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  • Writer's pictureShalini Murthy

Customer journey map- How to create content that converts?

Creating content that attracts the right audience is a key challenge that most businesses suffer from. While many businesses are now smart, a few of them still create random content and hope it sticks with the audience.


So, how do you create content content that attracts the right audience?

You can do this by understanding the journey you customer takes from the time they heard about your brand to the time they actually buy from you.


Customer journey mapping to drive sales

Table of contents:


3 Businesses using customer journey maps to create new opportunities


What is customer journey mapping?


Customer journey mapping is a detailed process of mapping your customer journey, from the initial awareness stage to the final stage of purchasing from a business. This in-depth process helps businesses identify the customer perspective and pain points. It also provides an opportunity for improvement.


This improves the customer experience when they are interacting with a business.


10 Benefits of customer journey maps


If you are not sure about customer journey map, here are ten benefits to convince you to get started on creating your own.


1.Develop empathy for your customers


Using a customer journey map allows you to shift views. This journey map helps you see the sales experience through the eyes of the customer rather than the salesperson.


You can understand what prompted them to choose your goods over a rival brand. This data is vital as you can use this to improve the consumer experience.


2. Obtain a unified image of customer journey


Departments may have conflicting information about a customer's experience. A customer journey map delivers consistent information about the consumer's journey with your company to all departments.


This gives sales, marketing, and all other departments involved a clear picture of the interactions.


3. Determine any gaps in service or communication.


When you use a journey map, you can more readily identify service gaps in your present marketing and sales platforms.


While a few businesses might lack in engaging with customers on their arrival to your website, a few might not be consistent with their communication. And you can identify all these drawback with your customer journey map.


4. Foresee client behavior


Journey maps can forecast consumer behavior as they progress through the sales funnel. These patterns can be used to determine which types of prospects are more likely to convert.


These maps can accurately predict what your customer require at each stage of the process. Now, all you have to do is create content that aims to give those answers.


5. Enhance the consumer experience


Using the map, you may determine whether customers have a positive interaction with your business. Identify the aspects of your sales cycle that customer enjoy and double down on it.


Learning these insights can help you positively change your customer journey and make it easier for them to engage with your business.


6. Provide stakeholders with a visual aid


A customer journey map is useful for communicating your present sales process to company stakeholders. You can use presentations, handouts, or journey mapping software to present them.


Stakeholders may be more ready to contribute financial resources to help implement solutions to improve your current processes.


7. Eliminate departmental silos.


Creating customer journey maps enables you to see how departments interact with one another. And with the help of these customer journey maps, you can break the siloes between various departments.


Enable positive customer experience by combining the expertise and abilities of various departments in your business.


8. Improve your content marketing strategy


One of the core benefits of having a customer journey map is the ability to create, improve your content strategy. Learn which marketing methods are preferred by sketching the customer's journey through your funnel.


By identifying each customer's needs using customer journey mapping, you can customize the marketing experience.


9. Improve the user experience with touchpoints


Any interaction your customer has with your product, such as a testimonial, a review on a blog post, or a paid advertisement, is considered a touch point.


If you understand how customers use touch points to navigate the sales journey, you may be able to decide where you can add or remove touchpoints to make the entire experience smoother for the customer.


10. Boost customer engagement


A journey map can help you understand the many various scenarios your customers have had with your business, including any reasons they may have had a difficult encounter.


Identify methods to improve successful engagement between your business and its customers.


Five drawbacks of customer journey map


As with every component of business, even customer journey maps have drawbacks. Here’s five drawback that you must know.


1. Customer Journey Maps Must Be Followed.


Change is hard, we know it. And so, asking your entire organization to follow this customer journey map is going to be a bit chaotic. However, this is just a phase.


With continuous support, processes and systems in place; most organizations adopt these customer journey maps over time.


2. Lack of cross-functional support


A customer journey map is only possible if all the teams of the departments of the organization help you with their aspect of the customer journey. Otherwise it is impossible.


So, it is difficult to get all the teams onboard to help create this map; specially if there are corporate silos. However, creating the customer journey map is the first step of breaking these silos.


3. Customer journey map becomes unused over time.


The only way a customer journey map will be helpful for your company is if you are able to use it for your business on a daily basis.


