Have you ever wondered what your customers think about your brand? Okay, let say they come across some form of content or an ad, what do they experience? What do they perceive? What will drive them to make the purchase?
Nowadays, it is not as simple as creating an excellent website and waiting for potential customers to come and make a purchase. The brick and mortar strategy does not work online. Your actions should not be reactive, they need to be proactive because it is vital that you connect with your customers.
So in order to understand your customers, improve your service or product, you need to implement a customer journey map in your strategy.
If you don’t know about this, then keep reading. It will be worth your time.
The definition of a customer journey map.
So this imaginary map that we are talking about is ultimately a visual representation of the several ways with which a potential customer comes in touch with your brand before they make a purchase. What are the touch points they have with your brand?
Imagine your brand as an individual and think about what is the first impression you make on your customer. Every brand will have a story and this story shall define your identity online. Can your customer relate to this story and want to be part of it is the question.
Let us take a look at the different stages a customer goes through before making a decision. Also, note no two customers will undertake the same journey.
Be that as it may, here are the five primary stages we all go through.
One day, when the customer realizes when he/she needs something, or maybe they have a problem they need to solve, they browse the web and come across your brand. Ladies and gentlemen, this is the awareness stage. This is where the customer is going to get the first impression about your brand and product.
You need to be able to provide them with valuable and enticing content so that they spend time understanding and creating that brand image in their head.
The customer is aware now but they are not ready to commit. They need to do their research, they want to compare the prices, they want to look at the reviews, they want a better idea of how the user experience would be if they choose you. This is where videos, testimonials and case studies will help. (The more the better)
It is time to make the decision. Be clear. Be precise. Make sure the content is specific to the brand, the product, think whether the solution to the customer’s problem is your product. That’s where you need to be.
Once the customer is hooked and your brand has kept the promise, then this is where you ask for loyalty, you ask in for reviews and send in newsletters. Give the customer good offers so that they return to you and nobody else.
Once you have done these four steps, it is easy. Customers will do their job and tell others what a wonderful experience they had connecting with your brand. By the way, always giving what you promise or preach is mandatory towards this.
Understanding the journey:
So always remember, most people who buy products online are likely to do research first. They need not buy the product from your website per se, they could buy from other channels as well. You need to keep this in mind while doing your research. Lastly, people shop from their mobiles as well, these people can call up your company before making a purchase. This is also part of their journey. But the whole idea is still the same. No matter how or where they shop, the primary pillars of their shopping experience are the same.
Understanding what you need to do:
- Set company goals
- Competitor research
- Engage your audience
- Create buyer personas
- Identify the different channels
- Create a brand story
- Create a content strategy
- Observe the journey through different angles
- Tombstone touchpoints
- Post content consistently
- Revise and retarget.
Now that you have learned about the different stages of the customer journey. Get on with it.
If you need spreading brand awareness, consider choosing a digital agency who will create a personalized strategy for your brand.