaging, and purposeful.

What Makes a Great Newsletter?

Brevity: Nobody has time for a novel in their inbox. Keep it short and sweet unless you’re sharing valuable long-form content.

Clarity: What’s your message? A sale? A product launch? A blog post? Make the focus crystal clear.

Visual Appeal: Use images strategically—whether it’s one bold photo or a gallery of visuals, make it on-brand and eye-catching.

Examples of Stellar Newsletters

Marie Forleo: Her emails are upbeat, clear, and action-oriented. I learned everything I know about emails from her class, The Copy Cure which I highly recommend if you love to write, like me.  She makes it easy to absorb her message and always includes a compelling call-to-action (CTA).

Seth Godin: His daily newsletters are short and thought-provoking. On occasion, he mentions a new book launch or special product release which in my opinion bring tremendous value.

Domino’s Pizza: Their emails are longer but cleverly segmented into bite-sized nuggets of info—think clickable deals, mouth-watering visuals, and timely promotions.

The Skimm: Short, punchy, and informative. They’ve mastered the art of consistent, easily digestible content. I’ve been a subscriber for a decade and I highly recommend that you subscribe too. Check them out here.

The Psychology Behind a Consistent Newsletter Campaign

A consistent presence in someone’s inbox creates memory muscle. When your audience sees your name pop up regularly, they’re reminded of your value. Even if they don’t open every email, they’ll remember you when they need your product or service.

Play by the Rules: Permission is Key

Whatever you do, don’t add people to your email list without their consent. It’s not just annoying—it’s bad for your reputation and could get your account flagged by email providers.

Thankfully, tools like Mailchimp, ConvertKit, and Flodesk make it easy to manage permissions. For example, if you collect emails at an event, these platforms allow you to import those contacts and send them a welcome email to opt-in before you start sending regular campaigns. But be careful!

IMPORTANT: Don’t send emails to people who haven’t subscribed or you could get some pretty hefty fines depending on the size of your distribution list. To avoid big fines for spamming people’s inboxes, take one minute to learn about the CAN-SPAM Act right here. 

Why You Shouldn’t Email Every Day—Unless You’re Seth Godin

Sending daily emails is a fast track to your audience’s unsubscribe button—unless you’re delivering exceptional value every single day. Ask yourself:

  • Is this entertaining or educational?
  • Is this part of a limited-time countdown?
  • Does my audience actually want daily content?

If not, stick to a more strategic schedule. Weekly or bi-weekly emails give your audience breathing room while keeping your brand top of mind.

Worthy of note, here: In addition to The Skimm, If there’s one daily email I actually look forward to, it’s Seth Godin’s. Why? Because he’s not selling anything. Instead, his emails deliver short, sweet, and often profound insights that challenge the way you think. His consistency isn’t about pushing a product—it’s about building trust and offering value. That’s the gold standard for daily email content: something your audience will want to open daily.

When planning your email marketing strategy, ask yourself: What kind of value can I deliver that’s worth opening daily? If you’re not Seth Godin, that might mean focusing on quality over quantity.

The Critical Role of the CTA

Every email should have a clear call-to-action. What do you want your audience to do next? Click a link? Buy a product? Register for an event? Marie Forleo’s newsletters are perfect examples—her CTAs are direct, encouraging, and impossible to miss.

Big or Small, You Can Do This

You don’t need a massive budget to create impactful emails. Platforms like Canva offer beautifully designed templates, while tools like MailerLite and ActiveCampaign provide robust features for automating your campaigns. Even with a smartphone, you can whip up visuals that rival those of big brands.

Not Sure What the Voice of Your Brand in Your Newsletters Should Be?

I wrote this article to help you! And you can download the questions, too! 

Ready to Transform Your Email Marketing?

At Social Nectar, I help businesses of all sizes craft email strategies that engage, inform, and convert. Let’s create emails your audience actually wants to read—and take your marketing game to the next level.

Interested in learning how a sales funnel can improve your email ROI? Read my article here.

The CAN-SPAM Act: Why It Still Matters

The CAN-SPAM Act: Why It Still Matters

by | Nov 6, 2024 | Email Marketing, Funnel Marketing, Small Business and DIY Marketing

The CAN-SPAM Act: Why Breaking the Rules Could Cost You Big Time

Ever heard of the CAN-SPAM Act? It’s not about canned meat—it’s a law that’s been keeping inboxes spam-free since 2003. Even though it’s been around for a while, it’s still a big deal today, and ignoring it can cost you a lot. Like, up to $50,120 per violation. Yep, that’s PER email. Send a batch of non-compliant messages, and those fines stack up faster than a junk folder full of spam.

