Do you want to be successful with your online marketing efforts now and for the next many years? Then you need to work with your customers’ digital customer journey and actively use it as a strategic tool in your marketing strategy. Why?
Yes, because when you know which channels and specific touchpoints your potential customers touch at each stage of their journey to a purchase with you, and how long the journey lasts from the first to the last touchpoint, you get an overview of where and how you best helps your customers.
In other words, you become wiser about where exactly you need to insert and with what content.
Are you also hungry to travel? And do you have the courage on a digital journey with me?
Today is your lucky day!
In this blog post, we embark on a fantastic and exciting journey, where we become wiser about the digital customer journey for B2B and B2C.
Let’s buckle up and get going!
What is a customer journey?
A customer journey maps all the customers’ experiences and interactions from start to finish in your company. This is the overall experience that a customer has with your company across all channels and touchpoints.
Why is it important to work with the customer journey?
Don’t you also want to be one step ahead of the competition? But are you not competitive on product, service, price or similar parameters?
Yes, then it could look black. But fortunately it is not!
There is an enormous, and for many untapped, potential in uncovering customers’ journey through the business.
Although there are a wealth of competitors and solutions out there, and the battle for customer attention is becoming more and more intense, a well-crafted and clear customer journey can actually give you a head start.
But what does the customer journey look like? What do the individual stages entail? And how do you get started working on your customer journey?
All that, and more, you will get answers to during the blog post.
However, I would like to take a closer look at the classic customer journey, as it forms the basis of the digital customer journey that you will be presented with in many ways.
What does the customer journey look like?
There are many different models we can use to illustrate the customer journey, but one of the most popular models is AIDA, which was developed by Elias St. Elmo Lewis in 1898.
So this is where our journey begins.
Maybe you have already worked with the AIDA model or an interpretation of it? If not, let me briefly describe it to you.
The AIDA model identifies four different stages in a customer journey, or shopping journey if you will, and tells you how and when to communicate in each of the four stages.
Awareness-Interest-Desire-Action
The AIDA model has many years behind it. However, it is still used extensively in the world of marketing and advertising in particular. Why? Yes, because the goal, the starting point and the approach are still relevant.
There’s just one small but… internet advancement.
The Internet came, saw and triumphed
Let’s fast forward to the 1990s. When the internet stormed up through the 1990s, and Google at the same time seriously became the dominant search engine in the 00s, it became clear to everyone that the key to customers lay there.
Because where do we automatically go when we have challenges, questions or just a need to get smarter? You have probably already figured out the answer: the Internet and, for the most part, Google.
This is where we can get answers to our questions, buy what we are missing, or interact with each other. And it’s not because we lack choice online. We face a cornucopia of opportunities online, with companies competing fiercely for our attention.
At the same time, we have even better opportunities to research and uncover the individual companies and their products or services before we turn the map.
But now let’s move from the customer perspective and to the business perspective for a while.
The Internet has opened up a wealth of new avenues for businesses to reach customers – quickly and efficiently.
In addition to being able to reach customers faster and more efficiently, they also gain valuable insights into their customer segment, enabling them to target campaigns and communications even better – and even more naturally and personally than before.
But how do you and your company make the most of the many opportunities? Yes, if you want to capture customers ‘attention and hit “the sweet spot” , it requires that you know , understand and be able to implement customers’ digital customer journey in your marketing strategy.
Would you also like to know what my bid for a digital customer journey looks like? Fortunately, I’ll show you just below, so just read on.
The customer journey in a digital age
The digital customer journey is based on the stages of the AIDA model, but the linear structure that the AIDA model follows is in many ways a thing of the past. Instead, we must welcome a more dynamic and cyclical structure – AIDA in new clothes and with a few important expansions.
Like many others, I have also chosen to expand the model. This does not necessarily mean that it has become much longer and more complex, but rather that a few completely new stages have been added.
Now I do not have to pull the pin out anymore! Below you see my bid for the digital customer journey.
As you can probably already see, the difference lies in the detail.
The digital customer journey in many ways makes up for thinking about marketing in silos and describing customer behavior as a linear process from advertising to sales.
