Читать книгу Digital Marketing For Dummies - Ryan Deiss - Страница 20

If your business has acquired even a single customer, some kind of customer journey is in place. Perhaps this customer journey was not created intentionally, but it does exist. Or perhaps you call it something else in your organization, such as a “marketing (or sales) pipeline.”

Regardless of what you call it, becoming intentional about the movement of cold prospects, leads, and existing customers through the stages of this journey is the purpose of your marketing. When you’ve properly charted your ideal customer journey, you quickly find the bottlenecks that are restricting the flow of prospect to lead, lead to customer, and customer to raving fan.

We can’t overstate the importance of sequence in marketing, and particularly in digital marketing. Moving cold prospects from one stage of the customer journey to the next must be done seamlessly and subtly. You’re not likely to convert a complete stranger into a brand advocate overnight. But you can gradually move the prospect from one stage of the relationship to the next. To move people through the stages of the customer journey, go through the following eight steps. A worksheet that visualizes the steps of the customer journey is provided in the final section of this chapter (Figure 1-12).