Today’s customer lifecycle looks a lot different than it used to (thanks to something we call the Internet and information at our fingertips). It’s your job to help your customer make an informed decision long before he or she contacts you. And the only way to do that is to approach marketing from a strategic standpoint… from the perspective of The Marketing Hourglass™.
The Marketing Hourglass™ is the cornerstone of the Duct Tape Marketing system. The basic concept is that you will help your customers move logically through seven stages:
In pre-internet times, businesses helped their customers work through the stages of a marketing funnel. They’d hit them with advertising and try to find as many leads as possible, eventually converting a few of them to customers and working to earn their loyalty. Now, your customer has any number of ways to learn about your company. It’s your job to connect with the person who has a need, get them to know, like and trust you enough to try you out and eventually buy from you, come back for more, then refer their friends to you.
One of the most effective ways to move customers through the Hourglass™ is through content. Making sure you have content that addresses every single stage of the customer’s journey is crucial to not only getting people to buy from you, but also to tell other people about your services.
At Radetich Marketing & Media, our core service packages provide the framework for your company’s Marketing Hourglass™. Learn more about how we can help your business get the next level by clicking here.