According to Google, today’s customer journey starts by being exposed to your products and services through advertising, both traditional & digital, followed by searching for you online.
Once potential customers find you, it’s critical that your reputation (reviews, social media) is positive and that you engage with your customers. In 2016 88% of consumers searched for a business after being exposed to them by seeing an advertisement (traditional or digital).
92% of consumers indicated they read the reviews for the business they searched for, before deciding to do business.
It’s also important to ensure your website is mobile friendly, has all your pertinent contact info and provides an enjoyable experience for your visitors.
Monitoring the post-purchase experience (reviews, comments & mentions on social media, blog posts) is just as important.
According to Google, the most influential moments in the customer journey are the research phase (after being exposed to advertising) and the post-purchase phase (leads to referrals & recommendations.)
Social/search advertising
Email / text marketing
Loyalty programs
YouTube / Video ads
Television
Billboard
Online display advertising
Newspaper / Magazine
Radio
Word of mouth
Organic Search
PPC (Pay Per Click)
Map & Directory Listings
Apps
GPS
Blog Posts & Articles
Review Generation & Management
Social Media Management
Word of mouth
Conversion-focused Website
Website Booking Apps
Appointment Setting Apps
Online bookings (Google, Yelp, Trip Advisor)
Purchase via app
In-store purchase
Marketing Materials
Post-purchase expectations vs. reality
Social Media
Reviews
Blogs
Word of mouth
