Search ties everything together. The data you find in search creates the core of your customer journey. Once you know what people search for, you can start optimizing your funnel.
Knowing what people look for is the first step in your marketing strategy. Once you get this mapped out you can define your customer journeys. The next step is advertising every step of the funnel to your target audience, target them via social ads, optimize your site for this journey and map out your content marketing strategy.
It all starts with search.
Your next potential customer starts their journey with a search.
Your marketing strategy starts with search.
Every marketing strategy starts with market analysis. This forms the basis of SEO, content marketing, audience targeting, CRM and paid search. This is the point where you understand what the target market searches for. How they search it (voice, text and device) and how to target these people.
I normally start with looking at how your site compares to its competitors. What are they ranking for in Google and you’re not? What content marketing strategy do they have? What content gets shared a lot and what content isn’t? How are they advertising and what target groups are they targeting?
Once you know where you stand in the market and how you compare to your competitors, you know where to go and how to do it better.
People consume content on the sites they love. They go to Youtube to watch videos, to Forbes to read about business and CNBC to read up on the stock market. They don’t go to those sites with the intention to click banner ads. Content marketing is about creating content that gets shared among your target audience, gets linked from the sites your audience visits and is published on the sites your audience goes to.
Your audience goes to sites to consume content they love. Content marketing is all about providing exactly that content, on those sites, and making sure your audience loves it.
Content marketing is the first point where your future customer gets to know you. It’s often on other websites, not on yours. You never sell your services or product via content marketing. You sell your brand and expertise. Content marketing is the very first part of the customer journey. It’s where you capture their attention, where you let them learn more about what you have to offer. The sell comes later.
The customer journey starts when your potential client opens the browser on their phone. They will find their way to your site in various ways. Whatever way they enter, they enter a specifically designed customer journey. They might enter your site via Google search, on one of your deeper inner pages. Or they might enter via word of mouth on your homepage. They might use their phone, desktop or a voice search device in their home.
Every page of your website is a possible entry, a possible click through and a possible sales page at the same time. You want every page to convert a visitor into a customer, but you also want micro conversions along the way. You want one type of visitor to click to page A and the other to click to page B.
I can show you how to find out where visitors leave your site and how to optimize the entire customer journey, from firing up their phone to becoming the raving fans of your business.
Most businesses focus only on getting traffic to their website, and hope some of them will turn into customers. The majority of businesses are more keen on getting traffic than on converting that traffic.
Every visitor is different: they come via different traffic channels, they have different personality types, some know your business, some are in the buying mood, some aren’t. But, every paragraph, every page and every customer journey should aim to convert a visitor into a customer.
I can help you find out where visitors are leaving your site, what content works and what doesn’t, how they find their way through your site, where they click and where they don’t. I can help you track and test everything there is to track so you know exactly where you stand, where you can go and immediately increase the return on your advertising spend.