How ads can tap into the customer journey

To make sure your marketing campaigns are efficient and achieve your business goals, you need to tap into each stage of the customer journey. Here’s how…

First up – what is the customer journey?

Put simply, it is the process of attracting a new lead and nurturing them into a paying customer. But it is worth noting that the journey is by no means a linear process, as customers can enter into any stage of the journey, and some may move back and forth between the stages before making a purchase. So you need to make sure your campaign hits each stage of the customer journey to help your brand be discovered and remain front of mind.

Awareness stage

Also known as ‘top of the funnel’, this stage focuses on attracting new customers who are not yet familiar with your brand. People in this stage are not actively searching for your brand or product, so the key here is grabbing their attention and making them want to find out more about your brand. You can do this by creating captivating content and ads which are engaging. Videos can be particularly effective, as well as using social media and display ads.

Consideration stage

This is when customers are actively searching for products and are looking at the options. Lead generation ads can use educational content as a hook, and by targeting keywords and phrases in Search ads like ‘best trainers for running’ you can reach the people who are looking for a product like yours. Carousel ads on Google and social media can also be used to showcase your product offering and highlight key features.

Conversion stage

Most commonly referred to as the ‘buying stage’, and probably the stage you are most interested in! Here you need to encourage customers to actually make a purchase. You can use Facebook and Google Shopping ads to show users the exact same products they have previously viewed. Limited-time offers can create a sense of urgency, and customer testimonials tap into social proof to encourage customers over the line. Making the buying process as smooth as possible can also encourage purchases, and most of the digital platforms now let you integrate your ads with your online store to ensure a seamless process.

Retention stage

This stage is often overlooked but it is incredibly important as now you have amassed new customers, you want to keep them and nurture them into repeat and loyal customers. Utilise re-engagement campaigns across email, social media and Google to upsell and cross sell related products, and keep your audience updated on any new products.

By making sure you tap into each stage of the customer journey you can attract new leads, nurture them into paying customers and build a loyal customer base to help your business grow. Not sure where to start? We can help – get in touch today

How we tapped into the customer journey to achieve x5 ROI

The Barrel Store, a new e-commerce company, wanted help to build a customer base and drive sales, so we formulated a comprehensive strategy to achieve these goals. Facebook and Google Display ads tapped into the awareness and consideration stages of the customer journey, and remarketing campaigns on Google Search, Google Shopping and Facebook encouraged customers to make a purchase. The Barrel Store saw a return on investment of 5 times their spend, and earned £100k in their first year of trading.

Want us to do the same for you? Start your journey with us