//Here's how to align the marketing strategy on your customers' journey
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Here's how to align the marketing strategy on your customers' journey

 

 

All participants in the SMX Advanced presentation with Amy Bishop and Michelle Morgan did a amazing dive in the use of paid products. multimedia channels to effectively guide users from discovery to conversion. There was a ton of information in this session that I could not get into this recap, but I wanted to share my key findings to remember, presented by Amy and Michelle.

Know Your Market

It all starts with knowing your segmentation of the market. You must perform an exercise (links to the models in the image below) and define in each domain the product and service best suited to the problems you are trying to solve. In addition to the best fit, you should also try to determine which users might be the least fit for your business.

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We must also separate the buyer's route from the sales route. Maybe people consider that the two are the same, but the journeys are completely different. The sales team examines their performance and does their best to entice users to close their doors. The buyer becomes aware of a problem and then looks for what to buy and where to buy it to solve his initial problem. It's up to us, the marketers, to determine the target audience, but as users' journeys can be completely different, we need to search audiences in ways that are relevant to each user.

Using Audiences Significantly

While customers take different turns in the path of their buyers, we can use the public to better develop our strategies and market them to the public. intention of these users. One of the best things in our industry is most major advertising platforms offering audience analysis tools. The most important thing to remember is that these tools tell you how your audience or your personas translate into the exact targeting options on the platforms.

Facebook Audience Insights – This tool is really great for creating personas targeting. Identify the most important conversion demographics and focus on them first. Another segment according to layered interests and other demographics. Identify new centers of interest to target, then monitor performance to flesh out and validate your personalities. Insights on the Google Ads audience – We can look at all the types of audiences we have (there must be at least 1,000 users) to see which in-market audiences and affinities your basic audience belongs. Examine customer lists, converters, large buyers, etc. to better understand the composition of these audiences. Google Analytics – Market and affinity data is also more extensive, but we can overlay many other demographics.

There are many ways to examine audience data between channels. Look for models between platforms to determine which ones should be tested first, depending on the person and where that person might be in the buyer's trip.

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Map it to make sure you know the information each user needs, the device that they use in general, the action you want the # 39; user performs and measure the success of this action. And as we create different actions for each character, we can create audiences from these actions to create remarketing audiences to guide the user to their final purchase.

Meaningful Calls for Action

We must always keep in mind what we ask our users to do. It's not about what we, business owners (or marketers) want the user to do; it's about what's best for the user right now. We have already plotted the purchase path in the previous section, but what action retains these users that prevents them from progressing? We must strive to solve this problem to ensure that we can have the appropriate content and that the OTC will keep it further.

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Ideally, you would like to have CTAs for all stages of the funnel. Video views are ideal for upstream marketing because we are not asking for a firm commitment from someone who may not even know who your brand is. This will be more effective than asking for the demo during the first interaction because the user probably does not know who you are or why he needs your brand. But as users sink into the funnel, we can be more aggressive with our CTAs, as the user shows increasing interest over time.

Multichannel Messaging

We must also go back. far from the thought that people use a single channel throughout the journey of the buyer. Users do not just use Google or just use Facebook. You can not encourage people to use a channel. Advertisers have to go where their users like to go. Many of these channels can be used up and down the funnel. And as we develop our marketing message in these channels, we need to ensure that CTAs match each other to ensure that we deliver the same message to users based on their personality.

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Here are suggestions targeting Amy and Michelle based on the location of the user in the funnel.

Funnel Summit – Use interest-based targeting, a look-alike / similar audience of market affinities and audience as well as other custom audiences to fill in funnel. Be sure to exclude your lower funnel targets to ensure that the top funnel funnel message does not repeat as users continue the journey. Middle of the Funnel – Track visitor traffic, repeat buyers and loyalists, view videos, and anyone else who has participated in social media posts or your mid-funnel content . Bottom of Funnel – Cart abandoners, form dropouts, visitors of very large pages such as prices, public low corresponding funnel

. Let the user convert to the channel of his choice. Create identical audiences for each funnel step on all applicable channels, if you can. In addition, do not forget to create identical exclusions to make sure you do not serve ads to users outside their location in the tunnel. The more we keep our targeted advertising message and target audience on each character, the more likely we are to get the user to go further in the eventual purchase funnel.

The opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Associated authors are listed here .

About the Author

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Joe Martinez is Director of Customer Strategy for Clix Marketing . Although he is active in all aspects of the PPC, his true passions reside in the display, remarketing and YouTube. He regularly contributes to Search Engine Land, Marketing Land and WordStream. He has also written for PPC Hero, SEMrush, Unbounce, Leadpages, Optmyzr and AdStage. He has hosted webinars for SEMrush, Unbounce, Quora and Bing Ads. He is a regular speaker at conferences such as SMX Advanced, SMX West, SMX East, HeroConf, Confluence Conference, Digital Olympus, and more. Finally, he was named among the 25 most influential PPC experts by PPC Hero in 2017 and 2018.