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.

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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.

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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.
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