“Marketing Strategy: Learn How CUSTOMER JOURNEY MAPPING Plots the Best Route to Your Business” | Suze Bouwer | Skillshare

Playback Speed

  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x

“Marketing Strategy: Learn How CUSTOMER JOURNEY MAPPING Plots the Best Route to Your Business”

teacher avatar Suze Bouwer, Marketing Enabler. Business Invigorator

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.



    • 3.

      Join me, Your Guide on This Journey


    • 4.

      Tune into Their Levels of Awareness


    • 5.

      Stage 1 of 5 Dreaming


    • 6.

      Stage 2 Many Ways to Tackle a Problem


    • 7.

      Stage 2 Choosing Between Apples or Oranges


    • 8.

      Stage 2 Red or Green Apples?


    • 9.

      Stage 3 Sell When They Are Most Aware


    • 10.

      Stage 4 The Delightful Experience


    • 11.

      Stage 5 Sharing Fabulousness


    • 12.



  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.





About This Class

In this Class, you will learn how to develop a streamlined MARKETING STRATEGY based on CUSTOMER JOURNEY MAPPING (CJM) which helps you meet prospects where they are with messages that help them take the next step to Get to Know You, Like You, and Trust You enough to Buy.

Targeting and Connecting with your Ideal Customers throughout their Buying Journey Increases Conversion and Customer Retention.


  • Why Customer Journey Mapping is a Marketing Game Changer.
  • What Customer Journey Mapping means.
  • What you Need to Know to Create a Customer Journey.
  • How to Create a Customer Journey Map.
  • How to Analyze and Optimize your Ideal Customer’sJourney.
  • How to use what you learned for More Effective Content Marketing.

By meeting your IDEAL CUSTOMERS WHERE they are, you will show them the Best Route to Your Business.

 Imagine How Perfect Timing will Invigorate Your Marketing?


  1. Awareness
  2. Consideration
  3. Purchase
  4. Experience
  5. Loyalty

By the end of this Class, you will easily distinguish between prospects that are not interested enough to warrant your time and money, to those who are warming to you or who are ready to hand over the money!

Suddenly you are going to recognise and celebrate small wins.

CONVERSION is not just a “sales” but moving people (and businesses) down Your Sales Funnel from one stage to the next until they buy without any hustling!


  1. Helps you optimize your marketing strategy and maximize your efforts for better results.
  2. Provides a deeper understanding of the target audience and their needs, preferences, and behaviour.
  3. Will inspire more effective and personalized marketing campaigns that resonate with the target audience and drive conversions.
  4. Clarify where to market.
  5. Demonstrate what type of content and messaging is required to lead your prospect to the next stage.
  6. Identify opportunities for upselling.
  7. Helps you make more efficient use of marketing resources and to increase ROI.
  8. Improves your customer experience so that you retain and delight customers into becoming word-of-mouth marketers that cost you nothing!



First, you have to Know YOUR IDEAL CUSTOMER better than Anyone.

If you have taken the time to do this, you will KNOW:

  • Their Demographics – Gender, Age, Location, Education, Marital Status, and so on.
  • How They Behave & What They Do.
  • WHY They Behave As They Do

This Insight helps you with EFFECTIVE MARKETING to:

  • Meet The Right Customers
  • In the Right Place
  • With the Right Messages
  • At the Right Time

IMPORTANT!  If you have not already created a Buyer Persona, go do that first!

Use our FREE template to help you do that!

(This will help you get the maximum benefit from this CUSTOMER MAPPING Class!)


DOWNLOAD THE CUSTOMER JOURNEY WORKSHEET before we start working through it together.

What if you Don’t?

You’ll continue to waste money, energy and time spraying your message all over the place, attracting and convincing no one while diluting your value.

You’ll just carry on feeling discouraged, marketing into a black void with no engagement,  seeing little or no sales, and wondering why it is not working or blaming the algorithms!

Time to Invigorate Marketing!

During and after this class you will learn to easily IDENTIFY WAYS TO ENHANCE YOUR IDEAL CUSTOMERS' EXPERIENCE with you.


Check out this CLASS PROJECT.


  1. Listen to the INTRODUCTION
  2. Get Started with our PROJECT Video 
  3. Join me, Your Guide on a Journey
  4. Tune into Their Levels of Awareness for More Effective Marketing
  5. Stage 1 DREAMING
  6. Stage 2 RESEARCH when they are only PROBLEM AWARE
  7. Stage 2 RESEARCH when they become SOLUTION AWARE
  8. Stage 2 RESEARCH when they are PRODUCT AWARE
  9. Stage 3 BUYING Optimise Sales when they are MOST AWARE
  10. Stage 4 EXPERIENCING Your Irresistible Offer
  11. Stage 5 LOYALTY and Leveraging their Advocacy
  12. It's a WRAP! Conclusion (with an extra nugget to invigorate your Marketing!)

Step 5: PARTICIPATE in the Class Discussion



Meet Your Teacher

Teacher Profile Image

Suze Bouwer

Marketing Enabler. Business Invigorator


Hello, I'm Suze.

See full profile

Level: Beginner

Class Ratings

Expectations Met?
  • 0%
  • Yes
  • 0%
  • Somewhat
  • 0%
  • Not really
  • 0%

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.


