CUSTOMER JOURNEY TEMPLATE

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1 TEMPLATE

2 Using the direction below the graph, fill each column with the appropriate information to create a general customer journey that will help you determine ways to best engage, and convert, your target audience. Buyer Persona State of the User Journey & Tasks Channels to Use Content GO GO GO GO GO i.e. Name of Persona i.e. Personalized by Name i.e. Get Coffee: "Find Nearest Coffee Shop" i.e. Landing Page i.e. Engage Customer at Job Fair i.e. Name of Industry i.e. Same Social Network i.e. Sign Up for Basic Subscription i.e. Tradeshow Brochure i.e. Begin Ad Campaign i.e. Name of Target i.e. Search Results i.e. Name of Differentiator

3 STEPS TO A QUALITY MAP SET UP YOUR SPREADSHEETS A customer journey map is nothing but a spreadsheet with five columns: Buyer Persona State of the User Journey and Tasks Channels to Use Content This can be set up offline in Excel or online using Google Sheets for added integration into an adaptable marketing program. CHOOSE A BUYER PERSONA FOR EACH JOURNEY Do not start a customer journey based on anything but previously vetted customer data. Many companies mistakenly start themselves at a disadvantage by beginning based on an idea that comes from the boss or a personal interest. Your buyer personas are already created according to the best interests of your bottom line. There is a reason that your Buyer Persona column is the number one column - it defines the rest of your data input! The Buyer Persona column should list entries such as Student, Returning Customer, or Target for Ultra Premium Brand. COLUMN ONE

4 DEFINING THE STATE OF THE USER The second column, State of the User, lists the possibility for customizing your marketing output based upon the point of contact your buyer persona reaches you from. For instance, if you have a buyer persona that comes to you from a mobile device using your app that captures personal information, you can send out personalized marketing materials based upon that data. The State of the User column should list entries such as Personalized by Name or Same Social Network. COLUMN TWO HELPING THE CUSTOMER FIND HIS/HER WAY The Journey and Tasks column defines what the customers ideally want to do when interacting with the company. Although there are many ways to think of a journey, try to simplify this column based on the basic action that your customer will take. The tasks list the steps a customer normally takes to fulfill that journey. The Journey and Tasks column should list entries such as Get Coffee or Sign Up for Basic Subscription. Underneath each Journey, tasks will be something like Find the Nearest Store or Vet Stores Using Yelp. COLUMN THREE

5 FINDING THE CHANNELS The Channels to Use column lists the places the customer likely finds the business. Do your customers find you through your website or Google? Also, do they use more than one channel? Analytics will help you here, and the point is to note the differences in channels between buyer personas. The Channels to Use column should list entries such as Landing Page or Brochure. COLUMN FOUR CREATING THE CONTENT Your Content column is the only column that may not have hard data backing its entries, although it should whenever it can. Based upon your entries in the first four columns, you should be able to easily brainstorm ideas that will engage the right customers at the right point in their journey to ensure sales. As you brainstorm, constantly check to see if your strategies have been used already by competitors and companies in case studies. This research should be the tiebreaker if you come up with conflicting strategies that require large resource expenditure. The Content channel should list processes like Engage customer at job fair or Begin ad campaign on XBox Live. Our content comes from the very latest in market trends and studies. Subscribe to our blog for the most up to date ideas on how to market your business and define your purpose! COLUMN FIVE

6 Before you can really dig into creating a customer journey for your buyer personas, you must have first created your buyer personas. Each customer journey will be specific to the persona whose behavior it is representing. You will need to have the following things on hand in order to create truly beneficial customer journeys: 1. List of Industries 2. Buyer Personas 3. List of Pain Points 4. Interpretation of each pain point for each industry/persona

7 BUYER PERSONA FUNNEL BREAKDOWN AWARENESS User Behavior Description of this persona s awareness stage Content Scope Scope for awareness stage content Specific Content Types Types of content for awareness stage User Behavior Description of this persona s consideration stage CONSIDERATION Content Scope Scope for consideration stage content Specific Content Types Types of content for consideration stage User Behavior Description of this persona s decision stage DECISION Content Scope Scope for decision stage content Specific Content Types Types of content for decision stage

