One top tip is to always add value – whether you are marketing a product or service.  The customer will typically follow a journey of identification, research, evaluation, purchase, retention and loyalty. These are the tried and tested theories of marketing. You can structure a marketing strategy around these 5 steps of the customer journey, making sure you have touchpoints with the customer at every stage:


  1. Identification

When the customer identifies they want or need something, you want to have a brand presence to be in their minds. This will come usually from PR, social media and word of mouth. At this stage, you need to put yourself in the customers shoes, where are your customers digitally? Are they reading newspapers or magazines? Are they on Facebook or Linkedin? Who do they follow on social media? How do they find your website? 


  1. Research

The research stage is when they realise they need something and go looking for the answer, so google search, reviews and blogs are important here! Having reviews on your website, socials and forums such as Trust Pilot will increase your credibility and the trust that people have for your service or product. Put together a content plan for blogs which will answer every person question the customer will want to ask. If you’ve covered every topic then this makes the next stage easier!


  1. Evaluation

This is the point the customer is prepared to make a purchase! They will be looking for security in a purchase. Do you offer a guarantee? Will the customer trust your site? Accreditations, awards, partners and other affiliated brands can help with building trust or even a free trial if this is possible…


  1. Loyalty

Once you have those customers, its all about increasing loyalty, looking after those customers by adding extra value post purchase. Such as a community forum and newsletters! Do you do a loyalty or referral scheme? E.g Use email marketing wisely, test and analyse how they do. Try a monthly newsletter with all brand related, blogs customers would be interested in reading. And then look at your repeat purchases, find the average time between a purchase and apply that to a repeat purchase email!


  1. Retention

Its much easier and more cost effective to retain customers than aquire new ones! Follow up with an email or call to see how they are getting on with the product or service, if you resolve any small issues that weren’t worth a complaint then this is a snowball effect where that customer will advocate for you!


Thank you for reading! If you want to talk about your brand or just chat 'marketing' then please get in touch by dropping me an email lowri@visionarygroupltd.com 

Marketing Executive