[or taking a trip] through reviewing the product, it’s helpful to take your buyer personas and map your customers’ fictional (but likely) Journey.
Your Customer Journey maps will include certain touchpoints, which are similar to the micro-moments we’ve spoken of, and they will let you plot each imaginative step from the moment a buyer notices your SEO marketing to when the sale is closed – and even throughout repeat business with you.
Touchpoints Are the Moments Your Customer is Aware of Your Brand
As you create the fictional Journey your imagined buyer will take, from thinking about finding solution to actually settling on one, you will plot the pertinent touchpoints on your Customer Journey maps.
- The first touchpoint on a buyers’ Journey might be something like a Google search of cruises for nature lovers. This search will provide the buyer several options, and hopefully your website will show up as one of the top options in the search results.
- The next touchpoint might be the moment that buyer clicks on your About Us page, which may be indexed separately in the search results.
- A subsequent touchpoint could be the customer clicking on the tab for your blog, from your About page, or opening up a new tab in a browser to look your company up on Facebook.
If you can anticipate a customer’s Journey from initial search through all the steps that will eventually get that buyer onto a cruise or buying a membership or lying in hotel room, you have a better chance of making the sale and positioning yourself as a company of value.
Stay Relevant and Positive Throughout Customer Journey Stages
Customer Journeys, and the touchpoints associated with them, tend to go through 5 stages: awareness, comparing, engaging, transaction, and satisfaction. These stages represent groups of decisions or micro-moments (sometimes hundreds of them) that take place before, during, and after a purchase or a trip.
If you can be there, offer valuable and helpful information, and stay positive (because any slip or negativity attributed to your brand can taint your reputation across the Journey) throughout all of these stages, you will see success in customer acquisition and retention. Customer Journey maps help you make this happen.