Marketers often speak of the “customer journey.” It’s a concept that describes the various decisions customer make and the interactions they have with a company from the point where they’ve identified a need until the point when they make a purchase—and beyond. A customer journey map is important because it helps marketers visually depict the customer journey and identify areas that may represent barriers or risks of loss. It provides a documented, explicit vision of how customers will interact with your company and is a good tool for sharing with employees to help them understand the journey and the role that they play in engaging and retaining customers. (more…)
Posts Tagged ‘strategic marketing’
Creating Customer Journey Maps
Saturday, August 29th, 2020The Promise and Perils of Performance Marketing
Tuesday, July 23rd, 2019
One of the challenges for — and criticisms of — the marketing function is that it’s often difficult to calculate an ROI on a company’s marketing efforts. For example, how does a soft drink or beer company determine whether or not their multi-million-dollar Super Bowl ad was worth the investment? How can they tell whether a customer made a purchase based on that ad as opposed to a purchase they were going to make anyway? Not an easy task.
And yet both employers and clients want (and deserve) to know if their marketing investments are paying off for them. Fortunately the measurement game these days is often much more straightforward than in the past. (more…)
Content Marketing Strategy Revisited: Taking a Journey With Jazz Jones
Tuesday, April 9th, 2019
(This was a very popular series for us a few years ago so we thought we’d take a look back and revisit.)
There is no shortage of content marketing experts these days, and there’s no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. The problem is that these ideas are often without context–not grounded in real-world examples that can help would-be content marketers get their arms around what content strategy is all about.
Here, through a fictional example of a company that’s interested in gaining clients and driving business through content marketing, we apply the advice of content marketing experts to demonstrate how it can be used in concrete ways. (more…)
Just Because You Can, Doesn’t Mean You Should!
Tuesday, May 8th, 2018
There’s an old saying that has been used to describe exceptional salespeople: “They’re so good that they could sell ice cubes to Eskimos.” The point being that Eskimos, living in a cold climate, really don’t need ice cubes, and are likely an audience that is going to be tough to crack. But, great salespeople could crack them.
Our perspective: Why? (more…)
Best Practices for Social Media Marketing
Tuesday, May 16th, 2017
It’s hard to succeed at anything if you’re not focused. Whether you’re golfing, driving, taking an exam or giving a presentation, losing focus on your objective can be disastrous. The same is true of your social media activity. Granted social media marketing is a longer-term activity than golfing or giving a presentation, but the importance of focus is no less important. In particular, we’ve selected three key elements marketers should keep their focus on when engaging in social media. (more…)
6 Steps and 6 Days to an Effective Content Strategy: Day 6
Wednesday, July 20th, 2016
Jazz is almost ready to implement her content marketing strategy. Just one more important step before she’s ready to go. (more…)
6 Steps and 6 Days to an Effective Content Strategy: Day 5
Tuesday, July 19th, 2016Jazz Jones is anxious to get moving forward with the implementation of her content marketing strategy. She is, after all, eager to begin building her coaching business. But she has just a few more steps before she’s ready to go. The next one, Step 5, is critical and all about keeping the end in mind. (more…)
6 Steps and 6 Days to an Effective Content Strategy: Day 4
Monday, July 18th, 2016Jazz Jones has a clear focus on her goals, objectives and her target audience. She knows who she’s attempting to influence and she’s done thorough research into their AIOs (activities, interests and opinions). Now, she’s ready for the next important step in creating a content strategy. (more…)
6 Steps and 6 Days to an Effective Content Strategy: Day 3
Friday, July 15th, 2016Jazz Jones is now well underway in the development of her content marketing strategy. She has clear goals and objectives in mind, she’s identified her specific target audience and she’s ready to move on to Step 3. (more…)
6 Steps and 6 Days to an Effective Content Strategy: Day 2
Thursday, July 14th, 2016
Jazz Jones is hoping to build business for her leadership development coaching for healthcare professionals. She’s clarified her goals and objectives and is ready for Step 2: (more…)
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