Preferences of current and potential customers.Current and potential customer perceptions of your brand.There are many topics you can explore when conducting content marketing research here are a few suggestions for each of the categories mentioned above: Customers This research will result in a mix of qualitative and quantitative data. The best way to fill in the gaps is to conduct content marketing research.Ĭontent marketing research typically includes three areas: This is because each persona you target may have a slightly different journey, and the more detailed you make your journey maps, the more opportunities you’ll have to create relevant content. We recommend creating personas in order to understand your customers’ pain points, needs, perspectives and challenges before mapping their journeys. Visualizing a customer journey map also makes it much easier to communicate with your own team for customer experience and content planning purposes.įinding Detail Starts With Researching Your Customers □ This will help you see where you need to focus your content marketing investment. This puts your brand in the best position to present a relevant solution.īy organizing these details visually-i.e., in a customer journey map-you can identify patterns and consistent topics of concern. When you know exactly why and how your customers research solutions to their problems online, you can be there to support them and demonstrate through content that you understand their needs. The more detailed and specific you can be, the richer the experience will be for your customers. To create a great customer journey map, you need to break customer pain points into micro-sized problems, then analyze each one to find out what information customers are using to make decisions and what might influence them along the way. Great customer journey = great customer experience ✅ The Secret Ingredient to a Great Customer Journey Map In this post, I’ll share some tips for creating your own customer journey map because, after all… □Ĭlearly, there’s a lot of room for improvement. In fact, 73% of customers expect you to understand their needs and expectations … but only 51% of customers feel that companies actually do this. If that’s not enough to convince you, then remember that your customers have expectations for their experience with your brand-and those expectations are higher than ever.Ĭustomers expect you to know them, to understand their problems, to demonstrate empathy, and to design a customer experience that meets their needs. “Loyal customers are five times more likely to purchase again and four times more likely to refer a friend.” This Forbes article has a collection of key statistics about the value of the customer experience-including this powerful stat about loyalty: Why do we all want customer loyalty anyway? This can be hard to do with revenue targets hanging over our head and competitors knocking at our door, but customer loyalty is a long-term game-and it is totally worth it. What do they do at each step of the process?Īs marketers, we need to put down our selling tools and pick up our listening and observing tools.How do they feel throughout the process of solving their problems?.How do they think about their problems?.A customer journey map is not about your business-it’s about your customer’s problems: They don’t describe your brand or the benefits of your solution, and they definitely don’t describe any features of your product. I repeat: Customer journey maps are not about selling products… Shifting Your Mindset to Customer ExperienceĬustomer journey maps are not about selling products. Instead, customer journey maps allow your entire team to truly understand your customer’s journey to solving their problem and exactly what content you need to create to help them along the way. You could guess based on gut feeling or a surface-level understanding of the industry, but that can get very expensive when you consistently need to optimize for performance. This means your content needs to show up in the right context at the right time throughout a customer’s journey.
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