Having a concrete understanding of your customer journey helps your marketing campaign on so many levels. In this blog, we’ll explain how you can define your customer journey with CRM.
Why mapping out your customer journey is so crucial
Leads tend to follow a similar journey when they discover your company. Knowing what interests them and the average time it takes for them to convert will help you create more relevant content and plan out your messages better.
According to this IT Toolbox article, businesses often focus on the beginning and end of their customer journey and forget all about the middle part:
“The customer’s journey may start based from advertisements they see while browsing their favorite website, or a piece of content you created discussing industry innovations. The start and end point of the journey are useful to note, but many analytics tools feature solely on these areas and ignore the middle. The middle part of the customer journey contains a great deal of useful information for improving the sales and marketing process.”
Ironically, the middle of the customer journey is arguably the most important part. This is where leads tend to fall off because there’s no clear path to the end of the sales funnel.
Here’s how you can map out all stages of the customer journey:
Some platforms will be more effective than others when it comes to generating leads. You might find, for example, that your social media posts are doing most of the work, while your PPC ads aren’t performing the way you first imagined.
Whatever the case may be, the important thing is that you keep an eye on how many leads each platform is generating. In general, you’ll want to invest more time and money on the most productive ones, since you know you can reach your audience there. In addition, you may want to change your approach regarding the ineffective platforms.
As stated previously in the IT Toolbox article, the middle of the customer journey is the most important point from a marketing perspective. Leads often fall off around this stage because businesses don’t know how to keep them engaged.
Having CRM at your disposal gives you a major leg up in this regard. First, you can run an email campaign to stay in touch with leads and advance them in the sales funnel. Over time, you should track the performance of your campaign to see what your audience desires.
Your open rate, click rate, and unsubscribe rate will tell you if your messages are resonating with leads. From this, you can make conclusions about what your prospects need to advance in the sales funnel. In many cases, it’s informative, non-promotional content and regular communication from businesses.
For more specific advice, we recommend creating a content series since it takes care of the typical problems that haunt the middle of the customer journey. The more value you provide here, the more reasons prospects will have to check out your website.
How do sales representatives know when a lead is at the end of the sales funnel? When you deal with hundreds of leads, you’ll start to notice certain patterns in their behavior.
Generally, the further a lead gets in the sales funnel, the more promotional you can get with your messages. Once you’re past the welcome email and introductory messages, you can add CTAs to your content and prompt leads to contact your business.
Since you don’t want to do this to early — or else you may scare them away — it’s best to refer to CRM metrics to know when a lead is ready.