Connect with the right people at the right time.
Uncover the path and guide customers along it.
Not everyone in your target audience has the same level of familiarity with your brand – or interest in it – at any given time. Your message will be different for someone hearing your name for the first time, for example, versus someone ready to make a purchase. You have to understand where they land on this spectrum – the audience journey – to reach them successfully.
Mapping out your audience journey is a very helpful tool for determining how to best speak to different segments of people, based on their level of needs and knowledge. Knowing where they stand on the journey empowers you to help move them forward toward a deeper connection with your brand.
Relationships don't stop at conversion.
Most marketing funnels stop at a conversion, but that’s not the whole picture. Your customer’ relationships with your brand continues well after they’ve made their purchase. How they interact with your product, seek out support and get follow-up communications continue to speak into how your audience feels about your brand.
Consistency is key.
If you want a relationship to last, you can’t go radio silent for months at a time. (Hopefully we didn’t have to tell you that.) Staying connected to your audience is no different. A fully developed, accurate audience journey helps you remain consistent across every place they interact with you, so your audience will feel a deeper connection to your brand. These lasting relationships turn into brand advocates – people who will actually talk up your brand to others on your behalf.That’s a huge asset, and an audience journey helps you get there.
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