3 parts of the Customer Decision Journey

• Awareness
• Caring
• Ongoing relationship
• Decision trigger

Tools

Youtube, Medium, Tumblr, Twitter, Pinterest, SquareSpace, Driftrock, Google Analytics, Kissmetrics, Mailchimp, Webinars, TinyLetter, Gumtree, Facebook, Google Adwords, Retargeting, Blogs, Websites, specialty ad networks, Optimizely, Intercom, Lean Domain Search, Google Search, Hootsuite, Stripe, Paypal

• What's each for?
• How do you measure if each is working?

CTA means Call To Action

What do you want the person to do right this moment?

Calls To Action and the Customer Decision Journey

• From Awareness to Relationship: **"Get the latest woodworking tricks in our newsletter."**
• From Relationship to Buyer: **"Spring cleaning? Buy our DIY shelving kit."**

Awareness

Medium, Pinterest, Facebook, Google Adwords, specialty ad networks, Lean Domain Search, Google Search, Youtube (long-term), Tumblr, Facebook Ads, Gumtree

Measurement: How many buyers are they bringing to you?

Caring

Twitter, blogs
Medium, Tumblr, Twitter, SquareSpace, Reddit

Measurement: Are you building a reputation? Do people engage with your content? Do they read it?

Ongoing relationship

newsletter
Mailchimp, TinyLetter, Gumroad, Facebook Pages, Wordpress, Retargeting, Webinars

Measurement: Are they keeping people engaged? Are they driving buyers to you?

Buying Trigger

Mailchimp, TinyLetter, Gumtree, Blogs, Websites

Measurement: Are you able to drive buyers?

Exercise

* Go back to your Kickstarter campaign, and the one you double-checked for someone else.
* Work out which channels they used for Awareness, Ongoing Relationship, and Buying Trigger.
* Write down how they should measure each channel. Compare them. Which is better in each category?
* Share your evaluation in the forum. Discuss yours and someone else's.