Digital Marketing Guide to the Modern Customer Journey

As of 2022, the average internet user spends 7 hours online every day, making it the most effective tool brands can use to grow their business and customer base.

But, your digital marketing efforts don't just end with establishing an online presence—it requires extensive research, thorough planning, and implementation.

One way to ensure your brand stands out in the crowded digital space is to make sure your customers have a positive experience with your business at every stage of the modern customer journey—from awareness and discovery to purchasing and beyond.

What Is The Modern Customer Journey?

Most consumers start their purchasing journey online, and there are a series of stages most customers go through before they make a purchase. These stages are referred to as the modern customer journey.

Understanding the modern customer journey gives you an idea of how customers interact with your brand at each stage so you can meet them where they’re at and sustain their attention.

There is a common misconception that the buyer's life cycle ends when the sale ends; however, that is not true. It also involves building a steady post-purchase relationship with the customer that keeps them returning to your business and converts them into loyal brand advocates.

The modern customer acquisition process has five stages—awareness, search, research, purchase and experience. At Radically Distinct, we have several powerful digital marketing tools to help you successfully engage with clients at every stage and transform prospects into brand ambassadors.

Keep reading to find out how our digital marketing services can help you convert clients at the stage of the modern customer journey.

5 Stages of the Modern Customer Journey

Awareness

Before you start putting in systems to improve customer experience with your brand online, you need to make sure customers are aware of your business. With social media platforms, Google, and other search engines, it has never been easier for customers to find exactly what they want when they want it.

Additionally, the awareness stage is your first touchpoint with potential customers. So, your content strategy plays a huge role in ensuring your customers continue their relationship with you.

For example, a prospect that finds a blog written by your business may not necessarily be aware of the products and services they offer. But, if you provide them with the relevant information they are looking for and link back to your website, the chances of them visiting your website are higher.

To do this you need to have a good understanding of what your clients are looking for. Social media content such as YouTube videos and Instagram Reels are also a great way of making your target audience stop and take notice of your business.

Search

Now that your prospective clients are aware of your services, they need to be able to easily find you online.

Do you have a website that is optimized for multi-device usage? Is your business listing claimed? Do you have active social media profiles? Make sure your business can be found in the places customers are searching for you.

82% of all smartphone users conduct “near me” searches. To show up in these searches, you not only need a mobile-optimized website but also claim your online listings. Additionally, ensure your business information is accurate and consistent across the internet.

Research

At this stage, customers are weighing the pros and cons of choosing you over your competitors. You need to give them a strong reason to pick you, or you will lose valuable leads. Brands need to be aware of the impact online reviews and social media have on the customer journey. 91% of people between the ages of 18 and 35 rely on online reviews as much as they do on personal recommendations.

A consistent social media presence and activity will show customers that other people trust you. These platforms also provide you with an opportunity to humanize your brand and make it easy for target audiences to relate to you. Respond to all your online reviews, both positive and negative as this is a great way to demonstrate how you interact with customers.

Purchase

Your customers have done their research, they’re interested in what you have to offer, and now, they are ready to make a purchase! During this phase, you need to focus on the little details and online “micro-interactions” to create a positive and seamless experience for your customers.

Even if you don’t make transactions through your website, your website is key. Potential customers will come back to your website many times as they are considering your offer.

Ensure that the purchase and payment process is easy and reliable. Make sure to communicate to your new customer exactly what the steps are to sign agreements and make payments. You don’t want customers to have a negative experience at this stage so make sure there are proper systems in place to not only avoid complications but also effectively address any customer confusion.

Experience

Marketing doesn’t stop after a customer has purchased. You need to make sure that they’ve had a positive experience so that they will leave a great review and return for future business.

The advocacy phase primarily focuses on sustaining relationships with clients post-purchase. Whether it is encouraging customers to leave online reviews or creating email campaigns promoting offers and discounts, you need to put in the effort to ensure customers remember your brand long after they’ve left your store.

At Radically Distinct, we believe in a strategy-driven approach to helping businesses succeed in the competitive digital world. We offer a variety of digital marketing services to help business owners optimize their online presence and improve customer experience. Contact us today!