Word of mouth has always been the preferred way of doing business. The struggle has always been the absence of a way to scale word of mouth. Nano and micro influencers are the answer because they literally personify word of mouth marketing.
At the heart of selling is the customer experience. An ad may capture your attention, content may create interest but the customer experience is where the magic happens. This is the space where we win or lose, this is the epicenter of the entire process.
It's not enough to grab people's attention, a lot of brands do that. Trust is the currency of business, and earning it is vital to the customer journey. Customers care less about perception and more about experience. Every day well "branded" companies go out of business while "hole in the wall" places flourish....what's the difference? Consistency of experience.
Regardless of size, we all face the same battle...the one for attention. Whether you're a brand of one or a brand of many attention is the first step in nudging customers on their journey. No matter what you make, if they don't know you exist they can't buy from you.
The Customer Journey is at the heart of an effective marketing strategy. Whether you're a company of one or one thousand your chances of success greatly improve when you understand the customer journey. Once you have this journey mapped out then it's time to overlay content.