The Customer Value Journey Part 1


January 16, 2018 By

Cheryl Dykstra


The Customer Value Journey is an eight-stage process, coined by DigitalMarketer, which every new prospect goes through in order to become a customer, and eventually, a raving fan. This process is the foundation on which businesses build their marketing and business strategy in order to create a roadmap that moves prospects predictably from stranger to customer and beyond.

In this article, we’ll touch on the first four stages in the Customer Value Journey:

1. Aware Stage

2. Engage Stage

3. Subscribe Stage

4. Convert Stage

1. Aware Stage

The first stage in the Customer Value Journey is to make people aware you exist.

No one can buy from you if they’ve never heard of you. At some point, your potential customers have to learn who you are and what you offer.

Here are some examples of ways that people could become aware of your business:

  • A mother sees a Facebook ad for a new children’s diaper brand on Facebook

  • An office accountant searches Google for a new payroll system

  • A college student watches a YouTube video of a influencer raving about a new brand of makeup

  • A new resident in a city receives a postcard about a heating and AC repair company in her area

To improve the awareness of your business, here are the digital marketing activities you could invest time and/or money in:

  • Digital Advertising
  • Search Marketing
  • Content Marketing
  • Social Media Marketing
  • Community Management
  • Copywriting

2. Engage Stage

Now that your prospect is aware of you, it’s time to start developing your relationship with them.

The way you do this is by engaging them through some form of content. This content should provide entertainment, information, or both. Engagement is something that continues throughout the Customer Value Journey, but is especially important when introducing your business and building trust.

Here are some examples of marketing that generates engagement:

  • A newly engaged woman takes a quiz on what type of wedding style she has

  • A man aged 60+ receives an email newsletter from his financial advisor detailing ways to start preparing for retirement

  • The owner of a business that sells unique, custom car parts becomes active in a Facebook community for car enthusiasts
     

To improve the engagement with your company, here are the digital marketing activities you should use:

  • Content Marketing
  • Social Media Marketing
  • Email Marketing
  • Community Management

3. Subscribe Stage

By this stage, your prospect knows who you are and has engaged with you in some way. However, if you don’t collect their contact information, odds are that you might not ever hear from them again.

Why?

People today are inundated with marketing and content from many different companies. Just because they read one blog from you doesn’t mean they’re hooked. That’s why stage three in this process is to get them to subscribe to you.

Often, in order to get them to subscribe (or give you their information), you offer an “ethical bribe” such as free content, products or services in return for them opting into your email list.

Here are some examples of ways you could get people to opt in to your list:

  • A young professional downloads an ebook from a local realtor about best practices for buying a first home

  • An entrepreneur signs up for a webinar hosted by a funding group to learn how to raise more capital

  • An HR manager fills out a form to sign up for a demo of a new system to help manage the hiring of new employees

To get more subscriptions for your company, here are the digital marketing tactics you should employ to boost subscribers:

  • Content Marketing
  • Email Marketing
  • Digital Advertising
  • Community Management
  • Conversion Rate Optimization
  • Copywriting

4. Convert Stage

As you gain more subscribers, and are continuing to engage them, chances are that some will be ready to take the next step with you, which could mean investing time or money.

The key to this stage is offering what is known as “entry-point” offers. These are designed to give the new prospect incredible value without pushing them to put too much "skin in the game."

During this stage, try not to necessarily concern yourself with profitability too much. The truth is that during this stage, you might even lose money on prospects that you acquire as buyers. The Convert stage of the Customer Value Journey is about just that, ramping up the commitment and converting them from prospect to customer.

Here are some examples that real businesses use as entry-points: 

  • Sprint offers to buy you out of your Verizon contract

  • VistaPrint sells you 500 business cards for only $9

  • GoDaddy offers domain names for $2.95

None of these up front offers make much money, if any, for the companies offering them, but it’s a chance to further the relationship and move the customer further along the Customer Value Journey.

To improve your company’s conversions, here are the digital marketing tactics that prove to be effective: 

  • Digital Advertising
  • Content Marketing
  • Email Marketing
  • Search Marketing

First 4 Stages of the Customer Value Journey

That’s it for the first four steps in the process. Of course it doesn’t end there. There are still four more stages to go to maximize the Customer Value Journey and lay out the foundation for your business’ marketing process.

Next time, we will discuss how to turn these low-dollar offers into true revenue-generating customers, and eventually raving fans.

If you’re new to marketing or haven’t had much success with it in the past, these stages are essential for you to analyze and nail down before you can really start to gain new leads and customers. If you’d like to discuss these stages more and how they relate to your business, call Sales & Marketing Technologies at 407-682-2222 for a free, no-obligation strategy session with one of our skilled digital marketers.

Did you like this post?

Sign up for our Tips and Trends list and we'll let you know each week when we have a new one.

Categories

Web Design (15)
Web Development (20)
Misc. Website (18)
Search Engine Optimization (76)
Social Media Marketing (80)
Local Search Marketing (14)
Content Marketing (15)
PPC Advertising (14)
Digital Marketing (79)
Marketing Automation (10)
Sales Automation (8)
Company News (10)
Other (11)

Archives

Feeds




Get in touch
with us
Submit
... or call us at 407.682.2222
Sales & Marketing Technologies
© Copyright 2018 Sales & Marketing Technologies, Ltd. All rights reserved.