Wonder how to transform your target audience into rabid fans and scale your business? Discover the value of developing a customer journey strategy.
Imagine finding yourself in the middle of a dark forest without a functional GPS or even a hand-drawn map. How will you ever make it to your destination? If you’re lucky, you might be able to follow some old footprints—or maybe even the stars—back to civilization. But admit it: Things would be so much easier if you had someone else guiding you. This same philosophy holds true with your customers. Luckily, a well-designed customer journey strategy will lead them in the right direction.
But frankly, does your business need to set aside extra time to develop one? After all, you already have some customers—even some really loyal ones. The TLDR answer is a resounding YES! But if you want to dig a bit deeper, keep reading to uncover why this type of strategy is crucial to your brand’s overall growth and success.
Sales Are Sluggish, Stagnant, or Non-Existent
Like all other entrepreneurs, you launched your business to make money. Sure, you offer a must-have product that will change your customers’ lives for the better, but that alone won’t create profit. You still need sales to keep the lights on, and diehard customers make that happen.
How were your last sales last quarter? Ideally, you should notice an upward trend in revenues. However, if the curve starts to flatten or even fall, it’s time to take a long look in the mirror. There’s a reason new customers aren’t finding your business. Perhaps they wanted to but got lost along the way.
Some business owners think low sales are just part of the game—like a “you have to skin a few knees to win the game” sort of thing. Poor business planning is one reason why 20% of businesses fail within the first year. What if it didn’t have to be that way? Guiding your target audience along their journey is one of the best ways to boost sales, increase profits, and scale your business more than you ever dreamed possible.
Unguided Customers Come…and Go
The rumors are true: Any company can land a few customers without a tried-and-true plan. Do you want to know how they did it? Sheer luck. There are many reasons people might migrate towards your business, but unless you offer a guiding hand, they might wander away. In some instances, they could end up doing business with your competitor. That’s definitely not where you want them.
Just because someone stumbled across your business on their own doesn’t automatically transform them into a rabid fan. Even repeat customers are curious about that seemingly greener grass on the other side. It’s up to you to guide, excite, and retain them.
Is there any way to keep customers from straying? Absolutely! Implementing a well-constructed customer journey will ensure you hold onto the audience you already grew.
Used Car Marketing Tactics Feel Sleazy
Marketing serves a very real purpose. When utilized correctly, it can absolutely help scale your business. But all too often, marketing tactics without a true purpose feel pushy or even sleazy. Unless you own a car dealership, you don’t want your ads to come across like a shady used car salesman. (Even if you ARE in the automotive industry, there are more effective ways to attract buyers!)
The right type of marketing allures customers to your establishment. It entices them to take the next step in their journey. And eventually, it converts them. However, running a marketing scheme without an actual plan can have the opposite effect.
Marketing can make or break a business, and it costs way too much to jump in blindly and risk everything failing. So what’s the best way to ensure you use the proper marketing for your target customer? You guessed it—by developing a rock-solid customer journey.
Blend in Too Much with the Competition
Driving past a cop on the highway. Sneaking into a meeting late. Filing your taxes. There are times when it’s best to avoid unwanted attention and blend in with the crowd. But as a savvy business owner, you also know the importance of standing out. If you don’t, your competitors will gain traction and cross the finish line first—taking your target audience with them.
Attracting new customers means doing things differently from the status quo, but it’s easy to get stuck in a rut. Too often, business owners end up using the same marketing schemes over and over, expecting different results. Unfortunately, this method never works out in their favor.
Growing your audience requires stepping out of the proverbial comfort zone and trying something else. Creating a “marketing map” for your customers to follow is the first step—and it’s easier than you might think.
You Want Customers—But Not Those Customers
What’s the purpose of marketing? Ultimately, it should increase awareness, attract customers, and generate revenue. All those outcomes sound impressive on paper, but drawing in the wrong clients will do more harm than good. Identifying your target audience is paramount. But how should you market to them once you do?
Marketing can either be a goldmine or a money pit. With the wrong marketing in place, there’s a good chance your business will attract problematic customers. You know the type. They’re the same people your competitors tend to avoid like the plague. What can you do to prevent this fiasco?
The right type of marketing actually guides the customer. It builds excitement, intrigue, and loyalty. Developing a journey first will ensure your target audience stays on the right path.
Pave the Road for Your Customers
Your target audience is out there, but they need a little help finding their way. Ray L. Perry Coaching wants to help. We provide the tools necessary to guide your customers—one step at a time.