Enhancing the Customer Journey: A Pre-Purchase Guide

In a world inundated with emails and social media, there’s a hidden gem in the realm of customer engagement – direct mail marketing. While email and social media have their place, direct mail is a powerful tool to enhance the customer journey. Customers will always start at different parts of the journey; it is key to target them with the right message at the right time. Using certain touchpoints (and channels) will help you build trust and foster relationships with your customers.

Awareness

In this initial stage, customers are just beginning to learn about your product, brand, or service. They are in the early phases of problem recognition and exploration, and they may not yet have a clear understanding of their needs. Businesses should focus on building visibility and consistency across various channels:

Advertising:

• Indoor: Leveraging platforms such as magazines, newspapers, TV, and radio to reach a diverse audience
• Outdoor: Utilizing banners, mailers, and signage for broader exposure

SEO Optimization:

• Improving Online Presence
• Enhancing the User Experience (updating links, page speed, and general accessibility)

Customers who find these marketing efforts helpful and relevant will naturally progress to the Interest stage, where they begin to engage more with your brand.

Interest

During this stage, customers have a general curiosity but may not yet have a specific intent to make a purchase. This is considered the trust-building phase, you want to give your audience valuable information without overwhelming them. Your business can rely on a range of communication strategies, such as:

Content Marketing:

• Newsletters and eBooks
• Webinars or online workshops

Social Media:

• Sharing content and other relevant information across social media channels to generate interest and engagement

Establishing brand consistency fosters recognition, which encourages customers to transition into the consideration stage.

Consideration

Once their interest has grown, customers have identified specific pain point or need that your product or service could solve. This is when businesses should showcase what they have to offer and establish why it’s the best option. Emphasizing features, benefits, and unique selling points helps prospective customers understand your value. There are a few ways to advertise this:

• Blog Posts
• Direct Mail Offers
• Social Media Advertisements
• Email Marketing Campaigns

Providing valuable information and being responsive is crucial in building trust, which pushes customers toward the evaluation stage.

Evaluation

Now, customers are actively assessing your product or service to determine if it aligns with their specific needs. Feedback is the most influential source for most, so having a strong brand presence is crucial from day one. Here are a few ways to boost your rankings:

• Integrate customer testimonials and success stories into your website
• Highlight relevant case studies that demonstrate your ability to resolve issues
• Share informative and educational content across all your digital platforms

Once the customer has all the information they need, the focus shifts towards empowering them to feel confident in their options.

Justification

This helps customers feel confident that they are making the right choice. It is crucial to continue nurturing relationships with customers during this stage by providing customer service and support. Businesses can facilitate this process in several ways:

• Providing quick response times to inquiries and concerns
• Offering multiple channels for communication (e.g. phone, email, live chat)
• Resolving any issues promptly and with empathy

It’s about not just making the sale but ensuring that your customers feel that they’ve made the best decision for their needs.

Consult the Direct Marketing Experts 

Your customer journey may look very different depending on your industry, product, and target audience. At Kessler Creative, we understand that there is no one-size-fits-all approach to guiding your clients through their decision-making process. Our goal is to help you navigate and optimize every stage of the customer journey by providing comprehensive support and innovative solutions.

If you need help perfecting your marketing campaigns, get in touch with our experts today! http://www.kesslercreative.com/contact-us/

Next Step: Postpurchase