Most companies make the mistake of churning out content randomly, focusing on keywords to get a high Google rank rather than attracting relevant audience. Whatever service you are offering, there is always going to be a host of competitors in the market fighting to steal your share.
To stay afloat in the business world, it’s important to adopt a customer-centric approach instead of a campaign driven one. This is where customer journey mapping saves the day. Before we move on to the nitty-gritty details of content planning with journey mapping, it is important understand what customer journey mapping is all about.
Looking at the entire timeline between when the average internet user finds out about your company to when they become a paying customer, is what constitutes customer journey mapping. Of course there are a lot of touch-points in between for example; How the user became aware of your brand, why they interacted with you, and what finally compelled them to make a purchase). This holistic approach can help business owners come up with effective strategies to gain a larger share of their overall market share.
In the world of digital marketing content is king. So how can a journey map shape your content strategy? To make sure your content pushes the user towards conversion, it helps to break down customer journey mapping into its individual phases. Even though each business’ customer journey map will be unique, there are a few things that are common to every map.
No matter what stage your potential customer (or even existing customer) is at within your sales funnel, you should try to create content that caters to them. You can use customer journey mapping tools to quickly draft the major touch-points which are important in all the content campaigns and set-up the entire content strategy step by step.
This is the point where the user has not heard of your brand nor interacted with it at any point. To reach out and create brand awareness at this stage, a Facebook ad tailored to the right audience is a good way to break the ice. For example, if you are a makeup brand and your Facebook ad makes its rounds on a regular makeup lover’s timeline, then they are more likely to “like” it if their friends had endorsed the brand as well. And of course it simplifies the equation if they approve of their friends’ fashion sense too.
An ad that is targeted for new users can be about upcoming sale, new launches or special discounts for first-time buyers. This will garner most interest in the post.
The user is now aware of your presence in the market. You can use website monitoring tools i.e. WebMon to instantly action for any down-time and Google Analytics to find out how a particular customer stumbled on your website, which social network is providing the most traffic to the website, and what is compelling your customers to subscribe to your newsletters.
They might be just browsing through and have not made purchases yet. So this is the point to draw them in. You need to generate content that will educate them more about your brand. An email with positive reviews and feedback from other customers, or a newsletter suggesting products similar to their searches might do the trick. Some users tend to save items in the cart or add them to their wish list.
They often forget about these products after their online shopping spree loses its fizz. At this stage, you can send them reminders about the items waiting in their cart or offer them a limited time discount so that they proceed from the checkout to thank you page.
Most people get second thoughts when they are hovering their cursor on the checkout button. They are still deciding if your outlet is the best to buy from or if they are getting the most bang for their buck.
The content at this stage can be video testimonials. Sometimes all a potential customer needs are one good reason and one subtle push to cross the finish line. However, the content should not be too pushy carrying vibes of desperation.
The eureka moment when they’ve made a purchase and you have earned a new customer! To make the experience memorable for them, send them a complimentary how-to guide along with the product. If you are a clothing company, a style book would do. You can even give them a discount voucher for their next purchase to keep them hooked.
Successful businesses are those that have not just customers but loyal customers. Your content for this phase should target existing customers to make them come back for more. Amazon does this by sending out personalized emails to their customers suggesting products similar to their previous purchases.
So you can further fine-tune your content strategy by analyzing your customer journey maps. If executed successfully, you might see a marked increase in revenue. Content strategy will of course have to be adjusted if the customer trends change to make sure your business remains in the game.
What to learn more about customer journeys? Check out our infographic that provides a visual guide to the Lifecycle of a Digital Consumer. And if you want the latest updates on the ecommerce world be sure to follow PAYFORT Twitter account!