Aligning the Customer Journey to Goals: Lead Gen Versus Retention

February 6, 2024    

Any good customer journey that you develop should be guided by the specific goal you have in mind — a goal more precise than a nebulous desire for "growth."

For instance, a customer journey focused on lead generation will have its own unique contours, with a strategy that might leverage the following tactics:

• Online forms: Gather useful data on leads by capturing email, location, and interests.
• Email: Encourage brand interaction and stay top of mind with informative emails that drive to your site.
• Direct mail: Provide targeted, interactive mail-pieces that drive leads to your site.
• Video tutorial: Showcase the usefulness of your offering compared to competitors to help your brand stand out.
• Brochure: Provide useful product specs that drive prospective leads to your site.
• Phone call: Glean new information/insights to better inform your leads.
• Display ads: Use third-party data about customers to target them precisely and effectively.
• Search: Leverage paid search promotions to help increase awareness of the launch of a new product or service.
• Social: Solidify your leads with enticing social ads that cater to their current need.

A customer journey focused on retention will look very different, with a strategy that might leverage these tactics:

• Email: Provide loyal customers with new offers/deals before anyone else.
• Direct mail: Send loyal customers exclusive offers that acknowledge their commitment to your brand.
• Exclusive events: Invite loyalists to exclusive experiences first in order to foster true brand ambassadorship.
• Website content: Encourage new and existing customers to become brand loyalists through exclusive deals and insider news.
• Chatbot: Offer expert support for any questions or problems and troubleshoot issues customers might have.

The foregoing represents just a morsel from the banquet of insights and best practices available in ANA's Affiliate Training Program, The USPS Advanced Marketing Certificate Program.

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Source

"The USPS Advanced Marketing Certificate." USPS On-Demand Training Course.