1. Introduction: You are very welcome to my class. That's going to show you how customer journey mapping will invigorate your marketing. My name is Susie Bauer. I am a marketing coach, enabler, and I'm here to invigorate your marketing. My business is read matchstick.com and my program is marketing made simple as a, B, C, attract bold and conflict. I help busy time for real estate agents, online shop owners, coaches, creatives, and startups, save time and money by providing the shortest marketing rude without the fluff. Just the essential stuff. Steps and tools to consistently and continuously attract and convert more leads without the hassle. We all know that's how we grow business with more leads that convert to sales. And the reason I'm targeting the specific businesses I mentioned is because I personally operate and all those businesses and our work with clients in all those types of industries or small business. So I invite you to connect with me on your favorite social media platform or sign up for my newsletter on my website so that we can stay connected and you can benefit from all the many tips and advice I give on an ongoing basis. What is a customer journey? It is a series of steps at customer takes to go from not knowing you to becoming a loyal brand advocates. The stages are not necessarily linear, but you need to understand each stage is about because that's how you meet customers where they are. And we all know when you are relevant at the right time, in the right place, the chances are you're going to hit the success plan and you're going to elevate your marketing communication. In this class, I recommend you focus on your favorite ideal customer. So we all have many and please don't think everyone's your customer. You might have different buyer persona's, but they all behave differently terms of where you meet them, how you relate to them, maybe which platform you go to. Every buyer persona has a slight tweak. Focus on one to get the full benefit of this class. This is not for expert marketers. This is going to help somebody who knows next to zero about marketing, but once to serve their customers better. That's the basic premise of this class. If you want to meet a customer with content communication and offers that are exactly rock at the right time. This class is for you. You're going to learn in this class why customer journey mapping is a game changer. You're going to get really familiar with what it means. And you'll be able to replicate the process over and over for different ideal customer, you'll get to know what you need to focus on in a customer journey. You're also going to identify gaps where your conversion funnel might be leaking. So you can plug up those holes and make sure you seamlessly and very comfortably is called people down from not knowing you took a chain handing over that money, I will be giving you a template to design your customer journey map. And then I'm going to show you how to analyze and optimize each stage of that journey for your business, for your marketing, for yourself. The project is going to be challenging you to show us how you have used what you've learned from this exercise to create social media posts that meet your ideal customer at every one of the five stages. By meeting your customer at every stage of their journey, you are going to be giving them the best next step. That is why this class is called showing customers the best route to your business. Five stages. First of all, dreaming, where people possibly don't even know about you, but they are dreaming of a solution. A better place of pleasure island is I like to call it. The next point is when they start becoming aware of the fact that they want to solve a problem or feel better, or look for a great experience, they're going to start researching. Once they've done the research. And they consideration and interests phase moves to buying. To taking the next step there, you simply have to create frictionless, risk-free, easy processes that get them to show you the money without any issues or any post-purchase regret on their part. Then we get to the experiencing. This is where many people don't leverage the customer experience. Because when you talk to customers while they are happy and having a great time with you, they are more willing and likely to tell everybody else about it. And we know word of mouth marketing is the cheapest marketing and most valuable marketing you can get. You need to embark on reputation management. You are asking people to tell others about your business. And again, post-purchase, we all forget that our best return on investment is getting customers to buy from us again and again and again, by making sure you engage and stay in contact with your existing customers, to upsell, to resell to them is part of the process. How are we going to do this? Well, I'm going to start with the projects. We're going to challenge you to create social media posts. We're going to start the lessons with a journey of our own to get you to connect with each stage of the customer journey. I'm going to work through each of the five stages with you, what to look for, how to enlarge it, and some tips on how to use that information for more effective marketing. So step one is to focus on an ideal customer if you've not already done. And ideal customer avatar or defined a buyer persona, look in the description of the class, there is a link for you to download my free worksheets cheat sheet that will prompt you to record all the things that matter. So you can really focus in On that one ideal customer for this class. Then you are going to look at the project straight after this, you are going to download the customer mapping worksheet and the example I've compiled for you of how it could look when you're finished. I would appreciate you participating in the class discussion throughout, I'm going to prompt you every now and then to give us some feedback, shade, some Ahaz. And of course your project will be uploaded to the class discussion at the end. Because I want to see how valuable this has been for you and your marketing. Let's do this. Go to the project video, have a look so you know what to focus on, download the project worksheet, and then after that, see you in lesson one. 2. Project: So I hope you're excited about being here to find out more about your project video, which is going to show you and us that the class has been of great Britain, but your marketing will never again be safe. One of the many benefits of customer journey mapping is creating marketing messages, that context. Once you understand your ideal customer, The last day journey, it is easy to identify the touchpoints. And when you are aware of them and more cuts to make those touch points a positive experience that customers on and down your sales funnel. That is called effective marketing mix. So it's no longer just about putting social media posts up there because people say you have, you're now gains to become intentional about who you're talking to, what you want them to get out of the message. And if relevant way do you want them to go next? You are going to learn in this process that customers are not always ready to reach for being created. So you might suddenly get this a-ha and realize why or your promotional posts are not working. Because they may not get ready to buy. But they still listening, still learning might be considering. So how do you talk to them during those days? The project is going to help you interpret what you have learned in this customer journey mapping process. You are first of all going to in the project description download, the project worksheet is a table of blocks for every stage of the customer journey. First of all, going to specify the niche that you are targeting with this particular. So when we say focus on one ideal customer, in the introduction, you should make a note on your worksheet of that ideal customer is that you're targeting what niche they're in, and what you are specifically promoting to them. So that we are in these shoes and can see why you are creating the messages you are creating. You are going to put on your creative hat. And you're going to create five pose. They're going to be single. Image, simple post with or without takes up to you, this is not content marketing. So I am not saying image pose the question to you. I just would like to see an example of how you've interpreted what you've learned. At each stage of the customer, you gain to create a single image or graphic post with the architects on the image. And then separately also going to post to copy and paste the text that you're going to use as your post the caption. We could see the message, you can see the visual and any text you might have on this for five stages. Awareness, consideration, buying, experiencing, and then loyalty post-purchase. What happens? I hope you will accept this challenge. The worksheet is, as I've mentioned down below, you're going to create your content and paste it in the converted to PDF and upload it to the class project. And then please also participate in the class discussion. Let us know what you are finding really helpful. Any aha moments you might be experiencing. I've done an example for you with some examples. So you can see what I'm trying to get at that you will do at the end of the class. So next we see you in lesson one. 3. Join me, Your Guide on This Journey: Welcome to Lesson one of the customer journey mapping class. Are you ready to learn the heart to invigorate your marketing? I'm going to start with a fun journey that I hope you will relate to. And that you will really get to understand how the different stages of the journey might have one impacts on you, might have another on somebody else, and that it should be fun. So I want you to have a lot of fun and nerves, exercise, be curious, be wanting to know more. So let's get right into it. I hope you will enjoy me being your guide on this customer mapping journey. And what is customer journey mapping is a visual representation