How to Create a Seamless Online Customer Journey
Did you know 80% of customers consider their experience with a company to be just as important as its products? This stat coupled with the ever-growing adoption of technology shows why it is vital for organisations to consider a customer’s journey online.
Start with a Customer Journey Map
This is a “visual representation of every experience your customers have with you.” Map out each touchpoint you have with your customers. From there look at the way in which they are connecting and how they like to be communicated with. This helps identify the gaps or touchpoints where you are missing an opportunity to engage with your potential customer as you push them through your sales funnel using a content marketing approach.
Benefits of a customer journey map:
- Puts you in the mindset of your customer and positions your website to drive inbound leads and purchases.
- Gain a clearer understanding of your customer personas.
- You can enhance your customer service levels and create brand loyalty.
Use content marketing to drive your Customer Journey
Content marketing helps target your customers at the various stages of your customer journey to help push them through the sales funnel.
Here are the 6 stages of your sales funnel where content marketing can help refine your approach:
To create awareness of your brand amongst your target audience. Create content that is sharable across your social media channels and drive traffic to your website. Amplify your efforts with SEO, paid advertising and influencer campaigns.
Now that you have successfully driven traffic to your website. In a B2B world, we need to consider the potential problems that the customer has and how we present a solution through a website or other digital platforms. It is important to create content that shows customers how your product or offering solves an industry challenge or problem. If you are a B2C brand, you could showcase a range of potential solutions by serving various product ranges for the customer to choose from.
Intention is when your customer is ready to make a purchasing decision. This is usually driven through positive brand experiences and building your credibility. It can take the form of positive reviews and testimonials.
Your intent at this stage is to convert your customer to a sale as fast as possible. This can be through prompting messages or a one-click check out option. Offer your customers multiple ways to make payment to make their journey easier and quicker.
Keep your customers coming back for more. In a B2B space, a purchase or enquiry should trigger a series of emails to keep your customer engaged. A B2C example would be to offer a voucher on their next purchase. Ensure your paid media campaigns include a retargeting strategy.
Build your credibility by asking for a product or service review and testimonial. You can repurpose this content to use in your consideration stage too.
For more on content marketing and creating seamless online customer journeys contact our team at Adclick Africa, or read our Marketing Trends Guide to learn more.