Our behavior has changed, and this is mainly due to the increased digitalisation, which has helped to shift the development from linear to circular customer behavior, where the customer journey also never stops; it just starts over.
The purpose is no longer just to get customers in the store, but instead to onboard customers who are so satisfied with the company that they:
- returns
- recommends / talks well about the company and its products / services to family, friends and others.
What does this mean for your business? Yes, that means your marketing and sales team should no longer strive to close a lot of sales to subsequently forget all about the customers.
Instead, you should strive to sell a concept and a world that continues to offer new experiences and opportunities to customers. The digital customer journey must never end.
How does a B2B and B2C customer journey differ from each other?
Before we dive into a detailed review of the customer journey, we set out to zoom in on how the B2B and B2C customer journeys generally differ from each other. This makes it much easier to understand where there is a dichotomy in the customer journey and why .
What characterizes a B2C customer journey?
A B2C customer journey is characterized by the fact that there is a short distance from the interest stage to the research stage. And how can that be? The price of products or services for B2C customers is typically lower, and it does not take much persuasion before a B2C customer realizes that they actually have a real need – and that you have the solution to meet it.
You probably know it yourself. You are looking for your favorite jeans online, and when you find them (maybe even at the lowest price), you are probably putting them in the basket. It is seldom a large outlay, and you quickly swing the card – a voilà . A pair of new jeans fluxes your way!
In B2C, we roughly work with a much more emotional journey with the customers, where there is not far from the recognition of a challenge to the solution (ie your product or service).
The target group within B2C customers is also broader, and you therefore target a larger audience, which can be a challenge…
Fortunately, with the help of the various tools in your marketing toolbox, you can hit the target audience at just the right times with personalized messages. But more on that later.
What characterizes a B2B customer journey?
A B2B customer journey, on the other hand, is characterized by the fact that there is a longer way from the interest stage to the research stage.
This is partly due to the fact that the B2B customer journey often involves many more stakeholders who must be taken into account (for example, purchasing manager, product manager, CFO and CEO) in the process, which in particular helps to prolong the journey.
In addition, the price of a B2B product or B2B service is typically much higher, and therefore requires more argumentation, cold facts, and calculations from B2B customers before they are ready to invest.
The sales process therefore automatically becomes longer, and it can take several months and even years before an agreement is reached.
The B2B customer journey is by nature just more complex, and the cost of winning a new B2B customer is often also greater. From the bright side, however, the market is usually smaller, which makes it much easier to target its messages and marketing activities to the individual customer.
The digital customer journey – 1: 1
Do you want a better understanding of the different stages? And you want to know how to think them into your marketing and communications? So read on. In this section, we dive into the individual stages of the digital customer journey.
1) Awareness: Find customers’ challenges and help them understand their needs
The customer journey starts before your potential customers even think about becoming customers with you.
In the awareness stage, you must therefore focus on getting your company and your messages beyond the steppes to customers who do not necessarily know you or have the need for your product or service.
You do not have to solve the problem of potential customers, but instead help them to understand the problem better.
You need to keep in mind that potential buyers may not even know what their challenge is and who is ultimately best suited to solve it. They just know that they are experiencing some signs that indicate they need to do something.
The modern customer searches for the majority of his information and spends his time online, and therefore it must also be reflected in the awareness stage. In other words, you need to be clear and visible when they start searching for answers on Google.
You need to focus on delivering content that fits into the challenges that potential customers may have.
And how do you do that? Yes, you need to make sure to be ahead and describe a number of different pains that the target audience can easily and simply recognize when they sit in front of the screen and start searching for answers on Google.
They will try to understand their pains and needs and to seek inspiration among like-minded people – and here you must be visible.
The sharper you are at telling them what a challenge they are facing and what product or service can solve it, the greater your chances of winning them.
The content you prepare should be seen as a three-stage rocket that describes a concrete and recognizable pain for the potential customers, and which explains to them the cause of the specific pain, and which last but not least, points the potential customers in the direction of the company’s solution. .
The goal: Find out what challenges your customers have and help them understand the challenge and the need.