of the steps customer takes to interact with the business. From initial awareness to research, evaluation and post purchase feedback, which is what you are going to do in this class. And analyzing each step, what they think do and feel, identifies critical areas and opportunities that help business owners do more effective marketing. That's what I'm here to help you do. So who doesn't love to travel or dream of them? Some dream trip to some wave, fabulous. Let's pretend we're all on a mission to book a dream holiday. All starts with that dream. The world is a book. And those who do not travel read any web page. So there are so many places to travel, to experiences waiting to be had. And each of us is different. Each of us wants something different in that dream. So put yourself in a customer's shoes who is dreaming of their holiday? What are they dreaming of feeling? Tasting, seeing, who are they meeting? Watch, are they saying who they gain one? That sink in and feel it for a liberal, the feelings or the part that is really important for you to relate to when you are talking to your customer as the early stages of the journey to inspire them, to dream and to get them feeling that you might be the one who's going to make the dream come true. The second stage is that inflammation. Research. Different people have different opinions and a to K to respect all of them. Different people, different beliefs, different yearnings, different hubs, different dreams. The market is challenge is to tune into those that relate to your ideal customer. And B, rather specific so that you can talk to them and then feeling, oh my goodness, that person or that business is right here inside my head, knowing exactly what I wanted. So let's take a little bit of time to think about the kind of thing somebody booking a trip would be researching. Now related back to your business and the kind of questions and information your ideal prospect is looking to answer while they are researching their best option way, should I go? What do I want to experience? How much energy do I want to put into this? How's it going to impact me? Who am I going to take along on this journey? Who's going to experience that with me? How exciting is it going to be? How relaxing is going to be? What is that experience One to have to feel, to be able to taste and touch long after the actually vented. Who's going to show me this experience, whom aren't going to trust to be my guide on this trip of a lifetime. Different strokes for different folks. Remember, they find all the information I need. And now I'm ready to buy or in this instance, to book my I sit date. Check that the cost is right. I have done all the risk reversal research and I get evidence that I have. Invested my money in the right place. Something very simple. What do you give people right at the purchase stage to reassure them they've made the best decision. Then we ready to head off on our trip to go and experience of purchase. And while it is meeting our expectations or exceeding our expectations, is a great time for me to share my experience on my social media. To tell everybody what a wonderful time I'm having. This is when you need to be kept ensuring that enthusiasm, that excitement, because it's imposters for everybody in the experience. How can you leverage your ideal customers experience to show others that you are living up to your customer reviews are an important part of your reputation management. They act as a strong motivator for choosing you over your competitors. They are a powerful influence on the buying process, since it helps customers feel like they're not alone. And by the way, people trust other people's reviews more than what you say and promise above the service or product you deliver. So are you actively asking people to review you to increase your online reputation? Do you know where people are reading your business? Are you making it simple for people to go there to give feedback? And then we come to reinvigorating the customer journey for others. So while people are experiencing and sharing, they are parsing on encouragement to those who are still at the dreaming stage and only just starting out to see if they will ever realized the tree. So you see it's a cycle that's constantly reinvented by leveraging the people who are experiencing and cheer. I hope that is demonstrated how this works and how the customer journey mapping is going to help you plot the best route your business for your ideal prospect and how it is going to invigorate your marketing and help you become really effective with your marketing messages. Please pop into the discussion and ask any questions at any time. You might have. We are here to help you get maximum benefit out of this class. And remember to make notes on your class project document so that you keep track of your inspired ideas about which posts to create for each stage of the customer journey. See you in the next lesson. 4. Tune into Their Levels of Awareness : At this stage, I would like to introduce you to an idea that I have found very helpful with my coaching students. Levels of awareness and old concept dating back to 1966, men is really lights up when you grasp the level. So let's take a look at the levels of awareness. It's ultimately a funnel and you are starting to learn about a conversion funnel. Right at the top, you have people who are away. These are the people who are dreaming. They may go on to become problem or where when a pain point or challenge is big enough that it needs changed. And they start looking for a way to feel better. Look better, do beat it to whatever Beta that you are selling. That down the funnel, they become solution away. So they've now started weighing up the options in problem away in solution, the way they are researching what options are open to. The next stage of your customer journey. Once they become more familiar with what is available, what suits them, what's affordable, what meets all the criteria. They will then start looking and comparing solutions. Now that I'm looking at what is best for them and what suits them. At this stage, they're not necessarily buying it. They just researching and comparing, then they become productive way. You can see how your audience is getting smaller and smaller and smaller. They become productive ways that they now aware of what you are offering and comparing apples with apples. Your offer with somebody else's offer that is offering something very similar. This is where you have to be aware of what your competitors are offering and how you stack up. And we'll discuss that more in the research stage. And then when they almost away, they're already ready to hand over the credit card. They have all the information they need. Now they just need the resistor. You need to make it simple. So that's the buying stage. So back up to the top. Unaware that I know where is the biggest bucket? It looks like the biggest opportunity. But they are not looking for your product. They're not looking at you and they're not looking for your brand. They're not talking to your business. So this is the most expensive and not the ideal place for small business owners to start marketing to the target. Expensive to reach. It's hard to grab their attention. So be aware that in the dreaming stage you're almost creating content that accidentally brings them in front of you. By the way, you're going to want to take out your worksheet and start making notes of the ideas that spring to mind. As they crop up. You need to make notes in each list because ideas will pop up and there's so much information here to consume, you need to pick up the breadth that you can do that suits you and your business. 5. Stage 1 of 5 Dreaming: Welcome to the first stage of the customer journey, dreaming. This is the earliest stage of the treatment and your job is to create awareness and get their attention. The challenge is that these people don't know that they have a problem with solving. So they are not looking for a solution. They're not looking for you. They're not looking for your business. To reach them. In the dreaming stage, you have to be telling stories, creating content that entertains whiles, grabs their attention. You have to be where they are because they're not going to accidentally come across you. If you are not in the places they are screening data, we need to find your ideal customer. You need to be very clear which platforms they are, not, what everyone else is telling you, where your ideal customer. Think about the journey analogy. We didn't listen to one. We would those people finding out, I have a dream that they would like to travel. A TV Travel Channel, beautiful travel images, a friend's photo album after they've just come back from a trip, making notes of the ideas that spring to mind as they crop up. Going to make it very familiar with the worksheets and this lesson. Pick out the bits that you can do that suits you and your business. What to do. The first thing we've seen is to create awareness. You need to go with a, you need to study your ideal customer and be aware of what they are engaging, what content is trending? What are they following? Like a great place to go? Is pop culture. Follow popular music, popular TV show, popular reality show. They are literally hundreds of channels you can pick from. Become aware of which ones you enjoy working with. Where you can actively into conversations and put content in front of me. Learn and repurpose what you learned into content that will grab their attention in channels they frequent. So at this point, when I mentioned, website is not where they're going to find you because they are not searching. They're not yet got clear on keywords. They literally just scrolling and looking. Salesy, pushy, scared tactics, urgent offers, these things do not reach these people. You can leverage local marketing. If you're a local business, make sure you have your Google Maps it up. You've got content happening. The Google will push your content in front of people