Updated: Nov 15
Marketing Challenge Day 2 : YOUR CUSTOMER JOURNEY
What is a Customer Journey?
Imagine a treasure hunt where customers start in the Land of Awareness, equipped with their trusty Google Maps, navigating through the treacherous Forest of Options, dodging pop-up ads like fire-breathing dragons, and eventually, crossing the Chasm of Decision to reach the Castle of Purchase. But wait, the adventure doesn't end there! They must then traverse the Sea of Follow-up Emails surviving the Tsunami of Promotions, and hopefully, land safely on the peaceful island of Loyalty, where they become your brand's fearless advocates. So remember, it's not just a journey; it's an epic tale of discovery, trials, and hopefully a happily ever after. But how do you create this epic quest? How do you take what is potentially mundane and basic and make it desirable? COMPLETE YOUR MARKETING CHALLENGE!
Today's challenge comes with a little more pizzas, a bit like a gourmet dish with multiple courses. Don't stress if you can't devour the whole challenge in one bit - take your time, savor the journey, and enjoy each step as it unfolds.
STEP 1: KNOW YOUR IDEAL AUDIENCE Before you can begin to design a customer journey, you need to understand who you are speaking to. Knowing your ideal audience is like finding a rare unicorn in a sea of donkeys - they're the ones who not only appreciate your product or service but they actually get your brand. These are your brand's ride-or-die fans, spreading your message like wildfire and turning your marketing campaigns into legendary tales of success. If you haven't developed your ideal audience profile yet, do not pass go. Do not collect $200. Go back to the first challenge and begin there. Marketing Challenge DAY 1.
Who is your ideal audience
What are their pain points?
What are their goals and aspirations?
Where do they hang out in person and online?
How do they prefer to communicate?
STEP 2: DEFINE THE CHECK POINTS OF THE JOURNEY A typical customer journey consists of several stages:
Awareness: The customer becomes aware of your brand or product.
Interest: They research and compare options.
Purchase: They make the decision to buy in.
Retention: After-sales support and engagement.
Advocacy: THE CUSTOMER SELLS THE PRODUCT FOR YOU!
Here is where your marketing challenge begins. Today you will recruit someone who has never heard of your business, not even in their wildest dreams. Armed with just a flyer or social media post, they embark on a journey, navigating your brand's universe. Do they emerge from this experience with unanswered question or frustrations? Take note and move to your next step.
STEP 3: Map out the Journey. Creating your customer journey map is like drawing a treasure map, but instead of "X" marking the spot for buried gold, it's "You Are Here" leading to customer satisfaction. With a dash of creativity and a sprinkle of customer insights, you craft a map that's more valuable than Captain Jack Sparrow's compass. Now it is time for your to grab your cartography tools and chart a course to customer delight, because in this treasure hunt, "X" marks the spot for brand success. Think about what you want to your customer to achieve and understand at each checkpoint.
STEP 4: Streamline the Journey
Keep it simple. When your customers have to dance through a labyrinth of complexities, they're more likely to throw in the towel and call it quits before reaching the checkpoints. So, pave the way with the smoothest, slickest, and buttery-soft pathways through your funnel. The easier it is, the happier your customers will be, and the less they'll feel like they're trying to decode ancient hieroglyphics just to purchase your product or service.
STEP 5: Feedback Loop So, you've birthed your brilliant content, but don't pat yourself on the back just yet. Now, it's time to become a feedback fiend. Get out there and pester your customers with survey's, stalk their reviews like a detective on a mission, and keep an eye on social media like a ninja in the shadows. Find out what they love, hate, and secretly dream about in their sleepless nights. And hey, if your first attempt wasn't flawless as you'd hoped, don't worry. The key is to embrace those glorious imperfections and mold your customer journey into a masterpiece based on their feedback.