As the Senior Marketing Manager at Scorpion, Travis Hobbs oversees campaigns and partners with businesses to help manage their workflow and refine internal processes. His background as a business consultant for small businesses and Director of Marketing at Fleet Feet Sports gave him a deep understanding of the importance of a great customer experience. When he joined Scorpion and embraced the opportunity to break into the home services space, he was ready to take the customer experience to new heights.

The ideal customer journey begins with introducing your audience to your brand in a way that ultimately leads them to become a champion for your business.

Between building awareness and lifetime advocacy, there are many important details and stages of the customer experience. This is where a strategic marketing partner can advise you on where and when to show up for those customers and retain them.

At the end of the day, if your branding is great and captures attention, but your customer experience is not full of value and great service, you’ll end up losing leads or having one-time interactions instead of creating lifetime advocates.

You have two types of customers. Your intentional customers who are proactively researching and looking for your specific service or product, and those who need you in an emergency.

Be open and ready to work with different marketing strategies in order to meet those customers where they are at in their buying journey, and invest in an expert who will guide you to those places and help you cultivate trust.

A marketing mix is your set of chosen avenues where you’re meeting the customer, from print to digital content and relationship development.

“You have to look at it from where you’re investing money effectively. If you’ve got an avenue that’s not producing any results and you’re wasting money, you have to be honest with yourself.”

In this area, Travis emphasizes the importance of thinking on your feet and thinking strategically to pivot your focus to where your resources are paying off. There’s never a one-size-fits-all answer in marketing because people and technology are changing constantly.

For example, a strong marketing mix for one business might include social and video content to help drive traffic to their website, and another company may invest more in social and blog content to drive SEO and Google rankings. One marketing truth that does apply to every business, is the importance of gathering reviews. This builds brand reputation and shows potential customers that you are trustworthy.

Your business will quickly and more effectively when you work with a marketing partner who has expertise in planning and strategizing to track trends and data.

“Understanding how to report back on that (technology) and how to produce the actual product to fit those platforms is... incredibly vital to the success of a marketing plan.”

Look at your processes right now and see where you are losing money. Ask yourself: “Where can we grow as a business? How could marketing help?”