Hope you’re having a prosperous week – that’s my goal for you and your business. Attracting more new customers, so you have more time to do the things you love with the people that mean the most in your life.

I was extremely fortunate this week and had a great time doing what I love. I spent two days with some of the sharpest restaurant and auto repair shop owners in the world. For two whole days we worked (remotely, of course) on their marketing and business operations. It was amazing!

I am one of the facilitators of the group and very much enjoy working with all our members. I learn as much from them as they do from us.

I’m going to share with you a money-making test that I demonstrated live at our meeting. It’s super important for the success of your business to find new customers online. Especially with Covid this has become on the front burner for your ability to attract new customers.

It’s a simple self-test that will show exactly what your new customers see and feel when they search for you online.

What Is The Customer Digital Journey? And Why Should You Care?

Here’s a definition of a Customer Journey:

The customer journey or customer experience is the complete sum of ALL experiences that a customer goes through when interacting with your company and brand online. Instead of looking at just a part of a transaction, experience, click or search, the customer journey examines the full experience of what they see, feel, and act upon when searching for you.

One of the most important parts of your customer’s digital journey to find you is how they feel along the way. Are they frustrated or mad? Do they give up their search? Or are they happy, satisfied, relaxed, and have an easy time finding you? Once they do find you, what happens when they land on your website? Does it make them laugh, happy, or annoyed?

This is all about being where your NEW CUSTOMERS are looking for you and what happens after finding you. You need to know this to be able to get more new customers in today’s digital world.

I have included a chart that breaks down the four parts of a digital customer journey to find a business

Let’s break this down in a little more detail, so it makes sense for you. This is the whole ball of wax when it comes to getting new customers online. If they don’t see you, they can’t find you. And believe me, they ain’t looking in the Yellow Pages anymore to find you. They use their phones, computers, and now voice searching through a device. Be it their cell or one of those other creepy machines that are sitting on a good majority of your customer’s counters in their kitchen. Yes, I am talking about the Google Machine and Alexa from Amazon.

It Begins With The Search

You need to know who is looking for you and why. They have a problem, and you have a solution. I’m hungry and want a pizza, my car broke down and it needs to get fixed. Your business is the solution. But, if you don’t who and why they are searching for you, you won’t know what to sell them and where they are searching for you. Start here by answering those three questions.

Let’s Move To The Find

This part is crucial and where most businesses fall apart. They aren’t on page 1 of Google under their business category search. They don’t come up in the coveted top 3 businesses listed on the maps on page 1 of Google. They aren’t listed on any of the 3 review sites showing up under the map when searched. Don’t even get me started if your business doesn’t appear organically when people search your business type in your local area, or heaven forbid if someone Googles the name of your business and your website doesn’t come up first. (This one could be causing you to lose major dollars. Please see Test 2 below).

If they can’t see you, they can’t give you money for your goods and services. You want to be seen. Preferably on Page 1 of Google for your business and business category.

There is a way around all of this, and it’s called Google Adwords. This means giving Google money for paid ads that will appear above the map and on the bottom of the page. It’s based on different criteria, but mainly money. It is Google after all, and they love money!

Your Customers’ Experience

Do you have a killer website? You know the one that has the tastiest looking pictures, a call to action above the fold, and gives your visitors all the information they want above the fold? (That means they don’t have to scroll with their finger or mouse to find your phone number, hours, address, etc.)

Your website is your business’s brick and mortar in digital format. It’s the first, and sometimes only impression you can make with potential customers. Make it a good one. Be clear, concise, fun, visual, and make it easy for your customers to give you money online if you take online orders or appointments.

Their Big Move

I’m not talking about being on a date here; I’m talking about your customers doing what you want them to do on your website – getting them to act and engage when they are on your site. It’s called a Call To Action (CTA). Make sure you have a clear call to action for them, and it’s a pleasurable seamless process. If you want them to make a reservation for a table, order online, book an appointment to get a repair, buy jewelry, join your email list, make it clear, quick, and not confusing. Confusion kills sales. Remember that – it’s super important when it comes to online marketing.

The Test

There are two ways to see what your customer’s online journey looks like. Write down the four steps from the above chart and take notes along the way documenting each step. Start by Googling your business industry in the search bar. Now Google will fill in the remaining text according to what it thinks you want. For example, if you type in pizza, it will finish it with “near me.” Go ahead and click to see where you come up. Write it down. Where are you? First, second, third? Great! On page 26? Not so great.

The second test to do online to see what your customers see is to type in the name of your business. This might happen for a new customer if someone told them to check you out. People go online to visit your website before they do anything nowadays. Write down what you see when you Google your own business. Does your website come up first? If not, you have a problem with your website, and you should call your web person. Do you see your Google business listing on the right? Is all the information correct? Do you see your social media sites, review sites, and competitors?

Now have some fun and start clicking! Go nuts. Your new customers do. The internet has lots of options and is a massive rabbit hole that people get sucked into. Act like your customers would and click on those shiny objects online.

Try this with your PC, your mobile phone, tablet, and try it with voice commands as well. I say this because your customers are using all these different means and media to find you. You need to know what that journey looks like on all of them. How you are represented and where you are found in the sea of online competition.

Do this with Google is because Google is the largest search engine in the world. Over 92% market share and over 3.8 million searches per minute, 228 million searches per hour, and over 5.6 billion searches a day. That’s over 2 trillion searches per year!

Do you think some of your potential new customers are on Google right now looking for you or a business just like yours?

Have some fun Googling!

Michael

If this seems all too tech-y and overwhelming to you, but you know you need to be on top of this for the survival of your business this year, simply click the button below to sign up for a FREE Strategy Session (1st one is FREE). Meet with one of my Digital Marketing Experts in your industry to do a deep dive into the digital customer experience for your business. We only do 5 a week, so if you want this, I wouldn’t wait.

(First 30-minute strategy session per business owner is FREE. Additional Strategy Sessions can be booked with a DFY marketing expert for $297 per hour.)

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