Biz speak 03 of 05 | experience journey... the narrative
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A narrative helps clarify the user journey. Refer to the matching journey map. Keep it simple and clear. Avoid technical jargon. Focus on the concepts familiar to the reader.
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Biz speak 03 of 05 | experience journey... the narrative
- 1. Follow the Path: a Narrative Example B2B - CONTENT & EMAIL MARKETING jpsolyom@ksbusdev.com EDU-Canvas 03 jpsolyom@ksbusdev.com Questions? To create CONTENT that resonates, you need to understand your PERSONA- AVATAR’s User Experience. How better to understand what can be a complex experience that can cross media, channels, and even traditional marketing channels. A Journey Map or Schematic allows you to better understand what makes a user convert or lose interest. A Journey Maps are also a powerful tool to show key stakeholders the how’s, why’s and key benefits of the social media marketing campaign. It turns the often vague and misunderstood into a more relatable set of experiences. Journey maps come in many forms and shapes. This is one example of well known B2B User Journey. TOOL Journey Map - Schematic 1 BRAND creates a lot of quality CONTENT following SEO guidelines & is well promoted. The new CONTENT is structured to be Google crawler friendly so it is showing up faster. 2 3 4 5 6 7 8 9 10 BRAND is promoting their CONTENT through AMPLIFICATION. They join the conversation on social media sites rich with PERSONA-AVATARs. They respond to relevant questions and mention the awesome CONtENT where appropriate. They also invest in advertising that is supported by the social media platform’s business model. AMPLIFICATION can be a very labor intensive and costly proposition There are many less costly ways to create effective BRAND ambassadors… BRAND exchanges the FREE CONTENT for PERSONA- AVATAR’s contact information. The emotion triggering key words and visuals used in the advertising messages resonated with the PERSONA- AVATAR’s top-of-mind on-going search for a Solution. The relevant CONTENT appeared helpful which resulted in a visit to BRAND’s website for a copy. Creating compelling CONTENT means mastering STORYTELLING and COPYWRITING. Triggering relevant emotions can turn CONTENT from good to viral. Again it is possible to simplify CONTENT creation though division of tasks. BRAND undertakes the nurturing of what is now considered to be a lead (using traditional marketing terminology). Email marketing is the most popular and unfortunately overused strategy. BRAND finally makes contact with PERSONA-AVATAR to qualify the lead (FIT) and passes the QUALIFIED lead to the Sales team. 11 SALES assigns the QUALIFIED PROSPECT for nurturing and to prepare for an eventual sales presentation. The salesperson establishes sufficient rapport and provides sufficient compelling information that BRAND has THE Solution to solving their problem. It is time to meet!