Example
You sell robotic vacuum cleaners, and your potential customers have discovered that vacuuming twice a week is a challenge, but they have not yet identified an actual need.
This is where you come into the picture again, because when they sit down at the keyboard and write, “How much time do you spend vacuuming each year?” – yes, then it’s your job to have a sharp SEO landing page or ad ready, which explains that they avoid spending time vacuuming with a robotic vacuum cleaner.
So it is your job to convince potential customers that vacuuming twice a week is a challenge.
Channel selection
Organic search, Google Ads and Shopping, social media advertising, affiliate and PR.
2) Interest: Clarifies how they can solve the challenge
In the interest stage, you need to focus on creating an interest and a need in the potential customers who have already become acquainted with your company.
You need to reach out to those who have recognized that they have a need that the company’s product or service can address. Specifically, you speak to those who have taken a liking to your product or service.
And this is where it gets really interesting!
When potential customers move into the interest stage, it is extremely important that you set all sails to “catch them”. They have recognized that they have a challenge and thus a need that your company’s product or service can solve for them.
You probably already spend oceans of time getting a lot of traffic to the company page, but today it is far from always enough to get traffic to the page. There is also a need to influence your potential buyers on other channels.
So it is also at this stage that you have the opportunity to convert a portion of your customers into the “small” sales. You do this by putting some of your content behind lock and key as gated content or by offering exclusive discount codes, accesses, offers and the like.
In order for them to access the content that is of high value to them, they must in turn provide their email and name.
On the website you can start collecting your leads via pop-ups from, for example, Sleeknote , and on Facebook you can use Lead Ads .
The reason I call barter the “small” sale is because once you have your fingers in the potential customers’ emails and names, you can gradually begin to process them with even more valuable knowledge via email automations, that should light their fire and ultimately make them hot on the “big” sale.
You can to a much greater extent take control of in which direction your potential customers should be affected and how quickly.
The use of e-mail automations as a webshop is especially also an extremely effective method of driving them back into your webshop as a kind of loop effect. This circular process can in fact help to set in motion the sales engine.
In addition, use both the organic search results and paid advertising in the search results as well as on social media to reach your target audience with your messages.
Last but not least, you will also have to skew to remarketing and retargeting on Google and Facebook respectively. These are effective strategies for staying visible and getting them to take a stand on your business – over and over again.
How exactly you should approach it, however, depends to a large extent on whether you are in a B2B or B2C company. How do you light the fire of a B2B and B2C customer? And how do you keep them alive so they get more and more hot to buy?
Interest among B2B customers
They have a greater need for more angles, facts, calculations, information and factual arguments for a solution.
Therefore, your argumentation must be factual, relevant, short and at eye level.
In B2B customers, the emotional payoff is often derived from an effect. More specifically, the feeling of having made the right choice by securing the company’s data better, achieving greater productivity and better liquidity.
You capture them best by providing quality content such as e-books, white papers, guides, webinars, etc. that illuminate how your business can address their needs.
Content should be distributed as both gated and non-gated.
Intensive focus on collecting leads.
Convert them to the “small” sales by putting some of your high-value content behind them and locking it as gated content, so they have to give their email and name in exchange to access it.
Interest among B2C customers
They have a greater need for quick and easy-to-eat messages, and they are undergoing a more emotional transformation.
Therefore, focus on bringing emotional triggers like pride, fear, humor, surprise, anticipation, fomo and love into play.
For B2C customers, the emotional benefits of making a choice are linked to a set of emotions. Specifically, the feeling of having made a good coup and getting your fingers in something unique or new.
You capture them best by delivering razor-sharp and inspiring product and category texts, blog posts and guides.
The content should primarily be distributed as non-gated.
Intensive focus on collecting leads.
Convert them to the “small” sale by offering a discount code of X%, access to exclusive offers and the like in exchange for their email and name.
The goal: Find out which solutions your potential customers are investigating exactly and how, and at the same time convince the potential customers that it is your solution that they should throw their love at.
Example
The potential customers have now realized that it takes too long to vacuum – thanks to your text, but also your remarketing and retargeting campaigns.
