If you own a brand, then a question that also comes in your mind is, “How crucial is it for brands to align their marketing funnel and their campaign with the ideal customer journey?”
You are not the one having such a concern, Brands should know where and how to target the potential customer. Every successful brand focuses on identifying fruitful mediums and paths through which they can connect with their audiences and grow in the competitive marketplace.
Also, in the digital age, brands consider consulting with an experienced Performance Marketing Company in India to structure their brand’s goal as per their potential audiences. The smart, achievable, and measurable plans allow you to measure the performance of your audiences. They are working like the GPS in the guided path for the consumers. Also, such intelligent brand campaigning allows brands to connect with relevant audiences, save on marketing costs and get a better ROAS.
So, what is your ideal success mantra through which you can boost your channel performance? What are your conversation metrics for your audience (Clicks, Purchases, Sign-ups, etc)?
In this blog, we will discuss in detail the key steps through which a marketer can ensure aligning their marketing campaign with their audience/customer journey.
So let’s get started.
Steps That Allow Brands To Align Their Performance Metric With The Audience/Consumer Journey
Step 1# Define your performance marketing goals
The top brands like Amazon, Nike, Myntra, Zomato, etc are customer favourites. Ever thought about why?
The reason behind their success is that they successfully build connections with their audiences. Once the brands build such a connection with the audience, they make sure that their audiences are convinced to buy/purchase (one way or another).
An ideal marketing goal should be to trigger an invitation for the consumers and allow the brands to connect with them. Hence, it is crucial to define and be clear about the marketing goals beforehand. One of the ways to achieve this can be to connect with the Best Digital Marketing Company In Jaipur to understand and make the customer journey more interesting and exciting.
Focusing on Digital Marketing caters to unique and multiple channels that allow the brand to reach and connect with their audiences. Getting the perfect idea before planning for a performance marketing campaign will specifically help convert the audience into real consumers. Also, clear objectives with the customer’s unique selling points make it easy for the brands to plan their future course of action.
Further, such goals also act as the tracking and measuring mechanism and help the brands to know more about their campaign performance.
Step 2# Prepare marketing funnel aligned with the consumer journey
Intelligent branding is based on a successfully designed funnel and helps brands understand their customers well. Such a marketing funnel can effortlessly be prepared by focusing on the following key factors.
- Customer Journey Mapping
It is ideally about tracking the behaviour of consumers on digital platforms or while buying a product. Hence, to map such a journey, the brands can focus on Search engines, social media platforms, and other sources from where the customers are usually diverted to the ultimate platform. For example, Google Analytics fetches the details of the consumer through heatmaps to analyze the behaviour of the consumer and their journey. Accordingly, relevant planning about website designing and product placement can be planned, which can help the brand to proceed with creating brand or product awareness.
- Touchpoints
The touchpoints are the top locations (on the internet) where the consumers are available most of the time. For instance, social media is one of the key touchpoints being focused on by brands. Every potential customer nowadays has an active social media profile; hence, displaying your product ad to the targeted audience on social media will surely help in better conversions.
Such touchpoints can also be used to interact with customers and excite them about the product. Such can help the audience know about the product and reach the platform/website. Once the consumer comes to the platform and understands the product, they can be convinced to buy your product or recommend it to others.
Therefore, touchpoints are the ideal aspect that can help improve product consideration and conversion opportunities among your targeted audience. Such a goal can better be achieved with the help of an experienced Social Media Marketing Company in India.
- Consumer Behaviour
Consumers behave on the digital platform the way they interact with the platform. If your website offers a better experience, proper loading speed and engaging images, it will excite the customers or vice versa. Hence, to target customer behaviour, it is important for the brands to have a proper landing page to welcome consumers and keep them engaged.
As per the Best Digital Marketing Company In Jaipur, the brands can connect with the consumer through emails and social media platforms to learn more about the consumer and their online behaviour. Social media platforms like Instagram and YouTube are the common touchpoints to prefer, where brands can easily connect and interact with audiences. Understanding customer behaviour is also important throughout the marketing funnel and, most importantly, to retain their loyalty towards the brand.
- Content Alignment
The brand content plays an essential role in advocating the brand, persuading audiences and keeping them hooked up with the brand in the digital age. Such content should be aligned in a way that answers the customer’s needs and requirements or can convince them to go through it.
The content should be interesting and exciting in a visually rich format like infographics, videos, memes, images, etc. You can connect with the provider of the Best SEO services in Jaipur for such content needs, as they better understand the content requirements and expectations of both the audiences and the search engine.
Step 3 # What is your audience’s journey on a digital platform?
Being a brand you should know why you should track the audience journey. Of course, when you track the audience, you become aware of their liking and interests. Further, the touchpoints indicate the way for you to reach your targeted audience.
Such touchpoints also help brands gain insights into the consumer journey. It helps a brand understand how to trigger the audience’s interest and convince them to buy the product.
