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Understanding The Customer Journey

Lesson 5 Chapter 1 Module 1

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My name is Neil Morecraft and this is Autom8 and in this module, we're going to talk about understanding the customer journey and why that is important, particularly for you in your business at this point. 

So we're going to cover the four key stages to that online customer journey. We're going to take a quick look at search marketing versus interruption marketing, and then we're going to look at supply and demand so that we can get clear on our keywords and then we can use those in our domain name when we start to think about our landing page and our website and our content and all that kind of stuff.

So the four stages of the customer journey will of course depend on your brand and your products. But fundamentally they remain the same that our consumers become aware of a problem, they consider their options, they make a decision and then they judge the outcome.

So that's awareness, consideration, decision, outcome. The diagram, as you can see, is attracting customers within looking to convert those customers, close them and delight them. And initially of course at this stage, we're really focusing on strangers. We're wanting to attract people into the business and we want to use search marketing to do that.

So how do we do that? Well, easier than you think search marketing, people are physically going online they're looking at places like Google and they're physically typing in a key words and questions to give them answers to their problems. So fundamentally that revolves around search engine optimisation and intelligent pence per click advertising versus interruption marketing, which uses the display network and native ads. And I've got a picture there of a dancing cat because that's kind of synonymous now with, you know, display advertising. You get interrupted by a dancing cat.

But if you do that kind of marketing, you've got to be good at three things. And these hooks, stories and offers. So later on, we're going to look at that interruption marketing, and there are ways and means of course, that you can do that, but you've got to have some content first. You've got to have everything set up first. You need to have a really good hook. You've got to have a story behind it, and you've absolutely got to have an offer in place. But when we look at SEO and PPC, not so the case, we just need to look to make sure that there's sufficient demand for whatever it is that you're selling and then position yourself properly. So you can get in front of those customers. Now, in order to do that, we're going to head over to a site, which you may have seen me use before called Uber Suggest.

And again, I'm going to use the example now of this 186Kloud which is this a project that I'm going to be working on throughout this. And these guys are technology providers, so they're cloud system providers. They provide a voice and data solutions, unified communication solutions, that kind of stuff. And I'm looking for a keyword that basically just says in one go, what is it that these people do? So I'm going to come over to Uber Suggest, sorry my apologies, the come to the suggest and I'm going to type in unified communications. And when I do that, it's going to give me some search volumes. It's also going to give me some other terms. And of course, you're going to want to do the same thing now with your business, you want to get an idea of whether or not there was sufficient volume for people physically searching for your product.

Before we start thinking about interrupting anybody. Now we cover that client avatar in in another module. And we start to look at who your demographic really is. But this is good news for me. So what this is telling me with that particular search term is they're 1600 searches a month, this is just the UK, so that is enough. Anything over a thousand is plenty. If you try to imagine yourself in a room of a thousand prospects and you're pitching chances are you're going to pick up some leads. The search difficulty, not so hard. So that's equally good paid difficulty, not a problem. But the cost per click here very expensive, now that's good in as much as that, there's lots of people competing for that term, that term is worth money. So the more cost per click here, the better is that, that search term.

So again, if we scroll down here, you'll start to see there's some other search terms related to unified communications as a service, what are unified communications, et cetera, et cetera. But I think I've actually hit the nail on the head with unified communications. I might just have a look, at VoIP phone system maybe just to see if there's some comparative searches that may have a higher search volume. And what I'm doing here is I'm kind of just looking for that one key word or phrase that I'm going to use in my in my keyword research and ultimately in my domain. So ironically, not too dissimilar slightly more in terms of the search volume cost per click, actually higher. Yeah. Maybe that might actually be a better option. I think probably what I'm going to do is spend some time and I would advise you to do the same on using this tool to really just pinpoint one specific term that you think sums up your business in a nutshell.

And then we're going to use that keyword in our domain. And I'm going to show you how we can register that domain name and then start building your landing page and new content around it. So I'm going to do a bit more research on here. I won't bore you with you, what me do that I would advise you to go off to Uber Suggest you find a link in your site, a workspace, and go and do that little bit of research yourself and, and get really clear on exactly what it is that you're doing. And then I will see you in the next module.

    • Hi Jonny, in response you don’t need one but you’ll want one. The idea behind the keyword domain is that it will help you rank naturally for the main keyword you want to target, plus when creating ads the domain name is shown, giving you some extra value. Initially we use this keyword domain for your initial landing page only, however, when you start to see how things are connected you may decide to migrate your existing site to the new domain or visa versa. Either way it will make the process much simpler (and more effective) if you pick a new domain now to work on throughout the course. I can of course help you with this during our 121 time.

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