Mapping your customer journey

How to start mapping your customer journey

By now, you know that your customer journey isn’t just about the point of purchase, it’s about every step your ideal clients take before, during, and after they work with you.

In our first blog in this series, we covered what a customer journey is and why understanding it is key to better marketing. Then, in the second blog, we looked at customer pain points, those little (or big) frustrations that can either drive people away or make them loyal advocates.

Now it’s time to take that knowledge and put it into action.

• How do you actually map out your customer journey
• Common mistakes to avoid
• What happens after mapping your customer journey

Let’s break it down step by step so you can create a clear, simple map that helps you connect with your ideal clients and make their journey smoother.

 

How to start mapping your customer journey

This doesn’t need to be complicated, I promise. 

1. Know Your Ideal Client

Before you even think about mapping, you need to be clear on who you’re mapping it for. And that’s your ideal client/s (aka your target market). What are their problems? What do they care about? And what might hold them back from working with you?

If you’re not sure who your ideal clients, ask! Talk to your existing clients (those ones who are most profitable for you and who you love to deal with), send out a survey, or analyse the questions they ask you all the time (your FAQs) or look at your reviews and testimonials. You’ll be surprised how much you can learn just by listening.

You can also check out my blog on the basics of defining your ideal client.

 

2. Break Down the Stages

Think about the stages I mentioned in What is a Customer Journey:

• Pre-Aware
• Aware
• Consideration
• Preference
• Purchase
• Advocate. 

What does each stage look like for your ideal client? What are they doing, thinking, or feeling at each step?

For example, during the Consideration stage, are they reading your reviews, checking out your website, or looking for examples of your work? 

Understanding this helps you figure out where to focus your energy at each stage of the journey.

 

3. Look at Your Touchpoints

Your touchpoints are all the ways your ideal clients interact with your business. This could be (but not limited to) your:

• Website
• Social media
• Emails and newsletters
• Phone calls
• Store or office front
• Signage and collateral
• Sponsorships
• Events and networking
• Your people
• Advertising campaigns

Think about every aspect of your business where there is an ideal client touchpoint and go through each one and ask yourself:

• Does this make things clear and easy for my ideal clients?
• Am I giving them the information they need at the right time?
• Are there gaps where they might feel stuck or unsure?

Sometimes it helps to get a fresh set of eyes to review your touchpoints. A friend, team member, or trusted business connection can also often spot things you’ve missed.

 

4. Fill the Gaps

Once you’ve identified the gaps, it’s time to fill them. Maybe your website needs an FAQ section to answer common questions, or your social media posts could do a better job showing off your expertise.

This isn’t about doing everything at once. Start with the things that will make the biggest difference and work from there.

 

5. Test and Tweak

The customer journey isn’t a set-and-forget kind of thing. 

Businesses change, clients’ needs shift, and your marketing needs to keep up. Take some time every few months to check in, see what’s working, and tweak what’s not.

 

Common Mistakes to Avoid

Mapping your customer journey is a great way to improve your marketing, but there are a few traps you’ll want to avoid. Here’s what to watch out for:

 

1. Skipping the Pre-Aware Stage

It’s easy to focus on people who already know you exist, but what about the ones who don’t? 

If you’re not showing up where your ideal clients are (like social media, local events, or even through word of mouth), you’re missing opportunities to get on their radar. 

Make sure you’re building awareness at the start.

 

2. Ignoring the Retention and Advocate Stages

Most businesses put all their energy into getting new clients and forget about keeping the ones they’ve already worked so hard to win.

However, your loyal clients are everything. 

They’re the reason your business keeps ticking, and they’re the ones who rave about you to others. So, making them feel valued isn’t just good for them – it’s essential for your business.

So, don’t skip over creating content, touchpoints, or even simple thank-yous that help them feel valued and turn them into advocates.

 

3. Guessing Instead of Asking

You might think you know what your ideal clients need, but their perspective might surprise you. Instead of assuming, talk to them. 

A quick chat, survey, or even reading through reviews can give you the insights you need to build a journey that actually works.

 

4. Overloading or Confusing Touchpoints

You don’t need to be everywhere or say everything. 

Trying to cover all the bases can lead to overwhelming your ideal clients. Stick to the places where they’re most likely to be and focus on making those touchpoints clear, easy, and useful.

 

5. Overcomplicating the Process

This isn’t about creating a 20-page document or a colour-coded spreadsheet (unless you really want to). Start simple. Map out the key stages, identify a few gaps, and tackle one thing at a time.

 

6. Forgetting to Review and Adapt

The way people interact with businesses is constantly changing, so don’t treat your customer journey map as a once-and-done task. 

Make it part of your regular business check-ins to review what’s working, what’s not, and where things can be improved.

 

What Happens After Mapping?

 

Once you’ve mapped your customer journey, the fun part begins. 

Use what you’ve learned to tweak your marketing. For example:

• Update your website to match what clients need at each stage.
• Plan content that directly answers their questions.
• Adjust your email campaigns to follow up at the right times.

And don’t forget that this isn’t a “set and forget” process. People change, markets shift, and your business evolves. Revisit your map regularly to keep it fresh.

 

Ready to Make It Happen?

If all this feels a bit overwhelming, you’re not alone. Mapping your customer journey is one of those tasks that’s easy to put off, but it’s also a game-changer when done right. 

And if you’re too busy running your business to get into the nitty-gritty of it all, that’s what I’m here for. Let’s chat about making your marketing actually happen: strategically and stress-free.