The Customer Flow is a process by which customers move from Stranger to Customer and eventually Promoter of your brand. It is used to represent the customer’s journey from the first moment they hear about your organization to the last point of their experience. To help you streamline and develop a solid marketing strategy based on clear goals and measurable results, we’ve put together this detailed guide on the type of activities your digital marketing team should undertake at each stage of the customer flow.
Attraction: The aim of attraction is to spark the interest of the customer, inspire the customer with what you do and make the customer see your product as a possible solution to their need. Here if your target is to generate sales then the best way would be to create a customer persona and then target those customers through online advertising. However if the motive of your brand campaign is to increase outreach and engagement then the best way to attract in a free-of-cost way would be to use social media, email newsletters, blogs, and content marketing to begin with. Moreover, It is important to have a call to action link redirecting the user to your website so that it increases the website sessions and page-views.
Key performance indicator associated with Attraction: number of sign-ups on website
Consideration: In consideration, the customer is actively searching and looking for products to buy. Ever wondered why you see your favourite shoes all over the internet after checking them out on Amazon? It is because the company uses re-marketing to target the user with the product he or she most recently viewed. Consideration techniques that a businesses can use are discounts, loyalty programs, and product demonstrations.
Key performance indicator associated with Consideration: Number of transactions
Value Delivery: This is actually the phase where the customer receives the value that your product offers. This is precisely where the magic happens. In order to improve product experience and gauge customer satisfaction, companies can make the consumers fill out a survey( Net Promoter Score or NPS) shortly post consumption of a good. This survey should ask questions such as: how likely are you to recommend this product to a friend or family member, how satisfied are you with the product, etc. For more information on how to create a Net Promoter Score, visit Zendesk (http://bit.ly/createNPS)
Key performance indicator associated with Value Delivery: 8+ Net Promoter Score
Brand Advocacy: This is where every brand should encourage their customers who are promoters (NPS = 8+) to share their experience in hopes to encourage more people to purchase their products. Testimonials are a social proof that helps you leverage your current customers and validate future buyers. Now, you must be wondering whom to ask for a testimonial, to begin with start sorting customers based on conditions such as:
Total dollars spent
Quantity of products purchased
Length of relationship with customer
While asking your customers for testimonials do not forget to tell them to address common customer doubts. Once you’ve started gathering testimonials, there are a few specific places where you should spotlight them: website banners, Twitter, and Blogs.
Key performance indicator associated with Brand Advocacy: # of promoters
At B.O.M (Bonkers Over Marketing), we can assist you with collecting rich customer testimonials and promoting them for you in an SEO friendly way. Our customer testimonials are beautifully designed and integrate seamlessly with websites. Contact us today to request a free demo of our services.