One of the questions we get from our customers most often is “How do we get from the 'one size-all-benefit' word for personalized content? And we have a clear answer: Mapping the customer journey.
In this post, we provide instructions Mapping the customer journey for content marketing plus customer journey map template free for you.
What is a customer journey map?
Customer journey map (also known as Journey Mapping or Journey Audiences, or dozens of other variations) is simply the process of understanding the path that specific segments of your target audience take, from the moment they receive Be aware of your problem until they (ideally) know and love your brand. More specifically, a customer journey map clearly outlines how the needs, actions, and thoughts of each of your target audiences evolve through key decision points along the way. their way.
Journey mapping works for both B2B and B2C scenarios, but it's important to note that they're most valuable when evaluating long-term purchases or relationship-building marketing strategies.
Building a journey map is less useful for a one-time quick purchase where the customer is unlikely to build brand loyalty. So, where to start?
Why is Customer Journey Mapping important?
Your potential customers are faced with a mountain of options and content. As they make decisions about whether or not to engage with a brand, customers — in every demographic, B2B, B2C, and across industries — are signaling that they prefer personalized messaging tailored to their needs. their needs. As Jay Baer, founder of Convince & Convert put it, “To be someone's favorite, you need to be super fit .”
One of the easiest ways to increase content marketing relevance is through personalized . If you haven't personalized yet, maybe you are lagging . With the growing need for personalized, contextual content and new opportunities to distribute it using ABM and targeted social advertising, understanding specific needs and concerns of each audience segment has never been more important. You cannot personalize for a group that you have not defined.
Roadmap helps to improve customer experience by making sure you're considering their full experience when you design interactions, and that they help drive customer-centric decisions, as your team aligns business goals with yours customers and measure marketing based on the ease and effectiveness of customer experience.
How to create a Customer Journey Map
Building a Customer Journey Map involves identifying five key elements:
- Audience target
- Decision journey stages
- Audience Mindset (Thoughts, Feelings, and Top Questions)
- Touchpoints & Key Actions
- Ideal Content & Feedback Opportunity
1. Subject Personality
While creating an audience persona is a separate task and not a specific part of the customer journey, it's essential to make sure you really understand your audience before you begin. head. Your audience should be research-based (even just talking to your customer service team is a great start) and they should group groups of individuals together based on their needs and attitudes. them, not demographics. Here is more information about How to build vertical views for effective audience segmentation .
2. Decision journey
The decision journey identifies the main steps an individual takes to achieve their goals; this is often referenced by marketing teams to map out useful touchpoints at each stage of the decision. Typical stages of the decision journey include:
- Enable / Desire: realize that they have a problem to solve
- Awareness: be aware of your solution type
- Consideration: add your brand to the list of possible solutions to evaluate
- Evaluate: compare possible solutions
- Purchase: commitment to your product or service
- Loyalty level: repurchase and/or tell others about their positive experience.
Customize these stages for your own effort. Example: group higher marketing can choose to rename these stages:
- Desire
- Awareness
- Consideration
- Application
- Register
- Ambassador
3. Persona Mindset & Top Questions
Next, it's important to categorize this character's emotional mindset at each stage, and then identify questions or objections that prevent them from taking that action.
However, almost no decision a customer makes is entirely consistent with a linear decision journey. There are always emotions that affect a client's ability to achieve their goals and speed up or slow down their progress. Identifying what your audience thinks at each step helps us consider the types of content and the level of assurance they need from us at any given time.
Make sure your decision journey includes not only logical steps, but also what they are thinking, feeling and needing at each stage.
Mind analytics looks at factors like their mood at this stage, how they feel about the issue and our brand or brand portfolio, trusted advisors they can turn to to ask for advice or inspiration, their experience or confidence level and sense of urgency to solve the problem.
This is also a great place to record their questions and objections:
- What is keeping them from taking the next step in solving this problem?
- Which of your websites is visited the most?
- What content gets the most engagement?
- What common questions does your sales or support team find themselves addressing over and over again?
A great brainstorming tool, this is an empathy map, developed as part of the Gamestorming human-centered design toolkit from XPLANE. This is a useful exercise to solicit input from your sales, customer support, and marketing teams to help identify key identifiers along the journey.
Empathy maps are a great tool for generating the mindset of your audience. It was developed as part of Human-centered design suite from XPLANE . This is a useful exercise to solicit input from your sales, customer support, and marketing teams to help identify key identifiers along the journey.
3. Key operations and points of contact
Okay, we know who we're talking to and they're going through what they're trying to tackle and tackle this challenge. The next question is WHAT do we want them to DO and HOW to encourage them to take that action. What is the most helpful step they can take and what opportunities will we have to interact with them? like, “will they be on our email list at this point? What search terms will they use at this stage? Has the sales team contacted them at this point? It's important to document all the touchpoints they may receive from your company in one place to build sales and marketing alignment and make sure we're working toward the same. one goal. Understanding what actions to watch for helps focus on the right call-to-action at each step of the funnel.
4. Ideal content and feedback opportunities
This is all about finding the most important message: what can we say to help them overcome objections and take the next important action? Specify the ideal response to them at each of these steps, and list the content you already have or plan to create to meet those needs. From there, define our ideal response and most important message to incentivize key action leading to a clear content opportunity.
At this point, you've got a really useful itinerary to start your review content marketing strategy . Do we have most of these questions covered? Do these key actions from the journey map match the call to action on our website? What stages of the journey have we successfully completed, and where are the gaps? Some teams use their personalities, journey stages, and key action goals as a way to tag assets and then run reports to determine which stages are under-delivered.
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