A Brief Insight into Mapping Content into Your Customer Journey
Customer Journey Maps
How effective is your business’s current customer experience?
Your customers, whether they’re existing or potential, will interact with your business in so many ways thanks to the foundations of the digital age in which we live. This means there are multiple routes in which these individuals can take in order to create a successful purchase, and therefore a successful customer journey.
But what part does your content play when it comes to this sales funnel that you’ve created, and is it working to its maximum effectiveness?
Today, we’re going to explore the ins and outs of this customer journey and how you can enhance your content to create the best, and most profitable, experience.
Mapping Your Customer Journeys
Before you start making improvements to your content, you need to know where your business currently stands. This means mapping out your existing customer journey, so you know where your foundations are.
Firstly, define where your customer first interacts with your business. This could be through your social media accounts, through your blog posts or by actively searching for your company. From here, map the route which your customers take to make a purchase.
Count how many steps, how many clicks and how many options your customer has to choose, press and select until they can get to the final confirmation page. This is the heart, and map, of your customer journey.
Identifying the Pressure Points
Now that you’ve mapped your customer’s journey, it’s time to start focusing on the problem areas. These are areas where your customers will be experiencing problems with your sales funnel and, therefore, could be costing you sales.
These friction areas could be caused by anything. Perhaps your steps are too long, or your calls to action on some of your pages aren’t clear enough, or maybe the customer is simply becoming confused by your content.
When you’re going through your content, put yourself in the eyes of your customers and approach your content with a fresh pair of eyes. You can also look at the analytical data of your website, so you can see where people are stalling.
Writing Your Content
With the problems areas identified, it’s time to start focusing on your content in these areas. This is completely down to you and the dynamic of your business. Perhaps your social media channels aren’t pulling in the number of customers you expect. If so, why not try creating infographics or video content to engage your customers.
“Problems can be caused by the content on your website, or maybe your PPC campaigns don’t have the desired effects. Whatever your problem is, consider what kind of content you can use, change and enhance in order to alleviate the problem,” shares Dillan Chambers, a content writer for Write My Paper.
Improving Your Content Writing Skills
When it comes to actually writing your content, you’ll want to make sure that you’re writing the best content possible. However, as you’ll probably know, this is easily said than done. But, thanks to modern day technology, there are many online tools out there that can help you every step of the way;
These are two free online tools to help you add professional citations and references to your content, or to track your word counts.
This is a professional copywriting service that can write high-quality posts on your behalf, as recommended by UK Top Writers in UK Writings review.
These are two blogs and checkers to help you improve the grammar in your content.
These are two editing tools that can help you ensure that your content is communicating the right message, as recommended by the Huffington Post.
These are two blogs full of writing guides that can help you to improve your overall writing skill.
Two professional writing services that can help you write UX-optimised content, as reviewed by Best Australian Writers.
Analyse and Reform
Once your content has been up for some time, it’s vital that you take yourself back to step one and start the process all over again.
This is so you can continuously identify any pressure points that have formed with your sales structure, enabling you to address them and, therefore, maximise the effectiveness of your customer journey.