They have found that they can simply free up more time for other and more exciting activities by letting a robot vacuum cleaner do the work. This causes some of them to search for “fast vacuum cleaner” on Google, and here you must of course come up with a category or product text that is targeted to the specific search. It could be “Model X: The fastest vacuum cleaner on the market” – or a blog post with the headline “How to quickly do the vacuuming” .
When the potential customers land on the specific page, a pop-up will also appear that either offers a 10% discount on the first purchase or an e-book that guides you to the choice of the best robot vacuum cleaner if you enter e-mail and name.
Pst! There will also be potential customers who are trying to find another solution to their challenge. They may be looking for “Tips for effective vacuuming” or “help with vacuuming” . Here again, you need to have a blog post (and associated pop-up) ready that tells why the robot vacuum cleaner is a better choice than their other solutions.
Channel selection
Organic search, Google Ads and Shopping as well as remarketing on Google and in display networks, advertising and retargeting on social media, newsletters and chatbots.
3) Research: Convince them that you are the right choice
In the research stage, you need to focus on convincing the potential customers that they should choose your business. It is at this stage that the potential customers compare different companies to find the optimal solution.
This stage is mainly about making the customer’s need so great that they can not do without the solution that your company offers.
You must therefore communicate the benefits of solving their problem with you and show some easy solutions.
Why should potential customers choose you over competitors?
The research stage is in many ways reminiscent of the interest stage, as it is a continuation of the approaches you initiate in the interest stage – e-mail, paid advertising, retargeting and remarketing.
In the research stage, you just screw up the charm even more and tell the potential customers about all the benefits of choosing your particular company to solve the need they have.
Prepare more crisp blog posts and guides as well as valuable and exciting webinars and white papers that speak to the target audience, and position yourself as a trusted advisor and go-to source of inspiration for potential customers.
Let them know if you have excelled in a best-in-test, won an industry award or something completely third.
Use paid advertising on Google and social media, for example, to share your content as well as remarketing and retargeting, and also take advantage of lead tracking and scoring to segment your leads on the newsletter list, so you can always identify what type of content the different leads are hungry for. after and at what times.
In other words, you need to take control of which direction your potential customers need to be influenced and move.
Here again, it is important to point out that the research stage runs out of two different tracks – a B2B and a B2C track.
However, the goal is the same. You need to be sure to list the benefits and benefits of your business and product or service and, in general, why you are better off trading.
Research at B2B customers
There are several stakeholders who need to be convinced that your solution is worth investing in.
Therefore, you need to identify the various stakeholders involved in the decision-making process so that you can present even more arguments, angles, facts, distinctions, etc. that influence the individual stakeholder in the direction of a purchase.
Keep pushing blog posts, white papers, e-books, webinars, and newsletters (both gated and non-gated) that make it clear how you stand out from the competition.
Always keep B2B customers’ purchase blocking in mind in everything you do at this stage.
B2B Purchase Block:
B2B customers’ biggest buying block often unfolds in fear. A fear that your solution is too resource-intensive and results in a deficit.
Therefore, it is also essential that you get these in advance and urge them to the ground at this stage.
Research at B2C customers
You should gradually start focusing on what sets your webshop apart from the competition.
You really need to put pressure on the need and keep screwing up the emotional triggers so that the potential customers can not do without the product you are waving for the nose of them at all.
It is especially about communicating the benefits of the product and your company and showing some easy solutions.
It is among here that things like delivery price, delivery time and return as well as assortment, brands, best-in-test and sizes come into play.
Always keep B2C customers’ purchase blocking in mind in everything you do at this stage.
B2C Purchase Block:
B2C customers’ biggest buying block often unfolds in a matter of credibility and need.
Does the webshop seem credible? And do you really need the product after all?
Therefore, it is essential that you get these purchase blocks in advance and work intensively with them at this stage.
The goal: Explain to your potential customers why your company and your product or service is the best choice for them.
Example
Your robot vacuum cleaner has been voted best-in-test by the Consumer Council Think. It’s a huge selling point that you must not let slip into the sand.
