Aligning Your Content With The Customer Journey
“The use of high quality, education-based content has become an essential ingredient in creating awareness, building trust, converting leads, and creating customers,” says Duct Tape Marketing.
Today, it’s essential that you incorporate relevant content into each stage of the customer journey to close the sale. To do that, you need to understand how the buyer wishes to buy and strategically place your business on that same path—long before the prospect even knows what they are looking for and way after the transacted sale.
In other words, as Forrester describes it:
“The customer journey spans a variety of touchpoints by which the customer moves from awareness to engagement and purchase. Successful brands focus on developing a seamless experience that ensures each touchpoint interconnects and contributes to the overall journey.”
Determine Customer Touchpoints
According to SurveyMonkey, the best way to identify customer touchpoints is to think like a customer who has never experienced your brand before and is moving through the entire process of doing business with you.
Common touchpoints the customer will encounter include the following:
Pre-transaction: This could include some of your marketing efforts such as ads, online testimonials, product reviews, or social media activity. It’s important, therefore, to pay attention to where consumers are encountering your content and listen in on these online channels.
Mid-transaction: Possible point of sale touchpoints could be your physical store, company website or mail order catalog. At this point, consumers might also interact with your sales team, store associates, or call center employees.
Post-transaction: This stage of the customer journey involves billing, product support, and returns or exchanges. This is also the point at which you might gather consumer feedback surveys, send out product newsletters or mail thank you cards.
Mapping Touchpoints = Great Content & Great Customer Experiences
After you’ve mapped out the touchpoints in the customer journey, take some time to think about how they all fit together. Look for obstacles the customer might experience along the way. For example, are there touchpoints that are non-existent, ignored, or underserved? Does the customer understand how to resolve potential issues in the transaction?
Use your touchpoint map to evaluate the experience you’re providing and make improvements where necessary. In addition to improving service, you’ll also know how to create or adjust content in the appropriate spots along the customer’s journey to maximize your marketing efforts.
While your business might have an awesome product or service and a superior customer support team, customers may never have a chance to experience them if you don’t know how to incorporate relevant content into each stage of the customer journey.
“Content marketing is here to stay. Put time and energy into creating quality content with associated content upgrades throughout each stage of the customer journey, and you’ll be sure to increase your number of customers moving forward.”
Source: Duct Tape Marketing