The Customer Journey

How to Create, Optimize & Amplify Content That Converts
Video Transcript

Hi, I’m Arnie Kuenn, founder and CEO of Vertical Measures.

Our digital marketing strategies are centered around the customer journey. This journey follows four commonly accepted stages – and they are critical to understand and implement into your marketing strategy.

The first stage is Awareness – the goal here is to build your OWN audience.

The second stage is Consideration – where the goal is to generate engagement between you and your audience.

Third is Decision – with the obvious goal of turning that engaged audience into your customers.

The fourth and final stage is Advocacy – where you try to obtain testimonials, reviews and of course, repeat business.

It’s important to understand that your audience is going to complete this journey with, or without you. For this reason, it’s absolutely crucial for your marketing team to embrace your customer’s complete journey.

We teach workshops all around the world, which gives us the benefit of being in front of digital marketers and executives, like you, every month, for more than 8 years.

If you’ve been following Vertical Measures, you might be familiar with our Proven 8-Step Methodology to Digital Marketing.

It was a valuable blueprint for marketers that were just starting to build their strategy, or looking for ways to convince their boss to go “all in” on content marketing.

5 years ago, we would ask people in our workshop: “How many of you know what content marketing is?” – and less than half the people would raise their hands. Today, all of you know what content marketing is.

But when we follow that question with, “How many of you have been successful with your marketing for 12 months in a row?” – the hands fall back down.

What we have found, is that the organizations who are still struggling with online success, lack two things:

1) their executive team is not fully onboard with digital marketing, and

2) they do not have, or are not implementing, a documented strategy that fully embraces the customer journey.

According to Google, on average, your audience completes 68% of their buying decision before contacting any organization.

This means, you must produce the right content and promote it at the right time & place to lead them through their journey toward making a purchase decision – ideally, from you.

Whether you are a Fortune 500 or a Fortune 500,000 company, by strategizing around this journey, you will grow your business like never before.

For a no pressure consultation to learn how Vertical Measures can help you build your own customer journey strategy and grow your business, please give us a call or fill out the form below. We look forward to talking with you.

How Well Do You Create, Optimize & Amplify Content That Converts?

The Vertical Measures team builds winning digital marketing strategies around the customer journey. Do you? Use our tool below and score yourself to see how well you’ve been strategizing around each stage of the customer journey to reach your audience with the right content, at the right time.

Awareness Stage

Grow your audience by sparking interest around your products and services.

Rank Your Organization

  • 0 if you are not engaged in the tactic
  • 1-2 if you are just beginning
  • 3-4 if you're using this tactic with unclear results
  • 5 if your company is successfully using this tactic

Content Ideation ?

Content Creation ?

Persona Development ?

Traditional Advertising ?

Programatic Advertising ?

Organic Social ?

Paid Social ?

Influencer Marketing ?

Analytics Measurement ?

0/180
Total Score
0/45
Total Awareness Score
0/55
Total Consideration Score
0/60
Total Decision Score
0/20
Total Advocacy Score

Consideration Stage

Now that the prospect has found your website, you want them to engage with your content, ultimately filling out a form or contacting you directly.

Rank Your Organization

  • 0 if you are not engaged in the tactic
  • 1-2 if you are just beginning
  • 3-4 if you're using this tactic with unclear results
  • 5 if your company is successfully using this tactic

Content Ideation ?

Content Creation ?

Persona Development ?

Paid Retargeting ?

User Experience ?

Search Optimization ?

Conversion Rate Optimization ?

Organic Social ?

Paid Social ?

Influencer Marketing ?

Analytics Measurement ?

0/180
Total Score
0/45
Total Awareness Score
0/55
Total Consideration Score
0/60
Total Decision Score
0/20
Total Advocacy Score

Decision Stage

Help your audience make a buying decision they're comfortable with.

Rank Your Organization

  • 0 if you are not engaged in the tactic
  • 1-2 if you are just beginning
  • 3-4 if you're using this tactic with unclear results
  • 5 if your company is successfully using this tactic

Content Ideation ?

Content Creation ?

Persona Development ?

Paid Retargeting ?

User Experience ?

Search Optimization ?

Conversion Rate Optimization ?

Organic Social ?

Paid Social ?

Influencer Marketing ?

Analytics Measurement ?

Lead Nurture ?

0/180
Total Score
0/45
Total Awareness Score
0/55
Total Consideration Score
0/60
Total Decision Score
0/20
Total Advocacy Score

Advocacy Stage

Grow your audience by providing a stimulus to spark interest around your products and services.

Rank Your Organization

  • 0 if you are not engaged in the tactic
  • 1-2 if you are just beginning
  • 3-4 if you're using this tactic with unclear results
  • 5 if your company is successfully using this tactic

Content Ideation ?

Content Creation ?

Analytics Measurement ?

Customer Outreach ?

0/180
Total Score
0/45
Total Awareness Score
0/55
Total Consideration Score
0/60
Total Decision Score
0/20
Total Advocacy Score

0/180
0/180
Total Score
0/45
Total Awareness Score
0/55
Total Consideration Score
0/60
Total Decision Score
0/20
Total Advocacy Score

Find out how we can help leverage your audience for impressive revenue growth.