The Modern Customer Journey: Everything You Need To Know About It In 2024

Customers progress through a sequence of stages, often unconsciously, before making a purchase at a local business. This sequence, known as the consumer journey, holds significant weight for both customers and local businesses. For customers, it's the path to fulfilling their purchase needs; for local businesses, it's the difference between making a sale or losing customers to competitors.

The 5 Phases of the Customer Journey Model:

                                                                Image Source: Vendasta

1. Awareness:

• In this initial stage, customers become aware of a product or service.
• Historical Evolution: Tracing back from print advertising in the 15th century to today's advanced digital landscape.

2. Findability:

• Customers actively search for businesses online, evaluating their findability.
• The Google Era: The rise of search engines transformed how customers discover and compare businesses.

3. Reputation:

• Online reviews and social media impact a local business's reputation.
• Online Conversation: Social media and reviews significantly influence customer perceptions.

4. Conversion:

• The customer is ready to make a purchase, either online or in-store.
• Website Presence: A well-designed website acts as the virtual doorway for customers.

5. Advocacy:

• Customers share their experiences, influencing others in the consumer journey.
• Needs-Based Selling: Consultative selling approaches, focusing on customer needs, build lasting relationships.

Historical Marketing Evolution:

Print Advertising (1450):

• Gutenberg's printing press marked the era of newspapers.

Posters and Billboards (1800s):

• Billboards gained popularity for customer awareness.

Radio Advertising (1902):

• The first paid radio ads aired in 1922.

TV Advertising (1941):

• TV commercials became a powerful advertising tool.

Introduction of Personal Computer (1970s):

• PCs emerged, influencing marketing strategies.

Telemarketing (1980s):

• Marketing via phone became prominent.

Search Marketing (1995):

• Search engines revolutionized marketing with Google's AdWords in 2000.

Content Marketing (2000s):

• The growth of blogs laid the foundation for content marketing.

Social Media (2004):

• Platforms like LinkedIn, MySpace, and Facebook emerged.

Email Marketing (Late 2000s):

• Email marketing gained prominence with the rise of marketing automation.

Transition to Digital/Online Advertising (Today):

• Digital advertising dominates, including Google AdWords and Facebook Ads Manager.

The Role of Google and Search Engines:

The advent of Google and other search engines fundamentally shifted the consumer journey. Consumers now have unparalleled access to information, significantly impacting their purchasing power. The "Zero Moment of Truth" (ZMOT) introduced by Google emphasizes the importance of online presence.

• ZMOT Statistics (Google 2016):
  • 88% of U.S. consumers engage in ZMOT before making decisions.
  • Consumers consult an average of 10.4 sources before purchasing.

The Impact of Online Reviews and Social Media:

Online reviews and social media play a pivotal role in shaping customer perceptions. Consumers extensively research businesses, and negative reviews can deter potential customers. Positive online presence, with high ratings and social media activity, contributes to customer trust.

Needs-Based Selling in the Consumer Journey:

Needs-based selling, a consultative approach, aligns with the customer journey. Sales professionals focus on understanding customer needs, creating stronger client relationships. This approach adapts as customers progress through the consumer journey, presenting opportunities for upselling and expansion.

Building a Presence at Every Step:

To ensure a local business is actively participating in each phase of the customer journey, it needs a comprehensive local marketing stack:

1. Advertising Services:

   • Ensure potential customers are aware of the business through effective advertising.

2. Listings:

   • Optimize business information to enhance findability for interested customers.

3. Reputation Services:

   • Manage online reviews to build and maintain customer trust.

4. Social Media Marketing:

   • Utilize social media to create a positive brand image and engage with customers.

5. Website Services:

   • Offer a seamless online experience for customers ready to convert.

6. CRM/Loyalty:

   • Implement customer relationship management to foster loyalty.

Conclusion:

Navigating the consumer journey is crucial for local businesses. By understanding and actively participating in each phase, businesses can enhance customer relationships, improve online presence, and ultimately drive sales. The customer journey is not a linear process; it's an ongoing interaction where businesses must continually adapt and engage to meet evolving customer needs.

7 Top Email Marketing Tools For Small Businesses in 2024

Email marketing remains as a direct and cost-effective strategy for small businesses to target and engage with their customer base.

But, the key to success lies in investing in a robust email marketing solution.