This is especially relevant for those who keep opening your emails and browsing around the page (read: those who are actively looking for a robot vacuum cleaner).
Target ads directly to the visitors of your webshop on social media, in the display network and on Google (retargeting and remarketing), so you constantly remind them why they should choose your robot vacuum cleaner, which has been “voted best-in-test by The Consumer Council Think ” .
Also, work intensively to neutralize potential customers’ purchase blockages directly in their inbox so that they are not left in a limbo of doubts and questions that cause them to stop the customer journey here.
Why exactly via emails? Because inbox is a much more personal forum than remarketing and retargeting campaigns on Google and Facebook.
Channel selection
Organic search, Google Ads and Shopping, remarketing on Google and in display networks, e-mail automations, advertising and retargeting on social media.
4) Action: Makes it easy to choose your solution
In the action stage, you need to focus on making it easy for potential customers to choose your company and buy your product or service – whether you are a B2B or B2C company.
At this stage, you can expect potential customers to be ready to make a decision. That is why it is extremely important that you make it easy for them to shop at your company.
If there is any doubt in the action stage, it rarely benefits you, and therefore you must be extremely keen to have as “direct” and ongoing contact with the potential customers as possible.
In addition, make sure you have control over your CTAs. Tell potential customers what to do on your site and in your emails using words like buy, call, sign up, book, apply, etc.
In other words, you need to screw up messages targeted at sales .
The important thing at this stage is to make the purchase as easy and transparent as possible at all. This applies from a UX, UI and marketing point of view.
The goal: Make it clear how the potential customers buy from you using clear prompts that show the customers the way.
Example
The potential customers have decided that they want to buy your robot vacuum cleaner. They are on the webshop, have put the robot vacuum cleaner in the basket, filled in all the information and now they have to pay.
But hey!
- The purse is in the bag at the other end of the house, and they may not be able to get up to pick it up.
- The delivery price turns out to be hugely high, which makes them chew on whether it’s worth it anyway.
- The checkout flow has a bug that causes the checkout page to reload every 20 seconds. It annoys them and makes them close the window.
All these scenarios mean that the purchase is postponed for a while – and in the worst case forgotten.
It is your job to make sure that the payment is as easy as possible by, for example, offering different payment methods, a lower or faster delivery price and a checkout flow that runs smoothly and is manageable.
NOTE! If you sell robotic vacuum cleaners to the industry and thus B2B customers, the sale often requires close contact with the customer, and this can not be done with a few clicks on a webshop. Instead, you need to have the potential customers in the tube.
Here it is important that you use pop-ups in several places on your website, which encourages potential customers to call you. You can also give them the option to call you if they enter the phone number and name.
Channel selection
Email automations, organic search, Google Ads and Shopping, remarketing on Google and in display networks as well as retargeting on social media.
5) Loyalty: Make sure to retain the loyal and satisfied customers
Once your potential customers are converted to actual customers, it is your foremost task to convert them into loyal customers who return again and again.
And how do you do that? Yes, in this part of the customer journey you can benefit greatly from sending targeted newsletters in which you share:
- inspiration, tips and tricks as well as important know-how about the product they have purchased.
- good deals on extra equipment, accessories or other products that expand the functionality or can be used with the product they have purchased.
Last but not least, strive to engage them, listen to them and generally make sure to help your customers have an even better experience with your business and your products or services in the future.
At first, if they no longer feel seen or heard, you risk losing an extremely valuable asset in your business. It is simply crucial that you listen and engage with them.
Use your customers’ experiences to get even better – ask about the shopping experience and solve any challenges that may arise.
It’s not only relevant to screw up tremendously for email marketing, but in fact also remarketing and retargeting if you want to make sure that customers also remember you in the period after purchase.
Be visible in as many places as possible so that you are always in the customers’ consciousness.
Of course, they must have a positive experience so that in the future they choose your company over the competitors’, but it is also at least as important that you get them on to the next stage.
The goal: Make sure they get the most out of their purchase by inspiring and “educating” them on how to best use your solution. Offer good advice or extra accessories that provide more or better options.