they think will benefit. And think about where your images in them or people sharing your images of people watching your own reals. Are your images on Pinterest being punished. At this point, TikTok, Instagram, pinterest of good places to put beautiful images, drills, trained in music background. That's the kind of content that reaches people that are not searchable. Stopping content with visual attraction, movement, color. All these can make your visual images tell a thousands to what you want to do is evoked emotions. Biggest motivator in this stage is getting people to feel and gold and interests, which leads on to desire, consideration and the next day, customer journey, you can make an impression on your customer journeys pond with videos, with reals, with animated hosts, with powerful quotations, live videos, and learn to use days of the week and emotive hashtags, kind of stuff that people mindlessly will search for and scroll through to see what's there that they might fund interest. And then a great way to do your messaging is talk into a niche. Show you relate to paint. I have a dream of traveling through Tuscany in a field 503, this beautiful one lens and olive groves. What's your dream? And then of course you have company that for the tantalizing video clip, people who relate or pay attention, we mentioned in this one, the value of post purchase reviews that people who have been your customer or your customer. So you need to at this stage, stock signing up for popular review sites so that people could stumble across reviews about you if you're a travel destination or a venue, e.g. going back to our analogy and this one, TripAdvisor where people go to get tips, what trips to learn about places to visit, Tripadvisor scenes. Newsletters with the top 20 places this year or what to look for when you build your trip, hop up organically free. In those places, online marketers can reach the audience by encouraging loyal customers to review them, to share content, user-generated content, it is cooled. Ugc, get people to share their use of your product. In the experience of using u, that will in turn motivate those who are dreaming, word of mouth, PS, stories, and unsolicited cheering you on your ideal prospects. Radar during the dreaming stage, quickly make you familiar with the worksheet. Take a look for each stage of the journey. We have a column and the far left-hand column gives the headings of the rows. So first of all, the stage of the journey, in this instance, dreaming and awareness. And then your marketing objective is to get their attention. So when I say to you that you are going to in your project, create intentional posts. What I want you to say under marketing objective is what are you trying to do with this? In this instance, getting their attention, attention grabbing content, and the goals and intentions are unintentional. They are not specifically looking for what are they doing. They are scrolling mindlessly, listening to others. What are they feeling? Maybe discomfort, maybe an easy, these are not pure gold. These are what you need to bring out of your understanding of your customers. What are they asking? Anyone who feels like they are unaware of the problem, the level of awareness stage. And then you will go through which channels, which touch points will influence at this stage touch points or every way your ideal customer or prospect or your current customer has an interaction with your, with your business. So initially this might just be stumbling across, you're on social media down the line when you have got an existing customer experience, it could be customer service. The actual smile on new front desk face. Be clear at each stage on the touch points that are important. Then just as the touch points, what are the pain points? That is where you are tuning into with your marketing mix. When you show, you can feel the pain. You are going to really hit home with content that converts. What are the obstacles? What is stopping them from moving forward? It is often a belief system. The excuse of not enough money, not enough time. Those are just obstacles. Trace those in your content and make people see that those are not a reason to stop moving forward with you. What are your solutions at this stage, setting your buyer persona. That is what is going to help you to understand way to go, what to talk about, how to show you. The opportunity here for a marketer is visibility. For each stage of the journey, we are going to give you some ideas. You have got a blank form where you are going to fill in what you know and what you need to focus on. Marketing tactics and marketing opportunities or your to-do list at the end of this, that is where you're going to go back to and make sure you do what is necessary to reach your ideal customer at each specific stage of the customer. Do. Before we close a reminder, the question, you must onset at this stage of your analysis of the cost journey and creating the map is how are you going to stay top of mind when they're not even looking for what type of social media messages. Again, to reach somebody, to take them to the next step of interests, consideration, desire to one. Asked me anything in the discussion. I'd like you to comment on the listened any points that you need elaborating on. See you in the stage, do research. 6. Stage 2 Many Ways to Tackle a Problem: Welcome, We are moving into the research stage and you will be wanting to have your worksheet in front of you. Your marketing job. In this stage is to hold their attention long enough to build desire and to help them choose. You are researching the options. They are researching these solutions in your levels of awareness, there are three stages you need to speak into with your marketing content. So when you are talking about your marketing objective, remember it, you are talking to you three different stages with very different content. Problem of where people are starting to feel uncomfortable, but they don't know what the solution is. The solution of where people have got solutions in mind, but they might not all be the same. E.g. if I'm going on a trip, it might be different destinations, it might be different levels of activity. It might be different people to go with me. Many factors go into when we're looking at solutions. But when we become productive way, we are clear on what we're looking for in solution. The way we comparing apples with oranges, we're looking at different options. They're all fruit, but which one is the one-on-one? The next stage in product awareness that comparing apples with them, your product with other products similar to you. You need to be aware of housing your stacks up and what will make them choose u. So let's go and look at these a little bit deeper. We know that your consumer behavior is continuously changing. Fact. We know that consumers today with the Internet and our tech savvy audiences have more information at their fingertips than ever. We'll park those. The empowered consumer is adept at research. They know where to go, they know how to compare, offers. No hard to compare pricing. They know what to look forward to choose one over another. They know where to look for parents boss, they know where to look for independent reviews. They know where to get guarantees. Your audience at this stage is looking for information they can trust, for recommendations, they can trust. This is not really you saying you do a great job moving people from initial awareness to interest and then onto consideration is what research is about. It is taking people further down your sales funnel. The stages of their awareness when your content is great and in the right places you've got the interest. Now, how do you get them to consider you, you understand the problem. You understand the solutions they might be looking at. And you understand how to make yours the most irresistible. You will take them to intentionally wanting more, evaluating you comparisons and then entrepreneur, you're probably going to want to read, listen to these lessons with your note sheet. Because I'm giving you a lot. I know that not everything needs to be implemented at once. Come back and listen to the lesson again, you're going to pick up different nuggets. Do that. At the problem of wastage, they are more likely to be referring to peers, to friends, to people they follow on social media. And there are more focused on the problem, then on the transformation. So they are not focused on the solution. Or weird Pleasure Island is they're in pain Ireland and not quite sure how to get off. I have no idea what beta looks like. So how can you help them? One amazing way to influence this? And you've heard lots of talk, I'm sure on the Internet about authenticity. But this is really important here where you can show you understand you've been there, you can eat when you reflect the pain, point back to them. It's like you're talking to the inner dialogue. Like we've mentioned earlier, you've got them thinking urine Sunday. Yeah. Consistency. Being where they are during conversations. No selling, just bolding Interests, trusts, making them aware of social media platforms and interest groups, Facebook group, LinkedIn groups help them build a vision of life off to them. Help them imagined the dream. What could be after they take the next step with, you know, geek speak. Fancy terminology because they're not get searching, are familiar with those. Let's take a look at the worksheet with the consideration stage. I've given you some tips of what they might be thinking, feeling, asking during these stages and some ideas, opportunities, tactics you might want to deploy. At this stage. The questions you want to answer. What challenges is your ideal customer trying to avoid? What is the best way forward for them? What do they want to feel? Once you've given them the same spec, you are the one who could possibly help. The research becomes more intentional. What social media is going to help you answer these questions and address this audience. See in your project next lesson. 