Nail your Welcome Journey to delight your audiences!By Ben Leeves
A well thought out Welcome Journey really can mean the difference between disengagement and churn and engagement, retention and advocacy. It’s a complex world and many organisations can find it hard to nail them.
Getting something like this right is crucial to establishing meaningful relationships with your audience. To maximise engagement and satisfaction, you have to put an emphasis on the touchpoints that make up your journey.
We’re here to share our top tips on what to consider when putting together effective and engaging Welcome Journeys!
1. Know thy audience
Key to any effective strategy is audience insight. We get to this by asking these questions:
- Who are they?
- Where do they live?
- What do they do for work?
- What’s their personality type?
- What channels do they engage with?
- What are their goals in relation to our brief?
Answers to these questions enable us to visualise WHO we are talking to - we then use this insight to draw user personas to help us further empathise with our audience. A good example for a user persona template can be found here; https://xtensio.com/how-to-create-a-persona/. These are great to print out or put into presentations to make it easy for everyone to visualise these “people”.
(NB. It’s rare for us to only work with one persona but it’s not unheard of)
2. When you know WHO, you can focus on WHAT
What are they likely to engage with? What aligns to their goals, motivation or pain points or perhaps, what can we offer that no one else can?
It’s likely that different audience types will have different motivations and requirements throughout their own journey. It’s important for you to agree what the end goal is and how to move them through the journey to that point. An innovative content strategy can bring alive the organisation in new and engaging ways.
With deep audience understanding at the heart of your welcome journey, you should be able to find the most effective methods to drive engagement through the journey. This means selecting the right channels and producing the right contextual content for each communication.
This is where you would use a multi-channel approach to spread your messaging across a number of key touch points. (These insights should be uncovered when developing your personas).
4. HOW often?
Depending on the duration of your welcome journey you will need to establish a fair frequency of communication that adds value to the recipient. We recommend drawing a timeline from the start date to the end goal. Then break down what you want to say to them and any key CTA’s and divide it through this journey. Be mindful that too far in between contact and they may lose engagement, and too often and they choose to opt out quickly - this is why being empathetic to the audience and their needs is crucial.
For one of the welcome journeys we’re working on right now, our client represents nearly 1 million individuals worldwide. They are trying to overcome a key engagement at the early stages of a career-long relationship. We’ve been busy uncovering the issues and challenges their members faced in the past, during their welcome journey, so that we could ensure a better experience for the future with a robust Welcome Journey.
By doing this we are able to introduce a new strategy for engagement that will make the audience feel great about being a part of this organisation!
We’re planning to share more tips and detail on our approach to strategy and insight in the coming months. If you want to chat about this specifically just drop me a line, maybe we can grab a coffee and you can tell me more about the challenges you face with your welcome journey.
Ben LeevesCo-founder & Senior Partner
One of the co-founders of Consider, Ben is our digital media adventurer. He's always on top of the latest digital advancements in creative and has been behind a fair few of them himself. He’s been one step ahead for the last 20 years. The latest digital insights from Ben are on our blog.