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  • Frances Gallagher

A few Tips on Mapping Your Customer /Buyer Journey in Digital Marketing

Hi there,

Let’s explore a game-changer for our digital marketing campaigns: the Customer/Buyer Mapping Journey. This might sound like a fancy term, but trust me, it's all about understanding our customers better—and who doesn't want that?

Imagine setting off on a road trip without a map. Sounds chaotic, right? Well, that’s what digital marketing is like without a clear understanding of our customer journey. It’s crucial to know where our customers are coming from, what paths they’re taking, and where they’re headed. This way, we can meet them exactly where they are with the right message at the right time.

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What is my Customer Mapping Journey?

So, what exactly is the Customer Journey? Well, if you're not too sure, simply put, it’s the process that a customer goes through from the moment they realise they have a need or a problem to the point where they purchase our product or service. We have all been there. It includes every interaction they have with our brand – from their first visit to our website to engaging with our social media posts to receiving our email newsletters.

Here’s why understanding this journey is so important:

  1. Tailored Content: When we know where our customers are in their journey, we can create content that speaks directly to their needs at that moment. For instance, someone in the awareness stage might benefit from a blog post that educates them about their problem, while someone in the decision stage might be more interested in a detailed comparison guide or a testimonial.

  2. Efficient Resource Allocation: By mapping out the customer journey, we can identify which channels and touchpoints are most effective in driving conversions. This allows us to allocate our budget and resources more efficiently, focusing on what works best.

  3. Enhanced Customer Experience: A deep understanding of the customer journey helps us create a seamless and enjoyable experience for our customers. It ensures that every interaction they have with our brand is positive and adds value, increasing the likelihood of them becoming loyal customers.

  4. Improved Campaign Performance: When our campaigns are aligned with the customer journey, they tend to perform better. We can craft messages that resonate more deeply, leading to higher engagement rates, more conversions, and, ultimately, better ROI.

So, how do we map out this journey? Well, this was part of our discussion in this morning's class in the QQI Certified 5N1364 Digital Marketing Course that takes place on Wednesday mornings online. We knew that we had to start by gathering data. Then, we had to look at analytics to see how customers are interacting with our website and other digital platforms. We had to get feedback. Then, we had to use this information to create detailed personas and journey maps that highlight key touchpoints and pain points.

We agreed at the end of the class that understanding the customer journey isn’t just a nice-to-have – it’s a must-have for any successful digital marketing campaign. It helps us connect with our customers on a deeper level, make smarter decisions, and ultimately drive more sales.

So, grab that metaphorical map, and let’s start navigating our way to marketing success! This is one of the examples we came up with collectively this morning:

Customer/Buyer Mapping Journey for a Hairdresser – SAMPLE

Awareness (so what is the customer up to?)

  • Activities: Searching online for "best hairdresser near me", noticing hair salon ads on social media, hearing recommendations from friends

  • Goals: Identify potential hairdressers in the local area

  • Thoughts: "I need a good hairdresser nearby"

  • Emotional State: Curious

  • Touchpoints and Channels: Google search results, social media ads, word-of-mouth recommendations

  • Objectives: Make potential clients aware of the hairdresser's services and location


Interest (so now they are showing some interest ...)

  • Activities: Visiting the hairdresser’s website, looking at service menus, reading online reviews

  • Goals: Learn about the services offered and the quality of the hairdresser

  • Thoughts: "Do they offer the haircut or style I want? Are they reputable?"

  • Emotional State: Interested

  • Touchpoints and Channels: Hairdresser’s website, review sites (e.g., Yelp), social media pages

  • Objectives: Provide detailed information about services and build trust through positive reviews


Desire (so how does the customer/buyer feel now? Interested? Excited?)

  • Activities: Viewing portfolio photos, watching tutorial videos, checking out special offers

  • Goals: Decide if this hairdresser is the right choice

  • Thoughts: "Their work looks great, and they have good reviews"

  • Emotional State: Excited and hopeful

  • Touchpoints and Channels: Portfolio galleries, video content, promotional offers

  • Objectives: Showcase the quality of work and highlight any promotions to entice clients


Action (so here we are, the customer has made their decision and is taking action)

  • Activities: Booking an appointment online or by phone, visiting the salon for the appointment

  • Goals: Get a haircut or style

  • Thoughts: "I’m ready to get my hair done here"

  • Emotional State: Determined and eager

  • Touchpoints and Channels: Online booking system, phone calls, in-person visit

  • Objectives: Ensure a smooth and easy appointment booking and service process


Loyalty (like every good business, take care of your customers ... you need repeat business)

  • Activities: Scheduling regular appointments, following the hairdresser on social media, referring friends and family

  • Goals: Maintain a relationship with the hairdresser for consistent hair care

  • Thoughts: "I trust this hairdresser with my hair and will keep coming back"

  • Emotional State: Satisfied and loyal

  • Touchpoints and Channels: Follow-up emails or texts, loyalty programs, social media engagement

  • Objectives: Encourage repeat business and foster a loyal client base


This mapping outlines the journey for individuals engaging with a hairdresser, covering their activities, goals, thoughts, emotional states, touchpoints and channels, and objectives at each stage. For more information on our QQI Certified 5N1364 Digital Marketing Course, click the button below:

So have a go. Happy mapping, everyone!


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