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Customer Journey
A 5-stage framework that considers each stage as a distinct point of development in turning the curious into customers and future advocates
Nourishing your audience through varied engagement across platforms
Stages
Awareness
Consideration
Purchase
Retention
Advocacy
Ideal activations for every stage:
Awareness
6
Consideration
5
Purchase
4
Retention
3
Advocacy
3
Social Media
SEO
Social Ads
Search Ads
Display Ads
Press
Retargeting Ads
Email Welcome
Website
Blog Posts
Influencers
Website
Email
Conversion Ads
Offers
Email Nurture
Community
Exclusive Offers
Online Reviews
Referral Programs
Social Media Tags
Deliverable
Example Customer Journey Map
Category
Awareness
Consideration
Purchase
Retention
Advocacy
1
Customer Actions
Learn about the brand
Visit website
Attend event
Engage with social media
Join email list
Make a purchase
Learn more about new product offerings
Learn more about the company's story and goals
Write a review
Post about the product
2
Touchpoints
Instagram
Pinterest
Facebook
TikTok
Paid Social
Paid Search
PR
Instagram
Facebook
Pinterest
TikTok
Paid Social
Paid Search
SEO (Website)
Email & SMS
Website
Landing Page
PR
Website
Google Shopping
Instagram Shop
Facebook Shop
Events
Email & SMS
Website
Facebook
TikTok
Instagram
FAQ page
Customer Service
Instagram
Facebook
Email & SMS
Website
3
Activations
Organic Social Media Posts
Influencers
Contests
Press Mentions
Owner Interviews
Awareness Campaigns
Direct Conversion Campaigns
Event Participation
Paid Search Research Campaign
Paid Search Competitor Campaign
Influencer
Newsletter
Reviews
Press Mentions
Owner Interview
Welcome Series Emails
Retargeting Campaigns
Direct Conversion Campaigns
Paid Search Brand Campaign
Paid Search High Intent Campaign
Shopping Campaigns
Online coupon
Promo code
Exclusive offer
Abandoned Cart Series Emails
Newsletter
Seasonal Promotional Campaigns
New Product Campaigns
First-time Buyer Series Emails
Cross-sell Series
Winback Series
Tagged Reposts
Giveaways
Design Contest
Review Campaign
4
Customer Experience
Curious
Interested
Empowered
Appreciative
Passionate
5
KPIs
Reach
Link Clicks
Website Visitors
Social Follows
Add to Carts
# of Total Sales
# of Online Sales
Website Conversion Rate
Returning site traffic rate
# of repeat purchases
# of reviews
# of SM tags
6
Business Goals
Increase Awareness
Increase Website Visitors, Increase SM Followers, Increase Email Sign Up
Increase Revenue
Increase Customer Lifetime Value
Create social proof
7
Internal Teams
Paid Media, SM, PR
Paid Media, Email, SEO, PR
Website
Email, Web, SM
Email, SM
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