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How to create a Customer journey map
3 steps on creating a Customer Journey Map
Creating a customer journey map is pretty straightforward. But it can take a lot of time especially when gathering insights from your target audience.
1. Outline personas and goals
To begin you need to set out your brand's key buyer personas. The first map you create will trace the journey of a typical shopper. But you'll need to create additional maps for each persona to accurately reflect the diverse behaviour of your customers.
Conducting interviews and surveys can help you understand the needs and desires that drive their behaviour.
You also need to choose the key action that you want visitors to perform on your site. Do you want them to buy something download a brochure or fill out a form? From here you can map out the journey each individual persona takes to reach this point.
2. List each touchpoint
From your store and social media through to your advertising and influencer marketing campaigns list out every possible way a consumer can interact with your brand.
To get started Google Analytics highlights popular landing pages traffic sources and common customer journeys. You should also note which pages have the highest bounce rates.
If you conduct customer surveys make sure to ask how they discovered your brand. You can also ask about their experience with different touchpoints like your online store and support desk. This helps highlight areas of the journey that need to be updated.
3. Map out the journey
The precise layout of your map will depend on your unique goals strategy and values. Most brands will base their maps around touchpoints and consumer actions. But some brands will create maps based on popular organic keywords or specific campaigns.
But each map is always divided into the four stages of the consumer journey outlined above: awareness consideration conversion and advocacy. Once you've mapped out each journey walk through each step yourself to ensure it's an accurate representation of what actually happens. Once you've finished tools like LucidChartVisual Paradigm and Gliffy make it easy to map out the customer journey in an on-brand and visually attractive way.
Modern consumers and cross channel marketing
So you may be wondering how your brand can adapt to the modern consumer? Here are some pointers that brand marketers should adhere to in 2023.
Deliver the right message at the right time
New pathways and online channels in the modern consumer journey make tracking and analytics more complex. But the detailed data available today also means marketers can reach prospects with carefully tailored messages at critical moments in the digital customer journey.
For example when someone who is ready to make a purchase searches 'football boots' on Amazon Adidas can present them with a sponsored ad.
On Google when someone searches 'Buy protein powder' they'll see a series of relevant ads along with lots of organic search results. If someone reads Braun's blog post on 'How to cut your hair' they can then be retargeted with ads for the brand's hair clippers.
Be smart about your online presence
Ensure that you have your brand's presence on multiple channels such as website marketplaces and social media and outline the different objectives these channels are going to solve for. Your brand strategy should be focused on exploring and improving the retail footprint.
Consider whether it is vital for you to have presence at a retailer level or not. For example Bose decided to close all of its stores in Japan, US, Europe and Australia. They Will now sell online and via retailers only in an effort to adapt to the change in consumer needs.It is not always necessary to have a physical presence especially if a brand has very strong brand awareness in the market already.
Never stop measuring the consumer journey
Being familiar with the consumer journey allows marketers to identify which touchpoints are most important and where there are problems that may prevent conversion. It helps you to make informed decisions which boost performance while also improving marketing ROI.
On top of this monitoring the customer journey has been shown to improve overall business performance. After all you can't optimize what you don't know!
The RFM model is a relatively simple yet powerful method for customer segmentation. However it is worth noting that it only takes three behavioural variables into account.
Although recency frequency and monetary value are all highly important factors many other variables can be used to make tactical targeting decisions. Down the line you could consider further dividing each RFM group based on other attributes.
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