The difference between a buyer journey and a customer journey

Anyone who has invested the time mapping the end-to-end customer journey for their business will almost certainly have come across one simple revelation: it is not one journey, it’s two journeys.

In reality it could be many more than two journeys depending on the nature of the business. However, the two journeys that will always need to be separately mapped are the ‘buyer journey’ and the ‘customer journey’.

 

Persona to Map to Content to Funnel

Persona -> Needs -> Map -> Content -> Marketing Funnel -> Sales Funnel -> Customer

Customers’ needs change throughout their buying journey. That represents a challenge for us marketers and customer experience managers – How do you create the right content to support that journey?

Do you have a “leaky funnel”?

Useful things funnels. In the real world they allow you to pour accurately into narrow containers and in the marketing world we use them as a way to describe the channelling of customers towards a sale. Except, bizarrely, that is not what marketers now use the term funnel to describe.

Change how you measure your marketing ROI

As marketing leaders you will be on a spectrum which at one end may mean you are a long way off this level of understanding of your numbers or at the other extreme you may be totally in control and have all this information to hand. At either end of this spectrum, to become more customer-centric you will need to consider the following measurements and how you manage your audience accordingly.

Customer contact, the internal dimension

Picture yourself sitting in the senior management meeting where you are seeking buy-in to a contact strategy change management programme. You have spent several weeks developing the proposed approach and building the watertight business case to the point where you believe you have tacit approval from many people around the table for what you are proposing...

The growing problem of content chaos

Like algae blooming in a nutrient-rich lake, the amount of content being produced by companies today is growing at an exponential rate. How much content is being created, which functions within the business are creating it and how much of it is being exposed to customers is, for the average business, an utter mystery.

Adding AI to marketing

AI has burst onto the scene and is now taking root within the marketing stack. From established vendors to innovative start-ups, specific applications are emerging that are simplifying tasks, enhancing analytics, freeing up resource and most importantly, creating new and exciting opportunities for customer engagement.

How much of your content never gets consumed?

You have created an awesome video, written a gripping article or drawn a masterpiece. You publish to your website and social channels. Being a good marketer, you then amplify the reach of your content by posting, pushing, advertising and emailing your content to all your selected audiences through all the channels that you are present on and it goes viral! 

The Missing Link

Content is marketing fuel, it is sales support materials and it drives improved customer experience. Why then is it the one area where brands either have no plan for it or many plans and strategies that are not coordinated? 

The Cost of Content Chaos

How much does your business spend on content each year? If you are following global trends, it is an amount that is set to have doubled between 2016 and 2021; global spend on content marketing was assessed at $200bn+ in 2016 and in on track to exceed $400bn by 2021.

Houston we have contact…

Why do you need to do anything differently when it comes to the way you contact your customers? Because change is inevitable and your customers have already changed and in many ways. When things change and new information comes into existence, it is no longer possible to solve current problems with yesterday’s solutions.

Mapping the Buying Journey

A few weeks ago, I treated myself with a pair of Bose SoundSport Free wireless headphones. They’re brilliant. I love them. But even though they have been available for some time and I love Bose equipment, I only bought them just a few weeks ago. Why not sooner? 

Content Challenges: What is a content strategy

Current accepted thinking on a content strategy is that you think of some themes that you want to create content around - you may well call these content pillars - and then you brainstorm some ideas about what content would fit around these pillars. Once you have a list of ideas you then apply this to a calendar as a schedule of what you are going to create and when it will be published...

Best practice in Customer Journey Mapping

All too often Customer Journey Mapping (CJM) is constrained to the customer’s online journey and even then may only be the journey from entering your website through to the point of sale. However, creating true business success from CJM can only be achieved by considering the customer’s entire journey and that means looking across six areas of impact.

What is a communications silo?

Customer communications silos are commonplace within nearly every business. For large businesses there is no getting away from the fact that the natural evolution of the various business structures and processes has led to different parts of the business communicating with customers and, for that matter, prospective customers.

The spinning wheel of engagement

PR and marketing teams have become very good at engaging their target audiences online and within social media. Like good little hamsters attracted by some food, the target audience is being drawn in and clicking their ‘follow’ and ‘like’ buttons. And then…nothing.

Every journey starts with a single content step

Customer journeys. That age old process adopted by marketers to define the behaviour of their target audience when they are trying to persuade them to buy their product or service. Most commonly visualised as a marketing funnel, customer journeys aim to cover customer touch-points across multiple channels and with different customer segments that all lead to the desired business goal. 

Knowing your customers needs

If I’m going to buy from you, I need to know you can meet my needs; that’s a no brainer. If I’m going to engage with your company’s marketing, I also need to feel it’s relevant to my needs; that’s a no brainer also.