Customer journey and relevant channels
It takes time
Your customers will rarely jump from awareness to becoming a committed repeat buyer, and you’ll often need to guide them along the right path
This is the customer journey and can be a simple as how they enter your shop and view your stock to a complex multistage online journey
Stages of the Customer Journey
Where are my audience?
To get customers to where you want them, you need to be where they are, speaking a language they understand. Your initial message needs to be on a channel and in a form that is right for your customer, not you. Remember that you need to speak to them, not shout at them.
Where am I taking them
Understanding where you want to take them, and at what pace is important. Not everyone wants to jump straight to a shopping cart from a Facebook post, so tailoring your content to search intent, and giving the customer the opportunity to go where they need to will lead to better engagement and conversions.
What do they need to know?
Make sure you give the customer information that is right for them at their stage of the customer journey. If they are just starting out, telling them about your great loyalty programme is unlikely to convince them!