If this is like many other strategic documents that are hardly used, then there is no point in creating one. So make sure your customer journey map is accessible, and can be shared and updated easily.


4. Different personas need different customer journey maps.


Remember, that your customers are not just one person. There are varied and so is their personalities.


Your customer journey map requires you to create different journey maps for different persona. While this might be difficult in the beginning, it will make your sales cycle so much easy.


5. Customers don’t always follow the map.


While a majority of your customers might stick to the planned journey that you have created, a few might not. They might distracted, might go back a few steps or go forward byskipping a few steps in between.


With new technologies being used everyday, the customer attention is extremely fractured. So, be ready to accept that sometimes your customer journey map might not work for a few customers and that’s ok.


After knowing all the benefits and the drawbacks, if you are still interested to go ahead and create your customer journey map, here are six components that your customer journey map must contain.


6 components of customer journey map


1. Customer and/or User Personas


Based on your user research and existing data, create various customer personas.


A customer persona can include a little bit about the customer, their demographics, their challenges, their frustrations,their attitude or behaviour, the technologies they might be interested it and finally their motivation to find a solution.


2. The customer journey's Phases


Make a note of how a customer eventually decides to buy from you. Break the linear journey into various phases.


Though the customer might not travel through all phases, it is important to note them down. Usually, these phases consist of awareness, research, consideration, conversion, support.


3. Customer touchpoints


Every business can control the number o ways a customer gets in touch with their brand. These touch points can either be a commercial, social media posts, testimonials, or reviews.


Make sure you are able to conver these touchpoints as one of the component of your customer journey map.


4. Customer actions


It is important to know what action a customer might take during each touch point. And it is also vital to include this component.


Knowing the action might indicate their interest in purchasing or their quest to learn more about the product. Either way, businesses can be equipped to handle it.


5. Pain points


The most significant issues that clients have during their journey are referred to as pain points. These are the points of friction that businesses must reduce.


By making sure that this component is added to the map, we are setting the business up for success. Customers will eventually choose your business if it solves their pain points.


6. The Emotional Journey of the Customer


This is the secret ingredient that makes Customer Journey Map so effective.


The emotional journey analyzes how customers feel during their interaction. Understanding the peaks and troughs of your customer's emotional journey can help you decide where and how to focus your attention.


3 Businesses using customer journey mapping to create new opportunities.


Spotify did an amazing job of mapping their customer journey as they wanted to improve and iterate new features for their music sharing feature. Spotify mapped their customer journey map by using data research and online surveys.


Now, with the help of this journey map. Spotify knew the customer challenges and their pain points. A few of their key challenges were that many of its users didn't know it had a music sharing option, a few others didn’t know where they could find similar music that the would love to share.


By addressing their pain points and working on measures that encouraged users to share music, Spotify was able to integrate this new feature in their app.


spotify customer journey map to help them improve a new feature

Another interesting example is how Amazon uses its customer journey maps. These maps are often extremely detailed and thorough. And they often use their own product to push the customer through their purchase funnel. In addition to this, they also add important KPIs to through each stage of the success journey.


amazon's customer journey map

Another amazing example is Hotjar’s customer journey map. They used their own customer’s experience to create this amazing journey map. This digital map contains all the customer interaction across key touchpoints.


They started by mapping one specific journey and used insights from google analytics, their own tools and customer interactions. This map was flexible and was constantly updated as new information came in. They also mapped customer pain points and happy moments, so that they were able to understand their consumers better.


Hotjar’s customer journey map to improve customer retention

Steal my quick framework to craft content based on your customer journey.


If you are a new business or an early stage SaaS business, creating your own customer journey must be the first step. It is not as difficult as it sounds.


When you understand the custom journey across your purchase funnel, it helps you identify the places that they will likely fall off without purchasing.


So, once you understand this, you need to map your content to fall off points. If you do not have relevant content, then create the content that will help you your business engage the customer in these fall off points.


🔍 Identify your customers, understand their pain points and challenges.


Identify people who are willing to buy from you. Next, figure out why they purchased from you and not your competitor. If they are already purchasing from your competitor, then understand why they aren’t purchasing from you.