7. Stage 2 Choosing Between Apples or Oranges: At this stage, your job is not to sell, but to tell and educate, to inform half on about the benefits of taking the next step with you, what they get, not what you give. The consideration stage is when they begin to evaluate solution. Remember here, we are not comparing apples with oranges. We are trying to see what's going to suit a space. They know what results they want, but they don't know that you can provide the solution they're looking. What you need to be really clear on is not every visitor who is on your social media platforms, engaging or visiting your website is ready to buy. They're curious. They looking, they researching at this stage, turning researchers into buyers and the chances of making a sale from those people. Right now, it's slimmer than me turning down a cooking task. Simply curious. And your job is to satisfy that curiosity. Even answer the questions they're not yet. You've heard, I'm sure this you use social media for people to get to know like and trust you. This stage we're getting them to like you, they interested. Now we want them to hang around. So you'd give them a taste of how well you can solve a problem. Share examples of how your offer is helped others. So case studies are a great example of this. They're not beta cell, they just did to show and tell. It gives them an example of what the result could be. The prospect is searching for the right solution. And you need to stand up. Don't focus on what you want people to know at this stage. Focused on information that is going to take your ideal customer onto the next day. They are wanting to get information to make an informed purchase when they decided to buy? The questions you must answer it. This stage is how do the buyers educate themselves about the possible solution to them? Do they need more information or they're rationalizing the considerations, how to evaluate the pros and cons of the options in front of them. How did prospects decide which solutions are worthy of more research? And where do they research? Have you anticipated and creative content that overcomes the possible objections? So let's do this. Tips. Identify what your competitors are saying, what people are engaging with, what they are promoting. Because at this stage you're just talking about ideas. You are not selling, you're not promoting, you just planting seeds. Give them information that's going to empower them, gives them to make them feel you're at the side that you understand that you're somebody to follow because you relate authority building is very important at this stage that you stand out, that you are respected. You won't sell anything at this stage, but you will give people reassurance that you are trustworthy, that you are the one they should be paying attention to when they start engaging regularly with your content, you need to be engaging back and that you stay top of mind. Content tip here is untrained, frequently asked questions. Make a list of the questions. Your prospects, not customers. Your prospects are asking. Try and identify things that are holding them back from taking the next step. Once you answer those questions, give them content that answers the questions before they've even ask them. Optimized local marketing on Google Maps, your business listing, you have lots of opportunity to create posts that answers questions, get people to review you. And in your response to the reviews on the questions, as people are reading the reviews and they read your response. Think intuitively about the potential question you could be answering to leverage that platform and that opportunity. So you want existing customers to be raving about their experience with you. To post how to videos on YouTube, rails and short quick bite-size ways to show people the options, give them the next steps. Search engines at this stage become very helpful in answering questions. You know, when you search at the top of Google, you come up with answers to your questions as snippets. Did you know that in excess of 75% of clicks on search results or the organic listings of snippets, as opposed to the big opportunity for you there. I hope you're making a note on your worksheet, blog stories. Are they reassuring or they're showing that you're a real person, that you understand that you've been there, that you're going through the paces yourself. Have you got articles that fit your business that can show customers that you are worth following that you weren't paying attention to. Here is an interesting bit of research about customer trust and what they like to see. This might inspire some of your content. So let's just quickly take a look. 85 percenters is content that takes the time to walk them through various paths towards the decision, rather than just providing the onset, you need to know what apples and oranges they're looking at. Compare apples with oranges, give counter-examples, remove objections, showed them one versus the other. And then the other one is EDS and sponsored content that shares information that helps. So think about social media ads where you are not actually promoting an offer, but you promoting a download, e.g. or inviting people to register for a webinar that is going to give people real value to help them weigh up the options at this stage. The other two bits of content, useful information without trying to sell steps and steps. And it doesn't always just need to be tips that relate to your business. It can be tough that relate to the everyday life of your ideal customer. That might be objections to taking the next step with you. At this stage, you are helping them choose the most popular content. At this stage, it's content that informs, that answers questions that gives information, blog posts, social media, articles, guides, press releases, make sure you use keywords in your title. Titles that answer questions, and then a great opportunity post-COVID is to get out there and start making help people get to know you to take the next step and to build trust. So now we want to nurture trust in this research journey. Be persistent without being pushy or salesy. Find a way to stay top of mind. What's the most obvious one? Consistency. You cannot hop in and out of your social media platforms just when a to teach, you need to be consistently in front of your audience. And you need to be getting their engagement once they stop engaging, disappear out of the newsfeed. Consistency and engagement is critical. I've seen too many people on social media chased followers who never engaged. That is such a bad sign for the algorithm. Engagement is key. Quality content consistently post. The next step to stay top of mind is to get people to opt in to an email. Are you building a list? All your collecting email addresses, how you might ask, give people content that is valuable. Let people download information, helpful information. People register for Zoom meetings with you all register for live events. Grab those email addresses, gold segmented email list, and keep relating to those people, serving those people, adding value through an e-mail marketing strategy. Once people have exchanged the email address for something of value, they have made a micro commitment. They are saying to you, I'm here, I want more. The minute you start selling straight out of the gates, the chances are they're going to unsubscribe and leave your list. Be very strategic in the messages you send out your email list. And again, consistency is key. Another tip I'd like to share with you at this stage is installing a Facebook pixel on your website to track people who are visiting your website. Those ones who not ready to buy it. But I'm curious and researching. Retargeting at this stage is going to be a big help for your business. So you create custom audience on Facebook based on people who have visited your website or even engaged with your posts, your website is becoming a sales channel. And at this stage, to deploy your list of websites based practices, mobile-friendly, you optimize your content is easy to consume. Your website looks current and modern. Start creating irresistible offer. What social media is going to help you answer these questions and address this audience. Let's see, in your project. 8. Stage 2 Red or Green Apples?: Once your customer becomes product or retaught, now you need to start making it simple to get what you have to sell. When people are buying something important, expensive, or they find the information they need themselves. They searching the web, reading the news and asking questions on social media. They go through a series of thought processes along the way when up options and looking at alternatives. They could lose interests at guinea stay. And by plugging the gaps between the stages, generate and retain more profitable customers. Listen to this interesting way that men and women, e.g. change in the buying decisions and how in your ideal customer avatar, it's very important to differentiate between the genders because they often behave very different when a man makes a decision, the process is linear. When it appears he has found a solution, he gathers information and moves forward to the actual main, analyze information. They look at what they see or read an attempt to understand the meaning by deconstructing the inflammation main search for the bottom line, this is because they are thinking with one side of the brain and makes them very different when focusing on a decision. On the other hand, when a woman makes a decision, the process is spiral. The man is linear. The proceeds for the woman is spiral. She will move forward to find a solution. She'll find some answers to questions and go backwards to find perhaps another solution. The backup, start again, find another solution. Now we're evaluating different solution. Then she'll go, Oh, but that was interesting. Why was I interested in that? Go back again to look back into that again, and she will be spiraling around