The Customer Journey Map: Turning Enquiries into Advocates is the focus of this Better Marketing Podcast episode with Tracy Heatley.
The Customer Journey Map – Turning Enquiries into Advocates Introduction
Hi, I’m Tracy Heatley, and thank you for tuning in to the Better Marketing podcast, bringing you
Marketing Magic in Minutes.
This is the podcast for service-based business owners, including professional services and solopreneurs, who want to use marketing more effectively to grow their business with clarity, confidence, and results.
Today’s episode is all about the Customer Journey Map – and how to turn those first-time enquiries into long-term advocates who not only buy from you but refer others too.
We’ll explore what the customer journey really means, where most businesses go wrong, and how small improvements can make a big difference to your bottom line.
Let’s get started.
Understanding The Customer Journey
Understanding the customer journey matters. Your customer journey begins long before someone fills in a form, books a call, or sends an email. It starts the moment they become aware of your business – whether that’s through social media, your website, or even word of mouth.
The journey doesn’t stop at the sale either. The post-sale experience is where loyalty and advocacy are built.
Think of it like a loop, not a line. Awareness leads to engagement, which leads to conversion, satisfaction, and then advocacy – which restarts the process.
When you take time to map each stage and understand what your customer is thinking, feeling, and doing at every step, you gain the insight you need to create consistent, confident marketing that speaks directly to them.
Where Most Businesses Go Wrong With Customer Journey Mapping
Too many businesses focus on just the awareness and conversion stages. They put all their effort into getting new leads but forget the middle and end of the journey – nurturing, onboarding, and follow-up.
The result? Missed opportunities, inconsistent communication, and clients who drift away instead of becoming loyal advocates.
If you want more referrals, better retention, and repeat business, you must look at the whole journey, not just the start.
A Real Client Example
One of my Strategy Cycle™ Program clients used to run all of his services face to face from a physical office. He thought that was the only way to build meaningful relationships with his clients. But when we worked together, we mapped out his customer journey in detail – from awareness to delivery and beyond. By listening to client feedback and paying close attention to how his customers wanted to engage, something clicked.
He realised that what his clients valued most wasn’t the location – it was the level of connection and convenience.
This insight changed everything:
My client transitioned his business online, developed an app to enhance the client experience, and opened up international opportunities he’d never thought possible. Now, he runs his business completely remotely, with clients across the globe, and he’s getting ready to travel the world while continuing to grow his company.
That’s the power of truly understanding your customer journey – it doesn’t just transform your marketing; it transforms your business and your life.
Quick Wins for Improving Your Customer Journey
Start by mapping your customer journey visually. Write down every touchpoint from awareness to advocacy.
Review your communications – are you consistent at every stage?
Ask your clients for client feedback. What worked? What didn’t? Their insights are invaluable.
Use AI to analyse enquiry data or automate post-sale follow-up messages.
Train your team (or yourself) to deliver a consistent customer experience that reflects your brand.
These small, consistent actions can completely transform how your customers experience your business.
The Customer Journey Map – Turning Enquiries into Advocates Key Takeaways
Your customer journey is your competitive advantage – it’s what builds trust and repeat business.
It’s not just about marketing – it’s about relationships.
When you map, monitor, and manage your journey, you create a stronger, more sustainable business.
Final Thoughts and Call to Action
The customer journey is the backbone of your marketing strategy. It’s built into everything I do – from my Marketing Strategy Cycle™ Program to my AI Marketing Consultancy and mentoring services.
If this episode resonated with you, don’t wait. Now is the right time to book a free discovery call, so we can get to know each other a little more, establish if we’re a good fit, and take it from there.
You’ll find the link in the show notes and on my website, tracyheatley.com. And if you haven’t already, connect with me on LinkedIn – you’ll find me as Tracy Heatley Chartered Marketer. Drop me a message to say hello and let me know you’re a podcast listener.
Next time, we’ll be exploring how to get from Marketing plan to progress. With emphasis on measurement, reviewing and tweaking your marketing, so that it works for your service-based business.
I’m Chartered Marketer Tracy Heatley. I hope you’ve found this The Customer Journey Map: Turning
Enquiries into Advocates episode useful.
Always remember, Better Marketing Means Better Business.