What is and how to create a Customer Journey Map?

A Customer Journey Map or Customer Experience Map, is a marketing and design thinking tool that allows to know the path of a customer or digital consumer when interacting with a brand, product or service.

How to create a Customer Journey Map

The Customer Journey Map allows you to analyze the customer experience path and define each of these steps in a visual, systematic and organized way, in order to understand how they feel, what attracts them, what they like and what they do not like, as well as the elements that we can and cannot control.

Unlike traditional sales funnels, the digital Customer Journey Map is not linear and the target audience often skips steps and even runs them in parallel. Therefore, it is important to visualize everything, in order to generate the most appropriate strategy.

Elements to create a Customer Journey Map

To elaborate each of the stages, interactions, channels and elements that our target audience goes through from one point to another of our customer experience map service, we must define:

  1. Buyer persona

When we talk about the buyer persona, we are talking about our target audience. These are different archetypes with different needs and in different phases of the conversion funnel that we want to reach by segmenting our digital marketing strategy.

To define the buyer persona, a kind of X-ray of different types of audiences must be made and put together: From naming them, age, defining their socio-economic condition, habits, fears, needs and tastes to defining their thoughts and attitudes. This can be accomplished with another tool called the empathy map.

In this way, the buyer persona is the key element for your digital marketing strategy, since it is one or more representations of the profiles that represent your target audience and how they relate to your brand, product or service.

  1. Timeline or phases of customer experience

The timeline is usually drawn on an X axis and indicates chronologically the events that the buyer person goes through during the purchase experience or use of the service, regardless of their phase in the conversion funnel.

Depending on the product or service, the phases are usually:

2.1. Presale or research

In this stage the need is generated and the client or user is just investigating what is related to characteristics, quality, price, advantages, disadvantages and opinions of the product or service we offer. That is why a good digital marketing strategy is important, in which both SEM and SEO complement each other properly.

2.2. Sales and user experience

In this phase, the buyer persona is in the process of executing the purchase. Therefore, it is important to provide the best experience in terms of content, service, user experience and usability of e-commerce. It is not enough to offer information on a product, but it must be attractive and induce an informed purchase.

2.3. After-sales, remarketing and evangelization

After-sales implies everything related to the moment after the purchase or use of the product or service is closed. It ranges from attention to doubts or claims, exchange and return policies, application of guarantees, offering related products to generate cross-sales and even CRM details for the user or customer to recommend the brand, product or service.

Obviously, each phase implies the achievement of a different objective within the digital marketing strategy.

  1. Contact points

They are the channels through which the customer has interactions with the brand, product or service. It is about own, earned and paid media that are part of the digital ecosystem.

  1. Interactions

Interactions involve the way in which the customer exchanges situations and lives the user experience with our brand, product or service at specific times. To the extent that circumstances are controlled invisibly or planned, better visible interactions will be achieved.

  1. Customer emotions

Each interaction that the client has with the brand, product or service awakens emotions that can be positive, negative or neutral. Anticipating situations and learning from mistakes allows to generate an optimal, pleasant and effective user experience.

The ideal is to capture all the elements of the digital Customer Journey Map in a graphical way in order to visualize all the aspects involved, critical points and analyze how they interact with each other within the digital marketing strategy.

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SEO Budgeting

Each project is different. Some websites need constant maintenance and optimization, while others require minimal attention. This means that the price of SEO services is calculated based on the time and research required to obtain quality finishes. The SEO budget depends on the size of the website, the degree of optimization and the scale of optimization that a website, blog or e-commerce requires.

The level of optimization of a website considers the amount of research, technical analysis, keywords, link building and maintenance on and off the site.

For their part, web stores need more optimization than personal blogs to maximize traffic and conversion rate, so they need more comprehensive packages.

Finally, the optimization scale implies the geographic reach of the website, as it implies different tactics depending on the strategy.

Consider applying SEO to your website and making it the heart of your digital marketing strategy. Contact us to discuss how to multiply the income of your company.

Off-Site SEO

External SEO is concerned with improving the ranking of a site on search engine results pages through promotional techniques such as:
  • Creation of external and internal links. With the aim of generating web traffic as an additional source and developing greater value. This can drive more traffic to your website, increase reputation, and increase rankings.
  • Marketing in social networks and brand promotions. These actions involve strategy and tactics in social media, both in organic and paid actions to give boost, visibility, credibility and traffic to the website, blog and e-commerce.

On-site SEO

On-site SEO involves optimizing the content of the website, blog and e-commerce at a structural level to make it more trackable and friendly for users and search engines. Includes optimization of title tags, internal links and URLs.

Some On-site SEO actions are:
  • Include keywords in the URL, in case the plugins don’t.
  • Using short and precise URLs, with the recommended keywords.
  • Use keywords at the beginning of the title tag.
  • Use keywords in subheadings in the content of your notes, as Google also searches for keywords in the heading tags.
  • Optimizing images and alt text that describes what’s in the image helps to identify the images and media in your site content.
  • Use synonyms and keywords that would be relevant to search items. When Google presents search results, it also looks for synonyms for the main keyword and other accompanying keywords.
  • Use internal and external links. Internal links connect the content of one web page to another on the same website. On the other hand, external links connect the content of your website with another website, enriching the content and adding value to searches.

Keyword Research

Keyword research is about locating the most searched words and phrases by users. This means that it is essential to tag the content of your site so that search engines can easily locate them.

The keywords used should target frequently used search words and phrases that are relevant to your content and add value to searches. The more keywords that are used and the more relevant they are to users, the easier it will be to find your website, blog or e-commerce. Also, if your website has a higher reputation, it will also be more relevant and better positioned.

Also, it should be taken into account that the position of the keyword in the URL affects its ranking and that the length of the keyword also influences the web positioning. Shorter URLs are easier to find and obviously rank higher.

Technical Analysis

Technical Analysis SEO technical analysis involves an in-depth review of the technical elements to improve so that Google and other search engines can index and crawl your website, blog or e-commerce.

The most common trouble spots are:
  • Need to correct “crawling errors” that prevent Google robots from seeing a page on your website and therefore not appearing in the search engine.
  • Optimize your site so it can be easily viewed from mobile devices, tablets, and desktops. Let us remember that we are in times of “mobile first”.
  • Fix broken links and make 404 errors friendly. Broken links can significantly hurt your SEO ranking because users and Google will have a hard time reaching your site and cause a drastic decrease in web traffic and sales.
  • Verify if you have an SSL certificate and a site with HTTPS encryption, which implies the protection of your data and those of your users from malicious programs and trackers on the Internet. It is an excellent ranking signal as it guarantees a secure connection with Google and reduces the abandonment rate.
  • Optimize page loading speed. This is essential, since if your sites take a long time to load, not only will you have a bad ranking in the Google list, but your users will quickly leave the site and you will lose potential sales.

Preliminary research

Preliminary SEO research focuses on finding out what’s on your website. This checklist is the content you have and discover the best way to select relevant bookmarks to optimize your website, blog or e-commerce. It includes the topics of your content, the types of media present, and benchmarking, that is, researching sites with similar content.

The goal of SEO is to differentiate yourself from your immediate competition, making your content on your website unique. This means that if your website has valuable content and responds to organic user searches, it will be easier for web crawlers to find.

The research done dives into the website’s specific market and the audience it is trying to reach. This step takes many factors into account and is one of the most expensive considerations in your budget.

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