down until she is comfortable with the information she has gathered during the process. She's very influenced by stories, by emotions, by what she sees his and reads. So the tip here is the way you display your information is very different steps for the man. And perhaps this versus that, versus that three different options for the woman. The checks, a bullet list of options for the lady, a blog story. We are now moving from interests to consideration. Now we have the intent to buy that we might not get the confidence. So you need to tip them over the edge. You need to push them towards you. You've got to provide them with the best possible offer and get them reaching for that creative call, a trace. All those objections lead with value. At this stage, they've done their research. So you need to get into more detail on some more Christians. Remove any objections, fell out the value you offer benefits of the features you offer, you survived the scrutiny. Now they are saying you're a real contender for my business. Now you want them to get a real sense of what it is on the inside, what it's like to be your truck. For this, you need to be helpful. You need to be attentive. How can you facilitate and experience before the buyer is actually pulled from? I'd like to suggest that little slice technique. It's a free or low cost taster of what you have to offer. You serve a proportion, not the entire cake. It gets them saying, imagine that this is free. What the real thing is going to taste like, allow prospects to taste without risk, give them trials and give them freebies. Here are your tips. If you're dreaming of a road trip to Tuscany, how about you sign up for my newsletter and get all the events or the traveled to everything you need to know. So when you are ready to buy, you know exactly what you want to do and where you want to go. Now, how's that for adding value? I've got them on my list. Now. I can keep in forming, telling, pushing them down my sales funnel until they're ready checks if Martha so there's might've invested in a low-cost offer or they've invested in giving you the email address, allowed you into the inner sanctum, the inbox, and now's your opportunity to show that you can deliver what you promised. The measure of your marketing success here is the sales opportunity to deliver the best possible offer that they cannot find anywhere else that solves the problem better than anyone. You need to be proven. You need to show that the promises you make. Delivered, reviews are obviously critical information at this stage, give guarantees that reduce risk if you really believe in what you're selling, give people seven days. At this stage, you need to be making offers to many businesses or C, are not making officer, they're missing the sales opportunity. Many of these people here are ready to buy, especially when it's low cost. So give people office, give them the opportunity to buy. But it's still not Pushy, Pushy, Pushy relevance, Relevance, relevance is the mantra at this stage, personalization here is very important, ideal customer avatars, segmented e-mail lists are your tools to talk specifically to niches, to an ideal customer with an ideal solution, there's no spraying and praying here. You need to focus different offers for different people. There might be the same offer, but tweet to suit Certain people, different images, different texts, different copywriting. Here, you need sales pages where people can go to, to learn more. This is your learn more opportunity. Learn more buttons. Taking people where they expect to go, make sure you'll learn more. Links. Take people to specific destinations where they can learn more. See your reviews, see the detail. Often people say they don't read big long cells pages. But when people not at that stage of tipping over the edge, a sales page can be the tool you need to take them to the next step. So the questions to ask yourselves, the stage is all my content mobile-friendly. Remember, the mobile opportunity is the buying option, a purchase option, a call to action at every page, every opportunity, every touch point doesn't have to be pushy, but the opportunity must be there if people want to take the next step, do you have incentives for people to book? You? Make it easy for them to get the detail with less effort, less stress. Do you make it fun to consume the detail? Be careful of technology at this stage because if you start implementing too many auto responders, too much tick when people are wanting to see you relate. So make sure your personalization is on the mark. Making people feel part of a crowd is not what you want at this stage. People want to feel special one to feel noted. Chatbots are very helpful on your website. They can be answering those frequently asked questions and taking people down your sales funnel to the next step. I also love the Facebook Messenger questions, where you can answer those questions immediately. That people are asking price, location, what social media is going to help you answer these questions and address this audience? Do you make it easy for people to buy? Do you have call to action? Every way? Do you have irresistible added value offers? You make it simple for people to see that you are the best option right now. Are they looking for trials? Or are they looking just for a bit of persuasion? Are they looking for reassurance? Betsy, in your project? 9. Stage 3 Sell When They Are Most Aware: Stage three, the buying stage, probably the one you're most excited about because we want catching money in the bank. We want people to buy from us. But I do hope you understood that not everybody is reading and how you can participate in the customer journey by meeting them where they are and helping them down your conversion funnel until they are ready to buy. And perhaps towards the end of the research, when they are product away, you can urge to buy smarter. We gained to do that for you. Now, remember the worksheet, make notes as we go along. There's a lot to keep track off and always come back and listen to the videos to pick up new genes. In the buying stage, stage number three, your job is to build on their intention, urge, action, and get them to confidently have pink take up that point I must make is conversion is not just fine. You can also have a conversion strategy with regard to getting people to sign up for a list, to take advantage of a trial, to sign up for an event. So don't just money in the bank. Think about taking them on the next very important little understanding you need to have. Because as we've seen, people are not always really department. There might be ready for the next stage of the journey. So we have come down the levels of awareness to people who are now mostly dealt with underway problem away, solution, away, product away. And now we are at those that are most awake. It has been said, first impression is the last. So when people are ready to buy is your most critical thing, make sure you optimize. This lesson is probably your most important list of tick boxes. You need to go back after the lease and check because they are simple things that can break or make you lose them at the beginning, it is very hard to recover because, you know what, people are alike in their mind. It's already bad. And now you've got to really be exception of when they trust that creating a good first impression sets the bar for any product, son relationship, anything. So this stage is the least complex to deal with. But bearing in mind things that cause friction in the conversion. You could lose them quite easily to for something seemingly so these people are credit card dropping. How do we make it easier? Stop selling and facilitates. Make it simple. You've done your selling. Now. It's just that irresistible offer. And just the processes have to work. The questions you need to answer for yourself is do I have a cart abandonment strategy in place? And this doesn't just apply to an online store. If somebody has not moved when you're fixed to buy or they have taken the steps where they're going to buy and they haven't gone ahead. How do you follow up? What is your next game? Do you show appreciation for the bond? Immediately when they bought or signed up, opted in the hottest. That is straightaway where you start building the relationship and enhancing the trust. Do you make them glad? You make them happy by giving them a delightful experience, right from the first thing, what type of social media do you do and communication do you do to thank people at that stage, he has symptoms. Do this, get out of your own way? Stop trying to sell when people are already solved. Provide a clear path. What is the next step? Make sure the buttons of care big enough to kick on easily on a mobile device and taste your processes before you put anything out there for people to buy. Don't click on every single button. Click every leg. Make sure everything works. There is nothing worse than losing somebody halfway through the process because your automation is not. They'd go and check all the touch points that you've identified on your customer journey map is not the telephone onset, is your email response time put. What automation have you got in place to follow up with people? Have you got timed responses? Can listen, and reward is key. And be very quick to follow up with anything that might be holding up the conversion. The most common factor that leads you down in the buying stage is caught abandonment. Either they're not ready and they just looking or something is broken, or you have not convinced them enough and suddenly they feel unsure. E-commerce. So if you've gotten online store, it's common for people to put items in the cart as a wishlist. There's an opportunity to follow up on the wishlist. Make people desire more, make them want to show the product in action. You give them a bit of persuasion, encourage them to convert. Just for interest's sake. Some cart abandonment rates that have been recorded by research, retail, 77.5%. Travel, 82, fashion, 66.8 