Tools for each step of the engagement ladder

Blonde at newsstand

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 StageTools/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

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