Channels are listed below in numerical border by Customer Journey Level
THE DISCOVERY Level
10 ☛ Find New Customers With Blog Articles
By writing articles about all aspects of creating a business, whether it be a park-side coffee shop or a large organization, HubSpot gets found because those articles appear in search results for a wide range of topics.
11 ☛ Find New Customers With Sales & Lead Pages?
Attempting the hard-sell to strangers will not bring in long-term loyal customers. Spraying perfume on unsuspecting passers-by is too overbearing. People usually want to get to know you a bit first, and to see if your product or business fits in with the vision they have of themselves.
12 ☛Find New Customers with Email, Newsletters & Text Messaging
If you don’t have someone’s emaill address you can’t send them mail. This means reserving your time and energy for creating email campaigns for people who already know who you are, and are part of your community.
13 ☛ Find New Customers With Video
You don’t expect to see cows snuggling up to adorable guys who look like they stepped off a MUNI train in San Francisco appear on your LinkedIn feed. But through video is how Dan McKernan brought a primarily corporate audience into his vision of creating a refuge for injured
14 ☛Find New Customers With Social Media Platform Posts
By first creating a loyal following on Instagram through her focus on plus-sized women, shopping, fashion, and body positivity, the social media algorithms put Katie Sturino’s posts in front of an audience that became wildly passionate about her message. When she launched her product line, “Megababe”, she went viral
15 ☛Find New Customers With Paid Ads
When you have a brand new product that is a complete disruptor and is also about a problem that is rarely discussed in public, you have to go bold or go home. This period underwear’s launch campaign was so striking that it made the news!
16 ☛Find New Customers With Events – Live & Virtual
Free delicious samples of herbed cheese, heirloom tomatoes, fresh basil and glazed balsamic vinegar is sure to draw attention at a business showcase fair. The incredible aromas float through the crowd of hungry people. This is how Miyoko Schinner introduced her completely vegan cheese to an unsuspecting crowd.
17 ☛Find New Customers Through Partners
By partnering with AirBnb, this new water bike company, Spinout fitness was able to reach a global audience of travelers. Leveraging an already existing fan base that is primed for your product or service is absolutely the fastest way to grow your customer list.
18 ☛Find New Customers With Mobile Apps
There are not many ways to use mobile apps to reach completely new people unless they are being recruited by friends or colleagues. Mobile apps are typically used to improve the experience of existing customers, or to meet existing customer’s connections.
19 ☛Find New Customers In The Metaverse
Most of the population exploring and experiencing various worlds in the metaverse are kids. Strange thing about kids, they get older every year, and one day they will be old enough to drive and buy a car. Vehicle makers are thinking ahead by creating experiences for young people
CONSIDERATION Level
20 ☛ Educate Potential Customers With Blog Articles
When walking down aisles of Home Depot you don’t imagine an army of writers, videographers and graphic designers publishing content in a Mac Lab. But creating educational and how-to articles and videos so their customers can use their products effectively is a strategy that Home Depot has used very
21 ☛ Educate Potential Customers With Sales & Lead Pages
When someone is starting to consider you as a potential choice, you don’t want to scare them off by trying to talk them into a sale too soon. People don’t like to be pressured into a decision.
Channel 22 / CONSIDERATION / Email, Newsletters & Text Messaging
About Channel 22 If you have been able to collect an email address or contact information this early in the customer journey, then you have an opportunity to reach out to them. It is important to distinguish where in the journey a customer was when they provided their contact information,
Channel 23 / CONSIDERATION / Video Apps
Professionally Produced Video: As mentioned above, professional video can be costly, so reserving its use for customers closer to making a decision is recommended so that you maximize your ROI. The Consideration level is an excellent place to start. Because you are going to use the appropriate script, hashtags and
Channel 24 / CONSIDERATION / Social Media Platform Posts
About Channel 24 If you plan to be active on social media, then one of your main goals should be to get people to follow you on the social channels that are relevant for your business…the channels where your target customers spend their time. If they follow you on those
Channel 25 / CONSIDERATION / Paid Ads
If your customer is in the consideration phase, they are aware of their problem, and are beginning to look at options that will solve that problem. Algorithms know what searches and exploration people are doing around the periphery of your or your competitors. If it is a “retargeting ad”, it
Channel 26 / CONSIDERATION / Events Live & Virtual
About Channel 26 People in the consideration level of their journey are wanting to be educated, see their options, and are looking for a level of quality that matches their own brand and budget. At a live event you need to be ready to talk to anyone on any level.