Further, an effective way, as preferred by an experienced Performance Marketing Company in India, is the surveys. It helps get useful insights directly from the audience, and accordingly, it can be used as a base to map your audience’s journey.
Step 4# Segment the audience according to demographics
Another aspect that can help align the marketing campaign with the audience journey is checking on their demographics. The brands need to collect the useful history of the audience with the demographics. Such a record can be created and maintained with the help of devices, locations, keywords, actions, etc.
Customer segmentation is the method through which brands can decide the ideal touchpoints of the customer. The common basis for segmenting customers includes age, gender, location, interests, financial status, etc. Based on these factors, the brand not only segments the customers but also plans for a strategic digital route to connect with the audience.
Also, the customer segmentation method allows the brands to derive engaging content for their audience. Such can be creating engaging landing pages for specific sets of audiences working on dynamic content for digital campaigns and much more. You can further connect with an experienced digital or performance marketer to learn more.
Step 5 # Selecting the right performance marketing tactic
Once you have mapped your audience’s interest and know their touchpoints and demographics, the next approach can be to select the right performance marketing tactic. The key elements to be focused on while planning a marketing tactic include:
- Social Media Marketing
As per the Best Digital Marketing Company in Jaipur, social media marketing is one of the important components of your digital marketing strategy. The ideal goal of such a component is to increase brand traffic by a huge percentage on social media platforms like Facebook and Instagram. Social media marketing allows brands to share content with their audiences, which helps invoke personal branding. Also, it serves as a touchpoint for brands to interact with their consumers.
On social media platforms, brands can also opt for influencer marketing for the promotion of their brand services. You can further connect with the leading Social Media Marketing Company in India to get an influencer marketing campaign or strategy for your brand. Also, they can help you connect with influencers who resonate with your brand.
- Display Marketing
Display marketing is the top method that implements the visual identity of the brands. The video display creates the ideal touchpoints of the brands on the digital platform. Such display advertising also includes the paid form of advertisement or the PPC, which helps the brands run paid ads and get sales. However, focusing on maximizing the ROAS is the key thing that brands need to focus on while investing in paid ads.
As per the leading Performance Marketing Company in India, the top examples of display marketing are native ad banners, YouTube ads, Google Ads, etc. The skippable and non-skippable ads both ways allow brands to share punch points with their audiences.
- Content Marketing
Content marketing is the ideal marketing tactic performed by brands to make engaging content for their audiences. With the content, the brands have the opportunity to connect with their audiences and encourage them to receive the right knowledge of the brands. Content Marketing is also a key element of SEO strategies adopted by the best Digital Marketing Company in Jaipur. In the created content, the marketers aim to strategically place keywords across the content that help target potential audiences.
Also, in performance marketing, content plays an essential role in raising brand awareness. The audience is always curious and wants to know about the brand before using its services. Hence, such content marketing approaches help brands to represent themselves better in front of their audiences.
Step 6# Test and optimize the campaigns
Testing and optimizing the campaign is a rigorous and regular process. It requires performing the key analysis of the important metrics, including the CTR, CPC, ROAS, CPA, and ROI. Here are the three key points to consider for the campaign.
- Test and Analyse
The first breakthrough is to test and analyze the brand’s performance regularly. The dedicated platforms are required to test the performance through the various touchpoints, which we have mentioned above.
Based on the test performance, further improvements can be made. The ideal customer journey is a benchmark for the brands, and they should evaluate their performance from time to time. For testing, ideal key tools that can be focused on are heatmaps, A/B testing, surveys, etc.
- Check ideal ROI
The performance marketing company performs the performance on the metrics that help them to know about the consumer journey. It is ideal for brands to have a detailed analysis of the data before performing the marketing practices. That is the only way through which the brand can improve its sales and ROI.
- Data-driven Insights
The data-driven insights are the proven methods that help brands connect with their ideal audiences and know about their digital journey. Through a thorough understanding of the data, the brands can know about consumer behaviour on digital platforms. There are several data insight points and analytics to identify the consumer and their behaviour.
The digital journey is very important for the brands to identify the key functional areas where they would be performing their best. Further, the brands can rely on KPIs or connect with the best digital marketing company in Jaipur to get personalized campaigns, automation processes, market alignment, optimization, tracking behaviour, etc.
Conclusion
How crucial for the brands to align their marketing funnel and their campaign with the ideal customer journey? Hope we answered the question in the blog and helped you learn about the importance of the balance between performance goals and customer journey. In the digital competitive rush, the brands must know the KPIs and touchpoints to connect with the audiences and convince them to buy.
If you own a brand and are looking for an advanced marketing solution for it, then you can consider interacting with the experts at VerveOnlineMarketing. With our 360-degree marketing approach, we help brands reach their targeted audience. Also, our approaches are more aligned towards the brand’s specific requirements, hence creating a tailored marketing strategy with a mix of PPC, SEO, SMO, and more.
Connect with our experts at the best digital marketing company in Jaipur today!
