From the course: Growth Marketing Foundations

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Mapping the customer journey

Mapping the customer journey

From the course: Growth Marketing Foundations

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Mapping the customer journey

- Effective growth marketing requires understanding both the customer journey within our brand and the journey they're taking outside of our brand. By doing so, we're able to identify where there's an opportunity to influence growth. To succeed at growth, you must evaluate the journey and understand that every consumer is going to take a different path. So you need to understand how many touch points are necessary to convert a customer. Too little and your funnel doesn't keep the customer. Too many and the customer gets overwhelmed and ejects. Now, mapping the customer journey can be a very complex process and it would be far too tedious to try to capture every possible journey a customer might take. So your goal is to start with a simple document that outlines the most common paths a customer takes for your funnel. We call this the relative path. And from there you can layer in more and more information as you optimize…

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