A customer or client journey is a small map of the steps clients can take to become a client. For some businesses who have a shop front, the marketing top of funnel action may be walk-in traffic. For other businesses, they need to offer free things to gain new prospects and slowly encourage people to buy small things first, as they build their trust with that business.
Take some time to understand how a prospect hears about you and think about the ‘touchpoints’ you have with that prospect. It’s commonly recognised that a new client may take at least seven to 10 touchpoints before they purchase from you.
These marketing funnel engagement touchpoints form part of your customer journey map.
As a quick exercise, write down the key steps. Develop two or three key journey maps as customers and clients will likely hear about you in different ways.
Add in some key ‘following up’ steps to stay in contact such as phone call follow-ups, coffee meetings, direct messages, email marketing, sending a postcard, and invitations to networking events – these are key touchpoints.
Look for areas in your customer journey that may let the customer down and give them a reason not to buy from you.
- Are there any free products or services or value-added things that you can include in your marketing funnel to attract new clients and strengthen relationships with existing prospects?