blog header image for USP Is a Bust... Why your client's buying journey is where you need to focus

USP is a bust… It’s all about your customer’s buying journey

USP is a bust… It’s all about your customer’s buying journey How many times have you been told you need to work on your USPs?  They’re probably on your website somewhere, back in the 00’s they’d be emblazoned on a wall in the office <cringe>, but is that really what makes someone buy from you? …
Read More
Blog Title: Lead Generation Strategy

3 Tips for Spring Cleaning Your Lead Generation

3 Tips For Spring Cleaning Your Lead Generation Strategy When it comes to keeping things fresh for your audience there are always opportunities to refine, enhance and streamline your communication.   With Springtime fully upon us, it’s the perfect time to dust off the winter blues and freshen up the content while you evaluate what’s…
Read More
What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times? There’s a lot of speculation about what the ideal posting time is for Facebook content. There may be conflicting information about what days are the best for posting; some digital marketing agencies suggest posting on Facebook at the weekends for optimum ROI, whereas others will suggest avoiding…
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Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel? What is the Facebook Pixel? Facebook Pixel is an analytics tool that helps you understand your target audience and what they’re looking for. It does this by allowing you to measure the effectiveness of your advertising by the actions people take on your website. Facebook Pixel sends you signals…
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Which Lookalike Audiences Should you be Using in Facebook Ads?

Which Lookalike Audiences Should you be Using in Facebook Ads?

Which Lookalike Audiences Should you be Using in Facebook Ads? What are Lookalike Audiences? Successfully targeting your Facebook advertising can be a tricky business, but one sure-fire way of doing it is by creating Facebook Lookalike audiences. Lookalike audiences are tools that give you the ability to find new people that are likely to be interested in…
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Best Practices for Effective Facebook Video Ads

Best Practices for Effective Facebook Video Ads

Best Practices for Effective Facebook Video Ads It pays dividends for businesses to think carefully about their Facebook advertising strategy. This is well-documented, and if they are to achieve any sort of success and ROI, a business can’t afford to advertise on Facebook blindly, without thinking about their goals, strategy, and audience. However, some of…
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Generating UTMs for Tracking Traffic

How to Build UTMs Wondering where that sale came from? Tracking is the hardest part of any marketing campaign because people don’t behave in a way that makes it easy.  We plan campaigns with a journey that looks like this:   Ad-> Landing Page -> Checkout -> Purchase success page   but the reality is…
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Paid Social Campaign Manager

Paid Social Campaign Manager Fully Remote opportunity The Job: We’re looking for a Paid Social Campaign Manager to join our UK based (but 100% remote) Advertising Agency.  If you’re a social media expert (Facebook, Google, TikTok ads!) who loves to learn, has great ideas and enjoys working with a collaborative team, then this is for…
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blog header image for USP Is a Bust... Why your client's buying journey is where you need to focus

USP is a bust… It’s all about your customer’s buying journey

USP is a bust… It’s all about your customer’s buying journey How many times have you been told you need to work on your USPs?  They’re probably on your website somewhere, back in the 00’s they’d be emblazoned on a wall in the office <cringe>, but is that really what makes someone buy from you? …
Read More
Blog Title: Lead Generation Strategy

3 Tips for Spring Cleaning Your Lead Generation

3 Tips For Spring Cleaning Your Lead Generation Strategy When it comes to keeping things fresh for your audience there are always opportunities to refine, enhance and streamline your communication.   With Springtime fully upon us, it’s the perfect time to dust off the winter blues and freshen up the content while you evaluate what’s…
Read More
What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times?

What are the Best Facebook Ad Posting Times? There’s a lot of speculation about what the ideal posting time is for Facebook content. There may be conflicting information about what days are the best for posting; some digital marketing agencies suggest posting on Facebook at the weekends for optimum ROI, whereas others will suggest avoiding…
Read More
Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel?

