25 Apr Digital Marketing, A Customer Journey
In the days prior to GPS guidance trip planning travelers relied on maps made of paper to plot a course. The map with a highlighted path helped keep drivers on point. Waypoints confirmed the navigation was true, and the destination objective within reach. This illustration can be applied to developing the customer journey portion of any digital marketing plan. For the travelers there was a clear objective, and clear course of action and a measure of success. Buckle the seat belts, lets take a quick trip on how to define an audience journey and reach your destination of success.
What’s the Point…Developing a customer journey is best achieved when you understand the outcome of the journey. If for example, the goal is to have a visitor subscribe for a monthly newsletter or sign-up for a workshop, there is a clear outcome to the engagement.
While this may appear to be obvious, it is as critical as the paper map in the opening illustration. Once the goal is clearly defined you can begin to consider the waypoints of interest (content, call to action and conversions) – all measurable elements of the visitor journey.
Gauging the effectiveness of the journey by measuring the travelers engagement can validate or justify tweaking the journey map for greater effectiveness.
Clear the Fog…Understanding the potholes along the way on the path to conversion (subscription, sign-ups or purchase) using measuring tools like Google Analytics, and others can help you achieve greater operational effectiveness.
For example, if users are dropping off at one particular point along the path – that is an indication the traveler has lost a clear direction. Perhaps the user navigation is not optimized for mobile devices, or a call to action button falls too deep on the page – fact is the journey became a chore.
Over time and with enough user traffic you should begin to recognize lapses in the customer path. Correcting the course, or clearing the debris will help you retain visitors and help them reach the objective.
Measuring Success…The cliché in part goes – it is the journey not the destination…well in the case of creating a customer journey we could not agree more. In all forms of digital engagement you can gain insight on how effective the pitstops along the trip will help further the traveler reach the objective.
For instance, serving the proper content at the proper time in the journey. Think of content in a broad sense: user experience, video, chat support and clear call to action(s).
Objective Reached…With a clear path and plan any road trip (with or without GPS) can be a rewarding and enriching experience. Plotting the path, the pitstops and scenic overlook visits all enhance the journey. It is up to the marketer (or navigator) to research and fully appreciate the customer journey.
Consider the customer journeys you have taken in the past few days. Was it full of distractions and hurdles, or was it painless and elegant? The answer will show-up in reviews, referrals and retention. All of which are measurable objectives, which leads to another journey!