Map the Customer Journey

Awareness
The potential customer knows they have a need or a problem and is actively seeking out answers.
- SEO
- PPC
- Affiliate Marketing
- Content Marketing
- Social Media Marketing

Consideration
The potential customer is comparing your product or service to other solutions on the market.
Engagement
This segmentation within Consideration ensures that each touch point rewards the customer by delivering experiences that are recognized as being valuable by the customer.
- Content Marketing
- Social Media Marketing
- Email Marketing
Subscription
This segmentation within Consideration is in between Engagement and Conversion. Also know as a mini-conversion.
- PPC
- Content Marketing
- Email Marketing
Purchase
Conversion
You can create offers / deals, free trial, and upgrades to increase conversions.
- SEO
- PPC
- Content Marketing
- Email Marketing
Excitement
This segment within purchase helps lead to retention and loyalty, creates excitement in your purchase / brand, and enforces the customer’s purchase decision.
- Content Marketing
- Email Marketing
Ascension
Increases loyalty through cross & upselling.
- PPC
- Content Marketing
- Email Marketing
Retention
Advocacy
This stage in the customer journey draws insight from the voice of the customer and turns them into actions that can solve problems for your customers and improve their experiences.
- SEO
- Content Marketing
- Social Media Marketing
- Email Marketing
Create Target Customer Personas
Marketing Research
- Define the problem
- Design the research
- Collect relevant data
- Analyze data
- Report findings
Market Segmentation
- Demographic
- Geographic
- Psychographic
- Behavioral
Targeting
- Market
- Audience
- Persona
Identify Goals, Objectives, & KPIs
- Vision
- Goal
- Objective: SMART objectives
- Key Performance Indicators (KPIs): SMART metrics
Evaluate & Audit Existing Digital Channels & Assets
- Website/SEO
- Content marketing
- Digital/PPC advertising
- Social media marketing
- Email marketing
- Affiliate/Influencer marketing