An Agile Approach

The online world is now so complex that a one strategy approach is rarely enough to drive real business growth. As customers move between smartphones, laptops and smart watches engaging in every form of media from social media, online streaming, reading the news, working and researching we need to ensure your marketing strategy is reaching them in the right places.

Our Agile approach involves looking at the entire customer journey a prospect takes in their path to purchase your service or product. Our strategies always involve multiple channels in order to ensure we aren’t overlooking key sections of this journey where the investment in that prospect may fall over if we don’t capture them at this buying moment.

 

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Leverage the buyer journey

What every business wants and needs is loyal customers.
But, how do you attract the right customers and nurture them in a way that aligns with their needs? The buyer journey approach looks at each step in the journey to purchase and ensures your marketing takes these into consideration and has a strategy to convert into a sale.

1. AWARENESS PHASE

During the awareness phase, you need to tailor your marketing and advertising to meet the needs of your customers. When it comes to crafting content, consider the following:

  • What are your customers’ goals or challenges?
  • How can you provide solutions for your customers?
  • What happens if your customer doesn’t buy? Is it a critical purchase?
  • Why should your customer prioritise this purchase over others?

Channels to build awareness include:

  • Social Media (Facebook, Instagram, Linkedin, Youtube)
  • Content Discovery and Amplification
  • SEO and Google Adwords
  • Display advertising
  • Digital PR
thinking about options while sitting using laptop
weighing up options

2. THE CONSIDERATION PHASE

Now that your customers are aware of their problems and have some initial exposure to your solutions, the buyer journey moves into the consideration phase.
During the consideration phase, your customers begin to look at options for solving their problem. Once a customer has decided on a solution – whether to purchase a product or seek the help of a service – they weigh up different options.

Key Channels:

  • SEO and content marketing
  • Local SEO and reviews
  • Google Adwords
  • Web Retargeting
  • Facebook and Instagram Retargeting

3. PURCHASE

During the purchase phase, you need to understand what’s driving your customers. By getting in the mind of your customers and understanding what they need, you’re able to provide fast answers that make the purchase process easy.

Ask yourself the following questions:

  • Why would a customer prefer you over your competitors?
  • Who is making the purchase decision? Is it an individual, couple or family? What is their primary need?
  • What needs to be done to secure a sale?
  • Can your customer reach out to your business and obtain accurate and authentic information fast?
  • Is it easy for your customers to purchase or enquire? Look at your website usability, sales process and customer service.

Channels:

  • Web Design and Conversion Optimisation
  • Web and Facebook Retargeting
  • Email Marketing
  • Cart Abandonment Strategies
asking a final question
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4. THE LOYALTY PHASE

Studies show that 5% rise in customer retention increases profits by up to 125%, so focusing your efforts on building loyalty is a no-brainer. Even after a transaction, there’s a multitude of ways to stay engaged with your customer to provide them with new and relevant offers.

Authentic communication and adding value outside of normal transactions can help your customers learn more about your business and what you offer. Building connections with customers over time is one of the most effective ways to drive sustainable business growth.

Key Channels:

  • Web Retargeting
  • Email Marketing
  • Customer Relationship Management (CRM) software
  • Content marketing
  • Facebook and Instagram Retargeting

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