CUSTOMER-Driven Marketing Strategies
Marketing success is built on how well you know your customers
Here’s how customer research and customer journey mapping can help you maximize each moment you have with a customer.
How well do you know your customers? Really?
At Marketing Mile, everything begins with customer research. With customer research, you will make faster decisions that resonate with the right people, improving engagement, conversions, and brand loyalty.
It sounds simple, but we’ve seen companies waste hundreds of thousands of dollars on trial and error—whether it’s a misguided idea validated only by its creator or a surface-level competitor review that misses the mark because they haven’t started with customer research.
Customer research is the foundation for other areas of research and the development of your marketing strategy.
Are you chasing tactics instead of focusing on customer insights?
When you get your marketing report back, you may have stopped to ask yourself why the results aren’t better. After all, you are marketing on all of the channels, creating all of the content formats, and investing month after month.
The answer is simple: the tactics weren’t designed with customer insights in mind. Without understanding your customers’ intentions, motivations, and frustrations, your marketing strategies will repeatedly return to the drawing board.
Early marketing success might seem achievable but rarely leads to brand loyalty. Today’s customers have options, and a single misstep in their journey can mean losing a mid-customer journey to a competitor.
So why not take the time to understand your customers from the start?
Think you’re too busy for research? You’ll only waste more time later
Marketers feel pressured to act quickly, arguing that they don’t have time for customer research, competitive or industry research, or any type of research!
Our response?
You may not have time to do it right the first time, but you’ll always find time to do it over (especially when the results aren’t meeting expectations).
We will start by talking to customers—a simple yet powerful approach. You don’t need to guess what your customers think—just go ahead and ask them.
From there, you can expand into:
And more.
Everything we do at Marketing Mile starts with your customer and expands as needed based on your customer research gap analysis.
Free offer: To get you started, we will complete a customer research gap analysis for you for free, just fill out the form below to get started.
Feel like you are missing the messaging mark with your customers? Let’s map their journey
If you’re not tuned into your customers’ thoughts, actions, and feelings, it’s easy to miss those key moments that make an impact. When you map out the customer journey, you get a clear picture of what matters most at every stage. This means you can hit the right notes with your messaging and show up at the right time, leading to better connections, higher engagement, and more results that matter to your business.
With a solid understanding of your customers, you can craft a detailed customer journey that captures a customer’s thoughts, actions, and feelings as they move throughout the customer journey stages, including:
Create a customer-driven marketing strategy that leads with an understanding of:
- What customers are thinking: Their intentions, questions and motivations as they move throughout the customer journey. This is eye-opening as you learn how much a customer needs changes between awareness and decision stages within the journey. They need more messaging support than you probably appreciate today.
- What actions customers are taking: Key communication touch points throughout each stage of the journey, digital and offline, including key people influencing the decision. You have to understand a customer’s behaviour at each stage so you can show up at the right time and place.
- How customers are feeling: The emotional connection that will resonate the most. Things like the tone you communicate or the format you select will impact how much your communication will resonate.
Your customer journey map will be detailed, fueling your marketing strategy and key messaging moments. It will also align your sales, marketing, and customer experience teams to ensure they work together to achieve the ultimate business goals.
Our Services
Want better results? It starts with understanding your customers
Customer research
Understand what your target audiences’ problems are, what is triggering them and how you need to be positioned to solve these problems.
Customer behavioural analysis
Understand your customers’ actions and follow their decision-making to be in the right place at the right time.
Brand perception research
Gain insights into how your target audience perceives you today and how your brand is viewed in the market.
Competitive analysis
Identify your strengths and weaknesses relative to competitors so you can position your brand favourably.
Industry research
Stay ahead of trends and shifts in your industry by taking the time to find alignment between your brand and where the industry is headed.
Persona development and workshop design
Create detailed customer personas to inform your strategy that your team is committed to.
Customer journey mapping and workshop design
Map out all of the insights that drive your customer’s actions in detail from awareness to loyalty. There is more than one single insight in every customer journey.
Customer touchpoint analysis
Evaluate all interaction points for messaging, positioning and strategic opportunities to support customers along the journey.
Marketing & communications gap analysis
Identify gaps in your messaging strategy and the channel you are using today.
Marketing strategy development
Create a strategic plan that improves marketing performance and brand loyalty at all stages of the customer journey.
Strategic marketing guidance
Align your marketing strategy, tactics and every message you create with your business goals to increase brand loyalty, customer retention and new customer acquisition.
Having worked with Melissa, I’ve witnessed her passion for understanding the customer journey firsthand. Her depth of experience in consumer research goes beyond just gathering data—Melissa has an incredible ability to connect the dots between what customers want and what businesses need to grow. She is committed to uncovering actionable insights to help businesses succeed through a deeper understanding of their customers.
Matt Cooper, CEO of Volta
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Let’s talk about your audience
Ready to move faster and smarter? Fill out the form below to discover how quickly your business can thrive when you prioritize understanding your customers.
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