The market is overloaded with options, each vying for attention, which can be overwhelming.

This article serves as your guide, comparing the best platforms to empower your small business.

Here's what to look for in an Email Marketing Tool

Selecting the ideal platform hinges on your specific needs and objectives. Consider the following critical elements:

1. Ease of Use:

   • - Opt for platforms with drag-and-drop functionality and pre-built templates to streamline email creation.
   • - A user-friendly interface ensures efficient execution of actions like automated workflows.

2. List Management:

   • - Look for platforms with robust list management capabilities for effective segmentation.
   • - Personalize content based on recipient demographics and behavior.

3. Automation:

   • - Automation is non-negotiable for small teams; choose platforms with pre-made workflows and intuitive builders.
   • - Time-saving features like various triggers enhance efficiency.

4. Data Security and Privacy:

   • - Ensure compliance with data privacy regulations like GDPR.
   • - Uphold ethical data management practices for customer trust.

5. Customer Service:

   • - Opt for platforms renowned for excellent customer support.
   • - Quick response times and multiple communication channels are advantageous.

6. Detailed Analytics:

   • - Access to detailed metrics, including open rates, click-through rates, and conversions, is crucial.
   • - Informed decisions stem from understanding email performance.

Top Email Marketing Tools for Small Businesses in 2024

We've tested and compiled insights on some of the best platforms in the market:

1. Moosend

                                                                   Image via Moosend

Pros:

• - Advanced automation features for all plans.
• - Easy-to-use segmentation based on various criteria.
• - Spam testing capabilities, even in the low-tier plan.

Cons:

• - Some users report delays in importing large email lists.

Pricing:

• - Starts at $9/month after a 30-day free trial.

2. Omnisend

                                                                    Image via Omnisend

Pros:

• - Pre-built email templates with a flexible drag-and-drop editor.
• - Seamless integrations with popular e-commerce platforms.
• - Built-in SMS marketing capabilities.

Cons:

• - Users report slow support.
• - Reporting may be challenging for novice marketers.

Pricing:

• - Free version available, with paid plans starting at $16/month.

3. MailerLite

                                                             Image via Mailerlite

Pros:

• - Robust landing page creator, even in the free plan.
• - Powerful segmentation for personalized email communication.
• - Monetization features for creating and selling digital products.

Cons:

• - Automation capabilities are considered poor for lower-tier plans.

Pricing:

• - Free-forever plan for up to 1000 contacts; paid plans start at $9/month.

4. Mailchimp

                                                         Image via Mailchimp

Pros:

• - Creative Assistant for easy customization of email designs.
• - Over 300 integrations with popular apps and platforms.
• - Multivariate testing options for improving campaign performance.

Cons:

• - Premium features limited to paid plans.
• - Pricing can get expensive for large email lists.

Pricing:

• - Free plan for up to 500 contacts; paid plans start at $12.43/month.

5. GetResponse

                                                        Image via GetResponse

Pros:

• - AI-powered email generator for inspiring content.
• - Website-building features for free plan users.
• - Webinar hosting capabilities for up to 1000 attendees.

Cons:

• - Reports suggest low deliverability.
• - Advanced features reserved for higher pricing plans.

Pricing:

• - Free plan for up to 500 subscribers; paid plans start at $13/month.

6. AWeber

                                                         Image via AWeber

Pros:

• - Intuitive drag-and-drop email builder for easy customization.
• - Robust automation features for effective workflow creation.
• - A wide array of responsive templates for diverse needs.

Cons:

• - Some users report limitations in design flexibility.

Pricing:

• - 30-day free trial available; plans start at $12.5/month after.

7. ConvertKit

                                   

                                                                 Image via Convertkit

Pros:

• - Designed specifically for content creators and bloggers.
• - Powerful automation features with customizable rules.
• - Easy-to-use interface for seamless email campaign creation.

Cons:

• - Advanced features like split testing are available in higher-tier plans.

Pricing:

• - Free plan for up to 300 subscribers; paid plans start at $9/month

Conclusion

Email marketing, though a make-or-break strategy, requires the right tool for effective implementation. The list provides insights into tools that cater to various needs. As a beginner, invest time in testing these platforms based on features, pricing, and ease of use. Your journey to delivering a memorable customer experience begins with the right email marketing tool.