The typical sales funnel of awareness > consideration > purchase doesn’t go deep enough for publishers. There are several more steps in the journey, and different tools and methods are appropriate for each phase.
The following chart can help you get started. Create goals and methods for each of these ten steps in your customer’s journey.
| Customer Journey Stage | Tools/Methods to Consider |
| Awareness | |
| Interest | - Email Marketing
- Webinars
- Content Marketing
- Search Engine Optimization
|
| Consideration | - Comparison Guides
- Case Studies
- Video Marketing
- Podcasts
|
| Intent | - Discounts & Promotions
- Testimonials
- Retargeting Ads
- Sales Collateral
|
| Evaluation | - Free Trials
- Demos
- Interactive Tools
- Expert Reviews
|
| Purchase | - Discounts & Promotions
- Email Marketing
- Remarketing Ads
- Loyalty Programs
|
| Adoption | - Onboarding Emails
- User Guides
- In-App Messages
- Training Videos
|
| Retention | - Loyalty Programs
- Customer Feedback Surveys
- Special Offers
- Personalized Content
|
| Advocacy | - Referral Programs
- User-Generated Content
- Customer Success Stories
- Social Media
|
| Loyalty | - Loyalty Programs
- Exclusive Offers
- Community Building
- Personalized Experiences
- User-Generated Content
|