per cent. That's people just thinking, Oh, I wonder how that would look on me and let me put it in my plot for don't go here. Here is really an opportunity and I hope you've made enough process plays an important part. So think about the opportunity to add a little sweetness. If you buy within the next 24 h, we'll ship free, will give you an extra discount. I'll offer you an extra consultation. Keep it personal and re-engage constantly with people use sub-band. That's simple recognition that they matter is going to increase your conversion rates. And then data shown that remarketing e-mail is the most powerful conversion tool you can possibly use in optimizing the sales proceeds. Five times higher. Purchase rate comes from engagement emails. People forget life gets in the way. It's very easy for people to forget where they were, something else to happen, or indeed another choice to get in the action before that happened. Use relevant imagery when you re-engage, show the product, show them with the product. Show ideal customers enjoying the product. Highlight the benefit. Maintain your brand identity. That's very important. Trust, when things look consistent and it's smart and it's your color scheme and your logos clear. That helps put their mind at ease, gives them confidence to go ahead and don't stop at one. Also shows five e-mail 24 h, 48 h. After they have abandoned the pot is very effective in converting per cent. Always keep it mobile-friendly. Always keep it fresh, bright, lovely images. And you might also want to shape the review, rating reviews about the product. They might just need that little bit extra convincing to go and look at your worksheet. I have again given you an example of some of the things we were looking at, your marketing objective where they are, what they are thinking, what they are asking, down to some opportunities and marketing tactics you can use. You, I'm sure in this process are going to come up with a lot more ideas. Make sure you note them down when they spring to mind. Because you can't remember everything that you're fantastic. Brain is delivery to urine, optimize sales. And when they've handed over their credit card, they start experiencing you next lesson, dealing with optimizing the actual experience for your customers and for reinventing your conversion funnel. And called customer journey. 10. Stage 4 The Delightful Experience: We are at the fourth stage of the customer journey. Experiencing. This stage is not only important to create loyal customers and to satisfy existing customers, but as you will see in a minute, It's also very important to invigorate the whole customer journey and keep the customer journey introducing new dreamers, new research, and new buyers on an ongoing basis. So by doing this customer mapping exercise, you are actually putting a marketing strategy in place that helps you create content that talks to potential customers at each stage of the buying journey so that you are bringing people continuously into the journey. And Daniel salesman, your job here in the experiencing stage is CDE expectations and delight. Your customers. There's nothing better than a happy customer for your marketing strategy. Marketing, word of mouth is the most powerful tool in your marketing toolbox. This is the moment you've been waiting for money in the bank. The client is now using, experiencing, enjoying your product. And strangely enough, where we often forget the existing customers. This is where they are seeking greater engagement from me. This is where they want recognition. They want to know, they matter. They wanted to know. They are not just a number on your books. Far too many journeys end with the purchase and they're experiencing. And the next loyalty stage on neglected. This is where the rubber hits the road. This is where you can really invigorate your mark in this stage. Emotional bonds drive passion, drive loyalty, and advocacy. Memories create stories, positive stories, and positive memories drive revenue. And exercise done on measurement of customer satisfaction comes down to these ten determinants of service, quality. Word-of-mouth communication, personal needs, and past experiences dictate current customers expectations. But a way to exceed those expectations is to look at these criteria and see how well you do and what you can do better. X's to you, to your product, your business, local businesses and easy to find you online business. All you hidden behind contact forms or can people get hold of you? Can people see who they deemed communication? Are you prompt in replying? Is it easy to communicate? Have you enable communication from which channel the customer would prefer? Some people like to find, some will whatsapp, some will email. Competence. Are you an expert? Have you lived up to the promises as the product lived up to the pumps. Courtesy and polite. Sometimes we too formal, sometimes too informal. What is the right brand voice for your business? Credibility, proven continuously, even when people are experiencing the product, you still need to show others. Show that they are not alone. They're not your only customer reliability. That you will continue to be there, that you will continue to provide their services reliable and always there and your support as always, responsiveness. You know, how quickly people want to hear back from you, depending on the type of product you have. It's very easy for people to abandon because you haven't replied. Responsiveness in your business is critical, whether it is just engaging on a social media post, answering a question, or indeed dealing with a problem with customer service. Security. Always make sure you comply with email subscriber list, protecting people's private data, protecting the credit card information, all this reassurance customers and builds your credibility and tangibles. In the first Journey video, I showed you how people have evidence of the truck. What evidence can you give people straight away when they buy summing? Nice, a well-done card, or a congratulations message, or a voucher or something that makes people have some kind of evidence that they matter and that they are valued by your end-of-course, demonstrating that you know and understand you're Bolding relationship history with your customer. Customer relationship program. You don't have to go into into something expensive for small business owners. Just Even a good old fashioned particular port on your computer where you can make notes about things that matter for each customer that you can visit before a meeting or that you can have a log just before you send an e-mail to remind you of the things that matter to them. Just picking up one of those when you communicate with the customer will enhance their experience, the loyalty, and the willingness to refer you to other questions, you must answer it. This experienced stage, are you living up to expectations? How can you exceed the expectations? Warren Buffett famously said, business, you delight customers or the businesses there. Can you do more than expected? I've got a great example of my business coach who sent an unexpected gift from America to South Africa on signing up for these programs. Didn't mention if at any point suddenly I had this parcel notice and they was a gift of motivational cards in the mail. That was, well, what type of social media can you create at this stage? Go and look at your project document. Make some notes, think about the posts. You can create fast summary of this class. Check the dream, a reality at every touch. Shove personal attention using the information you've collected about your customer to make them feel exceptional. Help create a soft and emotional experience or an excited, memorable experience. How do you ensure that positive memory lingers on? What do you help people have? What do you give people that makes the memory lungs encourage people to review their experience while they are in the experience. Real-time. Real-time rating is vital. And especially if you can get people to take video clubs themselves, enjoying your service, your product, at your venue, whatever. You cannot buy, that enjoyment on a customer's face when they are thrilled with the experienced by having engage with your customers while they're having the experience. A little reputation management tip here. This is when you can very quickly and easily fix any issues, any dissatisfaction when people have moved on, it can become very difficult to fix the problem. Stay in touch and remedy things as quickly as you can. Make sure your website, your review sites, the people onsite people in your business, your customer service, easily contactable and adding value continuously, unexpectedly during the whole experience will build you a loyal customer for life. They are the ones that are much more likely to forgive things later on. If you have ring really attentive and show that you value their business. So I hope that has helped you with some ideas for how you can enhance the experience. Next is the final stage of the customer journey and the pin output training. Before we do our conclusion with you, remember to update your worksheet. 