Understand Your Customers Next Steps

Great content hands the Prospect off to the next step in the customer journey

Content marketing, and whenever we think about content marketing or any piece of marketing, we need to be thinking about the Customer Journey. What is the next step on that we want our potential customer to take, that call to action?

I've been creating and designing a blog and what I want in it. The blog has been around how to leverage what you’re already doing in your business and goes through a Value Proposition process and another process called POLISM.

With the Value Proposition part of the blog, I've created an additional download that appears at a particular point. At that point, I've created a link and an image (Call to Action) that takes our potential customer to the digital download.

I've also got additional Call To Action at the base of the blog that takes it through to a “Marketing Power Hour”.

So, I've now got two points that take our potential customer on the next stage of the journey.

The value proposition download is only a slight next step, the other is a bigger step in asking for a purchase or investment.

If our potential customer clicks on the digital download, the content links through to the landing page, they enter in their contact information, and access to the download is made available.

We’ve now got our potential customers contact information so we can start to communicate with them through email.

The same with the masterclass, it goes through to a landing page. If our potential customer purchases the masterclass, it’s asked for contact information and again, we can start to communicate through our CRM system (Customer Relationship Management).

These two points, one is a big step (purchase/investment) the other is a lot smaller step, but we have got to always think about that next customer journey that next handoff point for the customer in taking them through the process. Don't just leave it as no call to action, or an end stop. There needs to be a shift. Otherwise, it's bad, marketing,

Think about your Customer Journey and the next step you want your potential customers to take.

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