Mapping Out Touchpoints for Enhanced Engagement and Conversions – Understanding the Customer Journey
1. Awareness Stage
Goal 1: Anything to Make a Splash with Potential Buyers
Touchpoints:
Social Media: Content, ads and influencers. Content marketing: Blogs, videos and infographics that give you valuable information. SEO and SEM: In order to improve visibility, search engine optimization and marketing is necessary. PR: Press releases and media exposure. Example: Nike \”Dream Crazy\” Campaign The “Dream Crazy” campaign by Nike featuring Colin Kaepernick serves as a prime example of how to develop an effective awareness touchpoint. By focusing on social and cultural triggers the campaign appealed to a broad audience generating significant media pickups and high levels of engagement via its owned channels. Nike became more visible, and took a stance that was bold which resonates with the public. Usable Techniques:
Develop Sharable Content: This refers to creating informative, entertaining or thought-provoking content that will encourage people to share. Create evergreen pieces of sharable material such as podcasts, articles and videos. Utilize influencers: You can work with various affiliations that could reach a larger crowd in line with your brand values
SEO Ready: Make sure that your content is optimized for SEO to get some organic traffic
Quote:
The entire digital marketing ecosystem is built on the atomic particle of content. – Rebecca Lieb, Analyst and Writer
2. Consideration Stage
Goal: To inform and establish confidence with prospective clients
Touchpoints:
Website: in-depth product description/ review pages with comparison charts. Email marketing – Once you have their email, offer them value in your emails. Webinar and Live Demos: Interactive sessions to solve customer questions. Real examples – testimonials and case studies
Usable Techniques:
Give More: Experts on a topic can offer useful things like e-books, whitepapers and guides to help you educate people in your audience. Try Retargeting Ads – Use retargeting ads to remind your visitors of the items they wanted or were interested, and steer them back into clicking to visit your site. However, they must provide excellent work because this is the first form of social proof that consumers rely on. Quote:
\”Be so good they can\’t ignore you.\” – Jay Baer, Marketing Expert
3. Decision Stage
Goal: Helping Closure of final Purchase. Touchpoints:
Product Pages – Concise and convincing product descriptions, professional-grade images/videos
Pricing Information: Pricing details are clear. Deals: Exclusive offers and discounts to promote sale
Live chat & customer support: real time guidance when you have last minute questions or are facing difficulties. Usable Techniques:
Streamline Checkout: Reduce the steps to complete a transaction. Provide Time-sensitive Discounts: Generate a FOMO moment using limited time offers. Put Up Clear Calls to Action: Sandwich your CTAs right and left of the page or where the eye can easily go through. Quote:
“People do not buy products; they buys the improved version of themselves. – Seth Godin, Marketing Guru
4. Post-Purchase Stage
Goal: To Make Sure Customers Are Satisfied and Come Back Again. Touchpoints:
Thank You Emails Feedback Requests Product Care Tips
Loyalty Programs – incentivized returning customer purchases and getting new customers to join
Customer Assistance: Whenever you need post-purchase help, solution for your problems with efficient and friendly support
Sharing on Social Media:contact users to share their reviews through social media.SpringBootTest — we\’ll provide mocked endpoints for you in the email jsonResponse format
Usable Techniques:
Personalized Thank-You Email: Follow up with customers by sending a personalized thank-you email, and ask for feedback. Introduce a Loyalty Programme: Encourage loyalty by rewarding customers with shopping credits after several purchase transactions and/or referrals. Offer the Best Customer Support: Make sure that your support team is always attentive and willing to solve any issue after purchase. Quote:
Word of mouth is the best kind of advertising. Philip Kotler, Marketing Guru
5. Advocacy Stage
Desired: Convert happy customers into spokespeople. Touchpoints:
Referral Programs – Give your customers a reason to refer other friends and their families. User-Generated Content (UGC): Customer-reviewed, Testimonials and social media posts. Community Building: Develop online communities for customers to provide product/user tips and advice. VIP access: Let your loyal customers be the first to know about, or use new products
Referral Program: Tesla In the Case of Tesla Although, referral programs are not unique in itself but something that is worth mentioning when it comes to SaaS products…
This strategy by the automotive and energy company headquartered in Palo Alto, California has turned satisfied customers into their brand advocates as they incentivize buyers with free Supercharging miles on buying a new Model 3 using your code — or nominating one friend for $100 off solar panels One customer who refers five sales earns six months’ use of an encouraging ski vacation home near Lake Tahoe And if you refer ten before March, you\’ll have yourself a chance to win A New Model Y
It\’s good ol\’ competition mode where everyone wants chips down because only those within reach stand closest at chomping from THE big stack Brian White — Business Insider (Mar_02–2020) “Baird raised its price target on shares of Netflix Friday following his latest checks…… The firm reiterated bearish risks.” [RELATED] Referral Programs Prime Video To Sell Big? This has resulted in huge word-of-mouth promotion and new customer acquisition. Usable Techniques:
Create a Referral Program: Incentivize your customers to send you new clients. Inspire User Generated Content: Inspire customers to review and share through social. Create a Community: Develop an online community where customers can engage and exchange their collective experience. Quote:
The days of a brand is what we tell the consumer it is — it\’s up to you if whether or not those are your words) have officially been replaced. – Scott Cook, Co-Founder of Intuit
Customer journey mapping is a well-known process but it still remains an iterative, ongoing one. Marketers need to identify and optimize these vital touchpoints all through the customer journey in order to effectively engage with their audience, improve conversions, and retain customers. I urge you to think through your approach (or take a step back) in how you are customer journey mapping today, and find opportunities for change. Share your experiences and knowledge on this post by commenting below. How about you, how do you map your touchpoints in customer journey? What is something that has been difficult and what are some ways you have figured out to move past it? For more personalized tactics and further advice on improving your customer journey and experience with digital marketing, please check out Meticulous Marketing. Our experienced team are dedicated to providing results you can see in your marketing efforts.
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