Your Customer Journey

The customer value journey will take your digital marketing to the next level. It guides your marketing efforts to attract, convert and retain customers that are a good fit for your product or service.

Your website’s content will have a huge impact on whether or not you generate and convert leads. Here’s a breakdown of each stage of the Customer Value Journey.

1 Aware

The first stage of the customer value journey is just getting them to be aware of you. Some of the most effective ways of gaining awareness with your target audience include:

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Google Ads

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Social Ads

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SEO

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PR

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Referral Sites

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Affiliate Links

2 Engage

Next, you need to engage the prospect. This means getting them to read or interact with your content in some way. The longer you get them to engage with your content the better chances you have of converting them into a subscriber or even customer. A good way to engage your audience can include these tactics:

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Social Media

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Blog Posts

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Videos

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Infographics

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Web Content

3 Subscribe

The very first transaction you can have with your prospect is converting them into a subscriber. If the visitor finds value in the content you share, you’re more likely to get them to give you their contact information. You can also entice them with a lead magnet, which is content you put behind a form so they can only see it if they sign up.

When getting started with building out your journey, this is a good place to start. Some good ideas for encouraging a prospect to subscribe include:

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White Paper & E-Course

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Quiz

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Checklist & Guide

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Templates

4 Convert

In the convert phase, the prospect makes a purchase or makes a time commitment. This stage is impactful for businesses and crucial to master. Here are some offers you can make to help prospects convert:

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Free Demo

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Free Consultation

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Webinar

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Free Trial

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Small, low-cost item or service (loss leader)

man sitting on his couch with his laptop and credit card in hand ready to make an online purchase

man in a coffee shop working from his laptop and speaking on the phone

5 Excite

Once you’ve converted the prospect, you now need to show them the value of that initial transaction. This will get them excited about your company and your offering. Some ways to build that excitement include:

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Onboarding Series

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Nurture Series

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Follow-Up Call

6 Ascend

Now you have a converted customer who is excited about your products or service. You’re ready to take them to the next level with additional purchases. These customer purchases could be:

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Getting Them to Purchase Your Core Offering

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Upselling Their Products or Services

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Cross-selling Additional Products or Services

Mother and daughter using their mobile device to make a pe a purchase

7 Advocate

Some companies make the mistake of stopping here in the customer value journey. The customer has purchased from the company, so what more needs to happen? Word-of-mouth advertising is some of the most influential and impactful marketing.

Now you want your customers to advocate for your brand. To get this word-of-mouth advertising, you can send requests for the customer’s thoughts about their experience.

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Survey

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Review Request

8 Promote

Customers who love your product or service, are likely to promote it to their friends, family or colleagues. You can encourage your customers to promote your brand through the following marketing tactics.

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Referrals

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Loyalty Programs

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Affiliate Links

Free Assessment

We’ll provide a free 15-minute marketing assessment. This gives you a chance to get to know our marketing consultation services. See if our digital marketing services are right for you and gain valuable insights for free.