Let's look at some strategies that can serve as a guide for each stage of the customer journey.
1. Discovery phase
In this phase, the objective is to capture the attention of potential customers who do not yet know the brand, have not had any interactions with it or did not consider it an option to consider.
This is where content strategies come in handy. Creating relevant and useful content is key. Blogs, videos, infographics, and other resources that address customer problems or needs always have the opportunity to add value. Optimizing this content for search engines (SEO) increases the chances of being the chosen brand. On the other hand, paid advertising campaigns, such as Google Ads or Instagram Ads, can help reach a specific audience that may show interest in the products or services offered by the brand.
2. Research phase
In this strategic step, the brand must provide criteria that help the potential customer to compare. Therefore, sources of direct influence such as the opinions of other consumers can provide a sense of georgia number data security to continue investigating and, even, a certain sense of urgency if this behaviour is well managed, which can lead in turn to a perception of peer pressure (i.e., a large number of users think the product or service is an optimal option).
3. Consideration phase
At this stage, as we have mentioned above, the customer is evaluating the available options. The brand must stand out and demonstrate its value.
One way to test this is by generating educational and comparative content. For example, providing practical tools such as guides, comparisons and/or testimonials can help the customer understand why the brand's offer is the best option. Another alternative or complementary action can be to develop short, highly focused practical webinars. Case studies are also often very effective.
For their part, segmented and personalized email marketing campaigns with interesting content can spark action, especially if strategies of urgency, scarcity and/or peer pressure are well worked on.