In this episode of the Duct Tape Marketing Podcast, I’m going to be talking about part one of a three-part solo show series I’m doing. In part one, I’m talking about the customer journey and the marketing hourglass. In part two, I’m going to be talking about planning your content by the customer journey stage. Then in part three, I’m going to wrap up the series with what I’m calling a content planning workshop. Here’s part one.
Traditionally, the marketing and sales funnel has the approach of taking a large target group and getting a few clients out of it (i.e. the funnel analogy). It suggests it’s a linear journey. The funnel concept won’t ever go away, but about ten years ago I defined what I think is still a much better approach – I call it the Marketing Hourglass. It borrows from the funnel shape but turns it on its head after the purchase to help intentionally account for the idea of creating a remarkable customer experience.
I developed the Marketing Hourglass as a tool that can help you create the picture for your client’s overall marketing strategy. In my opinion, it’s a more holistic and increasingly effective approach in the “era of the customer” we live in today. Instead of creating demand, our job is to really organize behavior, and I believe this behavior falls into the seven stages I discuss in this episode.
- [1:03] Comparing the traditional marketing and sales funnel vs. the marketing hourglass
- [2:22] What the seven stages of the marketing hourglass are: Know, Like, Trust, Try, Buy, Repeat, Refer
- [3:16] Breaking down the marketing hourglass stages into steps
- [5:04] Mapping out the customer journey and building your marketing hourglass
- [7:33] Understanding the awareness stages
- [9:46] Thinking about the customer transaction
- [11:55] Creating strategic partnerships
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