Note: This is still a rough version. It's missing
extra slides and exercises but has the basic structure in place.
I'd love your immediate thoughts after each video -- what do you
understand, what's helpful, and what questions do you have? (I've
also included my own notes in this version in case they're helpful
-- but these'll be replaced by a few short paragraphs in the final
version.)
Before we dig into everything, it's important to be able to
structure your marketing efforts around your customers'
lives.
We can consider this in 4 major phases:
- How customers can become aware of you, and what motivates them
to pay you any attention.
- What gets them to remember you, or register you.
- How you can maintain a relationship between those two events,
so that when the buying decision happens, you're remembered and
preferred.
- What happens in their lives that triggers a purchase.
Not all these phases happen every time, but they're a good
guideline.
The Customer Decision Journey effectively allows us to design
marketing around: awareness channels, an ongoing customer
relationship, and decision triggers in their lives.
Some people call this "the funnel." But beware! Assumption: we
can convert people into customers right away.
Another pointer - marketing campaigns can be quick and simple,
and they don't need to be deterministic. Often, you have to start
and adapt along the way - but to do this, you still need structure
and measurement.
We'll use this kickstarter campaign as an example, because
there's no lag time with the relationship. On kickstarter, you
basically have a few weeks to hit your target, so the marketing
flow is clearer. Then we'll move to long-term and ongoing campaigns
in later sections.
Bonus reading: The Customer Decision Journey - Mckinsey.
A quick overview of Mckinsey's research in how consumers
actually buy things. I know it's Mckinsey, but this is surprisingly
light and useful for startups!