We’ve talked quite a bit about the importance of creating buyer personas for SEO campaigns, which help you hone in on exactly whom your target Customer is and what specific needs that customer has. Along with creating buyer personas as part of a SEO campaign, it’s important that you take time to map a Customer Journey from initial thought to final sale and beyond.
In our post about micro-moments and being there throughout a customer’s decision-making process, we gave you some brief examples of how you can show up and be notable when a buyer is looking to fulfill a need – even in the moments where it’s not certain there will even be a sale down the road. In order to be seen in search engine listings, local business listings, photo galleries, and other places a customer might be looking for solutions to meet their needs, you must first know that these channels are the right places for you to target your marketing.
Mapping Customer Journeys, the paths that your buyer personas take from the I-want-to-get-away moments to the Can’t-wait-to-explore moments (and even after), is a critical step in a SEO marketing campaign because it reveals where your target customer is looking for information. And HOW. Completed Customer Journey maps give you the insight you need to understand where your SEO marketing efforts are best placed. And, while one buyer persona Journey might take the road from search engine to blog to booking, and another may go from search engine to landing page to phone call, the varying paths usually pass through similar stages in the decision-making process. This is important for you to know.
Mapping Customer Journeys to Understand the Customer Experience
To understand your customers’ needs and experiences, from initial thought about making a purchase