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The most important thing that you need to be focused on as you're planning your marketing strategy for 2023 is your customer journey. Content is important, ads are important. Email funnels are important. All of those things are important, but they all rely on you having a true understanding of your customer and a true understanding of how they feel and what they're thinking as they're going through the buying process. Right now, the customer journey isn't as linear as it used to be, and people are getting information from tons of different channels throughout different parts of the day, weeks and months before they're making a buying decision.
What is a customer journey map?
If you're not familiar with the customer journey map, the first phase that you are looking at is the discovery phase. How do they discover you? How do they become aware that they even have a problem?
Then it is the awareness phase. How do they become aware of the solutions that are out there to actually solve their problem?
Then you have the consideration phase, which is what are the things that people are considering? What are the alternatives? What are the options that people are looking at and shopping around for outside of just your offer and how are you positioning your offer in comparison to all of the other things that they are considering?
Then you have the purchase phase. What is actually causing them to make that buying decision and to convert? And then you also have the loyalty phase. How are you getting them to return and come back and continue to spend money with you? Because we all know that it's easier to convert an existing customer than it is to acquire a new one.
Messaging in each phase of the customer journey
As you're developing all of your marketing, you're going to want to consider what types of messaging and what types of channels make the most sense for each of the phases of your specific customers journey, in discovery phase, you're thinking about what channels and what messaging do I need to be found. When people are searching for their symptoms, they're searching for their problem, they're trying to get an understanding of what the issue is, how are they finding you and how are they understanding the solution that you provide?
When people are in the awareness phase, you want to figure out how can you get your brand in front of as many solution aware people as possible? How can you be seen? How can you have more visibility? Because people who are in this phase already know that they have a problem and they know what some of the solutions are. Now they need to figure out that you are a solution for them to consider.
When you get into the consideration phase, that's when you worry about the channels and the messaging that is all about education. Often we spend so much energy trying to educate people who don't even know that they have a problem and don't even know that they want to solve their problem with your solution.
In the purchase phase, you're going to be wanting to focus on engagement based content that focuses on conversions. Now that people know they have a problem, understand the solutions and have already considered you and the other alternatives in this phase, you're going to be communicating why they should buy from you now; why they need to make a buying decision now.
We waste a lot of time and energy creating things like sales and promotions and trying to convince people to purchase from us before we've actually allowed them to find us, become aware of us, and understand what our actual solution is. We haven't educated them and we're hoping that the 15% off discount or the fact that the doors are closing and all of this urgency that we try to put into our sales funnel is going to be enough, and when you jump from one phase to another without taking your customer through all of the parts of the customer journey, it often leaves you with low conversions because by the time you're trying to offer them the discount or whatever the conversion tactic is, they don't really have enough information to make the buying decision and you're trying to rush them and push them into a decision that will often feel salesy for you and uncomfortable for them.
Considerations before creating your 2023 strategy
And then in the loyalty phase, you're also going to be looking at engagement based content. How are you going to keep people happy? How are you going to avoid buyer's remorse? What do you need to say or communicate to not only educate your client or customer on how to be successful with whatever it is that you sell, but also how you're going to allow them to provide feedback to you, how you're going to allow them to engage with you, and then how you're going to get them to write reviews, become affiliates, and provide referrals for your business.
All of these things need to be intentional, and they don't just happen because you have a good offer, you have a good product or you have a good service. You need to have strategies and tactics that support each of the five phases of the customer journey. And it is going to require intentionality on your part as you're building your marketing strategy to ensure that you are picking the right channels, saying the right things on those channels, and also talking to the right people at the right time in order for you to move them from one phase to another. So as you're working on your marketing, before you start writing new ad copy, recording new videos, writing new emails, and sales funnels, and landing pages and all of the things. First, focus on understanding your customer. Looking back at your reviews, looking back at applications, looking back at comments from past webinars or past classes, trying to understand and really dive deep into the mind of your customer so you can map out how they're feeling and what they're thinking in each of the five stages of the buying cycle, and then create a marketing strategy to support that.
Create your 2023 Marketing Strategy with this template
If you don't know how to create a marketing strategy or you're not exactly sure what to include, click here and grab your marketing strategy template today. Inside of the marketing strategy kit, you will not only have a template that will cover over 15 sections that you should be considering and planning for inside of your marketing strategy, like your customer journey map, your brand voice, your messaging pillars, and your sales funnel, but we're also going to be going over all of those sections in detail in workshop.