5 Steps to Map your Buyer JourneyAndreea Grindeanu
First of all, you have to be aware of your buyer’s journey. This means you have to take into account the different scenarios and steps your customer may take when interacting with your company. Consider also that each customer can personalize his/her path, so be prepared for a variety of scenarios.
In order to maximize your customer journey ROI we recommend the following 5 steps:
1. Understand your buyer persona
Analyze your buyer’s interactions at each stage of the purchase and gain insight about the information needed to take a decision. Create different profiles of buyer personas by gathering information about multiple features: gender, age, financial situation, profession, education etc.
Most of the time, a profile based on a combination of demographical characteristics is not enough to make you understand your buyer persona. You need to find out which are the challenges of your ideal customer and what are results he wants to achieve.
2. Audit your current marketing activities and resume their performance outcome.
Note down your current marketing activities and evaluate their results based on costs involved and KPIs. For example, if your present efforts are directed towards boosting your website visitor engagement, you should check the bounce rate, time spent on the website and also the page views. Afterwards, consider your assets and how you can integrate them in your marketing process so that you goals are accomplished.
3. Optimize the existing marketing process
Once you’ve evaluated your marketing activities, take the necessary steps to maximize the ROI on existing marketing process. You can consider integrating marketing automation tools that can eliminate gaps between different marketing channels.
4. Define your marketing goals based on business objectives
Based on your business objectives, your goals can be concepts like increase website visibility, generate qualified leads, building brand awareness etc. It is important that your goals are specific, measurable and attainable in a defined period of time. After you set up your goals, plan the activities that need to be done in a timeframe and the resources needed.
5. Define roadmap for alignment
Now that you have created your buyer persona’s profile, identified his challenges and set-up your marketing goals it’s time to create the roadmap to success. Basically, you have to define the necessary steps that will be taken to get you closer to new customers.
- Your first step should focus on attracting new customers to your website. You can do this by optimizing content, stimulating community conversations and increasing activity on social media.
- Afterwards, you’ll have to convert your visitors into leads. For this, you must create meaningful landing pages with attractive call-to-action buttons. Don’t forget about the power of well-built email-campaigns.
- Engage your leads in high active conversations, give them solutions to their challenges and transform them in your customers.
- Once a lead became a customer, don’t neglect it! Nurture your customers, check their level of satisfaction permanently using surveys or social media channels. Keep in mind that a satisfied customer can become a promoter of your business.
No matter what business we have, we all struggle to understand our customers better. What are you doing to create a better connection with you clients? Leave your comments below.