15 Feb 2024 How to

The importance of attracting new customers is understanding the journey they undertake to find you

Woman holding balloons and a shopping bag

Have you ever stopped to think about the incredible journey your customers go on to find your business? It’s not just a simple matter of stumbling upon you by chance. It’s a journey filled with twists, turns, and decisions that lead them right to your door. Understanding this journey is crucial for attracting new customers and growing your business. 

Think about it this way: when someone has a change in thinking, an issue, or makes a discovery, that’s the trigger that sets them on the path to finding a solution. And that solution could very well be your business.  

But here’s the thing – so many decisions are made about your business before potential customers even get in touch with you. On average, potential customers have about seven interactions with your brand before they decide to make contact. That’s a lot of touchpoints and opportunities for you to make a lasting impression. 

That’s what makes the customer journey so important. By mapping out the path your customers take from their first discovery of your business to the final purchase, you can identify and optimise each touchpoint along the way.  

Whether it’s social media interactions, website visits, phone calls, emails, or in-person encounters, each touchpoint presents a chance to engage and influence their decision-making process. By being present, responsive, and consistent across all these touchpoints, you increase your chances of converting potential customers into loyal patrons. 

Let’s dive deeper into a couple of these touchpoints. 

Search engines 

First up, search engines. We all know that customers love using search engines like Google to find businesses. By typing in relevant keywords or phrases, they can access a wealth of information and discover businesses that align with their needs. So, it’s essential to ensure that your website remains user-friendly and relevant to your target audience.  

Regularly updating your website with content that resonates with your audience creates a positive user experience and encourages visitors to stay longer, browse more, and potentially become customers.   

Social media 

In today’s interconnected world, social media has become a powerful tool for customers to search and buy from businesses. They can explore, read reviews, purchase products and engage with posts and advertisements.  

Hashtags, product tags, and online communities make it easier than ever for customers to find what they are looking for. It’s crucial for businesses to tap into this wide audience, increase brand visibility, and engage with potential customers. 

Word of mouth 

Of course, we can’t forget about good old-fashioned word of mouth. Personal recommendations from people they trust carry a level of reassurance that can strongly influence customer decisions. And even with the rise of digital marketing, traditional advertising methods like TV, radio, digital signage, or print media still play a role in customer discovery. These platforms can help create brand awareness and attract new customers. 

Referrals 

Referral programs and partnerships are also great ways to attract new customers. By incentivising existing customers to refer new ones or partnering with complementary businesses, you can introduce your products or services to a wider audience through collaborative marketing efforts. 

UGC & Influencers 

User-generated content (UGC) and influencers have become powerful tools in the world of marketing. UGC provides authentic experiences and testimonials from real customers, adding credibility and trust to your brand or product.  

Influencers bridge the gap between brands and consumers by sharing their genuine recommendations and experiences. Their influence and relatability guide our purchasing decisions. 

By leveraging the power of UGC and influencers, you can build trust and drive engagement with your target audience. 

Reviews 

And let’s not forget about online reviews and testimonials. Customers often rely on these to gauge the credibility and quality of a business. Encourage your customers to leave positive feedback on platforms like Google, Facebook, or industry-specific review sites to attract new customers. 

Signage 

Even physical location signage plays a role in attracting customers. For businesses with bricks-and-mortar locations, having clear and visible signage can catch the attention of passers-by and local customers. Make sure your sign stands out and effectively communicates what your business offers. 

These are just a few examples of the many routes that your potential customers can find you. Each touchpoint is an opportunity to make a positive impression and convince them that you’re the right choice for their needs.  

By understanding their journey and optimising each touchpoint, you’ll increase your chances of attracting and converting new customers. So, take some time to think about how your customers discovered you and what convinced them that you were the business to help them on their quest. And don’t forget to keep adapting as your customer preferences evolve. 

If you want to discuss your customer journey with us and how we can create a content marketing strategy that provides your customers with relevant information and direct them to lead generating content, then you should call the LikeMind Media team. We specialise in creating bespoke marketing strategies based on your customer journeys. 

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