Mastering Your Marketing Strategy: How Mapping Out Your Business Customer Journey Can Boost Your Success

24 April 2023


Running a business can be a roller coaster, and as the saying goes, “if you don’t know where you’re going, any road will get you there.” This is especially true when it comes to marketing.

You must understand your customer journey to avoid throwing spaghetti at the wall and hoping something sticks. That’s why mapping out your business customer journey is essential in building your marketing strategy.

What is a customer journey?

Simply put, it’s the path a customer takes from first becoming aware of your business to making a purchase and becoming a loyal customer. This journey comprises of various touchpoints, or interactions, with your business. For example, a customer might become aware of your business through a social media post, visit your website, receive an email, make a purchase, and leave a review. Each touchpoint allows you to connect with your customer and influence their decision-making process.

Mapping out your customer journey involves taking a step back and looking at your business from the customer’s perspective. Start by identifying each touchpoint and your customer’s emotions at each stage. For example, a customer who has just become aware of your business may be curious, while a customer who has made a purchase may feel excited or satisfied. This will help you understand how to best communicate with your customers at each stage.

Once you understand your customer journey, you can use this information to build your marketing strategy.

Here are some ways mapping out your customer journey can help:

Mapping your customer journey doesn’t have to be a daunting task. You can visualise the journey using sticky notes, whiteboards, or digital tools. Get your team involved and brainstorm ways to improve. The goal is to create a seamless experience for your customers.

Mapping out your business customer journey is crucial in building your marketing strategy. Understanding each touchpoint and its emotions allows you to tailor your marketing messages, time your efforts effectively, optimise your processes, and create a loyal customer base.

So, grab your sticky notes and get mapping!

Siobhan Mulvahil

Meet Siobhan

I have worked in marketing for over 20 years and have been a freelance consultant for almost 15 years. I have a BA in Media, Graduate Certificate in Business, Certificate in Digital Marketing, and I am a Certified Marketer with the Australian Marketing Institute (AMI).

I launched my first marketing agency long before the onset of digital marketing. Facebook was only for personal use, and internet was painfully slow.

Some things that haven’t changed with marketing:

  • Establishing your marketing foundations and research how your business needs to be marketed.
  • Consistency across all customer touchpoints.
  • A holistic marketing strategy that focuses on supporting your sales pipeline!

Although marketing is my first love, coffee definitely comes a close second.