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when, where, and whom, as well as which pieces of content are most popular, what your audience is looking for, whether they consumed the content on a laptop or mobile device, and what came before and after their path to engaging with the content. All this information should be considered as you develop additional touchpoints for a customer journey and predetermine which assets will be deployed and when. Google Analytics is free and easy to add to your website, and even the free versions of email software such as Mailchimp and Constant Contact offer analytics. Other software options can help you plan, visualize, and manage the customer journey; HubSpot and Marketo are two of the more well-known offerings. Whatever touchpoints you decide will


work best for your brand or business, remember that it’s no longer your products or services that will move the consumer through the journey but instead the experiences and opportunities you provide them to interact with your brand. That said, more is still more, so even when budgets are tight, spending money on developing the right touchpoints that work for your audience should be a top priority. 


NEWSLETTER NETWORKS


DIRECT MAIL


BLOG RETENTION


KNOWLEDGE BASE


FAQ ADVOCACY PROMOTIONS LOYALTY PROGRAM SOCIAL Touchpoint


Ideas to Consider 1. Webinars or Live Events 2. Direct Mail 3. Case Studies 4. e-Books 5. Feedback Forms 6. Personalized E-blasts 7. Contact Forms 8. Sign-Up and Registration Forms 9. Special Forums and Groups 10. Special Offers and Promotions


11. Digital Downloads and Content Upgrades


12. Demo Requests 13. Video 14. Digital and Social Media Ads 15. Sample Requests 16. Social Networks


17. Tours (In-Person, Virtual, or Video)


18. Thank-You Cards 19. Help Centers and Online Chat 20. Micro-sites and Landing Pages 21. In-Store Experiences 22. E-courses


23. Printed Magazines, Catalogs, or Brochures


24. Branded Promotional Products 25. Kitted Promotional Boxes 26. Trade Shows 27. Sponsorships


28. Loyalty Programs and Communications


29. Outdoor Signage


30. Co-marketing with Other Brands


WATCH the explainer YouTube video here:


youtube.com/watch?v=L04WuGIXUiY


FREE DOWNLOADABLE Customer Journey Map Template


Developed by Geoff Fripp: Marketing Lecturer, Practitioner, Author, Entrepreneur, and Adjunct Lecturer at the University of Sydney since 2002


Download this Excel template that will help you develop and visualize a customer journey map for specific brand personas.


This template will have you creating brand personas and making customer journey maps for each within minutes as it self- populates using choices you make from drop-down (and customizable) lists in the areas of:


 Awareness  Search  Purchase  Post-Sale  Fine-Tune Map  Final Map


DOWNLOAD THE TEMPLATE TODAY!


DOWNLOAD your FREE Brand Persona Worksheet and Customer Journey Map Template here:


modernlitho.com/Journey


Q2 • 2021


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