If you’ve taken the time to write out your brand story, then you already have a strong foundation in place. The next step is to allow it to inform your marketing strategy and integrate it into all your marketing collateral.
So here’s a question for you to consider. Does interacting with your organization feel like one smooth experience?
All touch points are part of the customer experience. Imagine it as a digital conversation your business has over time with your customers. And each step along the way should seem like they are conversing with the same person.
But it takes a lot of work to design and deliver a consistent experience. This is especially true because customers don’t always follow the linear path you might expect them to. And sometimes, they take long breaks along the journey, which is okay if you’re able to rejoin them again later.
When hand-offs are clunky, you lose customers.
That’s why it’s so important to consistently and clearly integrate your brand story into an intentional customer journey.
We work with businesses all the time to craft an overall narrative that guides their customer naturally from one touch point to the next. In fact, architecting these journeys is one of our team's favorite activities.
Mapping your organization’s customer journey may seem overwhelming, but we’ve broken it down into straightforward steps that we’ll walk through in this guide.
Now that you have the current map drawn out, it’s time to take a few minutes to evaluate the current customer experience.
This stage doesn’t have to last long but take the time to ensure your team has answered the following questions.
Make notes directly on the map itself. I like using a different color marker to help the evaluation stand out.
Now that the customer journey is visible and evaluated, it’s time to iterate and improve.
The SMB Marketing Checklist will help you know if you have the essentials to market your small business.