Every single one of your customers has a journey for how they become aware of your business, learn more about what you do and ultimately decide to do business with you. Today we’re talking about how to make this journey a cohesive experience so your potential customers truly understand what your brand is all about. 

Before we dive in, I want to challenge you to a quick thought exercise. Pretend you’re a potential customer learning about your business for the first time. Visit all of the places they might be learning about your business – your Facebook page, Instagram, your website, etc. First, just make sure all of the information is updated and the same across the board. Secondly, take a look at the content and imagine what your first impression of your brand would be as a prospective customer. Do you like what you see? Is this how you want first time potential customers to perceive your brand?

If the answer is no or you are unsure, consider the following four questions to create a marketing experiences that wows:

1. What do I want my brand to look like?
2. What are the core messages I want to communicate about my brand?
3. What do I want people to say about the experience they had with my business from discovering me to doing business with me?
4. What do I need to do so that what I want my customers to say and what they experience are aligned?

 

Question #1: What do I want my brand to look like?

Your fonts, colors, and images should be consistent across all the platforms where people engage with your business. The goal here is that no matter what kind of content a potential customer is engaging with, they should be able to recognize and/or associate it with your business. If you need a refresh on branding, check out Episode 15 with Stephanie of Peak & Bayou Creative.

Question #2: What are the core messages I want to communicate about my brand?

Take the time to figure out your brand’s mission and core messaging for how you talk about that mission. For example, Marathon Marketing & Branding’s mission is to help local business owners with their marketing to compete in the online space. We believe in teaching that showing up consistently with authenticity, a mindset to serve, and leveraging data to continually improve marketing will always be a recipe for success. Once you know what you stand for and what your mission is, you can start building those core messages that should be persistent throughout all of your marketing content. 

Question #3: What do I want people to say about the experience they had with my business from discovering me to doing business with me?

One word that should come to everyone’s mind is “easy”. In a world where everything is at our fingertips, convenience is a must. In addition to the convenience factor, maybe you want your customers to be excited by or have fun in the process of engaging with your business. This can come in the form of fun and interactive visuals, promotions, and more!

Question #4: What do I need to do so that what I want my customers to say and what they experience are aligned?

To help answer this question, look at your current customers’ journey. What is good about it, and what has room for improvement? Do you need to update your website or implement a new technology or system? Do you need to update your branding or create additional communications or emails that customers receive along the way? Make sure you have systems in place that allow you to check up on your current customers, so you can encourage them to stop in again.

 

This process may take some time and need to be done in stages, but I promise it is so worth it!

If you’re needing to set up systems in your business to make marketing easier, I have a guide to help you get started. Download Set Up Your Marketing System in a Day here.