What's the Best Marketing Source That No One Talks About?

There was a time when we could track down new leads and customers with almost surgical precision. We’d craft a message that resonated, find the right medium to reach our audience, test, measure, refine, and then—bingo—growth followed like clockwork.

But things have changed. Prospects are now armed with tools that let them block and ignore our messages. Social media has transformed the marketing landscape from a one-way broadcast into a two-way conversation.

And let’s not forget, the last big recession shook consumer confidence to its core, making it harder than ever to gain and keep their trust.

Yet, despite these shifts, most businesses still follow the same old formula when launching a new product or service. They start by honing the product’s features—a logical first step since you need something worth selling.

But once they think they’ve got a winner, their next move is almost always promotion. They dive into crafting email campaigns, landing pages, and Youtube ads, aiming to shout their message from the rooftops.

The Power of the Customer Journey

Instead of jumping straight into promotion, imagine starting with a different question: What do you want your customers to think and feel about your product or service 180 days after they’ve made the purchase? Now, work backward from there.

This shift in thinking is what makes the customer journey the best—and most underrated—marketing source. By focusing on the experience your customers will have long after the sale, you not only create a service or product that delivers on its promise, but you also build the foundation for lasting customer loyalty, repeat business, and referrals.

Promotion is important, no doubt. But it often misses the mark by overlooking the best marketing source: the customer journey.

Mapping the Journey: A Practical Example

Let’s consider this in the context of a commercial cleaning service:

1. 180 Days After Signing the Contract: Your client receives a detailed report highlighting the improvements in cleanliness and hygiene over the past six months. You also include a tailored proposal for any additional services that could enhance their workspace based on your observations during regular cleanings.
2. 90 Days After Signing: A proactive check-in is scheduled where you review the client’s satisfaction, discuss any changes in their cleaning needs, and adjust your services accordingly. This ensures they feel heard and that their evolving needs are always met.
3. 60 Days After Signing: You send a personalized email summarizing the feedback from the last check-in and outlining the steps your team has taken to address any concerns. This reinforces your commitment to continuous improvement and client satisfaction.
4. 30 Days After Signing: A thank-you note is sent, highlighting specific positive feedback from your cleaning team about the client's facility. This personal touch shows your attention to detail and appreciation for the partnership.
5. 14 Days After Signing: You provide the client with customized tips for maintaining key areas between scheduled cleanings, along with a direct line for any urgent needs, demonstrating your ongoing commitment to their workspace's cleanliness.
6. 7 Days After Signing: A follow-up call is made to ensure everything is on track, giving the client another opportunity to share feedback or make any immediate requests. This open line of communication helps solidify the relationship early on.
7. Immediately After Signing: Upon finalizing the contract, they are welcomed with a personalized onboarding package that includes a guide to your services, what to expect in the first month, and contact information for key team members, setting the tone for a smooth and transparent working relationship.

This isn’t just about customer delight—it’s about building a better service, creating opportunities to upsell and cross-sell, and ensuring that your customers are so thrilled with their experience that they can’t help but tell others about it.

The Essence of Marketing: Guiding the Customer Journey

At its core, effective marketing is about getting someone with a need or problem to know, like, and trust you. But here’s the thing: it doesn’t stop there. You also need to guide them through your sales, service, retention, and advocacy stages. This is marketing in its simplest form.

The real magic of the customer journey lies in intentionally designing your products, services, processes, systems, tools, and touchpoints to smoothly guide your prospects from interest in what you do to telling the world what you do. When done right, this approach creates not just customers, but enthusiastic advocates for your brand.

Conclusion: Start With the End in Mind

The customer journey is the most powerful, yet underutilized, marketing source available. By starting with the end in mind—focusing on your customers’ long-term satisfaction—you not only improve your services but also lay the groundwork for sustainable growth through repeat business and referrals.

So before you rush to promote your next big idea, take a moment to step back. Think about where you want your customers to be 180 days after they’ve made a purchase, and build your marketing strategy from there. Trust me, the results will speak for themselves.