How to Win Top-Quality Customers Using Belief Shifting Customer Journey Mapping

The mismatch between your content marketing efforts and where your prospects are on their journey to find the solution they seek is sabotaging your effort to draw potential new customers into your world. 

It is no longer good enough to search out long-tailed relevant keyword phrases, make groups of the ones that work together and then link the resulting article to your money page. 

This process takes little account of the customer journey or their belief system. 

We all know that we have to deliver the right message to the right person at the right time. 

To do this we have to understand what motivated (the belief) them to type in that keyword phrase and then map that belief to a position on their journey. 

The typical customer journey is AIDA

A: Awareness - of the problem and a desire to solve it.
I: Interest - actively looking for a solution.
D: Desire - refining their search to be more specific
A: Action - buying the product/service they have chosen. 

This journey is abbreviated and takes no account of what is going on before "Awareness" and after "Action". There are big opportunities in both locations, especially on social media platforms. 

It comes from a time before social media really took hold and became the client attraction powerhouse it is today.

A better customer journey model is UPSYDR

U: Unaware - The customer has one or more symptoms but they have not become a problem they need to solve now.
P: Problem Aware - The customer realizes they have a problem that needs dealing with now.
S: Solution Aware - The customer understands what the solution is to the real problem they urgently need to solve.
Y: Your Product Aware - The customer finds your product/service.
D: Deal - The customer buys your product/service
R: Raving Fan - The customer loves the experience of working with you so much that they become a raving fan. 

The reason I prefer UPSYDR model is that it accompanies a potential customer from a social media platform to a Google search and onwards to your community and ultimately to the buying decision before continuing the journey through the time they are active customers of yours. 

Whereas AIDA just covers the Google part of that journey only.

And we know that social media is a good place to look for quality customers before they start actively searching for a solution on Google.

So only a part of this is about mapping long-tail keyword phrases to a location on the customer journey. 

The other part is about mapping their intent in using those phrases or to put it another way, it is about mapping the evolution of their beliefs as they move through their journey.

If you express one of those beliefs, you anchor yourself in their mind because you demonstrate you understand the challenge they are facing, right now. 

You can then show them the milestones (the solution) to look out for on their journey.

No one else is doing this, that I know of.

And it all starts on social media by writing a series of posts each one talking about a different symptom that your unaware prospect could be experiencing and the different scenarios in which each one could manifest itself. 

This total content marketing strategy which I call "Belief Shifting Customer Journey Mapping"...

  • engages prospects early
  •  then shifts their beliefs one by one, 
  • deepens their understanding of the problem they face
  • takes them through the ideal solution to look out for.
  • And finally presents them with the product/service they need to buy.
BSCJMStrategy

How to build a belief-shifting customer journey map using Google data.

  1. Start by asking yourself what your ideal customer needs to believe to buy from you.
  2. Work backward asking "and what do they need to believe already to believe that." 
  3. When you get to their starting belief, define the symptoms they are likely experiencing and how they show up (scenarios) in their lives
  4. Map out long-tail keyword phrases relevant to each belief using Ahrefs.com or Moz.com
  5. Position the Belief KeyWords on the UPSYD customer journey map.
  6. Assign each one a traffic light colour based on where you currently rank for that keyword. (Green = 1>3, Orange = 4>10, Red = 10 > ?)
  7. Assign importance to each Belief KeyWord according to search volume.
  8. Develop story-driven topics around each belief you have identified for both your Search Content Campaign and your Social Media Awareness Campaign.
  9. Focus on Belief KeyWords assigned an orange colour with high search volume first.
  10. Track your results over time. Refine. Rinse and Repeat.
  11. Consider what other products or services buyers may be interested in.
  12. Create an onboarding email series and test interest by asking them to "put their hands up" if they are... Then devise fresh email series for each interest to maximize lifetime customer value.

Conclusion

Belief Shifting Customer Journey Mapping allows you to deliver the right message to the right person at the right time be that on social media or on the wider web because you have a clear vision of who you are writing for, what their current beliefs are, and how to move them closer to your 'money page' in a strategic way...

...As well as, attracting more traffic to your website by dominating the SERPs for the essential Belief Keywords across the whole customer journey so it is a much more strategic approach to content marketing than classic methods.

Of course, it does depend on you having a really well-defined vision of who your ideal customer really is and equally who it is not.

Belief Shifting Customer Journey Mapping is ideal for expert SMEs like consultancies and expert service providers who have high-level customers paying 100s or 1000s per month for their services on a subscription basis.

Thanks, for reading thus far.

If you think that you and your business fits the bill, the next step is to contact me so we can have a short chat on Messenger or WhatsApp to confirm.

I look forward to hearing from you.

WORK TOGETHER

You don't need another secret tactic or hack that promises much but delivers little -- You need a clear people-focused digital marketing strategy which gives you the mindset and vision you need to succeed. Let's get started.

PICK YOUR PATH
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic
profile-pic

Rory is a savvy marketer who can help you build your digital funnel. What a lot of people underestimate in marketing is establishing the basis. If you don't know what you stand for and who you're talking to, your marketing is a shot in the dark. Rory can help you fix this problem and get you going with clarity.

