Do You Know Your Customer’s Journey

While planning for some pretty robust social marketing strategies for some clients, I continue to run across the same question “How will this integrate with all of our other digital strategies?” The simple answer; put yourself in your customer’s shoes and identify all possible customer journey scenarios. By taking a step back and identifying how our customers live on a daily basis and how they interact with our brand in the digital space, we can begin to define any holes or inconsistencies in our strategies.

By mapping out different customer journeys, we can better understand the experience of our social ecosystem from the consumer’s perspective; compounding the effects of any single campaign or message.  The true power of social media comes from the complete integration with two things:

The entirety of our other marketing – Communicating a consistent message across all touchpoints will only expound the message to ensure brand awareness, understanding, and expectations within the marketplace.

The day to day lifestyle of our customers – Understanding where, how, and why our consumers communicate, then communicating with them on their terms, taking them to the most relevant information for them as a customer or prospect will create a sense of trust and understanding between the customer and the brand.

Creating a holistic and a granular view of our customer journeys in the digital space, we can better serve our customers by providing more relevant information as well as better plan our marketing strategies to increase ROI in the digital space.