Video Transcript: What Is A Consumer Journey?
Do you know your customer's consumer journey? Stay tuned to find out more about consumer journeys and how they impact your marketing strategy. Welcome to episode 102 of The Great Reset.
My name is Robert Brill. I'm the CEO of BrillMedia.co. We're an advertising firm that drives sales and leads with the best data targeting and technology available in the marketplace.
We're here five days a week talking about marketing and advertising so you can be a better marketing practitioner. Let's talk about consumer journeys. I've been talking about this a lot recently to a number of different clients and this is important because there are so many different types of ways for people to connect with your business that it's important to have a handle on the experience a consumer has with your business.
This way you get to place marketing strategies for that journey, craft the journey, and experiment with it so that you can make the most out of your marketing campaign investments. In the next few videos, we'll talk about what a consumer journey is, how they play out in the real world, and why it's okay not to know everything about a consumer journey and that to be successful, you must take action with information you have available to you. Again, I've been using this phrase a lot recently and what's interesting about a consumer journey to me is that it has many different marketers defining it in a few varying ways.
In a simple definition, a consumer journey is the path a consumer takes on their awareness and decision-making journey that includes a pivotal stop where they buy your product or service. The consumer journey then continues as they engage with your brand after the purchase when they give reviews, engage on social media, conduct word of mouth, and connect with your customer service. We'll stop there and continue on with consumer journeys tomorrow.
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Let's talk about consumer journeys. What do you want people to do after they click on your ad? Too often, business owners and agencies aren't thinking about the action after the fact, and this is hurting the paid media campaign.
So let's talk about the types of things we want people to do. When we think about a consumer journey, it's mapping out the different interaction points because that will help streamline the actions that people need to take in order to spend money with your business. So if you're doing e-commerce and you want people to buy a specific line of product or a specific product, you want to drive people to a page or a series of pages that are related to that product.
You don't want to drive people to your homepage. Similarly, if you are a business services company and you need leads to flow in, you want to drive people to a page where it's very evident that you want them to share their information with you, either for a free guide or just to reach out because they want to work with you. Too often, business owners are driving people to their general website.
And the challenge with that is, you know, you put a lot of work into it and it's well-developed, but it's information and people get overwhelmed when they're presented with too much information and too many options and too many links to click. When you're in the consumer mindset, you need a small set of decisions to make. Like, do I want to fill this form out or not?
Do I like the higher priced option or the lower priced option? One option, two options, three options, but not like 20 different links to possibly click on and 10 different service capabilities, et cetera. So think about the actions you want people to take.
Another, you know, consumer journey could be, you know, run an ad in Facebook. And I want people to share their email address with us so that they can then get email marketing messages and then drive them back to a website so that they purchase something. Whatever you're doing with your consumer journey, just think about what exactly you want people to do and do not, in most cases, don't drive people to the website.
My name is Robert. I'm the CEO of Brill Media. We're a white label paid media firm for creative and marketing firms.
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