The Role of the Customer Journey in Marketing

Before You Spend Money on Marketing

There’s no point throwing money at marketing unless you know exactly what you are hoping to achieve. If the objective is to make more money, you’ll need to take a few steps back to know how to spend your hard-earned money. Many businesses have enough enquiries but the business is like a leaky bucket.

  • Potential customers aren’t converting to paying clients.
  • Existing clients are unhappy and are not returning or providing referral business.
  • Expensive mistakes are made because of inefficient processes.
  • Prices are lowered out of desperation.
  • You’re having to take on undesirable clients because anything is better than nothing.
  • Reviews are low due to unhappy customers or lack of a review strategy.

All of these problems should be fixed before piling more customers onto the pile to perpetuate the problem. The end result of continuing to run a business like this is burnout and business failure.

the customer journey (1200 x 700 px)

Take a Look at the Processes in Your Business That Need to Support Your Investment.

To get the most out of your marketing investment, take a good look at how your business operates. Check if your processes, like finding leads, making sales, and keeping customers happy, are running smoothly. Fixing any problems in these areas can help your marketing efforts pay off better.

By getting your business processes in order, you can make sure your marketing money is well-spent. So, before you splash out on marketing, focus on getting the basics right in your business.

What is Marketing?

Marketing is the process of communicating the value of a product or service in the hope that your message will reach potential customers for the purpose of selling that product or service.
Marketing is not just a job title. It is the full journey that a person takes to buy your offer. That means that every asset and member of your organisation plays a part.

No matter who is responsible for creating and implementing your marketing strategy, it’s your job as a business owner to ensure that everyone in your company knows the image that you want to portray and what their part is in the customer journey. This is an essential component of your brand,

You’re reading this because you want more business, and marketing is the way to achieve that.

If I ask my students what marketing is, most of them immediately think of advertising on TV, leaflet drops or a modern-day equivalent – social media. These are all forms of advertising. You could call them outbound marketing,

Conversion Rates

Marketing is that and much more. Every aspect of your business plays a part. The way that you and your staff present yourself and the physical representations of your business and its assets are also part of your marketing strategy. This should not be overlooked because those representations have a direct impact on your ability to convert a customer to a buyer – your conversion rate.

Low conversion rate = more marketing. High conversion rate = less marketing or business growth.

For example:

100 potential clients visit your business and you sell to 10 of them. Your conversion rate is 10%

You need 20 paying customers, so what do you do?

Option A: Invest in more marketing to generate 200 visitors.

Option B: Improve your conversion rate so that 20 people out of that 100 visitors becomes a paying customer. Your conversion rate is 20%

Most importantly, option B allows you to increase your income from existing resources rather than take more money out of the profit.

Option C: Do both and grow the business.


Business growth infographic

Your Assets are Part of Your Marketing Strategy

Your premises, where it’s located, the products you have on display, how tidy it is, the comfort level and many other factors all play a part in your marketing.

  • Is your showroom a pleasant place to visit?
  • Does the experience enhance the impression of your business or is a visit a necessary chore to choose options? Does it make your customer feel good?
  • You don’t need a perfect showroom to offer an enjoyable and professional consultation. Even in a warehouse, you have a choice.
  • Do you offer them coffee in chipped mugs given to you by a supplier or do you bring out a tray with nice cups and chocolate biscuits?

Even keeping water available and making toilets accessible can contribute to your customer staying with you longer. Once they are uncomfortable, they will lose concentration and want to leave.

  • Are children welcome?
  • Do you have a play area for them?
  • Do you have brochures and samples that are kept in good order?

All of these contribute to your marketing.

Coffee and biscuits
What about your van?

Is it smart with signwriting consistent with your brand and kept clean. Are the your tools kept tidy and organised to engender confidence and the feeling that your customers are in the presence of professionals.

What about you or the people who represent you?

Do you all share the values of the company and ooze those values in the way that you present yourself and deal with your customers?

Think about all of the steps that are taken from the initial enquiry.

  • Your website.
  • The way the enquiry is handled whether by phone or email.
  • The appointment or survey.
  • The design consultation.
  • The sales process.
  • The paperwork.
  • The follow up after the sale and or/installation.
  • Do you keep your customers informed?

The entire experience of the customer through all of their senses is marketing.

Even when the work is finished and you’ve been paid, the marketing doesn’t stop. Referrals, reviews and repeat orders all contribute to your order book.

Chain links

Each Stage of the Customer Journey Counts.

Every customer interaction is a link in the chain and the more broken links you have, the harder it will be for you to keep that customer close to you right through from enquiry to order.

So marketing is not just the act of attracting enquiries and nor can it happen separately from sales. They have to work together, and they have to support each other seamlessly.

The entire experience of the customer through all of their senses is part of marketing.

Courtesy in Sales

If you are not creating the right impression right from the start, your job of selling and building a business is made much harder. Business owners are often too busy to make the most out of sales opportunities and can forget about the basics. If you are rushing in and out of sales appointments and treating your prospective customers as if they are a nuisance, it’s time to get back to basics and remind yourself that your business depends on customers. Read our article: Back to Basics – Sales Courtesy.


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