Customer Valuation Journey

Digital marketing strategy:

THE CUSTOMER VALUE JOURNEY

During this process we take the Doctor-Patient approach. We find out what your NEED is! What the company or brand specifically has to accomplish.  Our journy starts with a 73- Point Check list and create a whole marketing strategy from it.

Thus: Customer acquisition strategy first, marketing execution second

Companies ask us these questions everyday: can you help us with SEO? Can you manage our social media pages? Can you build us a website? Sure, we can do all of those things, but before you waste precious marketing dollars on a standalone digital strategy that doesn’t align with your sales objectives, you need to first map out how you will drive website traffic, convert leads, acquire customers, and maximize profits. This requires an integrated approach to digital marketing that utilizes multiple online strategies at specific stages of your customer’s journey. The key factor to consider is, how, through which digital strategy, can you add undeniable value to your customer at each stage of the journey? To create a successful, integrated digital marketing campaign, you need to first map your Customer Value Journey.

If you have a customer, you already have a Customer Value Journey

Mapping your Customer Value Journey requires you to strategize how you will add value to your customer at 8 specific stages of your customer’s journey, as outlined in the graphic below.

The 8 Stages of the Customer Value Journey

Let’s pretend, that the relationship you have with your customer is similar to an intimate, romantic relationship between two people. We use this analogy because the Customer Value Journey is an established marketing methodology inspired by the 12 stages of Human Intimacy, which are outlined in Desmond Morris’s influential book, Intimate Behaviour: A Zoologist’s Classic Study of Human Intimacy. The book outlines how humans transition through 12 stages when developing intimate relationships. Similarly, to develop deeper relationships with your customer, your marketing and sales strategy needs to focus on how to intentionally provide value at each stage of the customer relationship in order to build likability and trust, and ultimately advance buyers through each stage of the customer journey.

STAGE 1: AWARE 

Stage of your campaign. – Hi, my name is Daphne…

At the aware stage of your campaign, this is the first time potential customers discovers that you have a solution that speaks to their need. They might have  heard about you through a referral, they may see you at an expo, or, in the case of digital marketing, they may see your advertisement on Google or Facebook.

Which strategies to deploy.

  1. Social media marketing and everything it encompasses, such as social media advertising, contests and other social strategies.
  2.  Search engine optimization (SEO)
  3. Pay-per-click advertising
  4. Google AdWords
  5. Affiliate website, newsletter and social page features
  6. Blogging

STAGE 2: ENGAGE – DO YOU WANT TO GO FOR COFFEE?

Stage of your campaign.

At the awareness stage, your objective was to reach as many target buyers as possible to let them know you have a solution to their need — you have what they want or desire. Once they see your advertisement on Facebook or Google and you’ve captured their attention, your next objective is to drive engagement and website traffic through value. Lead your customers to your content that further demonstrates your expertise and credibility. Show them videos, infographics, case studies and other content on your website that heightens your likability and authority.  At the engage stage, you are priming customers to buy. Do they like you? Do they trust you? Do they believe your product or service can transform them toa new aspirational state?

Which strategies to deploy.

Website redesign. Your website is your online sales centre. You need to engage visitors with content that speaks to their aspirational states, including,

  1. Blogs
  2. Infographics
  3. Videos and photography
  4. Landing pages (sales, service and product pages)
  5. Interactive/innovative content, and so forth

STAGE 3: SUBSCRIBE – Can I text you again?

Your campaign stage.

The subscribe stage of your campaign is about capturing contact information from website visitors who are ready for that level of committal. They saw what they liked, and they are willing to provide contact information in exchange for something of value, which we call a lead magnet. They may, for example, provide their contact details in exchange for your service and pricing guide. They are willing to explore the relationship with you further, which is why they download your lead magnet and provide their contact information.

Which strategies to deploy.

  1. Integrate lead magnet strategies that offer visitors value in exchange for their contact details:
  • For example, a price guide, catalog, offer, ebook, checklist, event, webinar or any other lead magnet that provides undeniable value.
  1. Integrate other marketing funnel entry points throughout your site:
  • CTAs, forms, chat bots , email list signups, and blog subscriptions

STAGE 4: CONVERT – Can we go for dinner?

Your campaign stage.

At the subscribe stage, your website visitor converted to a lead by providing contact information in exchange for a lead magnet. At the convert stage, your lead becomes a qualified prospect or first-time customer the moment any amount of time or money is spent on you. A conversion takes place the moment a lead switches from someone who is researching you and getting to know you, to someone who is invested you. This is the most important stage of your Customer Value Journey if your aim is to convert as many leads and customers as possible.

In a B2B marketing scenario, most often the convert metric is some type of sales meeting, demo, consultation, facility tour or lunch and learn. Thinking about the relationship analogy, it’s the first time a lead accepts an invite from your company to go on a date.

On the other side of the spectrum, in B2C industries, often a conversion metric is a small purchase (for example a coupon or tripwire offer. If you are marketing an ecommerce website, SAAS or subscription service, it’s absolutely essential that you integrate a strategic conversion offer before you invest in advertising dollars, in order to offset your advertising spend. For a deeper dive into conversion offer strategy, watch this presentation.

Of course, there are exceptions to every business, and no two campaigns are alike. Read more about the difference between B2B lead generation and B2C customer acquisition here.

Which strategies to deploy.

