Transcript
A (0:00)
Welcome to the Digital Marketing Podcast brought to you by targetinternet.com hello and welcome back to the Digital Marketing Podcast. My name is Kieran Rogers.
B (0:18)
And I'm Daniel Rolls.
A (0:19)
And today, Daniel, we are going to be talking about user journey mapping.
B (0:23)
We are. So user journey mapping is a technique that, that I've been using more and more with lots of different people and it seems to be coming up more and more kind of strategy planning, content marketing, all those kind of things. And it really helps us to think about what content we need and where and why and when and to really try and focus in on are we providing the right stuff? And it kind of stops you from shouting buy my stuff everywhere you go. Because it's a bit of a risk across social media and email that you're just gonna burn people, annoy the heck out of them, and then they're not gonna look at your stuff at all. So this would come under User Centered Design, UCD and User Centered Design is a whole techniques we use to try and keep the user at the center of what we're doing. And there's two core little techniques that will come out and we'll use in this process. So the way you start this is you come up with your Personas, and your Personas is a representation of an individual that represents a group of people that you're kind of targeting. So for example, for Target Internet, we have got individuals who are marketers. Digital marketers want to improve their own skills. So that'd be one Persona we'd build. We've got another one that is a marketer, digital marketer, that wants to improve their team skills. They have a group of people. We'd have a small business owner or kind of entrepreneur that wants to improve their own skills and improve their business directly. And then we've got our kind of learning and development managers who are in charge of big groups of people. They don't really care about digital marketing. They're just responsible for delivering those kind of skills. They don't care. Well, I think it's possibly true. I think quite a lot of people don't care about digital marketing. So the, the reality is that we've then will build a representation of that group. We'll give them a name, we'll give them demographic details where they are. And it's not supposed to represent everyone, but it's a representation of that person. You normally come up with a picture and you will go through what is it that's important about what we're doing to them. What do they care about, what are their values, what are the challenges that we could solve for them, and so on as well. And you make it as kind of robust as possible. The idea is then if your Persona is called Kate, you could say, right, does this work for Kate? And you kind of look at what motivates Kate and you can say, okay, and you've got a number of Personas and what you're really doing is kind of just checking that you're thinking about your target audiences and are you providing the right content. So this, for example, when we did it, really identified to us that our small business customer Persona, we didn't really have quite the right content for them in terms of what they needed and the kind of level 101 kind of level staff and the very practical stuff. So we've gone off and started building all that sort of. So you build these Personas and you're trying to think about them at all times, you're trying to bring them into the mix of what you're doing whenever you create any content. But very much you would want to then map this against the user journey. So I would start identifying my Personas and build those out fairly robustly. Bear in mind, I've seen things where in agencies, they have life size cutouts of the Personas and that cutout lives in the meeting room so that Kate is always present and things like that. And I don't think it's a bad little technique. I've seen agencies turn up to pitch meetings with Kate under their arm so that Kate can be present in the pitch and is front line center for the client. The point is it's a good way of just focusing on what your customer wants. Okay. What you don't want to do, which I've seen happen a lot. People get really excited when you do this as an exercise because it's kind of fun and they start building a narrative and all that kind of stuff. The reality is that if you're not careful, you build these from what you think. What I think Kate's probably about 28 and she's really. She reads this newspaper and she likes to listen to podcasts. Where has that all come from? It's come from my imagined cut customer. You need to interview existing customers, you need to look at your target audience, who you'd like to kind of attract as well. And you might find it's a little bit different to what you expect. So we build those and then what we want to do is have a multi stage customer journey that we map them against so you would start off with something like a sales funnel or you could use See Think Do Care, which is pretty much exactly the same thing. So let me explain. So a sales funnel says at the top there is the browsing, kind of vague notion stage. That's where you're not really thinking about this product or service at all. You're just hanging out online like you normally do. You are using the social websites, you're doing searches, but it's just kind of stuff you do day by day. Then you've got the active interest in the topic area. You're not looking for this particular product or service necessarily, but you're interested in the kind of area around it. Then you've got the active seeking, you're actually looking to buy a product or service and then you've got loyalty. So a very basic user journey, four stages. See, Think Do Care is pretty much the same thing. So C is your largest addressable qualified audience, that is anyone that could buy your stuff. So if you're Tesco or Massive Supermarket, that's anyone that eats food, which is pretty much everyone. Right. Whereas if you are kind of our target audience is just anyone with any interest in digital marketing whatsoever that might have an interest in it. When you get to think it's they are actively looking at stuff in that topic area. So that's where people are actively looking, particularly potentially for us to improve their skills. Not necessarily thinking about E learning, but thinking about improving the skills. The do is I am looking for some digital marketing, E learning, online training courses, that kind of stuff. And then the care is the loyalty. And for each of those stages I will need different content. So at the the C stage, the very top of the funnel, I need some fun, engaging stuff that you might come across in social media, tips on best practice, those kind of things. When we move into the Think stage, that's when the skills benchmark or something that comes in because I'm actively already thinking about it.