What is a Customer's Journey, and how does it relate to voiceover? How do you optimize each step of the way so that your client feels comfortable and ends up choosing you as their next voice? Having a clear path with intentional steps in the sales funnel will help you convert more leads into happy clients. In this article, we'll walk through the steps of a potential client from start to finish as they research and choose their voiceover provider - YOU!!! :) We'll look at why it's important and how each step can be optimized so that everyone involved comes out a winner.
Awareness
Awareness is the first step in your customer's journey. It happens when they first hear about you, and this can happen in many different ways: through word of mouth, a referral from your agent, finding your website on Google, listening to an audition on a Pay to Play, a direct email, or even catching your latest reels on Instagram or TikTok. The point is - the more places you are, the better chance for potential customer awareness!
You can help create more awareness by spending a set amount of time each day concentrating on your marketing efforts. This includes creating great content that can work towards attracting your ideal customer. Generate fresh content that showcases what you have to offer and then make it available on social media, websites, podcasts, and other types of digital media. Make sure your website is up to date and current with your most recent demos and projects and that they are downloadable and found easily and quickly. You might even consider digital advertising methods such as Google ads, social media ads on Facebook or Linked In, and even YouTube pre-rolls—whatever way works best for your target audience! And don't forget to work on cultivating a great relationship with your agent(s) who can help by promoting your brand through their network of connections with casting directors and producers.
Consideration
Consideration is the stage where you’ve convinced your target audience to start thinking about your product or service. At this point, your potential client is still considering whether or not they want to buy from you; they haven't committed yet. Now they're looking for information that will help them make their decision. For example: do you have demos or targeted samples that they can listen to and/or download for them to discuss with their team? Have you provided them with an audition if it has been requested? What do other people think of your product - do you have testimonials they can read or referrals they can check with? How much will it cost? Is there a convenient way to get in touch with you or your agent so that they may get their questions answered quickly and efficiently? All of these questions are important to consider as well when building and updating your website. Your first page should provide as many answers as possible to these questions, as well as give your audience an idea of what they can expect if they choose to work with you. The more you can demonstrate your product and show them uniquely it can fulfill their needs, the better!
"Ensure that every interaction with your company adds value, is a positive experience, and moves your customer closer to their goals. " - Anne G
Purchase
The purchase is one of the most important parts of the customer journey and probably the one we all love the most! It's where a customer makes a final decision to buy, and if they are satisfied with their purchase, they will likely make another one and tell their friends about it.
In order to maximize sales, you need to give your customers every reason possible to choose your product over someone else’s. You want them to feel like they can trust you and that they will be taken care of throughout the entire process – from browsing through purchasing until after they've received their goods or services. The way you communicate with your client is key here. If you were contacted directly through your website or as a result of an audition, or from an agent, casting site, or Pay to Play, are you responding in a quick, helpful, and professional manner? Writing skills can really pay off here. The look and feel of your website can also be a great way to help establish trust with a new client. Is it professional looking with easy ways to contact you and buy your services? Be honest with yourself here - even with all of the easy-to-build websites out there, not every voice talent is a gifted graphic artist with web layout skills. Did you deliver the product (files) as requested, in the proper format, and were they named as requested? And, after all that great customer service, did you thank them for their business? Showing gratitude for your customer can end the transaction on a positive note and ensure they'll want to come back!
Retention
You've worked hard at the top of the funnel to get new customers in, and now it's time to keep them happy. The best way to do that is by retaining them as repeat customers or even brand advocates who spread the word about your business online. To do this, you need to keep your customers engaged with a long-term vision for their experience with your company. If you've done the work to create a clear vision for your customers, then it should be easy to translate that into a long-term plan. The key is to ensure that every interaction with your company adds value, is a positive experience, and moves them closer to their goals. Let them know you appreciate their business and would be happy to provide services for them in the future as needed. A gentle email follow-up once in a while would be prudent to keep you top of mind for any projects that may come up. You might even consider offering a few pickups on the house for great repeat customers to build goodwill with them. The more you can do to add value and make their lives easier, the better.
Advocacy
The last stage of the customer journey is advocacy, in which your customers promote your product or service to others. Advocacy is a powerful tool for marketing because it can help you reach new audiences and scale your business. When customers feel like they've received a great experience from you, they become evangelists for your brand—and this can be a great way to effectively reach new customers in the future.
It's not just about selling more products; it's about creating advocates who will speak positively and loudly about what you do. So how do we get there? One way is by asking for feedback from customers and posting that on your website or on social media. (Anyone who has ever worked with me knows this to be true!!! Just check any of my websites and you'll see pages of testimonials!) You can also ask customers to share their experiences with others—whether it's through social media or word-of-mouth on the street. Send a personal note thanking your customer for their business and ask them if they would be willing to share their experience with others. This kind of advocacy can help you build your brand and increase sales. The best part is that it's completely free!
Conclusion
The Customer Journey is a powerful tool that can help you understand your customers and improve your brand's marketing efforts. By following the steps outlined in this guide, you'll be able to create a strategy that will drive more sales and grow your business.
So, what do YOU think? What are some things you have done to enhance your customers jouney? Let me know in the comments below!
Thanks for reading!
Keep on rocking your business like a #VOBOSS
Finding New Characters through Vocal Placement
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Learn More about The Buyer Journey!
Learn about the journey a buyer goes on from not knowing they have a problem, to choosing YOU as voice talent to solve that problem. Find out how to structure your marketing to show clients why you are the solution to their pain points!
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About Anne:
Anne Ganguzza is a professional voice actor and award-winning director and producer who works with students to develop their voiceover and business skills - including voice over Coaching and Genre-based Demo Production. She specializes in conversational Commercial & Narration styles, including Corporate, eLearning, Technology, and On-Hold Messaging. Located in Orange County, California, Anne offers private coaching and mentoring services to students via ipDTL and Zoom.
