The Buyer Journey - Full Funnel Marketing for Customer Acquisition and Marketing Strategy Roadmap
Hitting all the correct touchpoints along the Buyer Journey is the key to Digital Marketing Success!
CUSTOMER ACQUISITION FUNNEL & MARKETING STRATEGY
What digital products works best for each stage of the purchasing journey ?
01
BRANDING & AWARENESS
Something that sparks interest, meets a need or creates a need.
Metrics used to measure success:
Impressions delivered
Post-Impression conversions
New sessions on Google Analytics
Which platforms are best for branding & awareness?
Pre-roll Video
Programmatic Audio
Display
Email
02
INTEREST & RESEARCH
Once interested, the client begins looking for more information.
Metrics used to measure success:
Clicks
Number of pages per session in Google
Analytics
Which platforms are best for interest & research?
Industry-related content targeting
Higher-funnel Paid Search (PPC)
Programmatic Email
03
CONSIDERATION
After discovering the options, the customer starts to
consider and compare.
Metrics used to measure success:
Time spent on site
Re-visits to the website
Clicks
Visits to inventory pages
Which platforms are best for consideration?
Retargeting
Search Engine Optimization (SEO)
Social Media
Device ID
Programmatic
PPC
04
INTENT
Consumers might call, request more information, or visit your website.
Metrics used to measure success:
Form Fills
Phone calls
Visits to high-intent URLs (Location, Contact Us)
Which platforms are best for intent?
Behavioral Targeting
Programmatic Email
Target re-opens in email
IP Targeting
05
CONVERSION
In-person or eCommerce transaction.
Metrics used to measure success:
In-person purchases
eCommerce transaction
Which platforms are best for conversion?
Dynamic PPC
SEO
Retargeting
IP Targeting
06
RETENTION
Metrics used to measure success:
Revisits to the website
Social media and other reviews
Which platforms are best for retention?
Social Media
Email
IP Targeting
Behavioral targeting for specific in-market segments
In order to successfully engage a potential consumer each step in the buying journey requires a unique message and digital product.