Learn how you can apply your marketing hourglass approach to the global marketing strategy and customer journey.
- Let's unpack this idea of the marketing hourglass…a little more.…The stages of know, like, trust,…try, buy, repeat, and refer.…This is that journey that we want to guide our customers on…can be applied as a framework.…I want you think about that as a framework.…It's not just a process.…It's not a tactic.…It's something that can be molded…to almost any situation that you want.…So, let's think about your overarching approach…to the experience of your brand…which is really your marketing strategy.…So, if you think about know, like, trust,…try, buy, repeat, and refer,…what are the things that you're going to have to do…to move people through your business…so that they experience your brand…in the way that you want them to?…What are all the ways…that they can come to know about your promise,…the brand promise, the promise to solve their problems?…What are the things that you can do to start signaling…that you're a company they can like,…you're a company that they can do business with,…that they can trust?…And boy trust, that's number three on there,…
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- Establishing a lifecycle baseline
- Understanding lifecycle thinking
- Beginning with the end in mind
- The marketing hourglass method
- Mapping the journey's touchpoints
- Setting goals for the journey
- Reverse engineering your marketing hourglass
- Engaging your team in the journey
- Overview of the lifecycle stages
- Using content to guide your journey
- Customer experience in the first 90 days
- Getting customers to re-enter the journey