What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're going to learn how to map
your customer journey so you can design an experience
that will shape your customers perception of your brand
by delivering the right message at the right time.
now if you're new to the channel and you want to build brands that go beyond the
visuals with strategy psychology and creative
thinking then you're in the right place hit that subscribe button
hit the notification bell and you will be well on your way now if you don't
know what customer journey mapping is I did a video earlier that will tell you
exactly what it is I'll leave a link in the description below but just as a
quick overview customer journey mapping is all about
understanding the journey that your customer is on
so you can design a step-by-step experience
that will help them and convert them so the customer journey
bridges branding and marketing so the way I define branding and marketing
is that branding wants a relationship and marketing wants
a transaction but the customer journey actually takes your customer from a
stranger to a transaction to a relationship so
the customer journey includes all of your branding and it
includes all of your marketing and it bridges the gap
between the two now I like to think of the customer journey as
a journey to the altar so if you think about how two people
might arrive at the altar they don't just go from being complete strangers
to getting married overnight there's a series of steps that they will commonly
take to arrive at that destination to arrive
at the altar together so one might try to get the attention of
the other that might turn into a conversation and then a transaction of
numbers that might turn into a coffee date or a dinner date
and that might turn into a night cap or a series of night caps and over time
that relationship will build it will become a little bit more stable
it will develop it will be nurtured and then they will finally agree that
they will want to spend the rest of their lives together and
arrive at the altar and that is how humans
have been developing and nurturing relationships for
millions of years it hasn't suddenly just changed overnight in the
last one to 200 years since brands have been
about we need to understand the journey that the customer
is on and we need to break that down into individual stages if we understand
those stages we can design an experience that will nurture them
each step of the way and that's what this video is
all about I'm going to break down the individual stages that you need to
understand about your customer journey stage number
one is attention so in this stage they don't
know you you don't know them your brand is a
complete stranger and you need to grab their attention now having
a unique brand identity is valuable but it's not enough you need
more than just visuals you need a message so
your message needs to cut through here and you really need to grab that
attention now you can use paid advertising to get that
attention you can use Google ads you can use Facebook ads as
well or you can do this through social media
so you can jump in you can follow people you can engage with their content you
can contribute you can offer value here but at this
stage what you're trying to do is you're trying to get the attention
of your prospect stage number two is engagement so you've gotten their
attention but now you want to turn that attention
into conversations so you want them to engage
with your content and this is all about giving value here you really want
to give them something in exchange for that attention for that time that
they're about to give to you through their engagement so you might
create videos for Youtube you might write articles
for your blog you might create really engaging and valuable
social content for Instagram or for Linkedin but
really what you want to do here is focus on value
you've gotten their attention already now you want to give them something
in exchange for that attention stage number three
is a transaction and this is usually in the form of an email rather than
a monetary transaction and when you think about the human
experience this is the point in the relationship where numbers
are exchanged there's a commitment there and the ability to follow up later on so
that's what you want to aim for with this stage you want to get that
little transaction from them you want to get their email from them but in order
to get their email you need to up the level of value
that you're giving to them so this might be in the form of
a lead magnet what micro problem can you solve
in their life that will help them along their journey if you can figure out a
problem that they have that you can solve in the form of a micro problem and
you can give that to them with a lead magnet or some form of
live presentation or or what whatever it may be something to incentivize them to
give you their email then you have the ability to
follow up with them stage number four is a micro commitment
so what you're trying to do here is you're trying to get them to commit
to something that's beyond just their email address and there's
two ways that we can commit we can commit through money or we can commit
through time so that is the commitment that you're trying to get
from them and for that commitment you will give them a promise of value so if
they're going to commit time maybe for that time you're going to
give them a free consultancy call or a live
presentation or a two-hour webinar whatever it may be
if they're giving you money in exchange for that money you're
going to deliver value for them so this amount is not going to be much it might
be a dollar it might be seven dollars it might be 47 and you're
going to give them value for that amount now I'm not saying
that because they give you a dollar the value
that you give must equal a dollar or equal seven
dollars or 47 this might be a loss lead and a loss
lead is where you charge a low amount but you
over deliver in value but the reason for that
commitment is that it filters out the time wasters
and it also changes the relationship they are no longer a prospect at this
stage they are now a customer because they
have exchanged money in return for the value that
you're giving them stage number five light the path so in the previous step
they will have committed in the form of time
or of money and now you must deliver on that promise of value
and at this stage you really need to impress them because this is a really
important stage at this point in the relationship you've been
