- Magnetic Marketing
- The 4 phases of the customer journey
The 4 phases of the customer journey
And how to remove friction from each phase
Welcome to the 41st issue of Magnetic Marketing. The newsletter that goes together with your marketing efforts like milk and cookies. An unbeatable combo.
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✍️ Introducing My Next Newsletter
I've been thinking a lot about which topics I want to focus on this year and copywriting is the one I keep coming back to.
I believe copywriting is the most valuable skill you can learn because it can be applied to just about any profession — especially within the realm of marketing.
So I'll be starting a newsletter — called WriteOn — dedicated to sharing the best tips on the internet for improving your copywriting skills.
What you can expect: A curation of 5 quick tips/resources/articles to improve your copywriting, delivered to your inbox every Wednesday.
The first issue goes out next Wednesday, 1/25! Make sure you don't miss it and sign up below:
If you have any questions, simply reply to this email! I read every response :)
📜 A Quick Story:
Have you ever stumbled upon an amazing restaurant by sheer luck?
Imagine this... you're walking around a new town you're visiting. You're hungry but have no idea where to go. So you stop in at the first place that catches your eye.
Maybe you liked the vibe from the outside. Or maybe the name of the restaurant piqued your interest.
You go in. Take your seat. And you end up having the best cacio pepe dish your taste buds could ever imagine.
The waitress' recommendations were on point throughout the whole meal. She even comped you a free pistachio gelato for dessert.
You leave that restaurant and can't wait to tell your friends about the gem you found.
You tell your significant other "we have to come back here the next time we're in town."
That my friends... is a perfect example of a frictionless customer journey. And today, I want to talk about how you can replicate that cacio pepe feeling for your business.
🧲 Today's Marketing Breakdown:
Earlier this year, I tweeted out the following:
The 4 phases of a customer journey:
Your job: Remove friction in each of these phases.
— Joe Portsmouth 🧲 (@joe_portsmouth)
Jan 1, 2023
Today, we're going to dive deeper into how you can remove friction at each of these phases. 👇
🧲 Phase 1: Discovery
looking for where your customers hang out
I'm sure you've heard this popular real estate quote before: "Location. Location. Location."
The same goes for your online business. Where do your customers hang out? Is it:
Offline at the gym
To eliminate friction from the Discovery phase... you need to be where your customers hang out the most - just like that restaurant popped up at the perfect time you were looking for a bite to eat.
So take the time to interview your customers:
Ask where they hang out.
Ask what podcasts they listen to.
Ask who they follow on social media.
And then start being active in those places. Your ideal prospects will start to take notice.
Sparktoro could be a good place to start your research.
🧲 Phase 2: Consideration
So now your customer knows who you are. They've seen your ads. They've seen you around Twitter. Now they start thinking:
This is the point where your copywriting and marketing skills need to come into play.
To eliminate friction from the Consideration phase... you need to crush their objections - just like the look and feel of the restaurant instinctually told you: "Come on in. This place doesn't suck."
If you've been a Magnetic Marketing subscriber for a while, you'll know this isn't the first time I've mentioned this topic.
So instead of making this newsletter longer than it needs to be, check out how to crush the 5 most common customer objections here in this article 👇:
🧲 Phase 3: Purchase
Congrats, you got a customer to make it all the way to your site.
This is where the onsite user experience comes into play.
To eliminate friction from the Purchase phase... you need to guide your prospect to the right decision for them - just like the waitress nailed all of her recommendations for you.
The best way I have found to do this is via personalization. Create a lightweight quiz (can be as simple as 3 questions) that helps you learn about the problem they are trying to solve.
Then package up and present your perfect solution. Tell them it is personalized to their exact needs — because it is.
🧲 Phase 4: Retention
Me to 1st time customers
If you're subscribed to this newsletter, you already know how important customer retention is for your business.
To eliminate friction from the Retention phase... you need to continue to overdeliver on your promises and make it easy to repurchase - just like the waitress gave you a free gelato knowing you'll remember that nice gesture next time you're in town.
You know your products better than anyone else. So you should be able to map out what a customer's lifecycle looks like. And then make sure to deliver a seamless experience at all of those key touchpoints.
Surprise and delight your customers with valuable offers.
Make it easy to repurchase quickly based on previous purchase history.
Send emails and texts when a customer is about due for their next order.
🧲 How did you like today's format?
Please let me know if you want more or less of this in the future by clicking one of the links below:
That's all from me this week!
If you enjoyed it, please forward this email along to your marketing friends so we can keep growing the community :)