Episode 6: Build A Consumer Decision Journey That Generates Sales
December 14th, 2020 | Podcast Episode
Do you know how many touch points a consumer needs before buying your product? Learn how to structure your campaigns so that you get customers flocking to your landing pages every time. We discuss the importance of the consumer's journey and how it relates to your success.
Learn to engage your prospects in a way that answers the questions they may have through their decision making process. We explore the other opportunities that exist beyond your website to satisfy savvy consumers that need a lot of convincing.
On this episode of Growth Hacking we will be covering what to do once you launch your social media campaign. If you’ve been listening chronologically in episode 3 we started with selecting your target audience and we got super specific on who is most likely to be a buyer.
After building out a consumer avatar in episode 4 we dove into where to advertise and what to advertise.
With so many places you can advertise it’s important you select the right channel and adjust your content to reflect the platform your consumers are on. At this point your campaign is ready and you want to launch.
NOOOOOO …. Don’t …. It’s Not Readyyyyyyyy!
Without understanding how to structure and build out your campaign you are not ready.
Before we give you all the tips and secrets about how to structure your campaign it’s imperative we discuss something called “the consumer journey”
Robot Voice: Consumer Journey Definition
The customer journey involves every interaction with your company, product, or service. When a customer buys your product or service, that transaction is one aspect of the journey. The journey as a whole is created by all the moments leading up to and following the purchase.
The consumer journey looks different depending on the product, company and service offered. Understanding what information a consumer might need to make a decision is important.
So for example if you’re buying headphones, what do you need to know about them in order to make your decision to purchase them? If you’re buying a car? If you're buying a flight, where are you flying to, where are you staying, what activities are you doing that will affect what flight you buy?
Let’s not overcomplicate this explanation, let’s talk about a simple product to outline the consumer journey and let's use an example of a men’s belt. As we talk about this experience, think about how you can insert your brand and answer the questions your consumer has through the journey.
The first step in any consumer journey is discovery. Several ways this can happen, one way is that “Hey my belt broke and I need to replace my belt.” So you go to google and find options.
Another way is a friend recommends his belt because it's so comfortable and go looking online for that belt. Since a large portion of this podcast is dedicated to social media, let’s use the example of a consumer finding a belt from an ad on Facebook.
Let’s assume this consumer clicked on the ad and was taken to a landing page. As the consumer scans the page, they think about fit, function, utility, style… but they just aren't convinced that they want to buy it yet so they click off the website without even putting anything into the shopping cart and move along with their day.
Now because we are sophisticated marketers; we have pixels that track the behavior of our consumers. We implement a tactic called Remarketing.
Remarketing is a strategy used to re-engage customers using information collected while they navigated your website.
Using remarketing the belt company shows an ad to the same consumer highlighting one of the key selling points of the belt. The consumer then comes across this ad and says “Oh yeah I remember that belt, it looked good, but I wasn’t sure about purchasing it quite yet maybe I’ll check it out again.”
Now this is where the fun part begins, the consumer doesn’t click on the ad but instead goes and looks for reviews to see how others like it. This consumer considers himself a sophisticated buyer and wants to see an independent party reviewing the belt.
So now he goes to Youtube and types in the name of the belt and includes the word “review.” He sees there are 4-5 people who have reviewed it, he clicks a link and listens to a guy who talks about how it works, how to customize it and it’s functionality.
The consumer is now very interested, he has seen the product several times and now has influence from an independent third party. Guess what though, life happens and he’s late for a meeting…. So he stops watching the video. As marketers, this is our nightmare, consumers who are interested but leave because real life gets in the way. It doesn’t seem fair does it!
From a tracking perspective, the user originally came to our website from a Facebook Ad and left, then a day later he saw an ad but didn’t click.
The pixel can’t track that he watched a YouTube video of our product because it was an independent third party. What we do know is that he saw another ad and he didn’t click. This could mean the consumer isn’t interested but it also means we didn’t give him a reason to click.
