7 Steps to Build Your Customer Journey Map to Boost Your Small Business Marketing

You know your business growth depends on how well you connect with your customers, but if your marketing efforts feel fragmented and lead to lack-luster results, it’s time to get to know your customers better. 

Marketing success happens when you understand your customers' needs and guide them through a well-planned process that ultimately leads them to decide to hire you.

One of the most powerful tools to achieve this is a customer journey map. The customer journey map helps you visualize every step your customers take during their journey—from discovering your business to becoming loyal advocates—so you can pinpoint the best ways to engage your audience, build trust, and generate more sales and referrals.

What Is a Customer Journey Map?

A customer journey map outlines each stage of your customer's experience with your business. It details what they’re thinking, feeling, and doing at every stage of their decision making process.

When you understand their journey, you can:

• Deliver personalized content and offers at the right time

• Anticipate and overcome objections before they arise

• Create a seamless experience that keeps clients coming back

We use the Marketing Hourglass™ framework to organize the customer journey into seven key stages: Know, Like, Trust, Try, Buy, Repeat, and Refer. This approach emphasizes that the customer journey doesn’t end at the close of a sale—efficient, long-term growth comes from nurturing clients at every stage so they become brand advocates.

Steps to Building Your Hourglass Customer Journey Map

First, download our Hourglass Journey Map Toolkit, as you read through each stage below. Then, get into your customer’s mindset by asking the questions below, and brainstorm answers

1. Know – Build Awareness

Objective

Help potential customers discover your business, and make a lasting first impression.

At this stage, potential customers are becoming aware of their problem and looking for solutions. Marketing efforts in this stage focus on visibility and first impressions. Create educational resources, such as guides, blog posts, and webinars, that position your business as a helpful resource, and establish your authority without being overly promotional.

Include targeted keywords like "customer journey map" to improve ranking in search results. Caution: always research keywords instead of guessing. We use Ubersuggest for keyword research and ideas.

Questions to Ask

To understand your customer's needs during the Know stage, ask yourself these questions and note them in the worksheet:

• What are they thinking and feeling as they recognize their problem?

• Where are they searching for information (e.g., Google, social media, podcasts)?

• What marketing content or campaigns can help them discover your brand?

Key Marketing Channels and Tactics for the Know Stage

• Website/SEO: Consistently publish SEO-optimized blog posts, properly researched and always finalized by a human, and ensure your current webpages are optimized for search.

• Social media: Paid ads, consistently posting shareable content, live webinars, and partnerships help expand reach.

• Direct mail: traditional mailers still work. Use an online vendor, such as ExpressCopy.com, to implement an easy and affordable postcard campaign. Budget at least three mailers to one campaign to maximize effectiveness. If you don't have a budget, consider adding to your budget next year.

• Advertising: Considering adding paid digital and traditional advertising to your budget.

2. Like – Build Connection

Objective

Show your value, build a relationship, and establish interest.

Once customers know you exist, they’ll evaluate whether your brand aligns with their values and needs. They’re looking for evidence that you’re a trustworthy and relevant choice. Share customer stories, behind-the-scenes videos or "Why We Do What We Do" posts, to strengthen their emotional investment in your business.

Questions to Ask

To understand your customer's needs in the Know stage, ask yourself these questions and note them in the worksheet:

• What information are they looking for (e.g., service details, case studies)?

• Are they engaging with client reviews or your social media?

• How do we meet them where they are (e.g., email follow-ups, social media posts)?

• What next step can we offer to encourage continued engagement?

Key Marketing Channels and Tactics for the Like Stage

• Email: Email newsletters packed with value delivered on a consistent basis is a reliable lead nurturing tactic, and has an incredible high return on investment.

• Social media: Posts, stories, explainer videos, and customer success stories

• Reviews: Testimonies on website, in your Google Business Page, and other relevant platforms

3. Trust – Establish Credibility

Objective

Strengthen your credibility and overcome objections.

In this stage, customers are considering their options and assessing whether your offering is right for them. Your job is to establish trust by addressing their concerns. Publish transparent, in-depth content that answers common questions and shows how your services solve customer pain points.

Questions to Ask

To understand your customer's needs in the Trust stage, ask yourself these questions and note them in the worksheet:

• What are their concerns or objections?

• Are they comparing your offering to competitors'?

• How can we build trust (e.g., free resources, webinars, client testimonials)?

• What can we do to reduce friction and establish credibility?

