Provide extra value with an in-depth customer journey
A new customer does not just show up at your door. If only it were so. Prospects "travel" before they knock on your door. They go through a customer journey. This is a journey full of touch points (contact moments) in which they are looking for information. Information that helps them to find a solution to a particular need. It is important to adapt your communication to this, because this will help you guide your prospects to your solution. But what journey do your prospects go through in general? And how do you map this out?
Reading time4 minutes
CategoryStrategy & Branding
It's incredibly important that you know how to map this. If you know through which channels and at which times you can reach your target group, you can have your brand shined at each touch point.
But this is no longer so easy these days. Prospects no longer search the internet at fixed moments. People are not only on the internet in the evening because they have to dial in with that alien-like sound (check the video below) for half an hour's use of the World Wide Web.
Your prospects choose to grab their mobile devices at unpredictable moments. As a result, the customer journey is no longer a linear line, but a well-mixed cocktail of interactions, devices and times. Just think about it. You pick up your phone just before you get out of bed, queue up at the supermarket checkout and go back to bed. These micro moments where we look for information are everywhere. And because of that, there are lots of opportunities for you to get in touch with your target group.
Focus on added value
For a successful customer journey, it is important that you are there for your prospects. That you are there when they need your help. Be out there. Guide your prospects step by step, without pushing too much. Look beyond clicks and conversions. Focus on long-term growth and make sure the contact moments you have run smoothly. Offer an excellent experience on your website and do not just write a basic text about your product, but always focus on added value. Make sure that their time on your website is really worthwhile and focus on long-term relationships. Who knows who your new brand ambassador will be and whose customer journey he or she sets in motion at a family party or a company barbecue.
The marketers who want to see the most growth will up their analytics game.
- Ken Wheaton, Think with Google
Tips for a successful customer journey
1. Know your target group
Actively seek contact with your target group and really get to know them. Talk to your customers as much as possible. For example, send a short survey with an order confirmation to find out how they came in contact with you.
2. Clear message per target group
Do you have your buyer personas clear? If you know what the pains & gains of your target group are, you also know how to respond to them. Formulate a clear message that is perfectly tailored to their needs.
3. Tune your channels and be helpful
Make sure you are present at all possible touch points of the customer journey. For this you need a good coordination between different channels. For example, keep a blog and give tips that really help your potential customers. Create (how-to) videos and downloads, such as white papers, that are relevant to your company. Offer the download in exchange for an email address, and you can then make one-to-one contact with your prospect. Create an infographic to explain a more complex concept. Create ads on Google and social media and consider out of home. But don't just use a tool. Make sure that the goal is always leading in the choice of channels in your marketing mix.
4. Turn data into knowledge
Also take a good look at all the data you're retrieving. Dive into your Google Analytics and social media platforms and try to recognize fixed patterns and target group profiles. Use this as input for your next move.
5. Set your website to conversion oriented
Think carefully about the design of your website. Make it as easy as possible for your prospects to orientate themselves. There are plenty of ways to get started. Think carefully about your menu structure, for example, so that prospects are better guided in their search for information. And place cases as social proof and show how you have helped previous customers.
Would you like to discuss the ways in which you or your brand can deliver added value? Or do you want to dive into your data together to see who your most valuable customers are and where there are still opportunities? Just give me a call or leave your details and we'll get back to you as soon as possible.
Back to summary