The High Stakes of Ignoring CAN-SPAM

Getting hit with a fine isn’t the only way things can go sideways. If someone reports your business for sending unwanted emails, your domain could get blacklisted. That means your emails will bounce straight to the spam abyss—even the ones your loyal fans are waiting for. And good luck trying to fix that mess.

Oh, and platforms like Mailchimp and Constant Contact? They don’t mess around. They have tools to keep you in check, like making you ask for permission upfront and making it super easy for subscribers to opt out. If you don’t play by their rules, you’re out.

Why Permission Is Your Marketing Superpower

Asking for permission isn’t just about dodging legal trouble; it’s about showing your audience you respect them. And guess what? When you do that, they actually engage with your emails. More clicks, fewer complaints—it’s a win-win.

So, keep it simple:

🐝 Get explicit opt-ins—don’t assume they’re cool with emails because they downloaded your freebie once.

🐝 Make unsubscribing easy—if they don’t want your emails, let them go. It’s better for your reputation.

Follow the rules, and you’ll build an audience that wants to hear from you. Break them, and your email list might just become the most expensive mistake you’ve ever made. Don’t let a little law turn into a big problem!

Ready to learn more about email marketing? Read this article here. 

Would you like to learn how to create a sales funnel in your email newsletters and your website? Here’s a quick to read guide. 

 

What is a Sales Funnel?

What is a Sales Funnel?

by | Oct 2, 2024 | Email Marketing, Small Business and DIY Marketing

A Step-by-Step Guide to Building and Optimizing Effective Sales Funnels

Sales funnels are essential tools for guiding potential customers through the journey from initial awareness to making a purchase. By designing a well-thought-out sales funnel, businesses can improve conversion rates, streamline their marketing efforts, and create a better user experience. In this blog post, we’ll explore sales funnel examples, explain the key stages of a great sales funnel, and provide actionable insights on how to apply them across various platforms, including email newsletters and user-experience-optimized websites.

What Is a Sales Funnel?

A sales funnel is a step-by-step process designed to attract, engage, and convert potential customers into paying customers. Each stage narrows the audience, focusing on those most likely to make a purchase.

The typical stages include:

Awareness: Capturing attention and introducing your brand.

Interest: Educating and nurturing potential customers.

Decision: Encouraging them to consider your solution.

Action: Closing the sale and converting leads into customers.

Retention (optional): Turning customers into repeat buyers or loyal advocates.

 

A Step-by-Step Example of a Great Sales Funnel

Let’s walk through an example of a fully optimized sales funnel:

Awareness: Attracting Potential Customers

Example Strategy: Use social media ads to promote a free e-book about solving a pain point your audience has.

Applications:

Email Newsletter: Include a sign-up form with a strong call-to-action (CTA) like “Get Your Free Guide Now!”

Website: Use a pop-up or banner promoting the e-book to first-time visitors.

 

Interest: Nurturing the Relationship

Example Strategy: Once a user downloads the e-book, send a series of automated emails sharing additional value-driven content.

Applications:

Email Newsletter: Create a drip campaign that includes testimonials, success stories, and educational blog posts.

Website: Add a resource center where users can explore similar content.

 

Decision: Encouraging Consideration

Example Strategy: Offer a free trial, product demo, or exclusive discount to qualified leads.

Applications:

Email Newsletter: Use scarcity techniques like “Only available for the next 48 hours!” in a promotional email.

Website: Include an interactive quiz that helps customers identify the best product for their needs, followed by a special offer.

 

Action: Converting Leads into Customers

Example Strategy: Streamline the checkout process to reduce friction and include upsell opportunities.

Applications:

Email Newsletter: Send a cart abandonment email reminding users of their selected items with a discount code to encourage checkout.

Website: Optimize the user interface for a smooth purchase process, such as one-click payments and mobile-friendly designs.

 

Retention: Building Loyalty

Example Strategy: Reward repeat purchases with exclusive perks, like a loyalty program or early access to new products.

Applications:

Email Newsletter: Share updates, personalized offers, and tips on using the purchased product.

Website: Create a “Members Only” section with special content or discounts.

 

Real-World Applications of Sales Funnels

Sales funnels can be customized for different marketing platforms to fit your business goals. Here are two key applications:

 

Email Newsletters as Funnels

  • Awareness: Collect email addresses using lead magnets like checklists or webinars.
  • Interest: Use segmentation to send targeted campaigns based on user behavior or interests.
  • Decision: Personalize emails with product recommendations or limited-time discounts.
  • Action: Include clear CTAs like “Shop Now” or “Sign Up for Your Free Trial.

