The biggest mistake business owners or new online marketers make is not understanding the customer journey online. It used to be that we needed to promote businesses to broad audiences through tv ads, newspapers or billboards. But with online marketing, we are able to track the typical customer journey and in stages. When you understand the stages, the next step is simply create your strategy ensuring that you are winning at each stage.

 

Stage 1: Interest and awareness

 

In this stage, the customer has just become aware of your business. This can be through an ad on tv, social media, newspaper or even word of mouth. 

 

Stage 2: Search

 

Once the customer is aware of your business, the next step is to search for the business online. This usually begins with a Google search or another search engine. Can they find your business? Do you have a website? If you do not, have a website or online presence, your potential customer will likely stop the search and choose a competitor. 

 

Stage 3: Research

 

Once your potential customer has found your business online, what they find is going to determine if they keep moving through the journey towards taking action. Search for your own business. Ask yourself the following questions:

 

Do you have any reviews? 

If you do, are they good? 

Have you responded to them? 

Does your brand look consistent on your website and social media platforms?

Are you posting recent content? If not, it can give the impression that you have gone out of business.

 

Stage 4: Purchase

 

Once the customer has decided they are ready to do business with you, is it easy for them to take action? When looking at your own business through the eyes of a customer, ask yourself the following questions:

 

Can the customer easily contact you?

Can they get a quick response to questions? The customer may want to do business with you but no response can make them lose trust and move on to a competitor. 

Can they place an order easily online when it is convenient for them? Think about the last time you needed to make an appointment with the doctor. Would you be more likely to take action if you could schedule online, when it was convenient for you?

Does your business solve my problem? 

If it does, is it clear on your website that you are my solution?

 

Stage 5: Advocacy

 

Once the customer has done business with you, what will they tell their family and friends about their experience? 

 

Did you meet their expectations? If you did, they may talk about you to friends. But if you exceed their expectations, they will likely tell social media about your business! Now we are talking! Not only is this powerful advertising for you, it?s also free!

 

Making sure you win at all of these stages is critical to your business. Whether you are a freelancer or the CEO of a large corporation, your online presence is what builds your reputation and establishes your credibility. 

 

Check out this video I created in my group where I show you what the customer journey actually looks like online through the eyes of a customer.

To check out the video, you must be a member, if you are not, you can join here. Make sure to answer the 3 questions asked to be approved.