The Customer Value Journey Part 2


January 19, 2018 By

Cheryl Dykstra

In our last article, The Customer Value Journey Part 1, we went through the basic of the first four stages in The Customer Value Journey, the eight-stage process coined by DigitalMarketer, which every new prospect goes through in order to become a customer, and eventually, a raving fan.

If you didn’t get a chance to read that article, definitely go back and read up on the stages that kick off this process – Aware, Engage, Subscribe, and Convert.

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

5. Excite Stage

6. Ascend Stage

7. Advocate Stage

8. Promote Stage


5. Excite Stage

If you remember where we left off in the Customer Value Journey before, you’ll know that during the Convert stage, the customer has made their initial low dollar purchase.

During the Excite stage, you want to ensure that the transaction is a good one. If they don’t feel like they received great value from the transaction, they are probably not going to want to purchase more from you and will likely stop interacting with you.

This stage is something you must go back to again and again. Each time a customer does what you ask of them (attend a webinar, fill out a form, buy this product) there should be a marketing follow up that maximizes the perceived value.

Here are some examples of ways businesses make sure their customers get extra value. The more you wow them the more the excitement:

  • Keurig (coffee maker) includes a few free coffee servings and Quick Start Guide so their customers can have an amazing cup of coffee within minutes of opening the box

  • A life coach sends three of their best, most informative blog posts for their newest client to review before their first session

  • Old Navy gives their customer a coupon for $10 off their next purchase after spending a certain amount

To ensure your customers are getting the most value from their purchases, here are the digital marketing tactics that could come in handy:

  • Email Marketing
  • Content Marketing
     

6. Ascend Stage

At this point, you’ve spent time and money gaining new leads and converting them into a low dollar sale. It’s possible you haven’t even made money on these prospects as yet. That is okay.

As DigitalMarketer says, “Buying customers on the front end is just shrewd business, but only if you are able to monetize those customers on the back end.”

The Ascend Stage is where you turn a one-time buyer to a multi-buyer. You want to move your new customer to buy your next offering which is most likely your core offer. Now is the time to make that offer.

Here are some examples of ascension: 

  • Canon offers a new digital camera for $1,895 and adds a lens kit, camera bag and tripod bundle for an additional price of $699

  • A woman with a brand-new Mercedes buys an unlimited car wash package for $40 per month instead of paying for each car wash individually
     

In order to ascend more customers, here are the digital marketing tactics you should use:

  • Email Marketing
  • Digital Advertising
  • Content Marketing

7. Advocate Stage

Now you should have some happy customers who are making several profitable purchases from you. It’s time to take it to the next stage and create marketing that encourages advocates for your business.

An advocate is someone who speaks positively of your business. They may not necessarily promote your business as yet, but when prompted they’ll respond favorably.

The final two stages of the Customer Value Journey (Advocate and Promote) are often thought to be outside the control of the business, but that’s not true. There are marketing opportunities you can create that generate more advocates and promoters.

Here are some examples on how to get more advocates:

  • Upon request, one of your best customers writes a glowing review of the service you provide

  • A woman enters a contest to win a new lipstick from a beauty company she loves by shooting a video review of one of their other products


Getting advocates helps generate awareness, trust and credibility with a wider audience, which helps you get more customers and continue to grow.

To get more advocates for your business, try employing these digital marketing tactics:

  • Social Media Marketing
  • Email Marketing
  • Search Marketing

8. Promote Stage

Promoters are different from advocates in that they actively spread the word about your business, products or services.

Sometimes it’s as simple as they had an amazing experience with you and want to share it with their friends and family. Other times it’s because you have created an incentive for them to do so.

Either way it’s initiated, the new audience is hearing about you from a trusted source (such as a friend or family member). They are generally much more likely to become customers themselves.

Here are some examples of ways that intentionally create promoters:

  • A beauty guru earns 20% commission from a certain makeup brand on every purchase by one of their viewers when they use her affiliate link

  • A woman attends a conference for free because she got 5 of her coworkers to sign up as well

  • The new, hit app, HQ Trivia gives you one free life for every friend who uses your referral code when signing up

  • Shipt (a grocery deliver service) offers 'Give $10, Get $10'. If a friend places an order, they get $10 off and you get $10 off your next order for the referral. Offers where everyone wins are good… your customer wins, their friend wins and you win (a new customer).

By offering incentives, you are able to manufacture promoters for your business and spread your reach to their friends and family.

To get more promoters in your company, the marketing efforts you need to work on include: 

  • Email Marketing
  • Social Media Marketing
     

You don’t have to stop at one method to inspire people to promote. Always be on the look-out for other exceptional offers that will delight your customers. 

Final 4 Stages of the Customer Value Journey

That wraps up the Customer Value Journey!

We hope this brief overview of each stage has helped further your understanding of the overall process it takes to turn a stranger into a raving fan for your business.

If you’re new to marketing or haven’t had much success with it in the past, all of the stages we talked about in this two-part series are essential for you to analyze and nail down before you can really start to grow your business significantly.

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.

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