11. Stage 5 Sharing Fabulousness: We are at the final stage of the customer journey. Although saying the final stage is possibly a bit misleading because as you've learned, it is a cycle. We are at stage five, loyalty and sharing. Here your marketing objective is to encourage people to share their experience. Customer retention, and loyalty. If businesses on serving their customers as well, they will find other options. We've learned that in the experience day and by delighting customers, they will generate good feedback. Good reviews, good word of mouth, which serves to grow business. It's important to treat the post-purchase journey as importantly and regarded as highly as the pre-purchase good reviews ensure that the best businesses are rewarded by mu and repeat customers. This helps to improve service. So think of it this way. When the sale is done, the cell is not done. Unfortunately, too many marketers, sales people focus on pursuing new customers and spin, spin, spin on pursuing these new customers. Whereas it is actually five times cheaper to retain a customer, then bring in a new one. So encouraging loyalty and customer retention is an important part of your marketing strategy. You need to ensure that your customer feels that are not just a number and you need to consistently deliver on your promises. You need to be consistent in your communication, consistent with your branding, which they recognize more than anyone, consistent with your delivery of your service or product, consistent in the way you talk to them, consistent on the channels you speak. Questions you need to answer is, do you have some form of loyalty recognition in place? Do you have a way to thank loyal customers? Do you give them unexpected surprises? Do you give a shout out to loyal, successful class? You give them referrals. And do you ask them for reviews and referrals? You know, people often don't think to do it. Asks for them. Make it simple. Give them ways to review your business. We don't want to incentivize route, but we do want to show gratitude for people shouting out about how well we are doing, what social media posts are going to help you do that. The final stage of your project, see what you come up. It gives me some marketing tips for the stage. So word of mouth is your most valuable marketing. People. Trust, reviews from trusted resources. People they know, people their respect, encourage those people to shout out to that job and make sure you registered on the review sites, as we've said earlier, reach up to the solid majority who are not naturally reviewing. You, seen them in length. Whatsapp link, send them an email, make it simple for people to read you your personality. It's interesting to think about the motivation behind why people review businesses. So first of all, the worst one is people venting frustration if the experience was negative, praising the company and shouting out about a positively having the need to express oneself for self-esteem. So it's very personal, wanting to be recognized and acknowledged for having good taste or put since all feeling part of a community, feeling you are helping and serving by giving other people valuable information. How can you invigorates those motivators behind why people review button? So think about giving people vouchers, point gifts certain times of the year to reward loyalty. Get images from people, video clips, as I've said, are people experiencing your product, encouraging repeat use and upsells, and finding new ways, new products, new services to sell to existing customers is very good for business. You could think of appointing brand advocate, affiliate programs. People who refer you, give them a commission on the sale. Many ways to reward loyal referrals. And look at your worksheet. I'm going to scroll through it for you, but we have said this stage is important for reputation management and customer retention. Goals and intentions of others. To show gratitude. They are telling friends, family, and colleagues, what are they feeling? They are an authority because they've experienced, purchased and experience the product. And what are they asking? How can I help others? Cannot send you the details of work down. The worksheet, get some ideas, they fill in your own customer map, and then take a seat and sit and review their customer journey. Then I suggest you make another list of actionable items that you can put in place to grow your business. That's it, folks. I hope you have taken the time to do this customer journey. Pop into the conclusion video, the final wrapping up of this short class to invigorate your marketing strategy with the customer journey map. 12. CONCLUSION: Today we are, we're at the conclusion of this class and I trust you have enjoyed it. Please pop over to give this class a rating and a review and a calming so that you can help me invigorate my customer journey map that you can show others. Half the class has served you and has helped you develop a better model strategy to grow your business. The first point I want to make is that you need to implement what you've learned, what you've come up with, the ideas you to learn and not to do is really not to learn, to know and not to do. It's really not enough. Please take that on board. Show me your project and go and implement the learning. Just to wrap up and summarize what we have dealt with, marketers must treat the customer journey as a continuous. As we've demonstrated, your experiencing and loyal customers help people with dreaming and research by targeting your ideal customers through each stage of the customer journey, you are not only staying top of mind and staying in front of them and told them already to buy. But you will stand out from your competitors because most businesses don't do this for every stage of the customer journey. It's important to remember that 50% of your leads inquiries are not ready to buy. In fact, only 3% of your audiences given ready to buy or dreaming, researching, considering, evaluating, help them to the next stage with what you've learned since it will hopefully not understand its different strokes. Whilst the journey is not linear. And we've demonstrated that there are female customers must be getting close to purchase stage and then go back up to dreaming stage was they found another option. Whereas your male customers might be falling very steady state. It's different for different folks. But if you tick the boxes, if each day you're much more likely to hit the target. Most marketing strategies, sales strategies, are focused on the sale. This class should have shown you how important that pre-sale and personal selling is to grow your business and to bring new customers and retaining customers in your business. But with that all in mind, I just want to, as a sign off a little bit of extra added value, just give you a rundown of the type of customers you're going to come across in your customer journey mapping. And that is another point that you might want to consider. How you create content. Messages, leverage each of these personalities in your business, in growing your business and using them as resources in your marketing strategy. First of all, prospects. These are potential customers. Checking out your firm, may have heard about your company from friends and colleagues, but they are not paid by, then you have fans, they willing to show their association with the organization. But don't assume that willingness goes as far as translating into a purchase. Information seekers. These are browsers, searches, website visitors that are focused on finding out more actively look for additional information to make the optimal purchase decision. The product usage, and the experience with your business. Discount hunters. These are the price savvy shoppers. They associate with you on social media. One of the primary reasons many people are on social media is first releases, discounts, and promotions. They're only loyal so long as they can get a good. Then you've got detractors. Sadly, these people have issues with your firm, with your type of product. What they own lives, with their own suggestion and they want others to know. Often tried other routes, have grievances that have not been addressed. This is both an opportunity and the detection tried to fix these as soon as possible, then you've got your competitors, of course, unless they are highly visible, you will easily be able to add shine them. And if they are highly visible, they should to stand out from the research them, keep track of what they're doing. Don't get obsessed by them, but tips from what they are doing well and do it better. Then you have influences the people who help others make a purchase. They give inputs that have big followings and can be very helpful to encourage others to take the next step with your business and are extremely good for creating awareness of your business. They can definitely swayed purchase decisions. Thought leaders or social media participants, speakers, networkers that are knowledgeable. They are probably trained Satan's. They vary session active and the comments and thoughts and sharing drives traffic. Then decision-makers who are the people that actually decide on the cell. Very often it's the lady of the house or the purchasing manager, not the managing director. All these things you need to think about. And of course, our customers who have bought from the fruit they are experiencing, they have experienced, they probably have the most information about your product, your business, or service. If they've had a happy experience, they'd like to be associated with. Your employees are often opened up resource because they sharing their interaction, their endorsement of your business. What a great place it is to work. Can be very good to have any effect on the graph. You shouldn't have social media guidelines on what they can do and can't shade. This is a resource you may want to do. And of course, brand advocates, as we mentioned earlier, they are past purchases. They are your biggest fans because they believe in you that are worth their weight in gold. And they tell others to buy from you. They want to engage with you and your company and they wanted to business. There we are. Rinse and repeat your customer mapping exercise. Redo it for your different ideal customer avatars actually demonstrated very simply, men and woman might behave differently depending on your product or service. You need to tweak this for each of your ideal customer avatar, then create an action plan. Put this into practice, and do it a couple of times a year because your business changes, your market, changes with customers change and you need to change. So use this Today to marketing strategy. Let's see your projects. Please pop into the discussion group. Remember to review this class and thank you, thank you for joining me. I hope this has been a great fit.