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Customer journey mapping guide

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Customer journeys can be complex 👀

Customer journeys can be complex with multiple touch-points. From social media ads, to google searches to getting emails to seeing some retargeting ads again, customers may interact with the brand multiple times.

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Discover a scalable growth model

The customer funnel is a framework that represents the different stages of a customer's journey from the initial awareness of a brand or product to making a purchase decision.

 

The funnel is divided into three main stages:

  • Top of Funnel (TOF)

  • Middle of Funnel (MOF)

  • Bottom of Funnel (BOF)

 

Each stage corresponds to different customer touchpoints that marketers use to guide and nurture leads through the buying process.

The customer funnel is not always linear, and customers may enter or exit the funnel at different stages. Therefore, it's essential to have a comprehensive marketing strategy that addresses different touchpoints at each stage of the customer journey, tailoring your approach to the needs and preferences of your audience. We need to aim to build a replicable, scalable growth model. Let's explore the touchpoints in each stage:

Top of Funnel (TOF)

The top of the funnel is the awareness stage where potential customers first discover your brand or product. The key objective at this stage is to attract the attention of a broad audience and generate interest in what you offer. Customer touchpoints in this stage include:

a. Social Media Advertising: Social media platforms like Facebook, Instagram, and Twitter are effective channels for reaching a wide audience and promoting brand awareness. Paid social media ads and organic content can be used to engage potential customers.

b. Search Engine Optimization (SEO): By optimizing your website and content for relevant keywords, you can attract organic traffic from search engines. Content marketing, such as blog posts and infographics, can help showcase your expertise and attract visitors.

c. Content Marketing: Creating valuable and educational content, such as blog posts, videos, and podcasts, can attract potential customers who are seeking information or solutions to their problems.

d. Webinars and Events: Hosting webinars, workshops, or virtual events can help establish your brand as a thought leader and attract interested prospects.

 

Middle of Funnel (MOF)

In the middle of the funnel, potential customers have shown interest in your brand and are considering their options. The focus at this stage is on nurturing leads and providing them with more in-depth information. Customer touchpoints in this stage include:

a. Email Marketing: Email campaigns can be used to deliver personalized content, such as ebooks, case studies, or product demos, to leads who have subscribed to your mailing list.

b. Lead Magnets: Offering lead magnets, such as free guides or templates, in exchange for contact information can help you capture and nurture leads.

c. Remarketing and Retargeting: Using targeted ads to reach out to users who have previously visited your website or engaged with your content can help reinforce your brand and encourage further consideration.

d. Social Media Engagement: Engaging with potential customers on social media by responding to comments and messages can help build relationships and trust.

 

Bottom of Funnel (BOF)

 

The bottom of the funnel is the decision-making stage where potential customers are ready to make a purchase decision. The focus at this stage is on converting leads into paying customers. Customer touchpoints in this stage include:

a. Product Demos and Trials: Offering product demos or free trials allows potential customers to experience your product firsthand and understand its value.

b. Customer Testimonials and Reviews: Displaying positive reviews and testimonials from satisfied customers can help build trust and confidence in your product.

c. Personalized Offers: Providing personalized discounts or special offers to leads who have shown a high level of interest can encourage them to make a purchase.

d. Sales Calls and Follow-ups: Personalized sales calls or follow-up emails can address any remaining questions or concerns and guide leads towards making a decision.

In conclusion, understanding the customer funnel and its different touchpoints is crucial for guiding potential customers through their journey and optimizing conversions. By strategically managing the touchpoints at each stage, you can create a seamless and compelling customer experience.

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