Key Marketing Channels and Tactics for the Trust Stage

• Website: Detailed service pages explaining your value

• Social Media: Live webinars and Q&A sessions, expert interview videos

• Reviews: Testimonies on website, in your Google Business Page, and other relevant platforms

4. Try – Trial or Low-Risk Engagement

Objective

Encourage prospects to take a small, low-risk action.

At this point, they’re willing to test your offer, but it may be a small, low-commitment step like downloading a resource or attending a consultation. Offer value-packed, risk-free experiences—like free demos, lead magnets, onboarding guides, or initial consultations—that show your expertise and the results you can deliver.

Questions to Ask

You know the drill by now, ask yourself these questions and note them in the worksheet:

• What are they feeling as they take this first step (excitement, hesitation)?

• Are they looking for reassurance (e.g., user guides, success metrics)?

• What marketing tools help support them during this stage (e.g., nurturing emails, onboarding guides)?

• How can we guide them toward a full commitment?

Key Marketing Channels and Tactics for the Try Stage

• Website: use Call to Actions on the homepage and throughout the blog, landing pages to entice downloads, pop-ups to grab attention

• Email: Add CTAs and offers to regular email marketing

• Social Media: campaigns to promote Try offer

• Advertising: digital and traditional ad might be a good fit too

5. Buy – Make It Easy to Convert

Objective 

Convert leads into paying customers by creating a seamless buying experience.

The conversion stage is where they make a hiring or buying decision. It’s the culmination of their journey with your brand, and your focus should be on making the purchase experience simple and stress-free.

Provide a clear, simple purchasing or onboarding process, and set transparent expectations. Highlight client success stories or turn questions from your customer journey map into FAQs on your website to increase confidence.

Questions to Ask

Ask yourself these questions and note them in the worksheet:

• What motivates their final decision (price, reputation, urgency)?

• What reassurance or support do they need at this moment?

• How do we ensure the purchasing process is seamless (e.g., simple checkout, clear service agreements)?

• What can we do to create a positive and memorable buying experience?

Key Marketing Channels and Tactics for the Buy Stage

• Website: clear information on how to Buy, including service-level agreements and deliverables

• Email: Onboarding email automations,

• Customer Service: Payment portals, and live support

6. Repeat – Foster Retention and Loyalty

Objective

Turn first-time buyers into repeat customers.

The journey doesn’t end after the proposals are signed—it’s your chance to foster loyalty and repeat business. Keep clients engaged by sharing relevant updates, offering loyalty perks, and checking in regularly. For service-based businesses, consider sharing exclusive industry insights or guides that deepen their knowledge.

Questions to Ask

Ask yourself these questions and note them in the worksheet:

• What experience do they expect after their purchase?

• How do we keep providing value (e.g., exclusive content, loyalty programs)?

• Where do we maintain communication (e.g., newsletters, customer portals)?

• How can we show them their continued business is valued?
  

Key Marketing Channels and Tactics for the Repeat Stage

• Email: Personalized follow-up emails and promotions, industry trend updates, more educational content.

• Flexible Offerings: create new services or products to encourage repeat business

7. Refer – Turn Clients into Advocates

Objective 

Encourage loyal customers to refer to your business.

Satisfied customers can be your strongest marketing tool if you create opportunities for them to share their positive experiences. Implement a referral program with incentives such as discounts or exclusive offers. Make it easy for customers to leave reviews by providing direct links. Recognize your top advocates through personalized thank-yous or social media shout-outs.

Questions to Ask

Ask yourself these questions and note them in the worksheet:

• What makes them eager to refer to your brand?

• Are they incentivized to share their experience?

• Where can they advocate for us (e.g., social media, word-of-mouth, review sites)?

• How can we encourage and reward referrals?

Key Marketing Channels and Tactics for the Refer Stage

• Email: promote referral programs in email newsletters, personalized outreach at milestones

• Social media: social media shout-outs for your loyal customers, DM campaign to ask for referrals

• Reviews: have a program in place to collect Google reviews and testimonials for your website

Consistency is Key for Optimal Results

A customer journey map doesn’t just help you understand your clients—it helps you create a consistent, customer-centric marketing strategy that builds trust and drives results. Instead of guessing, you’ll have a clear roadmap for turning prospects into loyal advocates.

The results of this investment in time compound, and allow you to:

• Build relationships that lead to repeat business

• Turn happy clients into brand ambassadors

• Charge a premium rate while increasing conversion rates

  
  

Ready to Build Your Customer Journey Map?

Download our Hourglass Journey Map worksheet, turn off your phone and computer, and take the first step toward marketing clarity!