Here’s a definition of a Customer Journey:
The customer journey or customer experience is the complete sum of ALL experiences that a customer goes through when interacting with your company and brand online. Instead of looking at just a part of a transaction, experience, click or search, the customer journey examines the full experience of what they see, feel, and act upon when searching for you.
One of the most important parts of your customer’s digital journey to find you is how they feel along the way. Are they frustrated or mad? Do they give up their search? Or are they happy, satisfied, relaxed, and have an easy time finding you? Once they do find you, what happens when they land on your website? Does it make them laugh, happy, or annoyed?
This is all about being where your NEW CUSTOMERS are looking for you and what happens after finding you. You need to know this to be able to get more new customers in today’s digital world.
I have included a chart that breaks down the four parts of a digital customer journey to find a business
Let’s break this down in a little more detail, so it makes sense for you. This is the whole ball of wax when it comes to getting new customers online. If they don’t see you, they can’t find you. And believe me, they ain’t looking in the Yellow Pages anymore to find you. They use their phones, computers, and now voice searching through a device. Be it their cell or one of those other creepy machines that are sitting on a good majority of your customer’s counters in their kitchen. Yes, I am talking about the Google Machine and Alexa from Amazon.
It Begins With The Search
You need to know who is looking for you and why. They have a problem, and you have a solution. I’m hungry and want a pizza, my car broke down and it needs to get fixed. Your business is the solution. But, if you don’t who and why they are searching for you, you won’t know what to sell them and where they are searching for you. Start here by answering those three questions.
Let’s Move To The Find
This part is crucial and where most businesses fall apart. They aren’t on page 1 of Google under their business category search. They don’t come up in the coveted top 3 businesses listed on the maps on page 1 of Google. They aren’t listed on any of the 3 review sites showing up under the map when searched. Don’t even get me started if your business doesn’t appear organically when people search your business type in your local area, or heaven forbid if someone Googles the name of your business and your website doesn’t come up first. (This one could be causing you to lose major dollars. Please see Test 2 below).
If they can’t see you, they can’t give you money for your goods and services. You want to be seen. Preferably on Page 1 of Google for your business and business category.
There is a way around all of this, and it’s called Google Adwords. This means giving Google money for paid ads that will appear above the map and on the bottom of the page. It’s based on different criteria, but mainly money. It is Google after all, and they love money!
Your Customers’ Experience
Do you have a killer website? You know the one that has the tastiest looking pictures, a call to action above the fold, and gives your visitors all the information they want above the fold? (That means they don’t have to scroll with their finger or mouse to find your phone number, hours, address, etc.)
Your website is your business’s brick and mortar in digital format. It’s the first, and sometimes only impression you can make with potential customers. Make it a good one. Be clear, concise, fun, visual, and make it easy for your customers to give you money online if you take online orders or appointments.
Their Big Move
I’m not talking about being on a date here; I’m talking about your customers doing what you want them to do on your website – getting them to act and engage when they are on your site. It’s called a Call To Action (CTA). Make sure you have a clear call to action for them, and it’s a pleasurable seamless process. If you want them to make a reservation for a table, order online, book an appointment to get a repair, buy jewelry, join your email list, make it clear, quick, and not confusing. Confusion kills sales. Remember that – it’s super important when it comes to online marketing.