8 TOP FUNNEL: AWARENESS INDUSTRY/PERSONA i.e. Corporate Services - Owner i.e. Software - CTO i.e. Restaurant - Manager GOALS & USER BEHAVIOR In this stage, we are creating awareness of the pain point our audience is experiencing. Top of funnel pieces will engage with topics surrounding sub-pain points, rather than the primary pain point we are solving. This will bring in a wide variety of traffic, which can gently make them aware of the overarching pain point. How They Find Us Topics for Engagment (Pain Points) Marketing Tactics Hook to Next Stage i.e. Online Searches i.e. Pain Pont i.e. Create SEO Optimized Blogs About Pain Point i.e. Inline Link to ebook about Pain Point i.e. Subscribe to Blog i.e. Remarketing Pixel i.e. Social Media i.e. Social Networking Groups i.e. Pain Point i.e. Pain Point i.e. Curated Social Content about Pain Point i.e. Boosted PP Infographic i.e. Network Group Involment i.e. Syndicated Blogs About Pain Points i.e. Facebook Campain i.e. Remarketing Pixels i.e. Lead ads i.e. Subscription to Blog i.e. Landing Page with author information i.e. Subscription to newsletter

9 MIDDLE OF FUNNEL: CONSIDERATION INDUSTRY/PERSONA i.e. Corporate Services - Owner i.e. Software - CTO i.e. Restaurant - Manager GOALS & USER BEHAVIOR In this stage, our audience has acknowledged the existence of their over-arching problem(s). Our intention for marketing in this stage is to narrow in on the audience and focus more on introducing the solution Middle of funnel pieces will engage with topics that more closely address the overarching pain point; they know they have a problem, they are beginning to consider solving it. How They Find Us Topics for Engagment (Pain Points) Marketing Tactics Hook to Next Stage i.e. Online Business Communities i.e. Pain Point Discussions (List) i.e. KOL conversation i.e. KOL webinar i.e. Paid Ads on Community Forums i.e. Gather List for Future Marketing i.e. Landing Page with Lead Capture i.e. Trade Shows/ Industry Events i.e. Industry Expertise about Pain Point (List) i.e. KOL Speaker Focused on Pain Points i.e Require Contact Info for Events i.e. Online Searches i.e. Pain Point (List) i.e. ebook/ Whitepapers/Guides about Pain Point i.e. Search Ads i.e. Landing Page with Lead Capture

10 BOTTOM OF FUNNEL: DECISION INDUSTRY/PERSONA i.e. Corporate Services - Owner i.e. Software - CTO i.e. Restaurant - Manager GOALS & USER BEHAVIOR In this stage, our audience knows that there are solutions available for their problems, but they are still determining if they will choose one, or which one they will elect to try. Our intention for marketing in this stage is to convince our audience that we are the best option for solving their problem. How They Find Us Topics for Engagment (Pain Points) Marketing Tactics Hook to Next Stage i.e. Direct Website Activity i.e. Online Activity i.e. Sales Interactions i.e. Calls to Action & COmpetitor Analysis i.e. Value Propositions (addressing pain points) i.e. Proof of Concept i.e. Infographic of Competitor Analysis with CTA for Free Trial i.e. Optimized CTA per page i.e. Ads with Pain Point Specific value Prop i.e. SEO for Company Name and Pain Point Solutions i.e. Case Studies i.e. Slide Deck i.e. Demo Landing Page i.e. In-Person Conversation i.e. Free Trial i.e. Push for Purchase i.e. Nurture Campaigns i.e. Retention Campaigns i.e. Free Trial i.e. Push for Purchase i.e. Nurture Campaigns i.e. Retention Campaign i.e. Push for Purchase i.e. Nurture Campaigns i.e. Retention Camaigns