Mapping the Customer Journey

A customer journey is the steps that a customer must complete in order to reach your intended final action or goal. Their path their journey takes depends on multiple factors, such as the source that created their awareness of your brand, their behaviors, their interests, and more. Mapping a customer journey allows you to have a better idea of your goals and anticipate how a customer will interact with your marketing campaigns.

Here are the steps that you must take to map out your ideal customer’s journey through your sales funnel:

1) Conduct research.
When business managers first think about conducting research for marketing purposes, they immediately think of analyzing campaign data. This initial reaction is not a bad instinct; however, you should seek to compile both analytical research and research directly from the customer’s mouth. The latter form of research is a bit harder to conduct as it involves customer engagement, but you can complete this step by surveying your audience via social media or forms on your website.

2) Create a persona.
Use your research to create your target customers’ personas. These customer profiles should not only include demographics but also keep in mind behaviors, interests, and values. Make this step as detailed as possible as it will inform your customer-oriented messaging.

3) Form a list of your business’s touch points.
Your touch points are anything that a customer use to interact with your business. These touch points could include your website, social media, email campaigns, paid ads, backlinks, etc. When you are creating this list, include anticipatory emotions, behaviors, goals, and actions from your customers after they interact with each touch point. Note especially any emotions or behaviors that would encourage them to leave your sales funnel.

4) Create a graphic based on your research.
This can take the form of a graph, a storyboard, or any other tool that will best help you visualize your ideal customer’s journey. When you are finishing graphically representing their journey, take the journey yourself! During this process, be sure to take note of what you discover as well as how you feel that you can improve.

Your customer’s journey will only be as extensive as you can anticipate. Check for market trends during your research stage to ensure that you are getting the full picture of not just your current customers but your future audience.

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