As marketers, we need to accept that no two consumers are alike. So, we use a different approach and show an ad that’s actually a blog post with the title “5 ways this belt changes your life.” This time the consumer feels intrigued and clicks on the ad. He starts to read other consumer experiences and is really interested. He then navigates the website and finds the belt again but this time he adds it to the cart…
“Uh Oh” guess what? He realizes he needs to go pick up his kids and without completing his purchase he leaves.
The nightmare. It starts all over again! We had a consumer who was so interested he added to cart but HE LEFT! Very frustrating.
Don’t worry our friend, remarketing can help!
From a tracking standpoint we know this person is interested even though he abandoned the shopping cart. We have options on the next approach.
We need to give him a gentle nudge to finalize his decision and make a purchase.
One way can be showing him videos of people using our product. This is called User Generated Content.
User Generated Content is any form of content, such as images, videos, text, and audio; that has been created and posted by users on online platforms such as social media.
If he still doesn’t complete his shopping cart after these gentle reminders we finish off by showing another ad with a 15 percent off discount code and “boom” he's like “Ok I’m convinced, let me go buy it”.. ..and he does.
No two consumer journeys are alike, but we can outline what questions our consumers have and at what stage of the process do they have these questions. Through this process you can build a consumer journey.
Now this sounds exhausting. That’s a lot of content and that’s a lot of ads to get someone to buy a belt. It didn’t always used to be this way. 20 Years ago, if someone needed a belt they would drive to the store or order one through a catalog.
Today, consumer behavior has dramatically changed. For the better or for the worse, the internet has given us the ability to access information in seconds with our thumbs. It gives businesses the opportunity to market to customers they would have never been able to reach in the past.
Technology has made it possible for advertisers to have more access to consumers and their information, giving them more ways to advertise.
Yet on the other hand, consumers are empowered by having more options to choose from and access to information. This makes advertising more complicated in that consumers have so many options to choose from and so much information, that they can be highly selective when purchasing.
With so many ways to market to your consumer where do you begin?
Well we know people are going to want to do research. What third party sites help consumers make their decision? If we are talking about ecommerce, YouTube product reviews are huge.
How can you get more YouTube product reviews? Connect with YouTube influencers whose target audience are your consumers.
Offer to send them product reviews. In some cases you’ll need to send a product and also pay them. The same applies to bloggers who have really good rankings on google.
You may want to do google searches around the product category you are in and see what bloggers rank at the top of google. Reach out to them in the same way and request them to do a product review.
As the internet grows and evolves, the way to reach consumers is endless. To get more ideas follow us on social media or subscribe to our blog!
Now that you’ve built all your assets along the consumer journey, you thought you were done, didn't you?
Not all content will be successful, that’s OK. Understanding that allows us to structure how we build out content for these campaigns.
Every business and every product has a different consumer journey. Some products don’t require many touch points but others may require more.
There is no guarantee that if we reach our consumer through these touch points that we will convert a visitor into a buyer.
Each point can be a win or a fail. Through this process it’s our chance to discover what the customer cares about and what they are interested in knowing about a product or service.
We can find out if we are appealing to our consumer based on what we are showing them.
So how can you discover the proper content that is needed through the consumer journey?
Depending on budgets we create 3-5 different pieces of content for each touch point.
This may sound like a lot but it gives us an understanding of which content performs best through each touch point.
For an example we might want to try 3-5 different review influencers and see who performs best. Then we select the top performing one to put into one of our ads.
The idea here is we need to test. This is imperative and crucial to your campaigns.
As marketers and even business owners we get into a mindset of prescribing the information our consumers see without taking into consideration that the consumer may or may not need that information and potentially wants or needs something else.
Without testing you are setting yourself up for failure.
Testing content in each touch point allows you to net a performing campaign and helps you decrease your cost to acquire customers.
We hope everyone got something valuable today and thank you for joining us on another episode of Growth Hack.
Coming up on our next episode we will have a creative director who teaches us how to create action through video. Later this season we have a series on LinkedIn marketing! Stay tuned for more! Always remember to hit that subscribe button to be notified of new episodes!