Understanding your client’s journey from discovering you to becoming a paid client/customer can significantly impact your success. By mapping out your client journey, you can guide your ideal client/customer to the service or product you want them to purchase.
The Importance of Understanding the Client Journey
Your client journey is vital to your business’s success. However, it is often the most procrastinated aspect when solopreneurs first start out. Understanding the steps your client/customer takes helps you to be better prepared at:
- Creating your business goals for the year or quarter
- Mapping out content strategies that will convert your audience
- Understanding the products or services you can launch
In order for your business to thrive, understanding this aspect of your business is key!
Steps to Map Your Client Journey
Here’s how you can create your client journey map:
Step 1: Identify Your Client Personas
Understanding your clients goes beyond mere demographics. It involves diving deep into their fears, pains, and goals. Creating client personas helps you understand your ideal client better.
If you don’t have a client persona in place, these are 3 questions to get you started.
- What are your client’s fears? – These would be things they are currently afraid of (i.e., “I am afraid to spend money on a virtual assistant.”)
- What are your client’s pains? – This is how their fears are appearing in their life (i.e., “I am so tired & burnout from working 12-hour days.”)
- What are your client’s goals? – This would be the exact opposite of their fears (i.e., “I want to not be afraid of investing in contactor support so I can grow & scale my business.”)
You can learn more about building out your full client persona in this blog HERE.
Step 2: Outline the Client’s Touchpoints
Touchpoints are the instances where your client interacts with your business. It could be their first visit to your website, an engaging email they receive, or your social media content. Think about what touch points you would feel the most confident utilizing.
You want platforms for outreach (YouTube, Blogging, TikTok) & nurturing (Instagram, Facebook, Email List).
You want to be able to bring new people into your space & be able to nurture them into your email list, free consult, or low ticket offer.
Our touchpoints are our website, Instagram, TikTok, and blogging!
Step 3: Understand the Client’s Goals at Each Touchpoint
Every interaction your client has with your business aims to achieve something. It could be as simple as getting information about a service or as significant as booking a call. By doing this, you can align your touchpoints with your client’s goals, leading to a more satisfying journey for them.
The touchpoints to think about are:
- Awareness (i.e., social media) – This increases brand awareness and attracts potential clients/customers.
- Consideration (i.e., email marketing) – This is to nurture your audience so they’re problem aware & see that you provide the solution to their problems.
- Decision/Purchase (i.e., sales page) – This is where you help them decide by handling objections & facilitating the purchasing process.
- Post-purchase/service (i.e., follow-ups) – This is to ensure your client/customer has an amazing experience & gather feedback for repeat business.
Think about the platforms you use and what the goals of each of them are.
Step 4: Identify Make or Break Moments
Make-or-break moments can sway your client’s experience and perception of your business. They’re the pivotal points in the journey that can turn prospective clients into loyal clients/customers or lost opportunities.
For example, how quickly do you follow up with a new inquiry? Do you have a sequence in place when someone opt-ins for your freebie? What happens after someone books a call with you?
These are all moments when your ideal client/customer is ready to invest in themselves through your services or products.
Step 5: Always Be Adjusting
It is important to look at your analytics (i.e., social media, email marketing, website) as they can provide insights into how your ideal client wants to be marketed to. If you aren’t speaking to them in a language they understand, they won’t convert.
Remember, there is no failing in solopreneurship, only learning!
It may seem like a lot. However, your business will thrive off of this. Your client journey lays the foundation for you to market yourself & create offers that your audience is dying to invest in.
We recommend taking a couple of hours to meet with your business & get crystal clear on how your ideal client/customer becomes a loyal paying client/customer.
If you’d like some support (or don’t have the time) in crafting your client journey, book a free consultation here!
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