Christian Marketing: Impacting The Consumer Journey
These are the basic elements of the consumer journey. And 99% of marketing and advertising activity is spent communicating to targeted audiences in one of these three key phases. Christian marketing is no different. Sure, the audiences might be different, but the phases remain the same.
Consumer Journey: Unaware to Aware
During this phase of the consumer journey, the goal is to take an audience who is unaware of your brand, or your product, or your service and to make them aware of the benefits you offer. Some of the typical campaigns that we support during this phase of the consumer journey are focused on driving page likes, traffic to the website, or frequency of advertising toward a specific audience interest.
Consumer Journey: Aware to Consider
Now that people are aware of you, it is time to motivate them to consider you.
This could be product engagement on a product description page, a lead submitted via a form on your page, a social share of your content, a video completion of specific content, or a return visit from a previous website session.
Consumer consideration can come in many forms and can be found across a number of digital and social channels. It is important that your brand be consistent across Facebook, YouTube, Instagram, your website, and other assets.
Consumer Journey: Consider to Convert
Gaining consumer consideration is hard work. For some brands, you might be 21-45 days into the consumer relationship before actual buying behavior shows up.
It is important that you develop more than one conversion “event.” One of the critical mistakes made by marketers is to only value, or to only evaluate success based upon the actual purchase or sale.
However, there are many types of conversion events that are important indicators of buying behavior. And too often marketers give up too soon because they fail to understand how consumers are moving toward a purchase.
We recommend “reverse engineering” the consumer experience. What are the expected outcomes at each stage? What happens just before a product purchase? What platform, channel or device was the consumer on? What about the step prior to that? And prior to that? And prior to that.
Can you track all of these elements?
What about the cost per stage? Cost per click, cost per return visitor, cost per lead, cost per free trial. . .cost per sale?
This might sound complicated, but understanding these elements will yield remarkable results.