What is the customer journey, and how can you use it?
Most decisions you make within your business towards your clients will hinge off your target market and what stage they are in the customer journey. If you’re not sure what I’m referring to, I’ve created a visual below -
Basically, if people are already blissfully unaware about your brand, a hard sell tactic won’t be the most effective and ideal route to get their attention (and then keep it). Generally, people want to know the ins and outs of a product or service before making any financial decision or commitment. So, if people are posting ‘Meet the Team’ content, that is exactly what they are talking about as they are trying to establish credibility and create trust. Personifying your brand, business, product and service is what people want. They don’t buy what you are offering; they buy you.
Social media has impacted a lot of things, including adding a new step in the customer journey. People want brands to be findable. So, do a google search and have a look at the different results. Double-check the following - what kinds of information pops up? People are very unlikely to continue the search onto page 2, so is each source on the first page a hindrance or help?
The third stage tells us people want to know that the product or service will add value to their lives like advertised. Word of mouth and reviews are the most effective and common way businesses deliver important key messages for people’s research stage.
Negativity is a deterrent and considering that emotions are contagious, these comments can often promote more negativity (especially when ignored by businesses). So, what can you do with this? If someone does post a negative comment, interactions are vital so that it doesn’t affect potential business. A general reply to a negative comment could be:
“Hi, Sam! Thank you for taking the time to write some feedback; we appreciate it. In saying that we are really sorry to hear that this has occurred. For our future reference, is there anything we could do to improve your experience next time?”
Look, realistically Sam ain’t coming back. But you’ve at least acknowledged your mistake, owned it and asked for feedback. Whether or not they choose to take it further - that is on them. You are personifying your brand and admitting you’re human. And guess what? Humans make mistakes.
Criticism (and constructive feedback) should be utilised to create a bigger and better business for yourself. However, if the comment is not productive or even came from someone who has never purchased from your brand, a comment could be:
“Hi, Sam. We’re very sorry to hear that you had a bad experience. Sadly, we have no record of your purchase/of you in our client base. But, we would love some further feedback surrounding how we could support you better in the future.”
On the flip side, if people are writing positive reviews, reply and thank them for taking time out of their day to do so. You best believe that people who are searching your business are reading your reviews - the good, the bad and the ugly. Responding to every single one shows that your brand is personable, it adds legitimacy to your brand and also enables trust.
Content should utilise the various angles within the customer journey because they all need different things. Before you can go in for the hard sell, people need to know who you are, build a connection with your business and understand the expectation for your product or service. These are all things you can facilitate through the kinds of content you post.
So there you have it. Another one (zero to hero blog) bites the dust.
Of course, if you want to know more about anything we’ve gone through, why not book in for a 1-on-1 consult? We’ll get you the info you need to go Zero to Hero and then some. The link to book in is here.
As always, if you have any questions about anything listed here or maybe you want to organise a chinwag with us, contact us here.
Till next time, keep it hero (ain’t nobody got time for zero) 💥