November 18th, 2020

(5-minute read)

Journey Mapping

Carving a pathway to customer loyalty. 

With the volume of marketing tools and tactics available, it has become increasingly challenging to identify the right ways to connect with your customers. And, with today’s uncertain landscape, thinking from the perspective of the ones that need you can help you create a plan that works.


What is a Journey Map?

A Customer Journey Map helps you understand the marketing and communications pathway that a customer or stakeholder will take to engage with your brand. This important tool works for any type or size of organization whether for-profit or non-profit. The goal is to help you define the best ways to reach a prospect, engage the prospect, convert them to a customer, and create long-term loyalty.


Why is it a useful tool?

We often focus on obtaining a new relationship, but we don’t always think from the perspective of the ones we are trying to reach across the entire spectrum of their interaction with our brand. This means we can miss opportunities for sales and engagement, or worse, lose a relationship entirely. And, with all the changes we have endured over the last several months, the method of communication and ways that you connect with those that need you should be considered to meet them where they are today. What worked in the past likely will not work in the future. A Journey Map can help you plan out opportunities and ensure that you are staying relevant and top of mind.

Download and share our sample Journey Map.


Creating a map for your organization in four steps:

Step 1

Identify the audiences that you want to reach. Who do you want to move through the experience of working with you? You can be broad or specific, but the more specific you can be, the more effective your map will be. Are you targeting doctors, parents, CEOs? Has your audience changed? You know who needs you, so you should map to that type of persona.

Step 2

Understand the journey that a person takes during the whole time they interact with your brand. You want to make sure you are connecting with them at every stage; not just until the point of making the sale.   

  • Awareness: all the ways a prospect can hear about you or become aware of your brand (e.g. sees or hears an ad)
  • Interest/evaluation: a prospect knows about you and wants to learn more (e.g. browses reviews)
  • Adoption: prospect becomes a customer (e.g. works though your client onboarding process)
  • Engagement: customer begins interacting with your brand and remains engaged and connected (e.g. reads your blog posts)
  • Loyalty: customer shows interest and support of your marketing and outreach efforts (e.g. engages positively on social media)
  • Advocacy: client shares your brand story with others and becomes a champion for you (e.g. leaves a positive Google review)

Step 3

Work with your team to address all the ways you can connect with those you are trying to reach at each stage of the journey. For example: if you are thinking about the awareness stage, a prospect may become aware of you through a referral, coming across your website, seeing an ad, or receiving a direct mail. Thinking of every possible touchpoint can help you see your full marketing plan in a visual way.

This is a great exercise to do with a group and will help you see the journey or your audiences from their perspective. We recommend working through this as a team brainstorm by having each person in your group identify what they feel are the right touchpoints in each stage of the journey.

Step 4

For each stage of the journey, work with your team to prioritize and/or eliminate channels and tactics.  

  • Eliminate/stack duplicates into a single category
  • Organize the tactics in order of priority under each stage of the journey
  • What will give you the most reach and opportunity for success?
  • What is likely to give you the best return in investment?
  • What will be easiest to execute given the resources you have?

Once you have a better understanding of your customer’s journey, you will be better equipped to stay ahead of your strategies and opportunities. 

Download and share our sample Journey Map.


Don’t go it alone; let us help.

A-Train would love to help you build long-term customer loyalty by creating stronger pathways to help audiences connect with your brand. Schedule a complimentary hour with one of our strategists to help you better understand the journey mapping process so you can make sure 2021 is smashing success.