How to Create a Consumer Journey Map (The Easy Way) | Part 1
Journey mapping is complicated but in this video, we’re going to break down an actual consumer journey.
Imagine that I’m a marketing person from a company called Proposify – a company that helps you create awesome-looking, unbelievably effective proposals to send out to your clients.
We want to get a customer to sign up with Proposify but in order to do this, we need to understand the consumer journey.
In the video, we watch over the shoulder as this person (it’s actually me) tries to find exactly what they need....
It’s a Sunday morning, and, before everybody wakes up, I figured I'd do a little work. You see, we usually send out proposals as a small business using a Google Doc template that we turn into a PDF and then send to the client. But it's occurred to me that some of our competitors send out these really fancy-looking proposals, and I’d like to get a fancy-looking proposal.
The moment of Inspiration
This right here, is his moment of inspiration. A moment in time that’s going to send him on a journey he never expected. His moment of inspiration is that his proposals look like poop.
The trigger question
“I've decided that I'll spend Sunday morning trying to find out how to better design my proposals.” Now, here we’ve just identified his trigger question.
His trigger question is essentially, “How can I make my proposals look better using Google Docs?” Now, we've just identified his prime brand. His prime brand is Google.
The prime brand and active evaluation
He’s now in active evaluation. Remember, in active evaluation, you’re adding and subtracting brands as you move closer and closer, hopefully, to a moment of commitment, a moment of commitment that we want to see for Proposify.
He finds in Google search, “Three Ways to Make Your Google Docs Look More Professional”. Here is the first brand we add to his list. He’s just identified BetterCloud. He starts watching the video and isn’t impressed. It contains a lot of stuff he already knows so decides to try something else and heads back to Google.
He finds a proposal for work but it looks terrible. He tries a proposal template in Google Docs, which was a suggestion from Google (interesting to see that he used the suggestion from Google for his next search)... 45 proposal templates.
Then he clicks a link to Template Net. That is another brand we can add to the list of brands. But these are ugly, he really wants ones with pictures and images.
As he's going through this journey you can see he’s having some positive and some negative experiences in his consumer experience.
Now, bingo! He clicks on Proposify. So we can add Proposify to the list of brands! But unfortunately, he watches a video on the website and the people presenting look less than enthusiastic so he decides to leave.
And he's back to Google. He spots a custom proposal from Canva. He really likes Canva and already has an account… he decides to explore creating his proposal in Canva but can’t quite find anything that takes his fancy.
And he's back to Google again! He goes back to Proposify.
The moment of commitment
He's getting to his moment of commitment! Remember, a moment of commitment is an instant in time where we trade data, money or time to get information, buy a product or a service, or to support a cause.
He's about to put in his information and commit to download… but… he gets overwhelmed by the length of the form he needs to fill in.
So, because he already owns Canva he decides to commit to it instead.
A new moment of inspiration
His new moment of inspiration is that he might be able to use Canva to create a great proposal.
His new trigger question comes when he now asks, “What proposal templates from Canva would suit my needs?” And obviously, his prime brand is Canva.
He finds a proposal he likes in Canva and decides to spend some time working on creating his proposal using it. He's committing again. He's recommitting to Canva.
He didn't sign up for Proposify, he didn't fill out the form!
How can we interrupt active evaluation?
So, next week, we’re going to break down this journey and find a way to interrupt active evaluation and invite this guy to commit to Proposify.
But what have we learned? Well, we've learned that, if you want to create a meaningful journey map, you need to start with something like The Loyalty Loop.
So my challenge to you this week is to map your consumer's journey. Use some extreme empathy to get inside the mind of a prospect just like this. Sit over their shoulder and go on the journey with them.
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