Creating a customer journey to help illustrate a brand narrative will establish the company as a well-integrated organisation by projecting a single global presence across the business through coordinated marketing campaigns and materials. This consolidated digital presence will connect with customers, suppliers, employees and other valuable stakeholders. A well-developed content marketing plan will take your customers and target audience along a journey that will produce benefits for both the customer and the business.
The digital brand journey path:
- Establish the strategy: It starts with building the strategy through increased advocacy, targeted marketing materials and strategic planning. Adding improved customer support and boosting promotional efforts are also part of the early digital strategy, which is maintained by online reputation protection.
- Enhance the execution: Now is time to incorporate more data into the marketing strategy while improving organisation-wide connection that includes C-level management. Crisis management can be crucial in this stage.
- Evolve new capabilities: Integrate and consolidate supply chain risk management into the plan, while connecting customers and the supply chain through targeted promotion. Proactive protection can ensure small problems don’t become big ones.
Mapping the journey
Building a customer brand journey provides markets with a map of the customer’s experience, from the first contact through the engagement process and eventually to purchase. Analysing and mapping the customer journey will teach organisations more about the people who buy from them.
Establishing a content workflow
Building a successful content marketing strategy requires a continuing flow of valuable, relevant, integrated, and engaging content. Examples can include:
- Blog posts
- Social media
- Live events
Using data to tell the story
Collecting data on users is the easy part. Using that data to map out an experience for the customer is a much more difficult process, as it can fail to adequately capture the experiences of a customer. That’s where the storytelling of a brand narrative comes into play. Here are some ways to integrate data into the narrative behind the customer’s digital journey:
- Identify the characters: They can include customers, employees, corporate leaders and even the product or service itself.
- Show the challenges: Just about every product or service available is to some part of life easier or better. Finding data that emphasises the problem or issue that affect
- Creating authenticity: Testimonials, metaphors, anecdotes and interviews can all add personality and depth to the customer journey.
The customer journey must be distinguished from the organisation’s journey. Ultimately, the brand narrative for this journey is about the buyer. The client will get the satisfaction of getting the product or service that they desire. The product, service or action your organisation provides for its target clients has value. The digital journal should reflect this value by first educating potential prospects, followed by information on how the brand provides relevant, useful solutions.
Getting a bigger picture
Mapping out a customer’s potential digital brand journey can help identify the holes in the organisation’s marketing strategy. If the audience is responding well to the message, or acting differently than anticipated, it could demonstrate the need for adjustments. Here are a few issues that a customer journey map can help identify:
- Disparity between devices.
- Inconsistency in service.
- Transition between media channels.
Marketing that manages the journey
The professionals at KINSHIP create the steps of the customer journey and track how content performs at each transition. Social media monitoring is a fundamental data point in evaluating that journey, including analysing brand content performance, tracking competitors posts, and gauging industry sentiment. Here are other ways KINSHIP helps customers create and manage the digital journey.
- A single, strategic framework makes it easy to manage multiple social media channels, campaigns and materials at once.
- Analytics and technology that is centrally implemented to ensure performance.
- Social asset management tools that are integrated into the operational process.
- Content management to ensure a fresh, on-point, targeted approach to reach the audience with information that they want and need.
The team of writers, web designers, and social media experts at KINSHIP are ready to create content marketing solutions of all kinds that can advances your organisation’s brand and produce results.