Conversion Isn’t King. Connection is.

It’s not surprising that most of the potential customers we meet with have one main goal in mind: generate more sales. But too many brands put all of their emphasis into reaching new customers. Converting customers once does not automatically create a sustainable business. It's both more strategic and more economical to focus on cultivating relationships with existing customers.

In fact, acquiring a new customer can cost five times more than retaining an existing customer.

Most marketers though put all their effort into the first 4-5 stages of the marketing funnel that end with the ‘conversion’ and drop the strategy when it comes to customer courting from there. No doubt you’ve seen the infographics - an upside down layered cake in the shape of a funnel (real original) with some version of these 4 stages:

Awareness - Interest - Consideration - Conversion

Imagine for a moment if you met someone you were really attracted to, they wooed you, invited you to dinner, wined and dined you, maybe a goodnight kiss… then they never called you again. Yep, it’s the marketing equivalent of a wham-bam-thank you. Brands that take this route are signaling to their customers that their not that interested in their loyalty.

At Young & Co. we believe there are 4 more stages that are just as critical (if not more) to establishing a lasting connection with a customer.

Here are the 8 stages we work through when mapping out our clients’ customer journey:

1. Aware: How will your ideal customer come across your company for the first time?

   Examples: Facebook Ad, Article in Forbes, Free Sample at Sephora

2. Interest: How will this customer be encouraged to engage further with you?

   Examples: Landing pages, product descriptions, targeted videos, customer testimonials, a quiz

3. Consideration: How will we nurture them till they’re ready to buy?

   Examples: Free trials, email subscriptions, special offers, etc.

4. Conversion: What's the first product or way the client might buy from you?

   Examples: A lead-in product is the go-to sale that most customers will buy when they’re new.

5. Surprise & Delight: What is one unexpected way you can delight the customer after purchase?

   Examples: Online course offers freebie downloadable, discovery call comes with a personalized roadmap, product comes w/a free gift, etc.

6. Ascend: Finding the right time and product to introduce to your customer for an additional purchase (think service-oriented here, can you solve another problem, or address a similar problem in a new way)?

   Examples: Links to new products within course, email with roadmap comes with a CTA to buy next level up in service, maybe an IG post with partner product

7. Reward Loyalty: How can you recognize customer loyalty?

   Examples: Discounts for friends and family, loyalty programs, points systems for purchases, etc.

8. Evangelist: The holy grail of branding. How will you quantify or reward a DIE HARD fan?

   Examples: Gold status memberships, exclusive perks and clubs, offer to tattoo your logo on them (kidding, sort of)

Want to create loyalty for your brand? Schedule a call with us.