At Onya, we cannot overstate the fact that in order to be successful on social media, you must have a clearly defined customer journey.
If you can fully understand your customer journey, then you will know exactly what type of content to create, when to create it, and where to put it to make the maximum impact on your business.
Define “Customer Journey”
Your customer journey is a cumulation of the interaction that customers have with your brand when making a sale. Customers often won’t simply take a straight jump to the sale (although some might). They usually run through many interactions and content touchpoints before making their decision. This includes things like reading a blog, walking into your store, reading a review, etc.
Map Your Customer Journey
When starting a journey, you need to first look at the end goal. It seems backwards (and it is) but your actions at the end will define how to best get there. What do you want your audience members to do? Most often, this will be to purchase something. Once goals are in place, you need to figure out your customers and what they’re looking for.
This is a separate exercise that deserves more time in another post, but for the sake of the journey, be sure to build buyer personas that are as specific as possible so you know the types of people entering your journeys.
With your known buyers, identify every stop they may have with your brand. This means physical and digital. Store front, social platforms, emails, website, etc. From there, find out what actions were taken at each stop and what their understanding is of your company.
Here are the four levels of understanding and awareness used to help define points in your customer journey:
1. Unaware – There are people that don’t know any problem even exists and are completely unaware of your brand altogether. Your goal here is to show them the problem.
2. Problem aware – There are people who know they have a problem but are only just now starting to ask questions. There are early symptoms of discovering a leak in your basement or the check engine light on your car. They know something is wrong but have only just started their search.
3. Solution aware – The people here know they have a problem, they’re collecting answers and looking actively but do not yet know what you have to offer. This is a very active stage as they’re still collecting answers they need and about to dive into their next steps. For you, try to leverage and share testimonials and case studies so you show the solution side of things.
4. Product aware – At this stage, people know possible solutions and know the direction they’re headed in/product category to tackle (oil for the car, dehumidifier for the basement). This is your strong chance to show them why your product or service is the best option for them.
5. Highest Awareness – People know who you are, they know your product or service exists but they need that last bit of encouragement to pull the trigger and make the sale.
With each pitstop for potential customers, tie in these awareness levels and refine your content strategy so that it makes sense for each persona’s level of awareness. If you’ve tapped into the customer journey with the right awareness level at the right place, users will be both grateful and less annoyed when they see your brand.
Be part of the solution and speak directly to their needs. Each platform, location, and stage in the customer journey should keep everyone’s needs in mind. No one person is the same and so different persona’s journeys should include different content. Don’t make your strategy a one-size-fits-all.
With any good strategy, be sure to watch, analyze, and refine. Your business will grow, your industry will shift, and your users will change. A customer journey should ebb and flow as time goes on. Let this be an ongoing process and never be done with it.
Need more steps and direction on how to optimize this time? Onya is here to talk. Give us a call today to get started!