Customer Journey Map: how to lead the audience to purchase
To attract attention to the product and stimulate sales, it is important to know which way the user goes when interacting with the brand: when he sets his needs, how he searches for information, analyzes proposals, makes a purchase decision. In the article, we will talk about the six stages of the Customer Journey Map and explain the methods of influencing the audience on each of them.
Customer Journey Map (CJM) is a client's path from the moment he acquires an interest in a brand/product/service (even when the need has not yet appeared) to the first purchase and his transformation into a regular customer. In fact, this is the same as a sales funnel, not only from a business perspective but from a consumer's view.
The customer journey map helps to understand how to lead the audience to purchase and effectively interact with it afterward.
Customer Journey Stages
Textually, the user path looks like this:
Let's consider how each stage works on a concrete example. For convenience, we indicate similar levels in the sales funnel.
At this stage, the user only has a need or problem that will work as a driver for interacting with the product. Social networks are unique in that they can not only satisfy, but also create this need.
Let's take the example of household appliances. Even within the same brand for different products, customer journeys are different. In what situations might a new home appliance be needed?
- Acquisition of housing, followed by home improvement.
- Scheduled repairs with a refurbishment of household equipment.
- Life circumstances. For example, with the advent of a child, there is a need to purchase a sterilizer and other devices.
- Depreciation or breakdown of old household appliances.
- A pure desire, although there may be no apparent need for a product ("I want a fashionable 3D TV").
- Improving the standard of living ("I can now afford to buy a dishwasher").
The ability to shape a purchase need depends on the situation. For example, when a household appliance breaks down, a person immediately goes to the "Involvement" stage and starts looking for information about goods.
In the case of the acquisition of housing, the situation is radically different. Here you can be proactive: target the audience of the community of developers, users interested in real estate, and show them ads with the message "Think about buying new home appliances now."
Most people may not have the need to buy a washing machine with a tank, as they simply do not know about the existence of such a product. The brand's mission is to shape this need. The main thing is to get into the audience's field of vision at the right time, with the right product and message.
How to do it?
- Talk about washing machines with a tank, their advantages, and features. At least write a compelling post.
- Target users with related interests, as well as those who are members of community summer residents. Show them ads for the sale of washing machines with a tank.
Search for information
At this point, the user begins to search for data and explore the category. He takes action to satisfy his needs.
Provide the user with the information that interests him and process potential objections to the idea of the purchase. Based on this, he will decide whether to place an order or not.
The user has precisely concluded that he needs this product. It remains only to confirm the decision, decide on the brand, product model, and find an option that suits the price and other criteria.
How to interact with the audience at this stage?
- If you sell several models in the same category, compare them with each other. For example, describe for which situations a particular washing machine is suitable.
- Handle the "trigger" of the audience using content, as often all complaints are not related to the quality of the product, but to the features of operation.
- If at the initial stage to tell how to use the washing machine correctly, most objections can simply be avoided. Then users who are just thinking about buying will understand that problems are not always because of the product itself.
At this stage, the user selects the most suitable option and decides where to make a purchase.
How to motivate a user at this stage?
- Cover lucrative promotions and offers, even if you are not selling directly, but through dealers/retailers.
- Fill the Shop section of the community in social networks.
- Post information on delivery, cost of products, and stores in which you can buy goods.
- Quickly give feedback in the comments and in private messages.
The brand can still interact with the buyer, remaining in the field of its visibility. If a customer is satisfied with the service and purchase, they are more likely to be interested in community content.
At this stage, in no case should you lose contact with the user and release him from the community. Regularly post useful content, vibrant creatives in the group, hold contests, stimulate communication between the participants.
6. Brand advocate
Repeated purchase if product specifics
Even if the specifics of the product is such that the user makes a purchase once, working with him can still be beneficial.
In order for users to share the experience with the company directly in the community, set up the Reviews section on Facebook. Motivate to write positive comments or generate user content: offer a promotional code, a discount, participate in a private promotion, or other useful bonuses.
Additionally, at this stage, selling content and targeted advertising play a significant role. With a competent approach, you will be able to resell another product or the same, if the specificity of the product allows.
The above scheme is a typical rational customer journey. In an emotional type, the same stages are present, but there is no precise sequence for their passage. Take, for example, the purchase of clothing, cosmetics, and some goodies: we consider their purchase continuously, even when we do not need it.
In addition to the rational and emotional path, there are combined options. It directly depends on the assortment and specifics of the product.
With SMM, you can work with complex schemes and influence the audience at different stages of the customer journey. For comparison: SEO primarily works to attract users with high demand and is focused on sales. SMM is one of the few channels to reach an audience with all types of demand: hot, warm, and cold. Therefore, it is so essential to work for the entire target audience at once, but using different methods of influence.
How to highlight key steps in a customer journey?
To do this, make a small but detailed table. In it you need to paint:
- Examples of drivers for interacting with the brand: specific questions, thoughts, emotions that may arise in the head of the user in a collision with the product.
- Examples of barriers: problems and issues that adversely affect the user's perception of the product and which need to be addressed.
- Ways of exposure: tools that will help meet the need and block the barrier.
If necessary, you can add segments of the target audience, tasks to be closed, and any other items that will help form a complete picture.