What does marketing excellence look like? (Part 3)

In my last two blogs I’ve been taking you through the buyer’s journey, looking at how excellent marketing needs to support our buyers at every step.
If you missed part 1 and part 2, read them here:

• Part 1
• Part 2

In this final blog of the series I’ll explain how we can help our customers step over the line and continue onwards to become long-term, loyal customers and referrers.

Encouraging the first purchase

To reduce the perceived risk at this point in the buyer journey, your customer needs to feel what it’s like to be a customer before they buy.

A product ladder is a series of offers and products that lead from one to the next so people can build a relationship with you and get a sense for what it’d be like to be a customer before they commit to something big. It’s all about reducing perceived risk.

For example:

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