A customer’s journey can be described as BEFORE, DURING, and AFTER.

Before = Prospects

During = Leads

After = Customers

In the before stage, a person is introduced to your business.

In the during stage, a person expresses interest in your offer.

In the after stage, a person gives you money.

For example…

Before = They see your Facebook ad

During = They opt-in to your free download

After = They purchase your lead product

When designing your marketing plan, remember this unique journey.

First, get them to KNOW you, then to LIKE you, and then finally to TRUST you.