Introduction to Customer Journeys
Customer Journey 5-Min Videos
[00:00:00] Sarah Noel Block: Hello, and thank you for joining me for Customer Journeys. This week we are going to talk about how to understand the journey your ideal customer goes on when they're making a buying decision. First, when you're building a business, you need to understand three things. Who is your customer? When we are in the content strategy phase, you have already identified who your customer is and built out an avatar for them.
[00:00:30] Sarah Noel Block: So just to reiterate, when you are identifying your ideal customer, you need to know who they are, what title they hold, what influence do they have over the buying decisions of their organization. What channels they prefer, what content mediums they prefer, and most importantly, what problem do they need solved?
[00:00:57] Sarah Noel Block: What is their [00:01:00] challenge that you have a solution to when you understand. what challenge they're going through when they end up going to Google and searching out solutions. That's how you can really hone in on your messaging and understand what it is that they care about and what matters to them. And then last, what is their purchasing behavior?
[00:01:22] Sarah Noel Block: So depending on your product or service, it could go a couple different ways. You could one, Be an impulse purchase. You might be something like a digital product that's low cost, easy to make a decision on, and they download it. Impulse buying Next would be. more of a research-based decision where they are doing some digging, trying to figure out the solution to their problem.
[00:01:55] Sarah Noel Block: And they usually come up with a shortlist and do multiple [00:02:00] discovery calls with multiple companies before making a decision between one or two companies. . And then the last kind of buyer would be a buyer by committee. This would usually be with a bigger company where you have multiple stakeholders involved in the buying decision.
[00:02:18] Sarah Noel Block: So you have the buying influencers, you have the decision maker, and then you have stakeholders who have a say in the purchase. So whenever you are selling a product or a service like that, you wanna make sure to focus a lot on sales enablement, so those influencers within the organization can sell your service or product to all of the stakeholders involved in the decision making.
[00:02:43] Sarah Noel Block: Make it easy for them.
[00:02:45] Sarah Noel Block: But what is a customer journey?
[00:02:48] Sarah Noel Block: First, let's think of the funnel. We have top of funnel, middle of funnel, and bottom of funnel, and we've talked about this before. The tap of funnel [00:03:00] content would be social media content. It would be blogs, it would be podcasts, it could be livestream shows or a YouTube show. This is all top of funnel content and it feeds the awareness stage.
[00:03:15] Sarah Noel Block: This is when people are trying to find a solution and they come across your business. They're just becoming aware that your business. in the middle of funnel content that is more like case studies. That would be sales pages, frequently asked questions. This is the consideration phase. So in the first phase when they're doing top of funnel content, they are deciding, oh, they're discovering that you exist in middle funnel content.
[00:03:45] Sarah Noel Block: They have discovered you exist, and they're trying to decide if you're gonna be on that short. Okay, so let's say you've made it to the shortness, the short list. Next would be bottom of funnel content. With bottom of funnel [00:04:00] content. It's the purchasing stage, and this is when they're going to be looking at pricing.
[00:04:05] Sarah Noel Block: They will have your discovery call and they're going to be looking at terms of working with you, do you have a long-term contract that you require something like. All right, in the next video we are going to talk about where you start when you're building a customer journey.
