Internet Marketing Digital_marketing_for_dummies | Page 32

the products the company sells. Blog articles with titles such as “9 Refreshing Summer
Drinks You Need to Try Right Now” (see Figure 1-8) show existing and prospective
customers how to use the products sold at Whole Foods.
Source: https://www.wholefoodsmarket.com/blog/9-refreshing-summer-drinks-you-need-try-right-now
FIGURE 1-8: An engaging blog post from the Whole Foods blog.
A prospect, lead, or customer may spend anywhere from a few minutes to a few
years at any one of the stages in this customer journey. For example, a prospect might
become aware of your blog and engage with it for a year or more before moving to
the next phase of the journey. Others will sprint through multiple stages of the journey
in the space of a few minutes. A healthy business has groups of people at all stages of
the journey at all times.
Step 3: Building subscribers
The next step in the customer journey is to graduate a prospect from the “merely aware
and engaged” stage into the stage of being a subscriber or lead. A subscriber is anyone
who has given you permission to have a conversation with him. Savvy digital marketers
create lists of subscribers by building social media connections on sites such as Facebook
and Twitter, attracting podcast subscribers on services such as iTunes and Stitcher, or