The buyer's journey is the active research process that somebody takes in order to purchase something. It's pivotal to understand where your persona or prospect is in his/her journey, so that you can provide them a content that fits with their needs.
The typical buyer's journey consists of 3 steps:
Everyone who wants to buy a product or a service take this trip, but the way to go through it changes from person to person.
It is an illustration or diagram of all the touch points (both online and offline) with which your customers come into contact. More detailed customer journey maps can even include your customers' thoughts, feelings, and emotions.
The aim of the map is to understand what your customers are going through from their point of view, finding a way to help them in a human and personalized way. For example, the customer journey maps can help you identify specific events or times to trigger automated emails, to encourage leads to become paying customers, to encourage repeat purchases, and improve the customer's experience.
(Source: Adaptive Path)
The marketing team is usually responsible for creating the customer journey maps, even if the exercise will impact the entire organization, focusing on serving (not just selling to) the customer.
There is no single way to design your map, 'cause each map is different, but the procedure behind it could be summarise in 5 steps. At the end of the day, you just need a blackboard with some post-it notes or an Excel worksheet. This is the scheme to follow:
If the creation of the scheme is usually up to the marketing team, involving all the other departments could be a bonus. Customer journey maps will help your entire organization focus on developing a strategy that is built around serving the customer, rather than selfishly focusing on your own products or services.
That's it! Now you can grow your business helping your customers in buying from you!
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