If you desire more engagement, sales, clicks to your website, and more, you need to understand the customer value journey. This process is how you turn users who were once ordinary strangers that stumbled upon your profile to becoming your super fans. Discover the customer value journey and find out how this 8-step model is important for amplifying your customer base.
Step 1: Make Them Aware
The first step is to make sure you are on your prospect's radar. That can happen through advertising, events, word-of-mouth, social media, blog posts, or any other channel that puts your products, offers, and solutions in front of your ideal prospects. For this, create top-of-funnel content that gets people’s attention, and that entertains or informs them.
Step 2: Get Them to Engage
Engagement refers to an emotional involvement or commitment. It’s about being in gear with someone, building or deepening a relationship with them. This stage begins immediately after your first interaction with a prospect, and it continues through their entire experience with your brand. It’s an ongoing conversation you have with them in multiple channels: blog, online community, email, customer support, etc.
Step 3: Ask Them to Subscribe
When someone likes their experience with your brand, trust begins to build. Once that happens, it’s time to ask for a small commitment—subscribing and giving you the permission to email them. There’s just one problem. Today, people are careful about giving out their email address. You have to offer something valuable that makes it worth their while. Think webinars, free samples of a product or chapters of a book, demos, reports, and guides. By offering something they want, they would fill out a form to receive it.
Step 4: Make Them a Customer
If your free offers have enough value (that answers their questions and assists in solving their problems), your prospects are often eager to deepen their commitment. They just need to know how. The best way to do that is through an entry-point offer—a high-value, low-risk offer that lets them to sample your wares without putting too much skin in the game. To be clear, an entry-point offer is not designed to make you a profit. Its only purpose is to create a smooth transition from subscriber or follower to paid customer. You can focus on profits later in the journey. Now, you only need to ask for a small commitment: say, $8–$20. Aim to cover your costs in acquiring the customer.
Step 5: Get Them Excited about your Brand
Buying generates warm feelings. It’s a scientific fact. The dopamine from a new purchase gets people excited—which is why the fifth stage of the customer value journey is to build on that excitement. How do you do that? By giving your new customer a memorable experience. Consider offering a quick-start guide such as bonus features that surprise and delight, anything that makes your new customers happy.
Step 6: Make Them a Multi-Buyer
At this stage, your goal is to generate repeat goal buys and gain real profits. While your entry-point offer was designed for conversions, your ascension offer should be geared for profits because if you're serving your customers well, they'll want to buy again and again. Ascension offers may be simple up-sells made after that initial purchase such as bigger, better solutions or "done for you" add-ons.
Step 7: Ask Them to Spread the Love
Happy customers love to share their experiences, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand. So, at this stage of the customer value journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.
Step 8: Make them a Promoter
Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them. Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. Word-of mouth is extremely powerful! You need to make sure that you have a plan that addresses every stage of the journey, and the customer value journey is that model in digital marketing that is all about helping customers move along the journey faster.
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