Lifecycle Marketing Strategists should think like Amusement Park Planners

Me and my wife visited Disneyland in California back in March, and it got me thinking...

When planning and setting up longer, automated lifecycle journeys, you should think like an Amusement Park Planner.

When you come into an amusement park, you get pulled in all directions because of all the exciting rides, visuals and snacks.

Luckily you have landmarks, signs and a map to help you find your way.

Just like a potential customer moving through a buying journey, no amusement park visit is the same.

Different areas are interesting for different members of the family.

And there might be a lot of back and forth between areas and rides.

Much like this, your buyers will move around different content and come back to old favorites.

Don't set up a restrictive journey or journeys that repeat themselves every time they do something.

Allow customers to explore whatever content they want.

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Does that mean that you shouldn't research customer journeys, and map content needs and assets to it?

No.

But it means that you need to flexible, and allow the buyer to take control, while still helping them.

There are a lot of reasons to watch a webinar, so make sure you understand why Customer X did it.

Allow them to explore a direction, and make sure you help them with their current goal, before then proactively offering them help with the next one.

Amusement Parks use paths, signs, maps, cohesive design and contrast to separate different areas, while encouraging exploration.

What will you do?