Internet Marketing Digital_marketing_for_dummies | Page 37

Preparing Your Customer Journey Road Map
For successful businesses, the customer journey doesn’t happen by accident. Smart digital
marketers engineer marketing campaigns that intentionally move prospects, leads, and
customers from one stage to the next. After you become aware of your ideal customer
journey, the tactics (taught in the remaining chapters of this book) that should be employed
become clear.
For example, if you determine that you have an issue building subscribers (Step 3 of the
customer journey), you want to deploy tactics that generate email leads (covered in
Chapters 3 and 11) and social media connections (discussed in Chapter 9) to move
customers through this part of the customer journey.
Creating a customer journey road map that clearly delineates the eight stages that we cover
in the previous section of this chapter (see Figure 1-12 for just such a road map) is a
fantastic way to plan and visualize the path that an ideal customer will take from cold
prospect to brand promoter. Gather the stakeholders in your company and complete a
customer journey road map for at least one of your major products or services.
Brainstorm which campaigns and offers (covered in Chapters 2 and 3) to use at each step
of the customer journey to make people aware of your product and move them from
awareness to their desired “After” state onto the path of a brand promoter.
FIGURE 1-12: Create a customer journey road map for at least one of your core offers.
You can create your own customer journey road map with a resource from
DigitalMarketer by going to www.digitalmarkter.com/customer-journey .