How to map your customer journey

A practical guide for small business owners who want to improve sales and marketing strategy

Do you know how your customers really find, evaluate, and decide to buy from you? For so many businesses, the customer journey is something they haven’t mapped out, but it’s one of the most valuable exercises you can do to improve sales and marketing results.

When you understand every step your customer takes, you can:

• See where people discover you, research you, and finally decide to buy

• Spot gaps where you’re not engaging or following up

• Make sure your messages resonate at the right time

• Build stronger customer support processes

• Improve loyalty and repeat business

  
  

As a marketing consultant with 30 years’ experience, I often find that SMEs struggle to view things from the customer’s perspective. Mapping the customer journey forces you to step into their shoes, and when you do, you’ll uncover opportunities to improve both your marketing strategy and the customer experience.

Here’s a step-by-step way to start.

Step 1: build customer profiles

Begin by creating personas of your key customer types. Give them names, demographics, interests, and pain points. Think about what they want, how they spend their time, and what drives their decisions. If you have different customer groups, create separate profiles for each.

Step 2: list every touchpoint

Think about all the places your customers might come across your business, both online and offline. This could be your website, LinkedIn, word of mouth or Google searches for example. Plot these touchpoints in order, from first awareness through to purchase and beyond.

Step 3: map your current interactions

Overlay where and how you currently engage with customers. For example, do you advertise on Google, post on LinkedIn, or send email newsletters? Map these against your customer journey so you can see where you’re active, and where you’re silent.

Step 4: spot the gaps

Where are customers dropping off? Are you missing opportunities to respond quickly to enquiries, follow up on leads, or nurture interest after a meeting? Identifying gaps will show you where small improvements could have a big impact.

Step 5: review your messaging

Check what you’re saying at each stage. Are your messages relevant, clear, and customer-focused? Too much repetition, or generic content, could weaken your impact. Tailor your communication to match what customers need at each point in their journey.

Step 6: create moments of delight

Think about how customers feel at different stages. Where could you add a thoughtful touch that makes their experience memorable? It might be a personalised thank-you email, quick follow-up call, or sharing useful resources. Small actions can set you apart from competitors.

Step 7: test and refine

Walk through the journey yourself. Try making an enquiry, signing up to your newsletter, or placing an order. You’ll spot friction points and opportunities to make improvements. Repeat this exercise regularly, I recommend at least twice a year.

Why customer journey mapping is essential for small business marketing strategy

Mapping your customer journey helps you understand not just how people buy, but why they choose you, and where they might walk away. For SMEs, it’s one of the most effective ways to improve your sales and marketing strategy without big budgets.

Ready to improve your customer journey?

As a freelance marketing consultant based in Tunbridge Wells, I help ambitious SMEs with strategic marketing, mentoring, and practical plans that drive sales and business growth.

Book a free 30-minute consultation to talk through your customer journey and wider marketing strategy. Together, we’ll find the gaps, strengthen your customer experience, and build a clear plan for growth.