Should I Install the Facebook Pixel? What is the Facebook Pixel? Facebook Pixel is an analytics tool that helps you understand your target audience and what they’re looking for. It does this by allowing you to measure the effectiveness of your advertising by the actions people take on your website. Facebook Pixel sends you signals…
Read More
blog header image for USP Is a Bust... Why your client's buying journey is where you need to focus

USP is a bust… It’s all about your customer’s buying journey

How many times have you been told you need to work on your USPs?  They’re probably on your website somewhere, back in the 00’s they’d be emblazoned on a wall in the office <cringe>, but is that really what makes someone buy from you?  Is your business truly ‘unique’?   

 

In this sophisticated online world there is almost infinite choice, which means a lot of competition for your business.   To stand out is imperative, but it doesn’t have to be the boldest, noisiest business to do so.  What really matters is how your clients feel about working with you; are they your biggest advocates?  Do they feel safe, seen, heard and understood?  Do they connect with your business on a level that delivers loyalty to your business over the competition?

 

Show me a USP that can do that and I’ll show you a carefully curated customer buying journey instead. 

Are your expectations and their needs aligned?

In a conversation with a potential client this week several ‘holes’ in their customer journey were quickly exposed.   They were running ads to their site where people could buy their services.  

 

Offline, they have a thriving business, but not one is buying from their ads.  Like most initial conversations, they thought they had an ad campaign problem.  When we checked the ad KPIs, they’re all looking good - but zero sales - so what was really going on here?

 

To dig into what was happening, we worked through the timeline a potential client would travel.   This won’t be unfamiliar to most:

 

Their expectation was that someone would see an ad, click it, go to the landing page, read the explanatory content, and then buy from them.  

 

Sounds reasonable…

 

But is it?

Online Vs 'In Real Life'

Let’s look at their offline customer buying journey:

 

They have a need so ask friends and family for recommendations of a service, gather names, phone those businesses to discuss their service and get recommendations of the best way to proceed, get a ‘gut feel’ for the one that resonates with them the most, where they felt most heard, seen and understood, book their appointment and pay on arrival.  

 

Their offline customer journey has inferred social proof - they’ve received recommendations from people they trust, or have heard / seen / unconsciously known about the business for sometime.  The longevity also confers trust - after all, if it was a sham it would have folded by now!

 

Next, they were able to learn about the business, understand what the service would be like, who they might be coached by and think about how they respond to that person.  

 

Trust, familiarity, conferred authority are all being built in the offline journey.  But the online one was cold, dehumanised and lacked any real connection between the business and their potential clients.  

 

Offline we have the luxury of human interaction.  Something we’re hard-wired to understand and use to determine if we feel safe in an environment, or trust the person we’re potentially going to work with.  

 

Understanding the buying journey

If we’re going to build a successful business online, we have to emulate that trust and authority building through connection with our future clients.   By doing that, we can build a pipeline for our businesses of people who are advocates of how we work and feel connected to us through trust and understanding. 

 

Ad -> Landing Page -> Checkout isn’t enough.  That’s the tail end of the journey.  To really protect our businesses from competition, less buoyant economies, or just being overlooked,  we have to develop the connection and communication with our clients that helps them to understand what we can do for them, how, and what those results will look like. 

 

For a coaching based business this may be snippets of coaching, testimonials from clients, examples of the work you do with your clients, educational snippets where you can overcome each of their potential objections to your solution one by one.   

 

Build a pipeline that is tailored to what your ideal client needs to know, understand, feel and see before they’re ready to choose to work with you, over someone else. 

 

Educate them, show them, listen to them and interact.  Building the connection is what builds trust.  Trust is fragile and takes time to build (my Martial Arts instructor regularly reminds us it arrives on foot and leaves on horseback!) but once you have it, you’ve got a future client.

Build a pipeline of eager, loyal, engaged clients

When you’re looking at your marketing, focus on what the client needs to be comfortable buying from you.   Your USP isn’t anything more tangible than the next business, but your customer buying journey can be the very best experience for your future clients. 

 

Connection, trust, understanding what they will get, how and with whom, as well as the authority that results are achievable by people just like them.   That’s the customer buying journey that great businesses understand.

Educate them, show them, listen to them and interact.  Building the connection is what builds trust.  Trust is fragile and takes time to build (my Martial Arts instructor regularly reminds us it arrives on foot and leaves on horseback!) but once you have it, you’ve got a future client.