If you haven’t noticed yet, I’m a bit of a marketing geek. So the things that might annoy you fascinate me : such as the ads that follow us around the internet. Facebook ads. Pop-ups. Emails. (Okay, those can annoy me, too.) But all of these tactics add up to one thing: A customer journey that a brand wants me to take.
The call for adventure should be there, but often times it’s not. And in fact, writing the successful customer journey has a lot in common with writing fiction. There’s a structure that needs to be there, a hook, interesting plot elements along the way, someone (or something, like your brand) we need to connect with on an emotional level, and ultimately, a satisfying ending that leaves your reader—er, customer, engaged.
When was the last time you looked at your Customer Journey like a story? One with a beginning, a middle and an end? One that needs an emotional hook? A compelling call to adventure? Plot twists?
Given that, this post kicks off a new series called Funnel Vision (and my many thanks to Stef with an F for that name!) that will focus on the stories behind Customer journeys: those I’ve been invited on (yes, through all that ad stalking around the internet), the ones I stalk myself and hopefully, ones you feel like sharing. I’ll be taking you through journeys, starting with the Facebook Ad journeys that I find from ad to advocacy and highlighting the journey points along the way.
Hopefully, whether you’re marketing yourself, your books, a company or a well-known brand, you’ll come along on the adventure.
The Customer Journey as a Story
Meet Brandly. (Hi Brandly.)
Brandly is a new brand with a really great product. He’s tested it, improved it, built a team to take it to market and he’s raring to go with a dozen ads he knows will work really well to get people’s interest. His target audience? Everyone needs his product! So everyone will do.
Brandly sets up his Facebook ads with glee. Great copy. Strong images. And it links right to the purchase page to make it really easy for his new customers to hop onboard the Brandly train. The ads are posted and…
A week goes by. Two weeks. Brandly is questioning his product. His assumptions about the market and his audience. His theories about how to sell it and the value props they worked so hard on. What was he thinking??
But he doesn’t stop to ask: Did I take them on a complete journey? The right journey? Did I build our story — ours meaning the company and the customer?
Your format isn’t the problem
Online advertising works. Facebook ads work. Really well, in fact. I’ll admit, it’s people like me that make them keep coming.
It’s because we click, consider, and buy that people keep targeting us with ads. It’s because they work. I know, because I’m a poster child for the ad target. I do all of those a LOT. (Sorry. You may hate me now.) But no matter how effective the channel can be, it isn’t always optimized to be successful. They can also be done right or be done wrong, and they can hit your intended audience at the wrong place and wrong time. A lot of that has to do with who is at the center of your customer’s journey.
Build With Your Customer as the Hero
Every great story has a protagonist, a hero. Often times, marketers and companies think they are the hero of the story — and they build their content wrapped around that idea. Then the customer journey becomes about what we want, what we need instead of how we fit into what the customer needs and when they need it.
Your #funnelvision Challenge
My goal with this series will be to challenge you to think through your marketing as a story, with a set up, a few plots twists, a middle with a call to adventure, and a satisfying ending (which is often times just a new beginning).
I hope you enjoy… and if you have something you’d like to share or a story you want to tell, let me know. I’d love to include it.
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