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Map the customer journey
Take the first step to create a customer journey map and understand your customers.
This lesson prepares you to:
- Define a customer journey.
- Describe how the customer journey relates to your marketing efforts.
Understanding the stages of a customer journey
The customer journey (sometimes called the buyer's journey) refers to the experiences that people have before deciding to purchase a product or service. It can be roughly divided into three stages:
Awareness: When the customer first learns about a business or product.
Consideration: When the customer becomes interested in a business or product.
Conversion: When the customer decides to buy a product or service.
Your marketing efforts are meant to help move your target audience along this journey. Marketers often refer to this process as a funnel. They use this term because the number of prospective customers gets smaller as people move from awareness to conversion.
This is completely normal. Even if you select your target audience well, not everyone in it will become a customer. Not everyone who's aware of your product will consider buying it, and not everyone who considers buying it will actually make a purchase. Maybe they have done business with a competitor, or maybe the time just isn't right for them.
Mangata & Gallo
Mangata & Gallo is a shop that sells high-end jewellery and diamond engagement rings. A large part of its sales happen online, but it also has a shop location.
Mariana is the owner and lead designer of Mangata & Gallo. She wants to start new marketing efforts on Instagram to make the most of the engagement season. Mapping the customer journey will help Mariana do this.
Disclaimer: Mangata & Gallo is a fictitious business designed by Meta Creative Shop. Any similarities to content produced by real-life businesses are not intentional.
A luxury brand originating in Paris, Mangata & Gallo can scale to sell beyond jewellery with china, watches, leather goods, perfume and other personal accessories.
Why map the customer journey?
When Mariana understands the different stages of the customer journey, she'll know when to being Mangata & Gallo's marketing efforts for the upcoming season. She can then determine how to approach her marketing messages.
Defining your target audience
Mariana is eager to attract new customers, and she defines Mangata & Gallo's target audience as people likely to purchase an engagement ring. Here's a description of her target audience.
Demographics: Young professionals ages 21-30 who are planning an engagement and have a yearly household income over USD 75,000.
Interests: Fine jewellery, fashion and arts and crafts.
Behaviours: Spend time online perusing wedding sites and follow wedding-related accounts on Instagram.
Key takeaways:
- The three stages of the customer journey are awareness, consideration and conversion.
- Understanding the customer journey can help you create a marketing strategy for your business.
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