flirting back and forth now at this stage and this is where the rubber meets
the road this is where you need to prove to them
that you can guide them forward you know the path forward
and if you're able to help them solve a problem
or help to deliver some kind of value that gives them something that they
didn't have before that makes them have an
aha moment or makes them realize the path forward
well then you will have given them that value you will have delivered on that
promise of value from their earlier commitment
and that is where you earn the trust if you're able to really deliver that value
if you're able to show the light if you're able to actually demonstrate
that you know what you're doing and that you can help them in their journey
well then they will be much more committed they will be much more
prepared to continue in this relationship with you stage
number six is progression now this stage is really dependent on
the previous stage if you have delivered value in that stage and you've
really given them the idea that you know the way forward that you
know the path and that you can guide them to success well then they will be
prepared to progress with whatever offer that you have to put
in front of them and this is your core offer this is where you make your money
this is your brand strategy or your brand
identity and website whatever package or service or product that you
have for them that is your core offer this is where
they're prepared to take you up on that so you see that there is
a lot of work that has led you up until this point but it's all about nurturing
that relationship and as long as you deliver value throughout
every step of the journey then they will be prepared to take you up
on whatever offer that you have for the next so don't just have a core offer
have some offers on the back end of that that you'll be able to progress them
through step number seven is advocacy now a lot
of service providers really miss this step they deliver
whatever their core offer is and then they say see you later they
don't continue to nurture that relationship but if you don't turn
up for your customer again and again and again then
it's an absolutely missed opportunity if you have delivered
value in your core offer and you have given them and help them to some level
of success then if you continue to nurture that
relationship if you continue to show up for them to help them
then that relationship will grow it will nurture and it will develop
into advocacy even today I still take the time within
my student group on Facebook within personal emails I take the time to reply
to every single message that I get and I nurture those
relationships I make sure that they're continuing to succeed
long after I've delivered my core service
and that all leads to advocacy I have a lot of people that talk
about Brand Master Academy Brand Master Secrets the value that it brings and
they wouldn't be as prepared to do that if I didn't turn off for them again and
again in the student group through those
emails so really understand the value of this step this advocacy step you
don't just want to deliver your core offer and your core service
and let that relationship die out you've worked
very very hard to develop that relationship up until this point
so take the time to nurture it and turn them into advocates
and stage number eight is the champion stage so this is the
stage where your advocates turn into champions and they actively go out and
promote your brand now if you have given them a
level of success and they turn into fans and they really
believe that what you're doing your product or your service
can have an impact on other people's lives on
the people around them then they will actively go out
and promote that because they want to help other people now
you can reward them for this through an affiliate program or through a referral
program but the main reason that they will do
this is because they want other people to know about your service about your
product about your brand because they have achieved a level of
success and they want other people to achieve that success so if you can
achieve a champion through your brand well
then you will have an army of sales staff going out and promoting your brand
and that at the end of the day is the holy grail of branding when you have
people that have achieved a level of success and they are
going out and actively telling other people about it
that is how your brand can truly grow now 99 percent
of business owners believe that a good-looking
logo a good-looking website and a few marketing campaigns is enough to grow a
brand but 98.9 percent of businesses
fail and the reason that they fail is they don't grasp
the customer journey they don't understand that it's not good enough to
just dress the part and look the part and talk a good game that is
not enough you have to go beyond the looks you have to go beyond that surface
level engagement you have have to really
develop and nurture that relationship and that is what
understanding your customer journey is all about it's all about creating
an experience that will make it seamless for your customers to go through
and each step of the way you will give them an experience that will convince
them that you are the person to do business with
that you are the brand to do business with
and that you can really help them so take the time to map out your customer
journey develop an experience that will nurture
them every step of the way and you will turn strangers into raving
champions that will promote your brand but I'd
love to hand it back over to you now I'd love to hear
your experiences when it comes to mapping your customer journey have you
mapped out your own customer journey yet does it include all of these stages or
does it include other stages that aren't mentioned here I'd love to
hear from you in the box below if you've got any questions or challenges around
the customer journey or mapping the customer journey let me know
in the box below I'll do my best to answer all of those if you like this
video give it a thumbs up hit that subscribe button and the
notification bell as well if you want exclusive tips and techniques to help
your brand grow with strategy psychology and creative thinking
head on over to BrandMasterAcademy.com get yourself signed up for the list
there's plenty of resources on there that you can download as well but I'd
love to hand it back over to you as I said I'd love to hear your experiences
I'd love to hear your challenges I'll do my best to answer all of those
until next time brand like a master and I will see you in the next video!