The customer journey begins before your product or service has been discovered and ends after a successful sale has resulted in referred or repeated business. If your business isn’t discoverable, then it can’t realize its full potential for success. And if a customer experience isn’t worthy of repeat business or a referral, then the cost of marketing will remain high as new customers are more expensive to acquire than repeat or referred customers. Every business must start somewhere though – and that should be by being discovered.
Once your market is defined and the problems faced by your prospects have been researched and documented, the next step of your customer journey map is knowing where your customers and prospects go to seek information – and using these platforms to communicate clearly how your product or service solves the problems relevant to your audience. In some cases prospects aren’t necessarily aware that they have a problem, in this case, rather than offering a solution, you must address the symptoms of the problem on these same platforms that your prospects use.
While using terminology like “problem, symptom, solution” may seem relevant only to B2B, the concept can also be applied even to luxury consumer goods. An identity crisis (big problem!) could be perceived to be solved by a sports car for example – the result really being the feeling of increased confidence and elevated importance. Whether a car is a long-term solution to an identity crisis is thankfully not within our scope as marketers and dream merchants.
If you know where your customers go and your value proposition is clear and compelling then once discovered, you are guaranteed high-quality traffic and/or leads, and assuming that there is no barrier to sales (a poor on-site user experience, a slow website, a broken payment system, a slow-response sales team, etc.) you will acquire new business. If the traffic or leads don’t convert, then you can be sure that there is a broken link in your customer journey and until that is fixed, you should pause advertising.
Contact us for more information about how our 8-step Customer Journey Mapping Workshop can help you optimize your marketing, reduce costs and increase revenue.
LimeHub also offers a free Marketing-Mix Calculator which provides a list of a suite of activities available to your business based on your market and budget. Your customer journey map can then highlight the highest performing activities from this list. Take the test now.