Customer journey mapping documents your persona as they move through the process of interacting with your brand. It creates a shared vocabulary between departments and helps you to empathize with your customer at all stages of the buying cycle.
In this episode, we discuss…
- Customer journey mapping is the documentation of the customer as they move through your sales cycle.
- Journey maps help organizations target their collateral toward customers based on their thoughts and motivations with your brand.
- Mapping the customer journey is the third actionable component of Iterative Marketing.
- Our model is based on Avinash Kaushik’s framework “See, Think, Do” and is expanded to include “Grow” and “Give.”
- While personas capture your target audience in a specific moment in time, customer journey mapping animates your persona as they move through the process of interacting with your brand.
- Six Actionable Components are the actions we take as marketers to implement Iterative Marketing. They don’t have to be implemented all at once. They are:
- Brand Discovery: Uncover how your buying audience feels about your product or service and how they rationalize the decision to buy.
- Persona Discovery: Document the individuals involved in the buying process in a way that allows us to empathize with them in a consistent way.
- Journey Mapping: Plot the stages and paths of the persona lifecycle, documenting each persona’s unique state of mind, needs and concerns at each stage.
- Channel and Content Alignment: Align every piece of content and marketing channel/activity to a primary persona and primary marketing stage, identifying new channels and content needs where opportunities exist.
- Experimentation and Optimization: Conduct thoughtful experiments designed to produce statistically significant business insights and apply the results to optimize performance.
- Reporting and Feedback: Report and review data and insights to drive decisions in content and strategy, as well as information to be used by the organization as a whole.
For more information on the charity in this episode, please visit University of Minnesota Eric Tobias Johnson Music Scholarship.