Align Your Marketing with the Customer Journey
The goal of marketing is to reach customers at the moments when their decisions can be influenced the most. The first step is to develop a deep understanding of the process your customers go through as they interact with the brand at multiple touch points over time; also known as the customer journey.
So why make a customer journey map? Doing so can help you provide customers with the right experiences at the right time.
Once you have created a map that clearly shows the journey your customers are on, it is vital to align marketing efforts with that journey and focus on the most influential touch points.
So what exactly does that mean?
To provide customers with the right experience at the right time along the journey, your brand will need an integrated strategy that employs all marketing avenues, including content, social, PR, digital and more.
Here’s a quick outline of steps to take when aligning your marketing with the customer journey:
1. Content Strategy
During the planning process, establish goals and objectives for your content marketing strategy. Then, perform a content audit and identify current gaps in your content. Use this information to create a content plan that will meet the objectives and fill any previous gaps.
2. Channel Alignment
Look at your customer journey map. Where are your customers going during each stage of the decision making process? Most likely they are at the beginning of their journey when they are on your blog or social media sites, so make sure the content and experience there is tailored to that state of mind. Do this for each of your channels to ensure it aligns with the customer journey.
3. Establish Metrics
Metrics are a great way to get data feedback from your strategy. Establish metrics that align with the channels used in each stage of the journey. For example, at the end of the journey during the adoption phase you should see an increase in renewals or cross-sell opportunities. If you’re not meeting your metric goals, go back to your channels and make sure you’re providing an appropriate experience at each stage.
Establishing an omni-channel marketing plan is a great first step to ensuring that your brand is providing a seamless experience at each touch point, which will support your customer’s journey. To learn more about omni-channel marketing, check out this blog post.