User journey maps give you a detailed visual of a customer’s experience with a product or a service. But to get the most out of these maps, you shouldn’t just looking at the points where a customer actively engages with a system. You’ve got to go back further and look at pre-engagement, look at how you are reaching your customer in the first place. In this way, user journey maps are necessary tools for marketers to build effective campaigns.
Pre-engagement StrategyMarketers don’t just sell you a product once it’s already in your hand. They don’t sell you a service when you’re already ready to use it. Marketers are selling to you long before you actually think about using their product/service. At least the good ones are. And in order to do this successfully, you need to think about what the customer is doing before they see your product or service. You need to know what they are thinking and feeling and how they are going to reach your product/service. And you need to do this for each potential customer profile. User journey maps help you visualize this situation in a linear way, giving you the opportunity to plan where you can reach your customer. By organizing all this information this way, you’ll see the big picture and have better insights into how to reach them where they are. Making this map at the pre-engagement stage will give you an edge when it comes to marketing strategy. After all, how can you accurately break through the noise and reach your potential customer if you haven’t gotten in their head yet?
- Create profiles of potential customers.
- Map the potential journeys of each customer profile.
- Analyze the situation of each potential customer before they engage with your product/service.
- Strategize how to reach each potential customer profile based on this pre-engagement situation.