There are several different stages in a customer’s online journey which require different digital marketing techniques to attract and engage with consumers on their journey to purchase. Below we’ll take you on a step-by-step guide to utilising your digital marketing to get the most effective results.
Where do you want to be seen?
Integrating your digital marketing channels helps to increase awareness of your brand on multiple platforms, each offering their own unique method of attracting and engaging your customers. Planning where you want your branded content to be seen and the results you expect it to deliver should be the first stage in your online strategy.
Next, you will want to reach as many people as possible, raising the profile of your brand with your target market. Maximising on search engine results is a great way to increase the reach of your online brand. Working with your web designer to improve your on-page and off page SEO is a great way of ensuring search engine matches increase, and as a result so will online awareness of your brand. Social networks which link back to your website are another method of attracting customers at the crucial first step in their journey.
Make them stay
As your customers move on from discovering your brand online onto the decision-making stage, you’ll need to ensure you’re providing them with relevant, interesting content or product information to make them stay on your site. Designing your website to improve its usability is a crucial step in maintaining interaction with your customers so that they can find the information they require quickly. Having a website that isn’t designed with your customers in mind is a sure way to miss out new business leads or on-site conversions.
Once your customers have reached the content or product information they require, you need to ensure they are converting into making a purchase, or for a B2B focused website, able to contact your business as a new lead. This stage of the customer journey must be made as simple and manageable as possible to maximise on potential revenue.
Gain new "fans"
The final stage in your customer’s online journey should be to convert them to advocates. Social media channels can be used with relevant hashtags to encourage the promotion of purchases made with your brand. For a B2B company, you could use testimonials on customer websites, backlinking to your site to promote your brand across a series of channels.
At each step of your customer journey online it’s crucial to ensure you are utilising your digital channels to maximise return on your investment. We have expertise across SEO, PPC, social media marketing and website design. Contact us today to find out more.