Your Customers Journey With You

It's important to appreciate that no matter what type of business you have, or whether it's business-to-business or business-to-customer, you are selling to people.

Consequently, one critical element to any digital marketing strategy is mapping out your customer's journey with your business.

One of the best representation of this journey is DigitalMarketer's Customer Value Journey (CVJ). DigitalMarketer describes the CVJ as an 8-step path that people travel as they discover your brand, build a relationship with you, and become buyers and raving fans.

DigitalMarketer's Customer Value Journey

The 8 steps in the Customer Value Journey are:

  • Aware: A person (potential prospect) becomes aware that you and your business exist.
  • Engage: You start conversing with your prospects. You engage with them through some form of content that provides entertainment, information, or both - blog, online community, email, customer support, etc.
  • Subscribe: The person gives you their contact information and, in doing so, grants you permission to contact them again in the future.
  • Convert: They become a customer... with an entry point offer, typically something that's less than $50.
  • Excite: Make sure the transaction is a good one, that the excitement of the purchase develops into good will and trust. make sure your customers have a good experience. Consider offering a quick-start guide… bonus features that surprise and delight… quick wins… any content that makes your new customers happy.
  • Ascend: Your customer will be ready to buy more, and more often. If your business has a core offer, this is the place to make that offer. Then once your customer purchases that core offer, it's time to present them with other relevant offers. Offers may be simple up-sells made after that initial purchase… bigger, better solutions… or “done for you” add-ons.
  • Advocate: Ask people to share their positive experience with your brand by writing a review or sharing a social media post. An advocate is someone who speaks positively about your brand.
  • Promote: 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. The point is, it’s a win-win for both of you.

Implementing your digital marketing strategy moves your prospect seamlessly through the CVJ.

Any sort of marketing that you do for your business needs to tied to goals... to results and to whatever investment you are putting forth.

So let's start by setting some goals.

 Mark lesson complete
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