Hannes Kuehn

What I like working with Rory, is his excellent sense for what is important, step by step. He gives me the structure to do the work I need to do, he is giving excellent feedback and at the same time he honors, that in the end I have to decide how the content of my campaign should look like. He is an excellent sparring - partner and a pragmatic coach, who always points to the simple but effective solutions.

Daniela Bomatter

Rory has a great marketing insight, offers constructive feedback and also helps you better understand your customer so you can more effectively speak to them. His approach helps you focus on what's important and not get caught up in the unnecessary details so you can get your product launched quickly.

Amber Briggs

I have been learning the art of marketing with Rory for a couple months now. I have been impressed with how deeply he knows his subject and his ability to make it understandable.

Aman Berry

Boomer Digital is unique because it breaks mindsets that tell us in an older generation that " normal " for me is time to finish . But I am loaded with ideas and inspiration. Boomer Digital is a coach of my generation roaring to me to finish the race with glory not rust out before the starting gun fires.

Just yesterday I became positively irritated about starting out a business. The only available resources were outside my dreams and interests. Here if I don't find the resources I need I see something close enough.

Alan Bowman

I strongly recommend Rory as a strategy and marketing coach for his candid and skilful approach. He’s currently helping me to set up my business and I am finally making good progress with it. Methodology is clear and straightforward and every conversation with Rory represents a major step forward in my journey as he helps me focus, make informed decisions, and move closer to my goal.

Valeria Rosignoli - VR Coaching

Rory is a great marketer and coach. He’s really helped me refine my marketing message so it resonates with my target market in a powerful way.

Myrna E Arroyo

Rory is currently helping build my Life Coaching business, and that includes identifying a target market that I connect with, learning how to speak their language, creating products and services catered to my target market, and creating a minimal viable funnel that will help me market.

My journey with Rory has been really great. He understands me and what I want to deliver, he is a great mentor by seeing the answers within me, and works with me to bring those answers out. If you are feeling stuck in terms of marketing yourself or product/service, Rory is the go to man!

Lana Maher

As a presentation professional, part of my core proposition is that I take a client’s idea and transform it into a compelling story and presentation. This is exactly what Rory did for my marketing messaging. He understood immediately what I wanted to communicate. Rory has a wide breadth of knowledge in all aspects of online marketing. I wouldn’t hesitate to recommend him.

Jan Pochop - Founder/CEO, Pochop Presentations

I chose to work with Rory for his great personality, clarity and expertise. Still, I got way more than I expected. He coached me through a deep marketing process and my outcome was way beyond what I had expected. It had to do a lot with Rory's strong focus and his ability to understand me and my customers. Rory became a good friend that I will always come back to when I need advice about online marketing and how to build better customer relationships.

Paal Christian Buntz - The Wildman Programme

Rory is an extremely patient and very expert. He is helping me with my sales funnel and I am learning so much from him. He has a way of keeping things simple and profound. I would highly recommend him!

Chengi Tobun - Black Swan Management Group
A Customer Profile: 5 Infallible Steps B2B Experts Use to Define One
Bringing on board new business clients presents a huge opportunity for B2B experts (coaches, consultants, speakers) to increase their income without spending more time working. The trouble is that they often fail to be specific enough when it comes to defining a customer profile.
Customer Acquisition Costs: The Top 5 ways to Blow Them up
If you try and talk to everyone, you will talk to no one. Defining your ideal client avatar will help you attract the people who will be a joy to work with. The downstream impact of this is profound both for you and your clients. You may have heard terms like buyer persona, customer profile, or ideal customer as alternative descriptions of this mystical person. No matter. They are all talking about the same thing.
Client Avatar: 9 Steps to defining your ideal client
If you try and talk to everyone, you will talk to no one. Defining your ideal client avatar will help you attract the people who will be a joy to work with. The downstream impact of this is profound both for you and your clients. You may have heard terms like buyer persona, customer profile, or ideal customer as alternative descriptions of this mystical person. No matter. They are all talking about the same thing.
Marketing coach – 5 tips for picking the right one for you
When hiring a marketing coach, look for someone who has experience in your industry and can provide real value. By way of introduction, let's consider the type of expert business you wish to own. There are two types. 1: A competition-driven business 2: A story-driven business. The first wants to crush it (oh, how that phrase makes my skin crawl). They want to be number one. They want to beat the competition. They want to be the biggest and the best. And they don't care so much about how they do so...
10 Hard-Won Tips For Growing a Coaching Business to $10k
Growing a coaching business is hard just like any other business. It takes commitment and consistency not to mention resolute determination to follow through. Sorry to drop you into an ice bath right there in the first sentence but if you're not ready to buckle up and do whatever it takes, it is best not to start.
Win Clients With Belief Shifting Customer Journey Mapping
The mismatch between your content marketing efforts and where your prospects are on their journey to find the solution they seek is sabotaging your effort to draw potential new customers into your world. It is no longer good enough to search out long-tailed relevant keyword phrases, make groups of the ones that work together and then link the resulting article to your money page.
View All Post
>