Smoothing and personalizing the customer journey will convert more leads into sales, if you’re persistent.
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When it comes to marketing your business, you can’t just focus on one technique or area to improve. No one change will do everything you need: find new customers, sell your product and keep existing people happy.
Businesses are often looking for that one magic fix to their marketing plan that can come in and save the day. That’s hoping for too much. Instead, you should be looking at the whole picture. Make tweaks and small improvements at every stage of your customer’s journey, instead of trying to find all the answers with one fix.
If you’re focusing on one area of your customer or sales experience so much that it comes at the expense of others, the rest withers from lack of attention. Instead, look at the journey as a whole.
Your whole customer journey and marketing funnel won’t come together to grow your business unless you give each part equal attention and provide a consistent experience to customers at every stage. How can you invest in improving each stage of the funnel without completely draining your budget?
The marketing improvements that will serve your company best are those that improve both your efficiency and your profitability. By optimizing every stage of your customer journey, you can take advantage of every opportunity to maximize revenue and minimize the costs associated with your marketing. Here’s how you can tighten each stage of your buyer’s journey.
Improve lead acquisition efficiencies.
The two main problems businesses run into at the top of the marketing funnel are lead quality and quantity. It doesn’t matter what lead generation tools and tactics you favor – either your acquisition efforts aren’t producing enough leads, or the leads are low quality and don’t convert.
To understand which is hampering your efforts, you need to analyze your full funnel to see what happens to the leads you’re generating. An analytics platform like Kissmetrics can help you with this and with visualizing other important metrics to understand, like the total lifetime value of customers.
Are your current leads converting poorly, or is the problem just not having enough of them? Once you’ve diagnosed that, you can…
