Defining Your Customer's Digital Journey
This is an article “Defining Your Customer's Digital Journey” by Marc Primo
Like traveling, a customer’s journey comprises many turns and forks on the road. As a digital marketer, it is your job to serve as your customer’s GPS that will guide them to where they really need to be. Mapping out your customer’s journey is also a great way to track customer experiences with your brand so you can improve the way you shepherd them towards conversion.
For most businesses, it is definitely a challenge to identify who their customers are in the first place and know what they are thinking about when it comes to your brand. This is why mapping out their journey is important as it untangles all the information you gather as necessary, and apart from those you don’t need to make up a coherent step-by-step path from awareness to sale.
First, you’d have to define your target market by asking yourself the following important questions: What problem is your product solving? Whose problems is your product solving? What are their behaviours and interests as consumers? What are the specific touch points where you can reach them?
Once you have identified all of these, you can now start defining a customer journey outline that will allow you to interact and manage your customer relations more effectively.
Set clear goals
There are many ways you can start off the creation of your customer journey outline. You could invite them to subscribe to your newsletters, integrate call to action messages in copies for your website, or simply gather feedback by asking them how they found out about your brand. Identifying buyer personas and defining lookalike audiences (algorithmically assembled groups that resemble similar audiences in your network), are very essential to setting your goals. However, you can’t really identify them without laying down the reasons behind the need for a customer journey map.
Create a guide on how you plan to drive awareness towards your product by studying your competition and the way they connect with audiences similar to yours, what marketing strategies you can put in place, and how you can maintain customer loyalty while pursuing new leads. Then, from all of the key touch points you’ve set (e.g. from social media before sale, to physical store during sale, and finally upselling post sale), you can now concentrate on more targeting strategies further in your customer journey model.
One good way to retarget customers who have fallen off your active customer list is by remarketing or placing paid ads to an audience that has previously interacted with you via your site or through engagements in social media.
Why is this essential? Remarketing lowers your cost when it comes to re-establishing new connections with your target audiences in order to increase sales. This is because these customers have already shown signs of interest in your products or services in the past and are still worth pursuing.
For most businesses, the standard remarketing list consists of all your website’s visitors, demographic segments, time on-site segments, and social engagers.
Your website visitors automatically become your targets for remarketing, while demographic segments comprise those you’ve identified from your buyer personas. Time on-site segments are those visitors who spend more time on your website or social media more than others, while social engagers are those who act as your brand ambassadors on social media by showing great interest in your brand through likes and shares.
Creating your remarketing lists according to these categories may differ from the channel you're using and may require different strategies as well.
For example, targeting demographic segments require relevant ads and products based on their interests and personalities, while those on your time on-site list can relate more with moment marketing ads.
Social engagers on the other hand, may require a different set of ad copies that encourage more site visits and increase sales while you create stronger brand affinity.
In summary, creating your customer journey model should push you to define your brand’s purpose properly, identify buyer personas, plot out touch points from awareness to sales, and determine which groups in your marketing funnel need some remarketing. This way, you’ve got all your bases covered in terms of spending on what works on which audience, and doing away with what doesn’t work and those who are not really interested in your brand.