Hope you are all surviving in these incredibly strange times. We thought we’d put together a blog to help fellow small business owners understand each of your customer’s touchpoints.
We’ve highlighted a few examples of how people are searching below.
You yourself will be aware, but do this subconsciously – you don’t Google a product, click and checkout. You research across various platforms on various devices. Read reviews, watch videos and compare products. Each of these is a touchpoint. Once you understand each of your customer’s touchpoints, you can address how you can appear in search and be relevant for each.
The following examples will illustrate a customer’s journey before, during and even after a purchase has been made.
Intent is Redefining the Marketing Funnel
They are narrowing and broadening their consideration set in unique and unpredictable moments. People turn to their devices to get immediate answers. Every time they do, they are expressing intent and reshaping the traditional marketing funnel along the way.
Example 1 – Jane’s Makeup Journey
Researching the best brands – and beyond
For some people, research is paramount – and their journey widens and narrows as they not only consider multiple brands but entire categories.
Jane turns to search to first learn about hypoallergenic makeup. And though she eventually narrows her search to a brand, her journey doesn’t stop there.
It widens and narrows a few times, as she considers a few other brands before ultimately heading in-store to purchase.
Researching in order to make a purchase.
Make sure your business is visible for the search queries. The consumer becomes an ‘expert’ to determine the product they want to buy through their online research.
The process of buying is no longer linear.
Example 2 – Jill’s Flight Journey
Searching long after a purchase has been made
In today’s consumer journeys, a purchase doesn’t necessarily mean an end to the search.
Take Jill’s flight journey as an example.
After finding an affordable airfare, Jill turns to search to plan every detail of her travel experience – not only gathering information about the airport and in-flight experience, but also researching luggage, passport information and tourist attractions.
Consider what you can offer AFTER a purchase has been made. If it doesn’t apply to your business, find a way. Maybe you should offer something after a purchase. How can you be present for other touchpoints? It’s not only about selling, it’s about brand awareness.
Create search intent and build value. All relevant for SEO.
Find this useful? Let us know on our social channels! We’d love to hear about anything you’ve learned and your successes in these trying times. If this intrigues you and you’d like to know more about your customer’s touchpoints, please get in touch with us, we’d love to chat!
Stay safe and well.