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<img src="/icons/asterisk_gray.svg" alt="/icons/asterisk_gray.svg" width="40px" /> INTRODUCTION
As we’re working in our small businesses we need to be nimble and focus on the tasks that will significantly bring higher returns — both in terms of performance and branding marketing.
We at Humankind Works merged a Marketing Phases Model with a version of a Customer Journey Map in order to have better visibility of the different events, what our customers are looking for and how we can better leverage our communication channels and functional areas (we call them functions and sub-functions).
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<img src="/icons/list-indent_gray.svg" alt="/icons/list-indent_gray.svg" width="40px" /> GUIDELINES
Please duplicate this page so that you can add it to your personal Notion workspace. You can then delete our examples and modify the table as you see fit.
We added a very specific use case as an example. Feel free to add more information and change the table as you see fit.
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<img src="/icons/light-bulb_gray.svg" alt="/icons/light-bulb_gray.svg" width="40px" /> SUGGESTIONS
- You can add new parameters to the table, including data you want to collect for each phase or specific event.
- You can also recreate this table in Miro and do a workshop with your team.
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| [Marketing Funnel Phases] |
AWARENESS |
INTEREST |
CONSIDERATION |
PURCHASE |
ADOPTION |
RETENTION |
ADVOCACY |
| [Journey Steps] |
Discovery |
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| Why do they even start the journey? |
Search & Learning |
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| What was relevant for them? |
Research and Registration |
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| Why would they trust us? |
Purchase |
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| Why did they decide to buy? |
Onboarding and First Use |
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| How can they feel successful? |
Continuous Use |
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| How is this product becoming essential? |
Sharing |
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| Why would they invite others? |
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| Events |
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| What is the thing that the user is trying to do? |
- The user is trying to set up a hydroponic garden in their kitchen. |
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| CUSTOMER |
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| Needs and Pains |
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| What does the customer want to achieve or avoid? |
- They would like to plant their own food at home, especially the salad vegetables they use the most, which are becoming increasingly expensive. |
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| Feelings |
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| How is the user feeling? |
- Confused, as they’re so many options out there in terms of systems and supplies (including planting pods). |
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- Frustrated as it’s not very clear if the companies are committed to sustainable practices and developing products with safe materials | | | | | | |
| Actions
What does the customer do? What information are they looking for? What is their context? | - They go to Google looking for hydroponic gardens in their area (i.e. Europe).
- They check YouTube reviews on hydroponic systems. | | | | | | |
| BUSINESS | | | | | | | |
| Business Goals
What do we want the user to do? | - We want them to check our products on Instagram or on our website.
- Alternatively, to sign up for our newsletter so that we can promote discounts. | | | | | | |
| Moments of Delight
How can we create delight? | - Help relieve them from having to do their own research, by providing content that answers their questions
- Maybe have fun or light content to cheer them up
- Create opportunities to establish trust in our products
comparison tables with relevant products
- Create content on YouTube explaining how to use our hydroponic system and a beautiful and easy way to find the planting pods. | | | | | | |
| CHANNELS & TOUCHPOINTS | | | | | | | |
| Socials | - They saw a post on Instagram | | | | | | |
| Newsletter | - They might have received a forwarded email from a friend | | | | | | |
| Community | - They saw a community thread relative to a question they looked for on Google | | | | | | |
| Helpdesk | NA | | | | | | |
| Website | - From Google Search | | | | | | |
| FUNCTIONS & SUB-FUNCTIONS OPPORTUNITIES | | | | | | | |
| Content | - Light and educational content, easy to grasp
- Create content on YouTube explaining how to use our hydroponic system
- Blog posts on setting up a hydroponic system at home, maintenance, etc | | | | | | |
| Marketing | - Sell our products through Instagram
- Focus on SEO, including creating comparison tables with relevant products
- Have some of our community posts to be open for reading so that they’ll be findable through Google and create trust (show that we care about our customers beyond the point of purchase). | | | | | | |
| Product | - Create an eco-friendly and instagramable unpacking experience | | | | | | |
| Operations | NA | | | | | | |
| People | NA | | | | | | |