How to Map Out Your Customer’s Digital Marketing Journey From Start to Close

Last updated on by Fahad Muhammad in Advertising Personalization, Conversion Optimization

Being a savvy marketer, you already know the value of a conversion.

A conversion doesn’t only represent a sale for you, it epitomizes an engaged customer, a customer who’s satisfied and will return again.

And so you do everything in your power to score conversions, this includes mapping out buyer personas, creating landing pages and launching retargeting campaigns. However, more often than not you still can’t get your conversions where you wanted them to be, and I’ll tell you why that is.

It’s because you forgot the most important ingredient of the conversion recipe i.e. mapping out your digital marketing journey. Following a set system that gets you more customers by attracting, retargeting and converting.

Never heard of mapping out a digital marketing journey before?

Enter Instapage and Autopilot.

Both Instapage and Autopilot care about your marketing needs which is why in a webinar hosted by the Instapage and Autopilot team an entire digital marketing journey was mapped out for all you marketers out there. Have trouble getting visitors to commit to the sale? Now you won’t.

The webinar discussed:

You can watch the webinar recording here.

As for the recap of all the actionable things discussed in the webinar, just stick around because we’ll catch you up on everything right here.

Let’s start with the introductions first.

What is Instapage?

For all those new to this blog, Instapage is a landing page platform that makes building and A/B testing landing pages easy.

What is Autopilot?

Autopilot is an easy and visual marketing automation tool that helps you create customer journeys with email, SMS, and direct mail.

And when you join both these marketing tools together, the result is pure marketing awesomeness.

Let’s now move onto mapping out your digital marketing journey.

What is a Digital Marketing Journey?

A digital marketing journey consists of 3 basic steps i.e. attracting, retargeting and converting. These 3 steps can further be broken down into more sub-steps, which is what we’ll be discussing in the following paragraphs.

To help explain this concept, Autopilot created a fictional company called DogToday, it’s like Uber for dogs. Yes, I know super cute, and a great product, plus this dog just makes everything better.

The digital marketing journey starts off with the process of attracting. This is the awareness stage, a chance for you to connect with your potential customers, and how do you do that, with low-cost channels. (For more information how to use landing pages at the top of the marketing funnel, check out our guide.)

Create Ads On Low-Cost Channels

Promoting and Sponsoring content on social media like Twitter, Facebook and LinkedIn gives you the opportunity to highly target your audience by demographic, interests, behavior, hashtags and product preferences.

With social media promotion, you get to cast a wider attraction net and grab onto a lot of potential customers who can become your real customers.

This is how Instapage used Facebook’s sponsored ads to gain more eyeballs and more click-throughs on this particular Instapage post.

The low-cost channel gets your audience to become a visitor to your website, but not all visitors immediately become customers. Which is where retargeting comes into play when a visitor comes to your website and leaves before converting this is when you start your remarketing campaign.

Retargeting (Remarketing) Visitors Based On Their Behavior

Cookies or tracking pixels allow your retargeting ads to follow the visitors who have not yet converted around the web. This helps the visitor become familiar with your brand name and eventually click on your ad when they’re ready.

Stats show that retargeted customers are 70% more likely to make a purchase compared to non-retargeted consumers.

Start off with display ads. Like Asana does, keep your ads benefit-focused, so that your visitors have a strong incentive to click on the CTA.

Don’t forget to include a strong CTA button that has actionable copy on it so that your visitors can’t help but click.

Boost your text ads on Google AdWords to reach your potential audience who you know may be interested in your product.

One thing you should look out for when retargeting is setting frequency caps as to avoid banner fatigue. Also, remember to rotate your remarketing offers to keep your click-through rate high and align your cookie duration with your buying cycle.

Now you need to create optimized landing pages.

Convert your Leads with Highly Relevant Optimized Landing Pages

Your display and text ads on Google Adwords should lead your visitors to a targeted landing page. As soon as they arrive on the landing page they should see the connection between what they wanted and what you promised to offer them.

Some best practices for high performing landing pages include A/B split testing, including testimonials and trust seals. Contrasting personalized CTA buttons and a single focus on one offer.

All your AdWords landing pages must have message match and a conversion ratio of 1:1. Your page has message match when your ad headline is perfectly aligned with your landing page headline. Conversion ratio is the ratio of clickable elements on your landing page to the number of your page goals. As your landing page should only have one goal, it should also have only one clickable element, which is your CTA button.

Want more information on AdWords landing pages, find it here.

This is the landing page created for DogToday.

Now that you have leads, it’s time to convert them with marketing automation.

Get Leads to Convert With Marketing Automation

Your visitor went to the landing page and filled out the form. They’re clearly interested in getting a dog, will they move forward with the conversion is up to how you nurture their journey and convince them to become a dog user. Because, after the landing page comes the lead nurturing sequence.

What is the next step of the customer journey after they’ve filled out the form? Market people on the different things that they do, autopilot, calls these journeys.

There are two types of leads, an engaged lead, and an unengaged lead, and there are different ways to nurture both these leads. An unengaged lead takes more motivation for the sale, so you need to remind them with timely emails and messages that what you’re offering is of interest to them, an engaged lead needs less motivation.

With your attracting, retargeting and converting campaigns done, you now need to measure your results and experiment.

Metrics to measure

To guarantee that your digital marketing journey is a success, it’s vital that you not only measure relevant metrics but also test and replace those that don’t work.

These metrics are all you need to make sure your campaigns succeed.

Here’s a nice recap of all the steps of the marketing journey, plus a nifty infographic that you can bookmark for later.

Show Me The Top of Funnel Guide