At the convert stage, your prospect commits time or money to you. A financial transaction could include,

  • Tripwire offer. For example,
    • Low cost single item with high perceived value. Often a splinter of your core offer.
    • Free trial
    • Free product, you just pay shipping
  • Coupon offer
  • Premium offer (free gift with purchase)

A time commitment could include,

  • Webinar
  • Lunch and Learn
  • Demo
  • Site Tour
  • Sales meeting
  • And so forth…

STAGE 5: EXCITE – More dates

Your campaign stage.

The convert stage of your campaign isn’t when a customer purchases your core offer. At the convert stage, your lead makes a small financial transaction or commits some time to you, which won’t necessarily be profitable. It’s at the ascend stage (the next stage after excite) where you start selling your core offer and making a profit. Therefore, the excite stage is the bridge between the initial conversion and the commitment to your core offer.

Ultimately, the fate of your customer may depend on whether or not they received value at the convert stage. If they did, and they are excited, perhaps they will voluntarily advance to the ascend stage. If they don’t advance voluntarily, our focus at the excite stage is to heighten your customer’s interest in you. How else can you add additional value that will advance the customer to your core offer?

Which strategies to deploy.

Offer your customer “white glove” treatment by nurturing the relationship with undeniable value.

  • Send a small gift or sample in the mail
  • Create a custom video for your lead offering additional insight
  • Initiate an email workflow featuring high-value, problem-solving content

STAGE 6: ASCEND – Do you want to get engaged?

Your campaign stage.

The ascend stage of your campaign is an ascension path that we call an ascension ladder. At the bottom of the ascension ladder is the first time your customer purchases a core offer from you where the purchase is profitable for you. The higher you go up the ladder, the higher the value for the customer, and the higher the margins for you. After your customer purchases your core offer for the first time, what purchases can you repeat, upsell or cross promote to increase the lifetime value of your customer? At the top of the ladder is your dream customer. What services, products, and upsells would your dream customer purchase from you?

Remember, the reason the customer value journey is so vital is that marketing’s biggest expense is getting new leads. It takes a lot of effort and ad spend to continually focus on getting new leads and customers. For this reason, it’s essential to add undeniable value to every lead you come in contact with, at every interaction, from the time they first find you, until they become a lifelong customer.

If your customer makes it to the ascend stage, this is your opportunity to get the most return per customer, instead of focusing on only getting new customers. The ascend stage is a profit maximizer. It’s about increasing lifetime spend from each customer you generate (which was expensive to do!).

Which strategies to deploy.

  • Lead nurturing through marketing/email automation
  • Sales strategies to re-engage customers with new services, products and offers

STAGE 7: ADVOCATE – Do you want to get married?

Your campaign stage.

At the advocate stage of your campaign, your customer will readily vouch for your product or service. This customer is your biggest believer. It’s essential to know who your best customers and clients are and actively pursue them for a testimonial or case study. In marketing, “social proof” occurs when new potential customers see other happy customers, brands, companies and affiliates vouching for you. Actively collect testimonials from your loyal customers to publish on your website and social pages. And most certainly ask for a Google review.

Beyond only social proof, case studies can educate new customers on how you will transform them through your products or services. Case studies are a transparent way to demonstrate your knowledge and authority while building trust. As an added bonus, when you feature your customers in your content, those relationships will strengthen.

Which strategies to deploy.

  • Case Studies
  • Testimonials
  • Review Sites
  • Social Media
  • Blogging

STAGE 8: PROMOTE – Start a family

Your campaign stage.

This is when your raving customers actively send you new referrals. As a marketer, it’s our job to intentionally provide a structure and path to encourage our best customers to refer us new business. One popular example is the friends and family incentive program by food delivery companies like Uber Eats and Skip the Dishes. Using their services, you are provided a loyalty code, and every time someone new to the service uses your code, they receive purchase credit, and you do as well. So the more new customers you recruit to their service, you are rewarded.

This is a brilliant example of how you can incentivize and reward your best customers who promote you and send you referrals.

Which digital strategies to deploy.

  • “Friends & family” and other incentive programs

CRUCIAL TO NOTE

Crucial to note.

Customers in some case may be able to skip one to three stages of the journey if they are ready to buy, but in most cases, leads won’t skip steps, so don’t try to either.

Don’t expect, for example, to sell your highest-priced core offer through a Facebook post. New contacts may not know you or trust you yet, so don’t propose marriage when you’re only at the engage stage of the relationship. You will creep people out and they won’t buy from you. You need to first show them you understand their pain and passion points, and build trust, before you ever pitch a sale. Be intentional and sequential with every stage of the journey, adding undeniable value at every interaction.

SCHEDULE YOUR

STRATEGY SESSION

 

 

The Customer Value Journey drives the strategy for every digital marketing campaign we launch here at Catch the Beat. Before we do any online marketing for a company, we need to first identify your sales stages and understand how you get and retain customers. Once we understand your sales process, we need to plan how we will provide your customer with immense value at every interaction they have with your company — from when they first find and research you, all the way until they first buy from you, and later when they become your lifelong customer and advocate.

Mapping your customer acquisition strategy is a productive first step if you want to achieve long term digital marketing success. The Accelerated Growth Strategy Session is focused on mapping out an online campaign that markets one of your core offerings to one target buyer persona.

The fee for the 3-hour strategy session is R2500, and your team will meet with one of our strategists (either in person or through video conferencing) to physically map out how to advance your target customer through the eight stages of the customer journey:

Aware -> Engage -> Subscribe -> Convert -> Excite -> Ascend -> Advocate -> Promote