By Jeremy Mako

In today’s market, selling to a customer is about more than just what you’re selling. Consumers want more than just a product or service, they want an experience. This sought-after experience has been titled the “customer journey.” Included in the customer journey are all the different touchpoints and stages in which a customer travels through which result in a purchase from a brand. Developing an engaging customer journal is key to building brand loyalty and a strong reputation. Throughout this article, we’ll cover all stages of the customer journey and explore a multitude of different strategies for developing one successfully through the five stages:

1. Awareness Stage
2. Consideration Stage
3. Decision Stage
4. Post-Purchase
5. Advocacy Stage 

Awareness Stage 

The first stage in the customer journey is the awareness stage. This is the stage where customers first become aware of your brand as a business. Typically, this is accomplished through a variety of marketing channels including social media, advertisements, web content, and more. This is an important stage because it acts as your first impression to the consumer. Standing out amongst other brands is essential to capturing the costumer’s attention. Some strategies which are commonly utilized during the awareness stage include:  

• Targeted Advertising – The use of digital advertisements can be designed to target your audience’s interests. Using targeted advertising increases the chances of reaching individuals who are actually interested in your product or service. 
• Content Marketing – Forms of content marketing include blogs, videos, and social media posts that provide insight on your industry. Consumers are more likely to remember brands that provide them with useful information or entertainment. 
• Influencer Partnerships – Working with influencers allows you to reach into their audience and build credibility. 

Consideration Stage 

The consideration stage is where consumers evaluate your product/service with the other options available to them. During this stage, it’s important to provide consumers with information which positions your brand ahead of others. By successfully positioning yourself to potential customers, you can become their top choice when it comes time for them to make a purchase. Some of the strategies used during the consideration stage include: 

• Product Descriptions – Writing comprehension descriptions of your product/service and providing testimonials can go a long way in building trust with consumers. 
• Transparency – Being upfront with customers also builds trust with customers and plays a crucial role in developing brand loyalty. 

Decision Stage 

The decision stage is where the consumer is finally ready to make a purchase. Making the checkout process smooth as possible can have a significant impact on the customer’s experience. Some strategies implemented during the decision stage include: 

• Incentive for Immediate Purchase – Incentives could be limited time discounts, free shipping, and bundled deals can all encourage customers to make the purchase. 
• Post-Purchase Support Information – Providing customers with information on support, shipping, and returns can reduce their purchase anxiety. 

Post-Purchase 

The customer journey doesn’t end after the purchase is complete. The post purchase stage is where you reassure the customer after they’ve made a purchase. This works to improve customer satisfaction and improves your chances of creating a repeat customer. Some of the methods for doing this include: 

• Follow-Up Communication – Some examples of follow up communications could be thank you emails, asking for feedback, and providing tips for product maintenance. 
• Personalized Content – Offering related products and exclusive discounts to recent buyers can encourage future purchases. 
• Accessible Support – Having a support team which is readily available and easy to access can ensure positive post-purchase experiences. 

Advocacy Stage 

The advocacy stage is the point where loyal customers become a voice for your brand. An example of this would be customers sharing and recommending your brand with others. Arriving at this stage is important because it elevates your brand image significantly. Additionally, this word-of-mouth referral brings new customers to your business with zero added cost for you. A few common methods used at this stage include: 

• Referral and Loyalty Programs – By offering referral programs to customers, you directly encourage them to recommend your brand to others. Loyalty programs presents you with the opportunity to recognize and reward loyal customers.  
• Social Media – By sharing customer content on social media, you can make them feel included as part of a community. This strategy strengthens a brands relationship with its customers. 

Closing Thoughts 

Developing a successful customer journey does more than generate sales, it encourages customers to return to your brand. Every stage of the customer journey offers brands the opportunity to further strengthen and build their relationship with customers. Making the most out of every touchpoint can turn one-time buyers into returning, loyal customers. Putting the time and effort into each stage of the customer journey can make a big difference in how a customer views and interacts with your brand. Maximizing these opportunities will result in a good brand image and reliable sales.