Creating the Customer Journey







It's important to define a customer's view of your interactions based upon their buying process, this will help you understand what your individual interactions need to achieve.

And once you have a clear idea of what your customers are looking for, the problems they are trying to solve and the criteria that affects their decision making; you can refine your communication flow to answer, reassure and inspire.

Personalisation - The bigger picture

Personalisation is an incredibly powerful mechanism for improving the effectiveness of your sales and marketing activity, you’ll have seen this at work in a basic way when you use special merge tags in emails such as {{first-name}} which is then replaced by each recipients name as the emails are sent.

But personalisation can mean much more than that. By using automations you can trigger marketing communications based upon your contact’s unique activity. For example, a form completion might trigger an email auto responder sequence, a page visit might trigger a notification, or a sales stage change, these responses to activity are all of the tools you need to create a dynamic and personalised marketing process.

I’d like you to take a few minutes to think about how you might use these mechanisms yourself. Because while each of these tactics is worthwhile, Jumplead becomes more effective when you begin to think about orchestrating a larger ‘buyers journey’ including the stages your leads will go through and the milestones of engagement such as ebook downloads, webinars and consultation requests you can use to educate and nurture over time.

In fact, Jumplead comes with some predefined contact stages that you can use as a starting point to map out your process, we’ve already mentioned how a basic newsletter style subscription could move someone to a ‘subscriber’ stage. You might also have a few basic ebooks designed to answer the common questions and pitfalls your buyers will encounter, to get the ebook your lead completes a conversion form that asks a few more questions and gives you more qualifying information. By attaching an automation to this form you might then change their stage to ‘lead’ and move them onto a more appropriate autoresponder campaign.

Just there you’ve set up a few interactions designed to respond to your buyer’s sales stage and to nurture them over time. That’s awesome! And it’s just the start. Because each one of these interactions is measured you can aim to improve each conversion rate, the open rates of each email, even try completely different approaches.

There might also be more in depth guides, product specifications, special targeted offers etc. that show your leads as being more highly qualified that you can use to move them into ‘marketing qualified’ or ‘sales qualified’ stages.

Using contact lifecycle stages in this way allows you to ‘ratchet’ your leads over time, at their own pace through your sales and marketing process. The exact steps you take to entice your visitors into converting and the content and offers you use to nurture your leads over time could well be unique for your business, but the principles are well known as marketing automation. And the goal is to identify and reproduce a best practice of personalisation to help, educate and drive new business.

Understanding your Buyers

Jumplead comes with visitor identification, live chat, email marketing, landing pages and conversion forms, and while you can find a certain amount of success in using the individual components of Jumplead, using these tools in combination as part of a complete marketing to sales process is what the system is built to do.

But where do you even start? It can be hard to know what particular content and offers will resonate with your buyers, which is why we need to start at the beginning and clarify exactly who our buyers really are.

Creating and using ‘buyer personas’ is recognised best practice when it comes to setting up marketing automation, while this may seem like a superfluous step please don’t skip it! You need to know who you are talking to, if you are going to be effective in what you say.

Start by thinking about the different types of buyers you have, what are their needs and what are the specific problems they are trying to solve?

Are some novices and others experienced? Are some customers direct sales and others intermediaries? Once you have a clear view of your main customer segments you need to create a buyer persona for each.

A buyer persona is a fictional person that typifies one of your identified customer segments, start with a page of A4 paper and fill it with detail.

Inbound Marketing Buyer Persona

Once you understand everything from their name, age, gender, role and salary to their career aspirations and their organisations management structure you’ll have someone you can create content for.

Understanding the motives as well as the basic needs and pain points for your customers will help you to create more effective content that not only speaks to real needs but does it with an understanding of their context.

You will come back to your buyer personas again and again as you build out marketing materials and content to nurture your leads so time invested in getting these right is well spent.

Once you have your buyer personas in place, you will find that the content you need to engage with and nurture them will suggest itself, and you’ll wonder why you’ve never previously created a “Getting Started” guide for your novice conference bookers, or ‘white label’ educational resources for agency resellers.

Plus with this targeted content in place you can create the conversion points you need to gain visibility of your leads and follow up with meaningful emails that are based on a very clear understanding of who you are talking to. And why.

So when a website visitor converts on a Jumplead conversion form to receive your “Getting Started” guide for novices, they are giving you their contact details as well as identifying themselves as being a certain buyer type at a certain stage. They are also giving you the opportunity to follow up over time with help and encouragement, more in depth guides and sales consultations.

Conclusion

How you use these mechanisms effectively is really up to you and what works for your buyers, but by looking at the conversion rates for your content and the open and click through rates for the auto responder emails you send you can try alternatives and test assumptions to keep improving your marketing to sales process.



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Jumplead

Combine lead forms and pages, email marketing automation and live chat to jumpstart your marketing and sales.

Jumplead Manager

Create and manage multiple Jumplead accounts, control billing and users, add and remove customer accounts as you go.

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Access Jumplead via our API to integrate Jumplead's marketing capability with your existing systems, or build new apps.