The following diagram from econsultancy.com does a great job of illustrating some of the contact points you can have with your prospective customer while they are on their journey.
At each of the contact points you have a choice. You can talk about yourself (i.e., product driven) or you can talk about your customer and their journey (i.e., customer driven). Obviously, I believe the latter is far more effective!
The key is to create the perfect message for each step in the process. That means a series of customer driven marketing messages that lead the prospect directly to your business.
So how does someone create customer driven marketing messaging?
Here’s the process I follow with every client.