3 Stories: How to Craft a Customer Journey Map (or Marketing Funnel)

Hey, product builder!

You care about great User Experience design. You care about conversions.

How do you craft a great user journey… while driving your audience down the sales pipeline at the same time??

Inspired by Pirate Metrics, Inbound Marketing Methodology, Customer Value Optimization, and other gold standards; let’s talk about taking your audience on a journey of enjoying more value with you.

Watch this!


Allan: 3 Stories: How to Craft a Customer Journey Map (or Marketing Funnel)

This is for technology entrepreneurs and business operators

You know that a blog is not a business.

A social media following is not a business.

Those can be components of a business, but it does not end there.

On the other hand, a business without a scalable audience acquisition effort is also leaving money on the table.

The solution: crafting a step-by-step CUSTOMER JOURNEY

This concept exists in the worlds of UX design and product marketing

For design and business purposes, you want to take the audience through a journey.

You want the audience to invest more and more with you.

Stay alert! In the end, we will summarize the 5-minute tips so you can begin with a practical step.

Hello! I’m @AllanCaeg of NorthStories.io

Today, we’re discussing 3 hot stories about crafting a customer’s journey

The 3 Stories:

Customer Value Optimization

What kind of opt-in widget drives the most sign ups on your blog?

What are the differences between a customer journey and a sales funnel?

Story #1:Customer Value Optimization (CVO)

Shouting out to DigitalMarketer for this epic guide!

This is a gold standard for the industry, mapping a complete journey that keeps your audience engaged.

A key characteristic of the CVO is having multiple tiers of offers.

It’s about proposing the right thing at the right time.

You don’t want to propose on the first date.

At first, offer a small piece of value for a small commitment, like their email opt-in.

At the right time, you can propose your monthly subscription services.

Your 5-Minute Tip: Identify your low-dollar offer.

Based on DigitalMarketer’s language, this is called the “Tripwire.”

Imagine this to be a small piece of value that fundamentally transforms your relationship with a stranger… turning them into a paying customer.

List 4 ideas of small paid services that you can sell to create customers out of your leads.

You’re not planning to sustain the business with this small offer. Its only job is to create more customers who have a high chance of buying more later.

Story #2:What kind of opt-in widget drives the most sign ups on your blog?

Again, a blog is not a business.

You can have 392,000 Instagram followers but that does not mean you have a business.

Shooting for an advertising model? You better drive an insane amount of clicks regularly.

It’s easy to find publishers who don’t have a sustainable model.

Sure, publishing is a component of a business that works…

… but you have to close the loop.

You don’t want to stay in the friendzone.

For taking a step forward with your blog visitors, it’s important have add opt-in forms.

We understand that an email opt-in is not the end, but it’s also a necessary step if you plan to sell things to an audience.

Your 5-Minute Tip: List sign-up ideas tailored to a high-traffic page.

Look at your analytics. Perhaps, 1 blog post gets far more traffic than others.

If you don’t already have a specific sign-up form there, I invite you to design one.

For example, if it’s a page about “selecting the right analytics tool,” you can offer a relevant PDF checklist for the topic.

Say your popular blog post is about “selecting the right suppliers for your restaurant”… you upsell a relevant video tutorial behind an opt-in wall.

Story #3:What are the differences between a customer journey and a sales funnel?

This is a popular discussion on Quora.

You’ll notice that the “Customer Journey” language is often used by product designers.

On the other hand, business development people use the term “Sales Funnel.”

While there are some differences, they’re talking about the same principles.

A business’ job is to walk the audience through solving a problem… while getting paid for it.

Customer Journeys and Sales Funnels are built to visualize the step-by-step process that the audience goes through.

Having this visualization allows us to identify potential gaps and assign campaigns to make sure that we’re encouraging every step forward.

Your 5-Minute Tip: Download a “customer journey map template”

Google this keyword and download the first one you find.

You’ll notice that sales pipelines, marketing funnels, customer journeys, and “Pirate Metrics” share similar characteristics.

It does not matter if you’re coming from a business or design perspective.

You will have to identify steps towards awareness and conversions.

There you have it!

Let’s do a recap!

Identify your low-dollar offer.

List sign-up ideas tailored to a high-traffic page.

Download a “customer journey map template”

Choose 1 that you will practice today!

Pledge your commitment! Tweet it to me: @AllanCaeg