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.)