Designing Your Customer Journey Map
Regardless of your industry, every buyer goes through a journey when making a purchasing decision. Understanding this journey will help you know what information to give them and when.
Creating a buyer journey map, or sales funnel, will be beneficial to you and your buyers.
The more you understand your buyer, the more you’ll be able to provide information and content to them so that they can make an informed buying decision toward purchasing your solution.
Know Your Buyer
You can’t create a customer journey map until you know who your buyer is. You may have different segments of potential buyers. For example:
- Persona: an ideal customer type.
- Repeat Customers: people who have purchased before.
- Targets: a segment of your email list who downloaded a specific checklist.
Develop a guideline about the journey for each type of potential buyer you want to map.
FREE Checklist: Create An Effective Sales Funnel
Understand Your Ideal Customer’s Pain Points
Through each of your customer journey stages, identify potential pain points. What is the problem or issue that they want to resolve? As you go through the process of creating a customer journey map, you’re likely to discover new pain points that you perhaps had not first considered. Add to the list of pain points in relation to your solution as you continue with the mapping process.
Know Your Marketing Channels
The format of the content you supply to your potential customer is based on the channel in which it’s going to be delivered. For example, if the content is on your website, it can be in PDF download format to help build your list, or it can be a blog post, or part of your FAQ or ‘About me’ page. If the marketing channel is social media, for example Facebook, that will again help you know what type and format of content you need to create.
Set Your Marketing Goals
It’s important that regardless of the buyer persona or the marketing channel, you understand the goals of the content you’re creating. The goals should be defined in terms that can be tracked. For example, “To educate 100 people regarding the dangers of processed food.” Or, “To add 50 people to my (specific) email list within the next 7 days.” The more specific your goals are, the better.
Try To Understand Your Audience’s Goals
While you have goals, the goals of your audience are probably even more important to help you create the right content at the right time. Someone in the awareness stage (when a buyer is aware that they have a problem) is going to have a different goal than someone who is in the consideration stage (when a buyer is actively searching for a solution to their problem).
Let’s say your potential customer’s goal right now is to find out what all the options are. If you answer that by providing a list of vendors who provide solutions for the problem, you’re taking control of the conversation and guiding them toward choosing your solution based on how you present the information.
Identify Engagement Opportunities
Some people call these touchpoints. Touchpoints are essentially engagement opportunities. Any opportunity to interact with the potential buyer should be written down on your customer journey map. Interaction can occur with a download of a free report or checklist (moving them to your email list), then via email marketing so that they can get to know, like and trust you. Anytime an interaction can occur with your business, it should be mapped. Plus, you should create more ways to engage, as every engagement opportunity is also a conversion opportunity.
Know the Buying Stage
Each stage of the buying cycle carries with it different opportunities for engagement with your potential buyers or former buyers. If you know what stage they’re in, it’s going to be easier to deliver the right content. As you move forward, you’ll be able to start tracking the average time it takes someone to move through each stage. You’ll see which content they’re most likely to consume at each stage if you also set up metrics and tracking as part of your overall customer journey map.
Choose Your Content
At each stage of the buyer’s journey, it’s important to know what type of content you need to deliver to get the type of reaction you want to get. This requires knowing who you’re targeting, what stage they’re in on their buyer journey, what their goal is, and what your goal is too. All content needs to have a reason for existing that you can define in one or two short quantifying sentences.
Identify Opportunities for Improvement
To improve, you need some to do some customer journey analysis. When you create your map, you can see where you’re already doing a great job without even realizing it, and where you need improvement. That way you can focus on areas of improvement first, and not waste time on doing the same thing over again when it’s not needed.
For example, if you created your map and realized that you don’t have enough opportunities for engagement when it comes to customer service, you can improve customer service by creating a FAQ section on your website.
Free Checklist: Designing Your Customer Journey Map
At its core, a customer journey map, or sales funnel, is a defined series of steps you design to guide and inform potential customers as they become familiar with your products or services. It helps them decide whether or not to make a purchase.
An effective funnel strategy puts your business on autopilot and consistently turns prospects into paying customers if you structure it the right way. To learn more, download my free Sales Funnel Checklist which provides a customer journey mapping template to produce the intended result of traffic, prospects and sales.