Let’s talk about the importance of mapping customer journeys
Online audiences, during their research and selection process, are influenced by more than one marketing channel. And brands that integrate their marketing efforts are more successful as they become the preferred brand by online searchers and often selected.
Google research shows that:
“80% of customers favor brands that provide helpful information from research through purchase. But only 47% of brands customize and serve information across the entire customer journey.”
Google is also using searcher’s journeys in its ranking algorithms and will serve progressively more advanced content as the searcher grows more educated about the topic.
The channels your audience uses depend on the stage of their discovery journey and are best discovered with direct target audience research. That research helps you build a map that looks a bit like this one (for a food delivery app):
All generations prefer multi-channel messaging with:
- 87% of Baby Boomers
- 85% of millennials
- 88% of Gen Z
- 83% of Generation X, and
- 82% of the silent generation
Saying they prefer omnichannel marketing (saying they prefer a blend of digital and physical channels). Omnichannel touchpoints include email, phone, web, in-person engagements, video, social media, and printed mail.
A Pew Study demonstrated that integration across channels could increase organic lift. They found that YouTube video descriptions that mentioned all of their social media profiles correlated with higher view counts. Other studies support this showing that Brands consistently presented to consumers are four times more likely to experience brand visibility.
So have you documented your brand voice? And is it consistently being delivered across all touchpoints in your customer journey regardless of channel? Have you thought about SEO content across all stages of your customer journey?
If not, I’d recommend tackling that for your brand.
Thanks for listening. Come back tomorrow for another SEO tip.
Listen to the previous episode: How to get started with SEO competitive audits
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