Example
You have sold your robot vacuum cleaner, to private or business, which has many different functions. It can be confusing for customers to figure out what the different functions can and what functions they should use.
Prepare a series of guides and possibly videos that introduce customers to the robot vacuum cleaner and that you can send out in a series of emails once the purchase has gone through.
A happy and satisfied customer is coming again…
And therefore, of course, you also need to be ready with extra accessories and great deals via emails and retargeting and remarketing ads targeted at the customers who have purchased your robotic vacuum cleaner.
Channel selection
E-mail automations, newsletters, remarketing on Google and in display networks as well as retargeting on social media.
6) Advocacy: Let the loyal and loyal customers draw new customers into the business
In the advocacy stage, you need to focus on motivating your loyal clients to become ambassadors who spread your message to new potential clients.
For this reason, this stage is inextricably linked to the loyalty stage, because you are not interested in the fact that it is the dissatisfied and disloyal customers who represent your company.
Every company’s strongest card on hand to potential customers are existing customers who speak well of the company and can recommend them.
Encourage your loyal customers to spread the word about the company, product and service level on Trustpilot, social media and the real world.
It can also be about getting them to share, tag and comment on contests, inspirational posts and the like on social media.
Do not sell it – tell it. It is and will be the essence of the advocacy stage.
And you do that through emotional communication and storytelling that goes straight to the heart. Take the loyal customers on the journey ahead and let them know that their opinion is important to the company.
The goal: Encourage customers to share their opinion with the rest of the online world, and turn them into small brand ambassadors who can point new potential customers in your direction.
Example
You have a number of loyal and loyal customers who return again and again. That’s worth gold! Email your customers and encourage them to share their business experience with Trustpilot, Google or Facebook.
You can offer something in return for their review.
You can also choose to reward the customers who recruit new customers to your company with a 10% discount on their next purchase if they send a new customer in your direction.
You can do this both via email and retargeting and remarketing ads, which are only targeted at those who have purchased a robotic vacuum cleaner from you.
Channel selection
Email automations, newsletters and social media advertising.
How to kickstart the work with the customer journey: mapping the customer journey
Working with the customer journey may seem overwhelming, but it must not hold you back. The benefits and learning of working with the customer journey are too valuable to pass up.
Don’t you also want to be stronger in front of your potential customers? And not least, optimize your marketing initiatives so that you get the maximum benefit from everything you do?
When I am faced with an unmanageable task, I very traditionally go to work with the help of my friends: pen and paper or whiteboard and markers. I simply just need to get an overview before I can create structure and a roadmap.
Write down all the touchpoints in your company
The very first thing you do is note down all the touchpoints that potential customers have with your business. This way you get an overview of how many and which touchpoints your customer journey consists of.
It does not in itself result in an actual customer journey, but it gives you a solid overview.
Note how the different channels are connected
The next step is to take a closer look at how your activities are connected on the different channels.
What messages do you pitch in, when and on which channels? When do you transform brand awareness activities into more hardcore conversion activities? How do you support loyalty? And how long does it take from the customer’s first interaction with your business to a purchase?
Be sharp on what customers expect to find out in each phase, because it is crucial for what content you should put in with and on which channels.
Prepare a sketch of your customer journey
In the very last step, you need to prepare a sketch that represents the potential customers’ journey in your company. Do not let it turn out that it has gaps, that you plot the same touchpoint in several places in the journey, or that you are in doubt about where the actual conversion lies.
This is exactly why you make the sketch of your customer journey. It should give you an overview and insight into where you can optimize and where you need to be even sharper.
No customer journey without people: Put a face on your customers
Once you have prepared your sketch of the customer journey, it’s time to dig a sod deeper. In other words, it’s time for you to put your customers face to face.
And it is here that the work with persons comes into the picture.
Persons are the foundation on which you stone by stone build your marketing strategy, and therefore they are of course also an inevitable player in the work with the customer journey.
You risk shooting far past the target with your marketing activities if you do not know exactly who you need to hit.
Maybe you have already worked with the company persona? If not, it’s high time. Working with the digital customer journey is a good opportunity to make you think about who your customers really are.
