Updated: May 31
Why you need to take the time to create a map of where your customers are online before you do any other marketing, or really anything else?
In the past, there was a lot of online business who thought, if I just get ranked number one for this keyword, of these five keywords inside of Google, I’m going to be making millions and millions a year! In some cases that’s absolutely still true online, in many cases. But what we are seeing now is that the digital marketing landscape is evolving just a bit, as well as the consumer. For instance, say I’m looking for a new service or product. Perhaps I’m looking for a car rental or a wedding planner, or some type of service. When I go online, I’m not just going to Google one thing, click on that result, and then convert.
The consumers nowadays, they know there’s a lot more information out there. And so they’re not simply going to be a search, a click, a conversion. Unfortunately, it’s gotten much more complicated than that! Because the consumer is now doing a lot more research. So me as a consumer, I might do a search. I might click on the first listing. I might see the website. But then after that I’m going to go back to Google again. I’m going to start looking at reviews of this person and other people, in many cases. I might go to some of the top review sites. I might go to their social media profiles. I will click on their social media profiles, go through each one of them, and try to see, is this person doing updates recently? Can I find any negative reviews? I might search for bad reviews on this person, look at some of their closest competitors, or go to trade publications. Have they written anything? Are they a subject matter expert in this space? Do they have information online, that’s specific to my needs?
Here’s my point: you can’t just rely on one thing.
So, what’s really important for the advertiser and the person who’s trying to drive business online, is that they understand all the different touch points that are associated with a conversion. So the first touch point might be a Google search where they have to get ranked very high in Google. Another touch point might be Facebook, where they go to your Facebook page, and they are looking through that. Another touch point might be a search that actually happens in Facebook, where they are searching and they see that their family and friends have recommended similar products or services. They might go to your Twitter profile, another touch point. Potentially a Pinterest. Potentially a review site. Potentially a trade publication. They might click on a Google AdWords ad. They might click on a remarketing ad. And so on and so forth.
Therefore; what you need to understand is, what are all these different areas online, and then based off of each one of these areas, where do they fall within the customer journey? And then what’s the potential for a direct last click conversion, meaning they click once to convert. And then what’s the potential for them being somewhere inside of the linear sequence before they convert, and then how important is it for them to be in there?
Having that said, if you can put all those things together, and then take it and make it so that you understand your exact map of where you customer is online, and where they go online. You can create a marketing strategy that hits each one of those areas.
Bottom line; before you do any digital marketing, don’t just get sold into email marketing. Don’t just get sold into SEO. Don’t just get sold into PaperClick. Understand who your customer is. Take a step back. Where all the touch points going to be online, and what’s going to be the most effective couple mediums and channels to get into first? And then what are the other ones that are going to be really important to support those other channels, so that when a customer does come through there, they convert as well.
What we’re seeing nowadays, is that the customers becoming much more sophisticated, and they are looking for a lot of different areas, where they can learn information about your business.
GrowaholicLab is a data-driven growth hacking agency that helps you carry your business forward across the different stages of a product life cycle by fully utilizing the secrets and tricks of digital marketing.