Customer journey

Mapping the customer journey onto the marketing funnel

Mapping the customer journey onto the marketing funnel is crucial if you are to have any success in converting leads into customers.

The importance of the funnel in marketing cannot be under stated.

At any point of engagement with your prospect it is good to ask yourself the question:

What stage is your prospect at in the customer journey at this current moment?

Below we outline how to map the customer journey onto your marketing funnel to take your leads to engaged leads to converted leads and sales.

 

Mapping your customer journey onto the marketing funnel

 

When mapping the customer journey onto your marketing funnel you need to understand where your lead is in the pipeline or journey

So in order to begin mapping the customer journey onto the marketing funnel you need understand the stages.

The beginning of a customer journey always starts with the following:

Desire/Pain/Business problem/Vague Interest

If your prospect is experiencing the first three that is all well and good but if it’s a vague interest, then they will need convincing that actually they have a pain or business problem.

In the technology sector it is important to bear in mind that often the audience needs educating because shiny bells and whistles don’t always persuade, it is business benefits that do.  This was the case with the internet, it was a case of getting away from snail mail and explaining this.

How to move your prospect to the next stage

In order to move your prospect to the next stage of the customer journey and through the marketing funnel you need to move them to investigate your company through a Trigger.

Triggers that move prospects to Investigation Phase

Triggers that move prospects to Investigation Phase of the customer journey include:

Word of mouth – this is the best form of marketing, a recommendation which comes at no cost and helps build your brand.  This is where good product marketing comes in – get your product development right and customers will recommend to friends.  This was the case for Tesla.

SEO – if you can find out what words people use to search for your product or service then you can build these into your website.  However, SEO is not just about keywords.

Press article – with the advent of digital marketing a lot of companies disregard PR as part of their marketing mix.  However PR is amazing in driving traffic to your website and building brand awareness.

Advertisement – An ad in a magazine, website or newspaper (especially combined with PR) will help increase brand awareness.  Facebook ads enable you to target individuals by income, job, interest and all manner of other things.  There is even a way to find audiences that have the same profile as your customers.

Social MediaSocial media cannot be ignored as part of your marketing armoury.  Your audience will be on at least one platform and if you can find where the individuals are that you are seeking out you can engage with them really easily and start a conversation.

The next stage is to move from Investigation Phase into Primary Engagement

Activities that move from Investigation Phase into Primary Engagement

It is easy to move to move a lead into an engaged lead with one simple activity:

Offer something for free that adds value

By offering some extra information that isn’t on your website but can only be obtained by going to your website and entering an email address and contact details, you give your prospect something useful and get their email address.  This way you continue having a conversation with them and offering more value.

Another way to move to Primary Engagement is by reaching out on social media or by simply picking up the phone.

Find out how to engage with someone on social media.

By now your prospect is more interested in your company than they were before so are you going to just let them go and find a competitor or forget about you? It will be a question of continuing to engage with them and move from Primary Engagement to Continuing Engagement.  This could mean more phone conversations from your sales team as well as email marketing/events/more PR and other marketing activities.  Basically, this means nurturing your prospects.

Get help with moving your prospects through the marketing funnel 

Moving from Continuing Engagement to Conversion

A great case study  in the prospect company’s sector is a proven way to convert prospects to customers.  Prospects can be encouraged to get in touch with the customer who agreed to take part in the case study.  There is nothing better than customer to prospect interaction.  Of course you will need to ensure there are no service/product issues at that particular time.

An additional way to move from Continuing Engagement to Conversion is to offer an additional service into the mix to seal the deal.  For a technology service or product this could be 6 months free support or warranty.  Alternatively a promotion giving a reduced percentage off the asking price is a great way to give the prospect the impression they are getting better value for money. The ability to close the deal can be optimised by giving a time frame for the prospect to buy, for example by the end of the month.

An important activity to carry out when carrying out any of the aforementioned marketing activities  is analysis.  This is crucial to understanding what is working, what is moving your prospect through the phases and what activities are resulting in conversions.  We hope you have found this post on mapping the customer journey on the marketing funnel for your business.