Once a customer has a made a purchase from you, it is important to recognize that they have invested not only their heard earned money, but also the time that it took to sort through competing options, take a closer look at you, and make that decision. They have invested in you. They want to feel that they made a good choice.
They may test your product out at home, demonstrate it to friends or colleagues, or if they have challenges with it, contact you.
Following up after their purchase can determine whether or not they will continue as a customer, and even recommend you. Even if the product does not work for them, you still have the opportunity to win them over as loyal customers.
The Channels
Channel 10: AWARENESS | Website: Blog Articles
Channel 10 represents long-form content such as blog articles and podcasts that you have published on assets that preferably you own, such as your website. This form of content is primarily used for long-term organic discovery on search engines, and...
Read MoreChannel 11: AWARENESS | Sales & Lead Pages
Channel 11 is not typically relevant for people who are just in the early stage of becoming aware of their problem or desire. When people are in the early stages of awareness, they are not yet ready to be sold...
Read MoreChannel 12: AWARENESS | Email, Newsletters & Text Messaging
Typically you do not have the email address of these people. If you did, they would be in a different level, such as “CONSIDERATION” or “PURCHASE.” If you buy an email list, tread carefully. Sending unsolicited emails to a large...
Read MoreChannel 13: AWARENESS | Video Apps
High-end professional video production can be costly, so if you are having budget constraints, we recommend reserving high-end video for customers further along in the journey so that you get a higher ROI. However, if you do have the budget...
Read MoreChannel 14: AWARENESS | Social Media Platform Posts
About Channel 14 Being seen on social media feeds organically is now one of the most common ways for a business to be discovered. Whether it is in a TikTok feed, an Instagram feed, or some other platform, getting found...
Read MoreChannel 15: AWARENESS | Paid Ads
Digital ads for customers who are in the “AWARENESS” level of their journey are, from a technical perspective, likely shown to people who have not previously interacted with your brand on the platform hosting the ads. There are different digital...
Read MoreChannel 16: AWARENESS | Events Live & Virtual
About Channel 16 Participating in events is a great way to gain brand awareness, especially if the event is with other businesses in your general field. Participants will likely be ideal customers. Events could include Trade Shows, Expos, being a...
Read MoreChannel 17: AWARENESS | Partners
About Channel 17 Carefully selected partners are incredibly valuable for creating awareness of your brand, because they already have an audience. Partners will most likely be paid, or you may have an affiliate or equal benefit agreement with them. If...
Read MoreChannel 18: AWARENESS | Mobile Apps
About Channel 18 Apps are typically not used for creating awareness of other apps unless that app is owned by the same company. However, In-App ads served by Google are widely used. For example, I use the Tides app to...
Read MoreChannel 19: AWARENESS | Metaverse
About Channel 19 We consider that there is just ONE Metaverse, which includes all virtual worlds and games. The term “Metaverse” was coined in one of my favorite books, “Snowcrash” written by Neal Stephenson in which a virtual world accessed...
Read MoreChannel 20: CONSIDERATION | Website: Focused Blog Articles & Subject Pages
Appearing in searches for potential customers in the consideration phase will mean identifying specific searches that they may be making such as “the best X” or “X near me”. They have identified what the probable solution is, and they want...
Read MoreChannel 21: CONSIDERATION | Sales & Lead Pages
If you present your pitch too early in the customer’s journey, they may become annoyed, and abandon you. You may have a long-form sales page, in which case you would have the consideration content first, and the offer later on...
Read MoreChannel 22: CONSIDERATION | Email, Newsletters & Text Messaging
About Channel 22 If you have been able to collect an email address or contact information this early in the customer journey, then you have an opportunity to reach out to them. It is important to distinguish where in the...
Read MoreChannel 23: CONSIDERATION | Video Apps
Professionally Produced Video: As mentioned above, professional video can be costly, so reserving its use for customers closer to making a decision is recommended so that you maximize your ROI. The Consideration level is an excellent place to start. Because...
Read MoreChannel 24: CONSIDERATION | Social Media Platform Posts
About Channel 24 If you plan to be active on social media, then one of your main goals should be to get people to follow you on the social channels that are relevant for your business…the channels where your target...
Read MoreChannel 25: CONSIDERATION | Paid Ads
If your customer is in the consideration phase, they are aware of their problem, and are beginning to look at options that will solve that problem. Algorithms know what searches and exploration people are doing around the periphery of your...
Read MoreChannel 26: CONSIDERATION | Events Live & Virtual
About Channel 26 People in the consideration level of their journey are wanting to be educated, see their options, and are looking for a level of quality that matches their own brand and budget. At a live event you need...
Read MoreChannel 27: CONSIDERATION | Partners
About Channel 27 Partners are important all along the customer journey. The type of referral partner that will be valuable to you in the CONSIDERATION Level will be a partner who is an expert in your industry, and will recommend...
Read MoreChannel 28: CONSIDERATION | Mobile Apps
About Channel 28 Many brands have begun using apps to entice people to engage with their brand. Often there is a free set of features that are available on apps, and then there are upgrades available. Offering a free trial...
Read MoreChannel 29: CONSIDERATION | Metaverse [CONSIDERATION]
About Channel 29 Having presence anywhere in the Metaverse shows that you are on the cutting edge of technology, and that being out and ahead of everyone is a part of your brand story. Having an interactive way for potential...
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