A Clear Path to "YES": Anatomy of a Successful Customer Journey
We all have some idea of what we want folks to do when we approach them with our offer(s). We know if we want them to buy a product, read a blog post, subscribe to a newsletter, etc.
Starts with a well-planned social media marketing campaign. YES, in this context refers to getting your targeted audience to take the actions you need. Whether it is reading a blog post, starting a free trial on your site. There has to be a point, an endgame to your social media marketing efforts.
SUCCESS here will be heavily dependent on how well you plan your campaign. For any social media campaign to be effective, you will need to carefully examine.
Your Ultimate Goal- When it’s all said and done, what would like folks to do with your content? Are you simply looking to drive traffic to your new site or blog? Or do you want folks who try your software app to upgrade to a paid account? What do you want them to do, ultimately? This point is very important to think about as it will help you build the perfect customer journeys.
Ones that match the behavior of each prospect group on each social media platform. What do I mean by that? Well, you know, most folks on, say LinkedIn are going to be serious, straight-to-the-point professional types, while courting prospects on Twitter or Instagram might require a bit more finessing.
The idea is to establish an ultimate goal and then curate each campaign to fit each social media platform.
We all have some idea of what we want folks to do when we approach them with our offer(s). We know if we want them to buy a product, read a blog post, subscribe to a newsletter, etc.
The thing is, if you have been in business for any considerable amount of time, you know that the path to "Yes", "yes, I will read your article"; "yes, I will start a free trial on your platform", is never a straight one.
We start with a large group of prospects, then move them through a series of steps, with most deciding not to follow through.
We finally get a percentage of a percentage of the number we started with to take that final step we need. This process, the process of moving your prospects through various deliberate qualifying steps is your customer journey.
These are the various steps customers take to get to "yes". I think it is very important to plan your customer journeys and automate most of them. Sure, you might want to put a warm body on the closing of sales in some instances, but for the most part, you will want to automate a majority of the steps you lay out for customers to take till they give their ultimate buy-in.
Each step, whether the initial introduction of your product on social media or perhaps an offer of a free whitepaper should always have clear calls-to-action. You will want to use beautifully produced social media content and clear language to entice your audience to follow the path you have laid out.