Understanding the Customer Journey

When scaling a brand online, it’s crucial to understand your customers’ journey. What kind of content captures their attention? Which platforms do they spend time on? Do they convert immediately when they visit your site, or is their decision-making process longer? How many touchpoints does it take to win them over?

The Complexity of Customer Journeys

Customer journeys are often long and intricate. With endless channels, countless adverts, and all the noise online, standing out is no small feat—but it is possible. The key is having the right content on the right platforms.

Start by identifying what inspires your customers to begin exploring products. In fashion, for instance, influencer posts are often the first touchpoint, sparking interest and curiosity. But influencers alone won’t do the heavy lifting. A strong organic presence and an optimised website are essential to support those initial interactions.

Top of the Funnel: Capturing Attention

At the top of the funnel, focus on visually captivating content. Showcase your unique selling points, educate customers on your brand’s purpose, and create content that stops the scroll.

Middle of the Funnel: Building Trust

The middle of the funnel is where things get tricky. By this stage, your customer is drawn to a particular product, but they’re still evaluating your brand.

Let’s use a pair of jeans as an example. Say they spot an influencer wearing a super flattering pair of dark blue jeans that look both stylish and comfy—now they’re interested. But questions pop up:

• How much are they?

• What sizes do they come in?

• Are there other colours?

• Can I see them on someone with a body like mine?

• Is delivery free?

• What can I wear them with?

Research Phase: Staying Visible

This kicks off the research phase. Customers will jump between Google, social platforms, and maybe even your competitors, searching for answers. They’ll compare price points, check reviews, and look for styling ideas.

Your job? Be present at every step:

• Google Shopping—check.

• Testimonials and reviews—check.

• Competitive pricing—check.

• Influencers sharing styling tips and personal experiences—check.

Show up consistently, and make sure they find everything they need to trust your brand.

Bottom of the Funnel: Closing the Deal

Once you’ve won them over, they’ve made it through the funnel. But hold on—payday is still a week away.

This is where re-engagement comes in. Keep your product front and centre with well-timed reminders. Maybe it’s a retargeting ad, a friendly email, or a post on social featuring the jeans they fell in love with. Don’t let them forget what caught their eye in the first place.

Post-Purchase: Turning Buyers Into Loyal Customers

Even after purchase, the journey isn’t over. Customers often dive deeper into your brand post-purchase. They’ve bought the jeans, but now they’re curious about what else you offer.

Nurturing Relationships Post-Purchase

This is the perfect time to nurture your new relationship:

• Offer newsletters.

• Create engaging social content.

• Start building a community.

A loyal customer is one who feels not just satisfied with their purchase, but inspired by your brand.