The power of the customer journey
What does your customer really want? A question that many marketers and companies think they can answer easily. But don’t we look too much at the hard conversion with our “glasses”, so that we forget the entire customer journey? Who offers what the customer really needs at the right time? A difficult question, but fortunately there is Keshoo, the Customer Journey Keywords model that offers us help!
Keshoo's Customer Journey Keywords Model
Marketeers often deal with all kinds of different customers, all of which have different needs. And how do you offer the right thing at the right time? Perhaps an impossible job at first glance, but not anymore after reading this blog! Let’s examine the model. This model has been developed to support the stages of the customer journey: awareness, consideration, purchase and loyalty (or as you like Google’s See, Think, Do and Care stages).
The model is constructed as a funnel, where the Awareness (See) and Consideration (Think) stage provide the “Purchase (Do)”. In the first two stages we therefore have to take steps to achieve the conversion in the Purchase stage. And let’s not forget the Loyalty stage, if you have brought in that customer, you naturally want to keep him.
To make optimal use of the model, developing personas is important. A persona is a fictional representative for a customer segment. The next step is to develop the customer journey for that persona. Research what journey the customer takes during the purchasing process, this all helps to design the stages and therefore the instruments. In addition, you can set goals better this way and KPI’s can be better assessed at a later stage.
The origin of the Customer Journey Keywords Model
The Keshoo model is developed for several reasons, but one of the main reasons was to focus on the customer experience, instead of the product oriented approach (AIDA). Keshoo therefore revolves around intention, the same as Google’s See, Think, Do and Care model.
Besides the product orentied approach, many organizations focus purely on the “Purchase” stage, or the actual purchase moment and therefore link (almost) all KPI’s to that such as transactions and turnover. Extraordinary considering the fact that the “customer journey” is many times greater than a single purchase moment. In fact, on average 4% of website visits end in a hard conversion such as a transaction. 96% does not have a “hard” purchase moment, while many websites are fully focussing on that 4%.
Advantages Customer Journey Keywords Model
What are the real advantages of implementing keywords based on the stage of the customer journey?
- When you use this marketing model, you reach the target group throughout the entire customer journey. As a result, you have multiple touchpoints in the different stages that someone may be in.
- By focusing on all stages you come into contact with your target group at an earlier time. Something you can get a lot out of.
- The content can be tailored specifically to the relevant stage of the target group.
- KPIs can be drawn up per stage. In the See stage you naturally assess on different KPIs than in the Do stage.
- Content and information needs of the target group can be formulated per stage. This makes it a lot easier to deliver the right message to the right target group at the right time.
Keywords and landing pages
How the customer journey keywords model should be implemented differs obviously per website and per product or service that is offered. However, the method of designing and implementing the customer journey on the website is the same for all. How to have visitors enter your website and led them to the final intended conversion during this- or several sessions?
So-called landing pages must fit the needs of the customer. This differs per stage. Since we cannot look into the minds of the visitors, we can therefore only rely on the entered search terms. The more specific a search is, the better it is possible to estimate what the need is and what stage the visitor is in.
Note: With a broad search such as “hamburger”, the visitors purpose is unclear. The pitfall that most organizations fall into is wanting to score on a broad search term and have it lead directly to the page where this product or service can be purchased. However, the competition here is fierce, familiarity with your product is probably small, while there is only a little chance that the visitor has a concrete purchase intention.
Keshoo, the Customer Journey Keywords Framework helps you determine which keywords fit search terms in each of the four stages.
Exploring the stages
Let’s get into detail and have a look at the four stages. What is each stage targeting on? What marketing channels and what KPI’s to use?