Channel 27 / CONSIDERATION / Partners
About Channel 27 Partners are important all along the customer journey. The type of referral partner that will be valuable to you in the CONSIDERATION Level will be a partner who is an expert in your industry, and will recommend you specifically as a resource. One example is that a
Channel 28 / CONSIDERATION / Mobile Apps
About Channel 28 Many brands have begun using apps to entice people to engage with their brand. Often there is a free set of features that are available on apps, and then there are upgrades available. Offering a free trial or even a completely free set of features is a
Channel 29 / CONSIDERATION / Metaverse
About Channel 29 Having presence anywhere in the Metaverse shows that you are on the cutting edge of technology, and that being out and ahead of everyone is a part of your brand story. Having an interactive way for potential customers to engage with your brand, products, and services before
DECISION Level
Channel 30 / DECISION / Website: Detailed About & Service/Product Pages
About Channel 30 Channel 30 includes all of your “About” content. Your portfolio, story, testimonials, case studies, team, and product lists. This is the information that your customer may wish to examine before making a final decision. Channel 30 content establishes credibility and gives assurance that you will provide excellent
Channel 31 / DECISION / Sales & Lead Pages
About Channel 31: One could argue that your sales (lead) page is the single most important page in your entire digital presence. You should be testing and testing and testing to ensure that you have the most effective content possible. You may need separate sales pages for different audiences, or
Channel 32 / DECISION / Email, Newsletters & Text Messaging
About Channel 32 When you have the email address of your potential customer, you can entice them directly to a purchase. Having an email drip campaign that is not pushy, but that is helpfully guiding your customer on their journey will establish a dialog, and show that you have put
Channel 33 / DECISION / Video Apps
About Channel 33 Utilizing video to show the details, benefits, and proof of your product will be incredibly valuable, especially if placed on your sales page, or used as an ad. Channel 33 Superstar: Huda Beauty hudabeauty.com Founder: Huda Kattan Overview: Huda Beauty is a skincare and makeup company.
Channel 34 / DECISION / Social Media Platform Posts
About Channel 34 Did you know that you can sell directly on many social media platforms? Two examples are Facebook (Meta) and YouTube. You can also list your products in Google For Retail, so your products appear individually at the top of search results. As platforms begin to incorporate shops,
Channel 35 / DECISION / Paid Ads
About Channel 35 If you are set up properly, by the time a potential customer is ready to make a decision, they likely will have engaged with you at some point, whether it be on a social profile, your website, or via a form or email. There are three types
Channel 36 / DECISION / Events Live & Virtual
About Channel 36 There are many businesses who make a large percentage of their sales at events. Whether you are a food truck, tie dye artist, winter festival or an Events Management Company, you may find that participating or hosting events is your top source of income. If selling your
Channel 37 / DECISION / Partners
About Channel 37 If a trusted source recommends you, often the customer will have made their decision before even meeting you or landing on your website. Selecting your partners carefully, and maintaining a strong relationship is important. Making it easy for them to refer you, and also collect rewards, whether
Channel 38 / DECISION / Mobile Apps
About Channel 38 I have been asked many times about whether or not a business should have an app in addition to their website. A website can be used on mobile phones, and is accessible to anyone who has an internet connection. A website also integrates with all kinds of
Channel 39 / DECISION / PURCHASE | Metaverse
About Channel 39 Most digital worlds offer in-game upgrades such as stronger armor or a more deadly sword. This is not what I am highlighting, however, in Channel 39. Many of these worlds allow third parties to build branded experiences and to sell digital products using a currency that is
VALIDATION Level
Channel 40 / VALIDATION / Website: How-To-Use, Support + News Articles
About Channel 40 After your customer makes a purchase from you, they may need support with using your service or product. Channel 40 includes all of your instructional and support material. It also includes news articles that are relevant to your customers that will help them feel that you are
Channel 41 / VALIDATION / Sales & Lead Pages
About Channel 41 For most businesses, the lifelong value of a customer is much higher than that first purchase. It can be ten times higher and even more. Creating an experience just for existing customers will make them feel valued, and shows that you are in service of their needs.
