If you build it, they might come, and luck is only part of it. If you’re a magnetic personality with a big network, regularly making the rounds in different circles, you’ll have better luck. This is because most customer journeys start with a referral. That is, if a referral is to be had.
If you’re selling an impulse item at a low price point, you need good visibility at the end of a retail aisle or social media ads, but most likely you’re selling something else. The higher the price point, the more consideration and research is done, and high trust is a winner.
A good rule of thumb for determining your marketing plan is to align marketing tactics with your customer’s journey. Consider the main things you offer, and for each, walk through the actions people will take on their way to making a decision.
Will they ask for a referral? From whom? Can you create a strong referral network and partnerships? Will they then read your Google reviews? What will they find? Will they look you up on social media wondering: “What are these people like?” What will be their impression when they find you? Will they ask AI for suggestions? (Tip: Ask AI who they recommend in your service area for what you offer and see what you find out). Will it be an emergency? If so will you be at the top of a Google search?
Know your ideal client for each thing you offer and walk through the most common scenarios from awareness, through consideration, and into the purchasing phase. Are you found? Do you answer all their questions? Are you an obvious choice?
There’s lots of things you could spend your time and money on and lots of places you can advertise but not everything will make sense. Walking through the mental process of how your customers make decisions is a great place to start.
This may seem obvious, and it should be, but it’s still often overlooked.
