Sales Journey
A critical part of integrated online marketing is that your campaigns and efforts guide prospects along a sales process, culminating in them becoming customers. While each company may have its internal sales journeys, the process of a person becoming a customer generally goes along this path:
- Awareness: a person is becoming aware of a brand, website, or product
- Research: a person is learning about a brand or product or comparing multiple brands or products
- Purchase: a person buys a product or service
- Loyalty: a person becomes a recurring customer, purchasing additional products or retaining services
Guiding your leads along this path is crucial, as you can increase the chances of those leads converting into customers.
Example of Integrated Marketing
Here is an example of how you can use integrated online marketing. You might optimize your website for specific keywords or phrases if you have an eCommerce store. You can also use enticing Google Ads to lead people to a landing page on your site. A prospect clicks on the ad for your product and is taken directly to the page. On that page, prospects can read more in-depth content about your product, such as a description, reviews, or even videos of your product in action.
After a prospect purchases your product, you can put them into an email marketing campaign. Here, you can promote offers on similar products that address issues or problems that prospects may have based on data or knowledge of previous customers. If the emails have quality messages and speak to your customer’s needs, that customer will be more likely to purchase additional products and become a recurring customer.