Optimized Websites as Funnels

  • Awareness: Use SEO and pay-per-click (PPC) ads to drive traffic to your landing pages.
  • Interest: Add interactive elements like videos, testimonials, or product comparisons.
  • Decision: Use retargeting ads to remind visitors of products they browsed but didn’t purchase.
  • Action: Simplify the navigation and include a progress bar during the checkout process.

 

Ten Types of Sales Funnels, each Tailored to Different Business Goals

Lead Magnet Funnel: Attracts leads with free value-packed resources.

Webinar Funnel: Engages and converts through educational online events.

Tripwire Funnel: Offers low-cost items to nurture relationships and upsell.

Product Launch Funnel: Builds excitement and drives interest before a launch.

Membership Funnel: Converts users into paid members for ongoing value.

E-commerce Funnel: Streamlines the shopping experience to maximize sales.

High Ticket Funnel: Targets premium buyers with personalized approaches.

Application Funnel: Screens and pre-qualifies leads for exclusive offerings.

Affiliate Marketing Funnel: Guides traffic toward affiliate products.

Social Media Funnel: Leverages social platforms to drive conversions.

For a deeper dive into each funnel and its strategic applications, read the full article here.

The Benefits of Using Sales Funnels

A well-designed sales funnel improves conversion rates, reduces customer acquisition costs, and ensures a seamless user experience. Whether you’re focusing on an email newsletter campaign or optimizing your website, the key is to guide users through every step of their journey with intent and clarity.

By studying and implementing sales funnel examples, you can craft strategies tailored to your audience, keeping them engaged and more likely to convert into loyal customers.

 

You Can Do It! 

Start by mapping out your customer’s journey. Use the steps outlined above to create a funnel that works for your business, and don’t forget to test and refine it as you gather data. With the right approach, your sales funnel can become a powerful tool for growing your business!

If you found this helpful you may want to read my article on Email Marketing: the inbox goldmine you’re probably ignoring.

Email Marketing in 2024: The Inbox Goldmine You’re Probably Ignoring

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What is Direct Response Marketing

What is Direct Response Marketing

by | Aug 8, 2024 | Email Marketing, Funnel Marketing, Small Business and DIY Marketing

Direct response marketing is all about getting your audience to take action right now!

Unlike those branding campaigns that are more about creating awareness and maybe getting people to think about your brand in the future, this approach is all about immediate results. You want your audience to do something right away—like making a purchase, signing up for something, or giving you a call.

The Three Big Pieces of Direct Response Marketing

To make direct response marketing work, you need to nail these three things:

One: A Killer Offer: Your offer has to be good—like, really good. It needs to grab people’s attention and make them feel like they’d be missing out if they didn’t act fast.

Two: Call to Action (CTA): This is where you tell your audience exactly what you want them to do. It could be “Buy Now,” “Call Today,” or “Sign Up Here.” Whatever it is, it needs to be clear and direct.

Three: A Super Easy Way to Respond: You’ve got to make it easy for people to take action. Whether it’s clicking a link, calling a number, or filling out a short form, they shouldn’t have to jump through hoops to get it done.

Why Should You Care About Direct Response Marketing?

Glad you asked! Here’s why direct response marketing rocks:

You Can See What’s Working (and What’s Not): With direct response marketing, you don’t have to wait around to figure out if your campaign is working. You get measurable results almost immediately.

Instant Gratification (for You and Them): The whole point is to drive quick action. That means if your offer is strong, you’ll see results fast.

You’re Talking to the Right People: You can target specific groups of people, which increases your chances of success. It’s way more efficient than just blasting out a message to everyone.

An Easy-to-Understand Example

Let’s say you get an email from a company offering you 20% off your favorite sneakers, but the catch is that you only have 24 hours to snag the deal. There’s a big, bold “Shop Now” button that takes you directly to the product page. That’s direct response marketing in action. They’re expecting you to make a move right away—before the offer expires!

Wrapping It Up

Direct response marketing is all about getting those quick wins. By having a strong offer, a clear CTA, and an easy way for people to respond, you can grab their attention and get them to act now. Plus, you’ll know right away whether your strategy is working.

Interested in talking about direct response marketing? Send an email. Let’s see how we can help you.

Related Articles

Next up: What’s a Sales Funnel and How to Create One. Read it here.

Learn why email may be the goldmine you’re ignoring and how to fix that here.