FAST CLASS: Build a Customer Journey Map that Drives Engagement

Most of the time, marketing campaigns leave us feeling empty. But every now and then, along comes a business that makes us think: “Wow! They totally get me!” Their messaging makes us feel inspired, understood, and looking forward to more interactions with that brand.

But how can we, as marketers, create our own “they really get me” moments that engage and inspire our customers? Step one is clear: First we have to really get our customers.

This course focuses on the tools and frameworks that will help you map your customers’ real-life experience of trying to be healthier, wealthier and wiser to your product or service. You’ll use methods that offer clear directions on how to develop your product, digital, content and marketing programs.

In this class, you’ll learn how to:

• Figure out who your customer is, looking both at your existing customer base and target buyers of your product, as well as anyone dealing with the problem you exist to solve.
• Develop customer journeys and personas that allow you to zero in on your customers’ goals.
• Translate those frameworks into actionable brand, engagement and content marketing strategies.
• Become a respected advocate for your users and create a user-centered company culture.
• Align your teams, products and initiatives to the same customer journey.

ABOUT YOUR INSTRUCTOR:

Tara-Nicholle Kirke is the author of The Transformational Consumer: Fuel a Lifelong Love Affair With Customers by Helping Them Get Healthier, Wealthier and Wiser.

She is the CEO of TCI, a marketing, content strategy and leadership development firm that creates transformational experiences for conscious leaders, businesses + customers.

Tara is the former VP, Marketing for MyFitnessPal and Under Armour Connected Fitness, where she led a team that grew the platform to over 100 million customers through brand, growth, engagement, content and digital/social media, and media relations. During her career in Silicon Valley, Tara has created brand, growth, media and content strategies for brands like HGTV, Trulia, ING Direct, Lookout Mobile Security, Chegg, Eventbrite and many, many more.

She has been featured in The New York Times and was recently named the #1 woman Silicon Valley tech companies should be naming to their boards by Business Insider.