October 12, 2016
One of the most common marketing mistakes today is focusing on the sale instead of the customer. While the initial sale is still important it’s actually just a piece of the big picture. The traditional sales funnel model is based on a basic economic objective: sell enough products or services to earn a profit. But the fact is that your customer has little or no interest at all in that shortsighted plan. All they care about is how your product or service affects them. They may buy from you once but there are no promises they will buy ever again.
In order for a business to continue to grow business they must develop a strategy that caters to the human side – a customer’s personal wants and needs. We call this the Customer Journey. This strategy is designed to map out the specific path that a customer takes when making a purchase. The path or journey is broken down into chronological phases beginning with creating awareness, followed by consideration, the purchase, the experience, purchasing again, and hopefully they’ll recommend your purchase/service to someone else. This entire journey is driven by sharing personalized and beneficial content with the customer throughout every phase of the engagement. The whole idea is to invest the time to create a mutually beneficial relationship with the customer so that they not only buy once but actually look forward to buying again and again and again.
The key is to share the right story to the right audience at the right time. That’s Storytelling.
“We are like islands in the sea, separate on the surface but connected in the deep.” ? William James