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Wayne Moloney

Partner, Inform Consulting Group

The role of marketing is as much about helping prospective clients find you as it is about you finding prospective clients. Where you have traditionally looked for business, and how you have gone about it, has changed forever. But what hasn’t changed is that people still buy from people and businesses they know, like and trust.

Building visibility and trust needs to be a critical goal of any marketing plan. You need to know how to attract your target market, position yourself as an expert in your field and deliver the messages that build trust in your capabilities at the right customer touchpoints.

Regardless of how you define your customer journey, having the right communications strategy for each stage is paramount.

Mapping the customer journey

The best way to determine the right communications strategy and marketing messages for your customers is by looking at the journey stages your prospect might take to become a customer. Here’s an example of the stages of a typical customer journey:

Your prospect is aware they have a need for a product or service like yours, but they may not be aware of you or your solution. 

You need to provide information that helps a prospective buyer understand how to solve their need. While the information can be generic, you need to let them know you can help should they choose to move forward.

Provide material positioning you as a thought leader in your area using such videos, whitepapers, surveys or articles you have published. Of course this will differ depending on whether you are B2C, B2B or a variation, but the principle is the same – drive visibility.

The buyer now acknowledges they have a need that has to be and can be satisfied – they’re looking for options. From what you have presented during their awakening stage they are aware you can help them, but they know little about you and your offerings.

This is where you need to have quality information about your company, product or services, your value proposition and how it can specifically solve the issues being faced by the buyer. Offer information the buyer may not think they need, but will help position you as the ‘trusted advisor’.

The buyer has moved beyond the exploration stage and has become aware you can deliver a suitable solution. At this stage they’re likely to compare you with other suppliers they are considering.

Your communication now needs to include content that shows the features, and most importantly the benefits, of your solution – what does it do for them? 

Use data to understand your market, research your competition and then highlight your strengths. Show your prospects how to get the best from a relationship with you. Provide case studies that show you can ‘walk the talk’.

The buyer is ready to commit, so make it easy for them to choose you. They have acknowledged you can deliver the right solution and can do it as well as the others on the short list. Make this last step as simple as possible and let them feel good about their choice.

Whether it’s to purchase online or engage with you personally, the easier it is for them to do so, the higher your chance of success. And help them feel good about their purchase. Provide relevant and credible testimonials, show that your business is strong and will be there to support them, and share some of your vision for the business.

Provide relevant but non-invasive customer nurturing communications that will be appreciated by the buyer and enhance your chance of future business.

Remember, the buyer has just completed one of many journeys they will take. How you managed this trip and follow up will determine whether they will be with you on the next venture, and potentially recommend you to others.

By stepping into the shoes of your potential customers and creating journeys, you can deliver the right message at the right time and convert prospects into customers. Remember to build visibility and trust in each stage of your customer journeys. 

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Wayne Moloney

Partner, Inform Consulting Group

Wayne is a business strategist with a passion for sales and marketing, helping business’ grow their through sound business development strategies and sales processes.

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