Mapping your client’s journey will give you the confidence to know these 3 things:
- Who you are attracting as your ideal client
- What outcomes they want
- What the touchpoints to doing business with you will be
Without a journey map it can be challenging for you to get into the minds of your clients. You may wonder why a client is spending so long browsing your social pages, your website, deliberating about coming to an event. You need to know why it’s taking your potential clients’ several steps to get from Point A to Point B when it should only take one.
Wherever the confusion may be coming from, the root cause is most likely that you don’t yet have a clear grasp of their journey with you.
What is the client journey map?
The client journey is the process by which a client or customer interacts with a company in order to achieve a goal.
This map is a visual representation of every experience your clients have with you. It helps to tell the story of a client’s experience with your brand from the initial engagement through a long-term relationship.
In its most basic form, journey-mapping starts by compiling a series of client actions into a timeline. Next, the timeline is fleshed out with their thoughts and emotions in order to create a narrative. This narrative is condensed and polished, ultimately leading to a visualisation – a map.
The purpose of client journey mapping is to understand what clients go through and the steps along the way that help you attract more of the right clients, to improve the quality of your customer experience at all touchpoints and across all channels.
Why do you need a client journey map as a coach?
If you are conducting your coaching business online, you are more than likely thinking about your sales funnel to attract new clients. You may have launched a course or are thinking about creating one. Having a client journey map can support a successful launch, helping you with your target audience, your messaging and your touchpoints.
Let me explain further. A client journey map gives you a way of getting into your clients’ heads, helping you gain valuable insight, and understanding regarding common pain points. It also aids in building empathy for clients, helping you to understand what buyers want and how they feel.
You might be saying to yourself right now, “This doesn’t seem necessary for me. I understand the needs and pain points of my clients” and this may be true to an extent. However, breaking down the client journey, phase by phase, aligning each step with a goal, and restructuring your touchpoints accordingly are essential steps towards maximizing client success. After all, everything you do should be about solving customer problems and helping them achieve long-term success with your coaching service right?
But here’s where the real magic of a journey map comes in: if you don’t properly understand the journey of your clients, you probably also don’t completely know the demographics and psychographics of your clients. Therefore, you may not be reaching your ideal target audience of people who need you. By undergoing this exercise, researching the needs and pain points of your typical clients and mapping out their journey will give you a good picture of the kinds of people who are wanting to achieve a goal with your help. Therefore, you can hone in your marketing to that specific audience and form the basis of your content plan. Yey – more clients!
How do I create my client journey map?
Here are some of the steps to help you get started.
- Nail down your buyer persona – The first step in creating a journey map is understanding who your customers are. Really get into their shoes (actually their heads!) so you understand how they behave (including likes and dislikes) and why they do what they do. Make a list of the characteristics and profile highlights of your ideal client.
- Understand your buyer’s goals – Once you have your buyer personas built, the next step is to dig deep and understand what each of them hopes to achieve as they go through the coaching journey with you, focusing on particular customer needs at different stages in the sales funnel. Start doing this by tapping into your empathy and imagining how they would feel and act in their life.
- Map out buyer touchpoints – a “touchpoint” refers to any time a client comes into contact with your brand – before, during, or after they purchase something from you. This also includes moments that happen offline/online, through marketing, in person, or over the phone. Play around drawing a simple map of the linear progression of the steps the client goes through whilst coaching with you.
If you’d like some support creating your client journey map, reach out, I’ve got loads of resources to help.
Michelle Adams, CEO & Founder, Marvel Marketing House
Building Better Brands