How An Owned Audience Can Transform Your Business  (Ep. 193)

Mapping out your customer journey helps you serve the right piece of content to a potential prospect based on their previous interactions with your business.

But did you know that 68% of marketers don’t have a documented customer journey strategy in place?

Without knowing your customer’s journey, how do you expect to serve them hyper-relevant messages that move them closer towards making a purchase (or repurchase)?

In this episode, I interview Mike Huber, Senior Director of Business Strategy at Vertical Measures. We dive into his company’s newly released book, The Customer Journey: How an Owned Audience Can Transform Your Business.

(Hint: An owned audience is when you capture someone’s name and email so you can communicate with them whenever you want).

There are 4 phases to the customer journey, which we’ll get into in this interview. Plus you’ll discover how much content you should create for each phase.

If you want rich, actionable advice on mapping out your customer journey (plus a chance at winning a free copy of the book), tune in to this episode of Video Marketing Mastery!

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In This Episode, You’ll Learn:

• What is the customer journey and why is it important
• The value of having an owned audience and the importance of understanding them
• The 4 phases of the customer journey and how much content belongs in each stage
• How to align your content with your customers search intent for better conversion
• The 3 different audience tiers and the pros and cons of each
• How to create a budge for each phase of the customer journey

Links & Resources

• Behind the Scenes of Todd’s Career in Radio (Ep. 100)
• The Stories You’ve Always Wanted to Hear (Ep. 150)
• How to Create a Hub and Spoke Content Marketing Strategy, with Mike Huber (Ep. 170)
• Join the WireBuzz Insider Facebook Group here
• Gain access to our free Video ROI mini-course by signing up here
• Pitch us a question that we can answer in a future podcast episode
• See what a @WireBuzz production looks like by following our crew across the country on Instagram

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