Welcome to the Small Business Guide to Shaping the Customer Journey.
The customer journey is the sum of all experiences a customer has when interacting with your business. From their first Google search to their most recent purchase, every touchpoint adds up to a total customer journey. And in today's digital world, there are countless touchpoints to consider. Taking charge of the path your customer takes with your business is critical to creating a smooth journey that builds loyalty and encourages return business and lots of referrals.
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Understanding the customer journey
What is the customer journey, anyway? If you're unfamiliar with the term or need a refresher on the nuts and bolts that go into influencing your customer journey, this is the place to start.
Tools for driving the customer journey
You want to drive the customer journey, rather than letting it take control itself. There are a number of marketing tools that can help you create your desired path for customers.
How content shapes the customer journey
Because today's customer journey has so many touchpoints, twists, and turns, you need a way to help your customers find the clearest path to conversion. Content is the way to do just that.
People in professional services need to be good at what they do, but their audience hopes that’s a given. Sometimes even the best of the best have a hard time growing their business because they are so focused on the services they provide, they just don’t dedicate time to the growth of their company (or simply don’t know where to start to do that).
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Google My Business and citations
Google My Business is a crucial online, digital tool or service from Google that is available to local businesses or service area businesses. You have to have a business in a location to claim a profile for that location, but when you do, it does unlock some powerful tools.
Google Ads paid local traffic
One of the most important ways to get found today as a local business is to show up - front and center - when someone whips out their phone and searches Google for a product or service near them.
Google Ads, along with a focus on SEO, is how you can dominate your market for local search.
Local website optimization
While there is a growing percentage of web designers who understand how to design strategically, there are still many business owners who have the “make my site pretty” mentality. By not keeping SEO, content, strategy, user experience, website functionality, and design in mind, companies risk losing business opportunities.
Reviews and competitive analysis
Most local business owners are aware that positive online reviews are good for business, but over the years, I’ve realized many aren’t aware of just how much they can impact it. Today’s consumers are increasingly relying on reviews to make decisions about the products and services they purchase.
Backlinks on- and offline
No matter what Google tries to do to devalue backlinks, they still remain an important factor in your ranking.
Getting high quality backlinks to your content is one of the more important factors in getting your content to rank. Buying links and acquiring links in shady ways is no way to go about this.
- 8 Ways Local Businesses Can Get Started With Link Building
- Why local link-building is the new networking
- The Secret to Building High Quality Backlinks
- Build Backlinks with Podcast Guesting
- What is SERP Stacking for SEO
- What is a local backlink and how to find them
- 11 Ways for Local Businesses to Get Links
- How to Create a Kickass Link-Building Strategy for Local SEO
The connection between customer experience and the customer journey
In the end, the sum of all the customer journey's parts is what your audience experiences when interacting with your brand. From the ads they see to the product they buy to the customer service they receive, these elements of the journey all shape a customer's perception of your brand.