Use data and customer interviews to shed light on who your customers really are, and build a persona from there that you can integrate into your customer journey.
Of course, it’s easier said than done to draft a persona, and I could write page up and page down about how you should approach it in concrete terms.
Individuals make the digital customer journey more concrete
Your persona will make the work of your sketch of the customer journey much more concrete. You have the opportunity to map the entire journey, from potential customer to actual customer, in detail, which both gives you a good overview, but actually also an insight into each individual touchpoint and message.
You will be better able to answer:
- what triggers your customers
- where you can get sharper so it’s easier for customers to convert
- when to communicate the different messages and how
- how to create a meaningful and easy journey for customers.
Do you have gaps in your customer journey?
It can sometimes be difficult to see the forest for bare trees, which is why I have developed a model that makes it easy to check whether there is a match between the marketing and sales-related activities you launch in the customer journey and the desired output.
The model provides an overview of what you are doing today and what you should do to reach your potential customers.
If you experience a match, it means that your strategy is adapted to your customers’ digital journey. If, on the other hand, you experience discrepancies, it may be a sign that you do not have the customer and the customer journey at the center of all your activities.
Data is key! Let data help you understand your customers and digital customer journey
It probably comes as no great surprise that today’s marketing is data driven. We have pretty much data on everything , and all that data forms the basis of several of the decisions we make in our companies in the field of sales and marketing.
Of course, we also do not get around data when we work with the customer journey, target groups and collection and care of leads.
Therefore, I will now briefly go into where you will find the data that is essential for you in the work with the customer journey.
Get to know your target audience in Google Analytics and Facebook Business Manager
Google Analytics is a go-to for many, and for good reason. Here you can, among other things, find data on your website’s performance, development and visitors.
Under the tab “Target group” you can become wiser about your visitors – including their demographics, interests, etc.
This information is worth gold when working with the customer journey, as it helps you spot and prepare your primary target audience, customer and persona.
That said, I would actually also like to strike a blow for Facebook Business Manager, where you also have the opportunity to get a sublime insight into your target audience.
Keep the various data from Google and Facebook up against each other and let them help you determine the target audience and ultimately the persona you build your digital customer journey around.
Work with tracking and lead scoring in your CRM and email marketing system
If you want to determine your digital customer journey down to the smallest detail and have control over in which direction your potential customers and existing customers should be affected and how fast, you will not get around lead scoring and tracking.
With lead scoring and tracking, you have a powerful tool that enables you to determine every single move in the customer journey and thus follow the individual lead to the door.
How? After all, using a tracking code allows you to track their behavior and award points based on that and their information.
Tracking and lead scoring allows you to personalize your marketing efforts and especially to work intensively and purposefully with your potential customers, who are in the research, action, loyalty and advocacy stages.
Would you also like to avoid losing potential and existing customers on the floor?
Power up your digital customer journey today
Central to the digital customer journey is the loop and thus the understanding that the customer journey never ends, but instead just starts all over again.
Therefore, working with the digital customer journey is also a process that never ends. It requires you to constantly work on it and continuously optimize it to get the most out of it.
When you get an overview of all the touchpoints and channels that customers move through, you not only get a much better understanding of customers’ digital journey. You also gain valuable knowledge that enables you to tie all marketing activities together and create a common thread in the customer experience from AZ.
You can work in detail with each stage and speak directly to the needs of potential customers here and now, which both increases control over the experience that customers get, and helps you assess which marketing efforts have the greatest potential in the given stage.
In other words, you avoid exposing your potential customers to irrelevant information, which is a nuisance to both you and your potential customers.
The more often you meet the potential customers at each stage of the digital customer journey, the more likely they are to choose to put their money with you .
Today, customers expect more personal and relevant experiences across channels when they interact with companies and brands. So more than ever before, it is necessary to have the customer at the center of your online marketing from start to finish, if you do not have to shoot past the target and thus be chosen from – and this is where the digital customer journey is your helper.
Want to know more about the digital customer journey and how you can actively work with it? Then you are more than welcome to drop us an email hey@evoke.africa
