The Customer Journey

Merriam-Webster defines a journey as “something suggesting travel or passage from one place to another”. For some, that can sound like a lot of fun, like going on vacation! For others, it can seem like a long trek to reach a goal. In marketing, a customer’s journey is vital to creating effective marketing campaigns.

In marketing, the customer journey is the experience that each of your customers has with your business. Mapping out this journey is fundamental in understanding how to reach your customers in each part of that journey, and turn them into lifelong customers.

The customer journey map lays out all of the points your customer may have with your brand. This map begins with how your customer first learns of your business, all the way through to things like repeated purchases and referrals.

By outlining these points, you can gain a better understanding of how to connect with your customer. While the customer journey can vary, they typically follow a general pattern:

  • Awareness
    • This is the beginning of the journey. This is when your customer first becomes aware of your business.
  • Interest
    • Then, your customer’s interest becomes piqued.
  • Desire
    • Once your customer is interested, the goal is to guide them to have a desire for the product or service that your business provides.
  • Conversion
    • Conversion is your customer taking the desired action, such as making a purchase or signing up for a service.
  • Advocacy
    • Advocacy occurs after your customer has completed a conversion action and is confident enough in their experience to share it with others.

Once you are able to map out your customer’s journey, then you can start planning your marketing campaigns for each step of the journey. 

Muldrow Marketing’s team of experts understands each step that your customer goes through and how to reach them. Contact us today to elevate your brand by elevating your customers’ journeys.


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