Channel 42 / VALIDATION / Email, Newsletters & Text Messaging
About Channel 42 Email is still a very successful way to communicate with customers. As long as you are not being annoying, and are showing that you are focusing on serving, you will continue to have a good response through your email list. Channel 42 Superstar: Nellie King Solomon
Channel 43 / VALIDATION / Video Apps
About Channel 43 We are in such a visual and video-centric time, that it will be incredibly important for you to be creating sharable video for your existing audience. It does not need to be highly produced. Instead it can be done with a mobile phone, social media style. Sometimes
Channel 44 / VALIDATION / Website Pages & Blog Articles
About Channel 44 Your customers will likely be subscribed to your social profiles, so posting offers, insider info and news that will automatically appear on their feed will help maintain a connection with them, and continue building trust that you are a brand that they want to be associated with.
Channel 45 / VALIDATION / Paid Ads & SWAG
About Channel 45 Because you already have multiple communication channels that you can use to reach your customers, you do not need to invest in ads for already existing customers. You may wish to have a retargeting ad that is being shown to an upload of your email list, with
Channel 46 / VALIDATION / Events Live & Virtual
About Channel 46 Rewarding customers with special events can’t be understated. The type of event will, of course, depend completely on your unique company, but providing them with an opportunity to be your guest will generate an incredible amount of goodwill. Channel 46 Superstar: Dreamforce (Salesforce) www.salesforce.com/dreamforce Founder: Marc
Channel 47 / VALIDATION / Partners
About Channel 47 There may be instances where your partners will assist in sharing news and special offers. However, you may not want them to be creating and maintaining your relationship with your clients. You want to be sure that relationship belongs to you, and you alone. Channel 47
Channel 48: LOYALTY | Mobile Apps
About Channel 48 Many businesses find that creating an app for their customers allows them to provide frequent interaction with their community, and additional services not otherwise possible. While some businesses ARE an app, such as Uber, many others have a full suite of services, and then provide a mobile
Channel 49 / VALIDATION / Metaverse
About Channel 49 The jury is still out as to how virtual worlds will or will not become a part of our everyday lives or entertainment. Currently half of the people in the Metaverse are under the age of 18. What this means is that if a brand has decided
PROMOTING Level
Channel 50 / PROMOTE / Website -Community News
About Channel 50 Telling client stories either in case studies, or in articles, and then sharing the stories on social and in newsletters, will show how focused you are on the success of your customers. It will also provide an easy way for them to share their success with you
Channel 51 / PROMOTE / Sales & Lead Pages
About Channel 51 The most common way to utilize a sales or lead page as a method for brand advocacy is to offer a “bring your friend” type of offer. This can be done by simply asking for a friend’s email address, or asking for permission to import an entire
Channel 52 / PROMOTE / Email, Newsletters & Text Messaging
About Channel 52 Email will be an important channel for ongoing communication with your existing customers. It is how you will tell them about new products, and also special offers. You can also tell them about rewards they can get for referring friends. The phrasing of these rewards should be
Channel 53 / PROMOTE / Video Apps
About Channel 53 Videos have completely taken over much of the content that is shared on social media platforms. When you create videos that either make your clients or customers look really good or smart, they will want to share them. Additionally, publishing video after an event is also
Channel 54 / PROMOTE / Social Media Posts
I would like to repeat a Russel Bronson quote that I gave to you earlier in the book. He says, “When we’re looking at any opportunity, we have to decide if it will make us appear smarter, happier, more stylish, more wealthy, more powerful, or more attractive. All of these
Channel 55 / PROMOTE / Paid Ads
About Channel 55 The most obvious (and fun) way to get your customers to advertise for you is through branded merchandise. With the wide range of options for printing on every type of object you can imagine, creating a fun experience for your customers with branded merchandise will give you
Channel 56 / PROMOTE / Events Live & Virtual
About Channel 56 Holding events for customers and partners in which they can bring others will strengthen your brand, and increase the size of your loyal community. Channel 56 Superstar: Girls Who Code girlswhocode.comFounder: Reshma Saujani Overview: Girls Who Code is an organization that teaches young girls how to
Channel 57 / PROMOTE / Partners
About Channel 57 Working with Partners to provide additional value to your customers can be very effective. You can offer discounted services to partner organizations to your customers, and earn affiliate rewards. Another way to work with partners to expand the community around your brand is to partner with influencers
Channel 58 / PROMOTE / Mobile Apps
About Channel 58 One of the benefits of an app is that it is attached to a device. That device is usually a phone, which means that the app then has access to the entire book of contacts, plus potential to connect with any other app installed on the phone.
Channel 59 / PROMOTE / Metaverse
About Channel 59 A literal explosion of virtual gaming that allows you to play live with complete strangers has changed the way that a large part of the population of young people, especially boys, make friends and spend their time. The individual games, of course, use “invites” to turn their