Customer ExperienceResearch

Customer Journey Mapping Basics

Customer Journey mapping is a must-have if you want to build a successful marketing plan.

In order to get from point A to point B, having a solid marketing strategy is useful to your business or brand. We need to know where we are on the trip now that we’ve shifted the needle toward a positive outcome.

This can be accomplished in four steps.

The first step is to plan.

It all starts with a set of objectives and goals. What are your objectives? When do you want to start working on the project? What kind of resources will be required? How am I going to get there? What kind of outcomes might I anticipate? and so on…

Spending time here and being realistic will pay off over the course of the project, ensuring that you meet, if not surpass, your objectives.

Step two is to conduct research.

The research is the second part. To figure out how to achieve that, you must first understand your position among your competitors and inside the larger space, or more particularly the macro environment.

As a result, you now have a better understanding of how we’re getting the project from point A to point B.

Following that, we do the essential keyword research to determine competitor and market analyses. This shows us where we are strong, weak, or have room to improve. This is, of course, part of a SWOT analysis, which is a standard marketing tool for conducting a brand audit.

We can now analyse and make informed judgments based on all of this original and filtered data.

Implementation is the third step.

Building out or changing existing web pages, altering existing information with things like SEO to guarantee that you are found for the items that the reader is searching for in the search query, is what implementation entails.

Then, in any project with various touchpoints, we must boost our visibility.

Whether it’s traditional or digital marketing, there are numerous marketing cornerstones to consider. From websites to email, social media to periodicals, point-of-sale to exhibitions, surveys to mobile marketing, there’s something for everyone.

The idea is to be visible in as many places as time and resources allow in order to enhance your chances of initiating engagement.

Step 4: Go over everything again.

Finally, once we’ve put everything in place, we need to remember Peter Drucker’s advice: “You can’t manage it unless you measure it.”

We need a mechanism to look back on everything by analysing the data using metrics and analytics. Here we can see what works and what doesn’t.

Last Thoughts

Following these four basic steps will allow you to take on any project, large or little, and provide the most effective journey mapping solutions.

Rinse and repeat to improve lengthier projects while applying what you’ve learned from prior ones to make new (better) ones.

With each new post, blog, campaign, or project you conduct, you’ll be able to see the roadmap to success unfold.

After that, success comes from figuring out what small things work and repeating the process until it achieves the goals you set out to achieve in the first place.

Best wishes on your journey.

Andy Woolley

Andrew Woolley has been doing SEO for eight years and digital marketing for over fifteen years. Trained and qualified in various disciples he is able to communicate complex elements in simple, practical ways that generate results. Track record of helping hundreds of companies build their online brand credibility. A regular contributor to several SEO forums and online directories.
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