Are you looking for a different way to repurpose your online marketing strategy? Do you want to ensure that your brand is using marketing methods that convert?
If so, then you have to learn all about the customer value journey, and the role it plays in your online marketing foundation.
Doing so will help you understand the path that every customer takes with your brand, and how you can take them from the awareness stage to the promotion stage as efficiently as possible!
See below for the many different elements that each customer value journey contains, and why it’s so crucial to the overall digital marketing puzzle.
Even the world’s biggest brands start their customer value journey with the awareness stage. At some point or another, every prospect has an initial introduction to your brand.
To kickstart the awareness stage, as the title would imply, you need to expose your target buyer to your brand.
This can be done in several ways with your online marketing foundation. You can use digital advertisements, search engine optimization, or social media marketing, for starters.
We recommend looking into Facebook Ads first and foremost. Not only is it one of the largest social media platforms, but it has the highest amount of active users.
Your target buyer has come across your brand in some form or fashion, now it’s time for you to take your relationship to the next level.
The engagement stage is all about getting your target buyer involved in your brand. It’s where you start to build your relationship, almost like a first date.
For example, your keyword strategy might direct a visitor to your site via a blog post, but the content on that post is what will get your customer engaged.
Fair or not, that content will either convince them to engage with your brand further or hit the back button, never to return.
A strong content writing strategy can help you create interactive content on your site, social media, and email campaigns that convert.
So you’ve convinced your target visitor to read/watch one piece of content, big whoop! If they don’t give you some form of contact information, it’s unlikely you’ll ever hear from them again.
Your online marketing foundation has to have a way to capture contact info for your site users. This could be things like:
- Having a contact form for clients to fill out
- Requesting an email address in exchange for a free PDF
- Offering a sign-up for a free demo
You get the idea. This stage incentivizes the client to take action, something that they haven’t had to do up until this point.
If you’ve been fortunate enough to capture a client’s contact information, then the next stage is to convince them to commit to your brand via a purchase of your service/product.
Don’t get it twisted, this stage isn’t about getting a customer to buy the entire barn; it’s about getting them to purchase one item, any item, to move them along in the process.
Statistics show that customers are 27-percent more likely to buy another product after their initial purchase. They’re also 54-percent more likely to do so after a second purchase.
For that reason, it might be beneficial to take an initial loss to increase the odds of getting repeat business.
For example, an author may offer their book for free to clients who pay for shipping, thus increasing the chance those clients will purchase things like online classes or attend coaching engagements in the future!
It’s one thing to get a customer to make a purchase, it’s entirely different to get them excited about that purchase.
You have one job in the excitement stage: deliver as much value on their purchase as possible.
This can be done by offering how-to videos for using your product, throwing in free add-ons, or circling back for feedback on your product.
You’ve spent countless time, energy, and money into getting customers to make an initial purchase and get the most from that product/service as possible.
Now’s the time to reap the rewards of your hard work. In this stage, your customers are ready to commit to your business long-term by purchasing a core product.
You can inform your target clients of that core product, once they reach the ascend stage, through outlets like:
- Email marketing
- Content writing
- How-to videos
Your customers have purchased your core product and are excited about the results. Now they want to shout it from the mountaintops!
The advocating stage is all about getting your customers to sing your praises through referrals, advocacy, and promotions.
You can propel the advocating stage with email marketing, requesting online reviews of your products, or gaining a video review of your product/service.
You have customers that love what you do. They’ve given glowing reviews of your products. That brings us to the last stage of the customer value journey: promotion.
In this stage, you’ll be able to generate a new channel of profits through paid or unpaid promotions.
One of the most common examples of this is affiliate marketing, where a brand will pay you a commission for pushing their products/services to your growing audience.
Unlock the Customer Value Journey for Your Online Marketing Strategy
Now that you have seen an in-depth guide on the essential elements of the customer value journey, be sure to use it wisely.
Be sure to read this article for more information on how to generate more repeat buyers with your online marketing strategy.
To get started, please be sure to reach out to us via phone at 951-291-1774, and we will be happy to assist you further.
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Charles Musselwhite is an author, speaker and co-owner of Musselwhite Marketing (est 2009) along with his wife Linda Musselwhite. Together they are “CaLM” (Charles and Linda M). Charles is an Ontraport Certified Expert and a previous DigitalMarketer Certified Partner holding several DM certifications.