MATCHING YOUR MARKETING TO YOUR JOURNEY In contrast, here’s what happened once we figured out their customer journey and identified which keywords their customers would be using at different phases of their journey. Improving Search Term Quality | Disruptive Advertising Notice how quickly click volume fell off? What’s interesting about this, however, is that the number of conversions stayed about the same. In other words, by using your customer journey to increase the accuracy of your targeting, you eliminate irrelevant clicks (and their associated cost). Then, as you identify additional relevant terms, you build your traffic volume back up—only this time, it comes with more conversions.
All of a sudden, Google Ads made a lot whatsapp database more sense for this client. They were spending 48% more, but they are producing 900% more leads! Improving Cost Per Conversion | Disruptive Advertising Now, instead of driving a ton of irrelevant traffic, Google Ads has become their biggest source of leads and sales. And all because we took the time to figure out their customer journey and how Google Ads fit into that journey. INCORPORATING YOURSELF INTO YOUR CUSTOMER’S JOURNEY Of course, the above is just one example of how you can use your customer journey to educate your marketing decisions.
You can use this sort of thinking to improve the performance of any marketing channel. Things really start to come together, however, when you figure out how to make your business an integral part of the entire customer journey. Before, during and after a potential customer becomes a lead, you have the ability to guide their experience and influence their decisions. This kind of cross-channel approach is where your customer journey can truly come alive. Email drips, chatbots, content marketing, SMS messaging—it all works together to nurture your customers through their journey and to the point where they’re ready to convert.