Crafting Your Customer Journey: A Step-by-Step Guide
First off, what exactly is this 'customer journey' we keep talking about?
Well, it's basically the whole kit and caboodle of experiences your customers have when they interact with your brand. Picture it like a journey they take, but not a straightforward one from A to B. Nope, it's more like a zigzag with stops along the way. These stops, or touchpoints, can be anything from ads they see, to emails you send, to walking into your store – you name it.
Now, to build this journey, you've gotta work backwards. Start by setting a clear end goal – usually getting them to buy something, but it could be something else too. Then comes the fun part: market research. You can't map out a journey until you know who your customers are, how they shop, and what they want from you.
First things first, build your buyer persona. Get super clear on who your customers are. Once you've got that down, grab a pen and paper – seriously, do it – and list out every single touchpoint your brand has with a customer. What happens at each of these stops? What are their pain points? How much do they know about you?
Now, let's talk awareness stage of the customer’s journey. There are 5 levels:
Unaware: They don't even know they have a problem, let alone who you are.
Problem aware: They know they've got a problem, but they're just starting to look for answers.
Solution aware: They're figuring out how to fix their problem, but they don't know much about your solution.
Product aware: They know what they need, now they're deciding which product to go for.
Most aware: They know you, they know your product, they just need a little push to buy.
Go back to your list and refine those touchpoints based on these awareness levels.
These touchpoints? That's your customer journey. Now, align your content strategy with it.
Create content that fits each stage of awareness, addressing their needs and problems along the way. Guide them towards making that purchase decision.
But wait, there's more...
The key here is to keep optimising and refining as you progress. Your journey will naturally evolve as your business expands and as you gain deeper insights into your customers. It's important to understand that this process is continuous and ongoing. By constantly monitoring your data, making necessary adjustments to your approach, and consistently producing high-quality content that resonates with your audience, you can ensure long-term success.
Interested in creating content that fits your audiences customer journey? Contact us here: hello@chutzpahcreative.com