This helps the business understand the customers, their pain points, and their expectations.


🔍 Understand how they enter your funnel aka visit your website.


Next step is to map your audience based on how they enter your marketing funnel. From the various touchpoints, understand which stage they are in your funnel.


i.e., awareness, consideration, or conversion.


🔍 Now, make a note of the content you are already creating


Do a content audit to identify the content types you are creating. Make a list.


Right now these are the content types I’m creating for my business.

  • Blog posts,

  • Social media posts,

  • How to guides,

  • Infographics,

  • Guest Posts,

  • Case Studies


🔍 Create a map to understand how your customer moves across the funnel.

Understand the various journeys a customer will take once they enter the funnel. This will help you identify the fall off points. Let us consider an example.


Consider a SaaS business offering AI chatbots for improved customer service.


If a customer is looking to understand about AI chatbots, they will look for blogs that helps them understand how AI chatbots work. They might also check how it might benefit a business. This is the first stage aka awareness.


After this, the next step would be to create their own AI chatbots or research the various AI chatbots available in the market. This is the Consideration stage.

Following this, they would be interested to understand how your AI chatbot is different from the competitors and how they might enjoy choosing you. And finally this is the conversion stage.


You need content to help the customer across each stage and help them move through the funnel. If you do not have the right content to address this customer journey, the customer will likely look out for this information in other places.


🔍 Create content across the various stages of the funnel.


Conversion stage :


If they have seen an ad and have landed on your website or booked a demo or filled a contact form on your website, they are likely in the last stage of the funnel aka the conversion.


These people are aware of their options and do not need to be educated.


So the only type of content that will help them purchase is by providing social proofs, case studies, testimonials; the kind of content that will convince them that your product/ service is the best option.


Consideration stage:


If a person enter’s your funnel through referrals, targeted email or newsletters, they are likely aware of the solutions but not your brand. So, now they need content that showcases your brand’s unique approach and values.

And you can do that by creating content such as how-to guides, product overviews, competitor comparisons to help them understand your product/service.


Awareness stage:


And if they have entered the funnel through organic searches while searching for a keyword or through your social media or through your blogs, then they are looking for knowledge.


They are not quite aware of your brand or the solution so they need content that educates them.


It can be through blog posts, detailed how-to articles, social media posts which will help you gain the customer’s trust and establish your expertise.


🔍 Make sure your content is mapped to possible fall off point in each stage.


As they move through the funnel, they will need the right content to make decisions.


I’m going to add all the existing content types that I create and map them across each stage of the funnel.

Awareness stage

Consideration stage

Conversion stage

​Blog posts

​Case study

​Social media posts

​Social media posts

​Guest posts

​Infographics

​Infographics

​How to guides


As you can see, there is a huge content gap in the conversion stage. So, I need to create more content to help me in the consideration and the conversion stage to help me land more customers.

Now, by identifying the fall off points due to the lack of content, I can create exactly that to address this challenge.


And there you have it: a quick and easy high-level framework that follows your customer journey map and addresses customer pain points across each stage.

This is my favorite framework that works like a charm for all my clients and myself.


Remember, to focus and work on a few content types.


Do not spread yourself thin by creating multiple formats if you do not have the manpower to do so. Start small and work your way up.

So, do you map your customer's journey before you create content? Or do you need help to map you customer journey? How about we hop on a FREE call to map you customer journey and identify possible content gaps.


FAQ- Customer journey map.


What is a customer journey map?


Customer journey mapping is a detailed process of mapping your customer journey, from the initial awareness stage to the final stage of purchasing from a business.


What are the 7 steps to map the customer journey?


The seven steps to map customer journey are:

  1. Creating user personals,

  2. Understanding the phases of the customer journey,

  3. Recognizing the challenges/ pain points of the customer.

  4. Creating relevant customer touchpoints,

  5. Identify the customer action across each touchpoint

  6. Analyze the emotional journey of the customer

  7. Take action to make the customer journey map work for the business.


What are the 5 stages of the customer journey map?


The five stages of customer journey are:

  1. Awareness,

  2. Consideration,

  3. Conversion,

  4. Retention and

  5. Support.

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