1. Awareness
1.1. Content
1.1.1. How to's
1.1.2. Promotional material
1.1.3. Product education
1.2. Points of Interaction
1.2.1. word of mouth
1.2.2. PR features
1.2.3. media coverage
1.2.4. organic search
1.2.5. search ads
1.2.6. social media
1.2.7. blogs
1.2.8. inbound marketing
1.3. Your Goals
1.3.1. Give info
1.3.2. Answer questions
1.3.3. show legitimacy & expertise - your product is the solution to their problem
1.3.4. Gain trust
1.3.5. justify word of mouth
1.3.6. create interest
2. Consideration
2.1. Content
2.1.1. clear product descriptions
2.1.2. product demo videos
2.1.3. easy to find pricing
2.1.4. samples
2.1.5. FAQs
2.2. Points of Interaction
2.2.1. social media
2.2.2. retargeting ads
2.2.3. direct website
2.2.4. blog visits
2.2.5. review sites
2.3. Your Goals
2.3.1. present products as a solution
2.3.2. explain advantages
2.3.3. justify price
2.3.4. win customer's favor
2.3.5. keep interest
3. Decision
3.1. Content
3.1.1. clear, easy to use website
3.1.2. customer reviews
3.1.3. social proof
3.1.4. clear shipping and return policies
3.1.5. accessible customer service that answers informatively & timely
3.1.6. assurance on site security
3.1.7. coupons
3.2. Points of Interaction
3.2.1. your website
3.2.2. social media
3.2.3. telephone
3.2.4. email
3.2.5. in person
3.3. Your goals
3.3.1. Make sure the customer can choose the best option in terms of size or purpose.
3.3.2. Gain trust
3.3.3. Serve as best as possible
3.3.4. Provide timely information
3.3.5. Get the order through
3.3.6. Follow up email - leaves the door open for future communication
4. Retention
4.1. Content
4.1.1. Pretty packaging
4.1.2. Freebies
4.1.3. Thank you cards or handwritten note inside
4.1.4. Unboxing experience
4.1.5. Ask for testimonials
4.1.6. Follow up thank you email asking for feedback
4.1.7. Coupons for next purchase
4.1.8. Ask them to join your community
4.1.9. Ask them to share their experience
4.2. Points of Interaction
4.2.1. Social media/community
4.2.2. Your website
4.2.3. Blog
4.2.4. Help pages
4.2.5. email
4.2.6. Retargeting ads
4.2.7. Review site
4.3. Your Goals
4.3.1. Engage
4.3.2. Get feedback and act on it
4.3.3. Make relevant offers
4.3.4. Make them part of your community
4.3.5. Inform about new things
4.3.6. Stimulate more purchases
5. Loyalty/Advocacy
5.1. Content
5.1.1. Affiliate rewards
5.1.2. Loyalty rewards
5.1.3. Nurturing between purchase marketing/communication
5.1.4. Bonus value/content
5.2. Points of Interaction
5.2.1. Social media
5.2.2. Community
5.2.3. Your website
5.2.4. blog
5.2.5. Referral program page or VIP section
5.2.6. Email
5.2.7. Chat service
5.3. Your Goals
5.3.1. Involve customer in product development
5.3.2. Reward for loyalty
5.3.3. Get referrals and word of mouth
5.3.4. Use user-generated content