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Mapping the Customer Journey for Small Businesses

Mapping your customer journey is one of the most important things you can do for your small business. By understanding the different stages your customers go through, you can better create targeted content and messaging that will appeal to them. In this post, we'll explore what a customer journey is and the stages of mapping your customer journey. Let's dive in.

What is a customer journey?

The customer journey refers to the process a consumer goes through from their initial awareness of a brand or product through to purchase and beyond.

When thinking about the customer journey, small businesses need to analyze:

  • How do consumers search online for information?

  • How do they discover new products?

  • What influences them at each stage of the cycle?

  • What are the competitors doing?

  • Where do customers go next?

Analyzing this information allows you to build on strengths and weaknesses and see where new opportunities might be hiding.

Stages of Customer Journey

There are a number of ways to map out your customer journey. In its simplest form, you need to consider these steps:

Stage 1. Awareness

This is the first stage because that's when people first come into contact with your brand.

Consumers can learn about your business through paid ads, such as Facebook and Google AdWords, free organic listings (such as those on Google Search), and social media marketing (SMM). They might also hear about you from a friend or family member or through another website or app.

The first step in the customer journey is when a consumer becomes aware of your brand. When they become aware, what do you want them to know?

Remember that people will not automatically add your business to their top of mind list if you're just another company in an ocean of options.

You have to consider how you can rise above the noise and get them to remember your company.

Stage 2. Consideration.

This comes after awareness, but before purchase: people learn about a product or service and contemplate whether it's right for them. Again, it might seem like only larger companies have the resources to carry out paid advertising campaigns at this stage. However, several tactics can be used in Stage 2 without spending a penny.

What do you want them to know about your business?

Remember why they should remember your business when they're making the decision. For example, if you're selling ketchup, consider how many brands are already on the market and why your ketchup should stand out. You could compare it to other ketchup or highlight its natural ingredients over mass-produced condiments.

Stage 3. Purchase

A small business owner needs to make it as easy as possible for a consumer to purchase.

  • What do you want them to think about when they consider buying from you?

  • Do they need to complete a form on your website or download an app before purchasing?

  • Do they have options for delivery?

You'll also need to consider customer service during the sales process.

Why is this stage so important?

Remember that people are busy, and there's a lot of competition for their attention. So it would help if you made it easy for them to purchase your product or service; otherwise, you risk getting lost in the noise.

Stage 4. Advocacy.

What do you want them to think about when they experience your brand?

You need to ensure that customers have a great purchase and post-purchase service because this is one of the most significant factors influencing other potential customers' decision-making. The goal of Stage 4 is to make sure people feel happy enough with you to promote your brand to others.

  • What do you want them to think about when they experience your brand?

  • Do they have a great purchase and post-purchase service?

Why is this stage so important?

Promoting your business means more money for you, so it's essential that customers are currently happy with you. If not, you need to fix that problem before discussing your company.

Mapping out your customer journey is one of the most important things you can do for your small business. It's the best way to understand how your customers interact with your brand and their steps from awareness to purchase and beyond. If you need help getting started, our team can assist you in creating a map that works for your unique business. Reach out to us today for more information!


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