Customer journey mapping basics

Understanding your customer doesn’t happen overnight but it is the most important foundation to a successful and effective marketing campaign. Starting your marketing efforts through Customer Journey mapping, will help ensure you are designing your campaigns with your customer in mind.  

Here are some steps to help you get started. 

Define your goals

• Questions to ask yourself: Are you looking to sell a product or service? What does success look like? Do you have revenue targets you are looking to accomplish?

• Outline the above with clear metrics of what you are looking to accomplish. 

• Example:

We are looking to sell 1000 products in 2025 to make our revenue target of $XX. Based on our data, that means our marketing campaigns need to get XX quality leads that will have a conversion rate of 3% to bring in that revenue.

Create personas 

• Questions to ask yourself: Who is your target customer(s)? If you have multiple, who has the potential of helping you best reach your goals and revenue targets? Focus on those first. 

• Start your research - include any information you have on your customers such as their buying patterns, any insights you have from your CRM or sales data, past campaign performance, etc.

Identify touchpoints 

• Questions to ask yourself: Based on your research, what marketing campaigns did your customer engage with and at one point? Did email see better engagement with repeat customers? Does social drive traffic to your website? 

• Retargeting campaigns can be helpful in this as well as your own data and insights 

• Identify all these touchpoints and document them, aligning them to your personas 

Map the journey

• Create an outline to capture all this information so you can build your persona(s) visually. There are some great templates you can get online such as this Canva one here or map your map. 

Analyze your results 

• Put your plan into action and mechanisms that allow you to track success and pivot where needed. 

• Pro tip: Ensure you are adding tracking mechanisms such as UTM links to your campaigns. This will allow you to better track your campaigns and provide valuable insight on your users.

These are some of the basics to understanding and implementing Customer Journey Mapping. There is a LOT more we can dive into (maybe another article?), but hope this helps get you started. Have questions or want to share your Customer Journey tips? Reach out!