{"id":120640,"date":"2019-03-06T21:08:14","date_gmt":"2019-03-07T03:08:14","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/uncategorized\/customer-value-journey\/"},"modified":"2023-02-23T11:47:05","modified_gmt":"2023-02-23T17:47:05","slug":"customer-value-journey","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/customer-value-journey\/","title":{"rendered":"The Customer Value Journey Explained in 800 Words or Less"},"content":{"rendered":"\n
\"The<\/figure>\n\n\n

<\/p>\n

Need more sales? Clicks? Engagement? If you want to improve your digital marketing<\/a>, you need to understand the Customer Value Journey (CVJ).<\/p>\n

Digital marketing is about helping customers move along this journey faster.<\/em><\/p><\/blockquote><\/div>\n

The Customer Value Journey<\/em> is about turning strangers into super-fans. While other templates have been created, none are in-depth as the map we\u2019re going to lay out for you.<\/p>\n

The CVJ stands out among the crowd because it gives you a step-by-step process<\/a> for attracting, converting, and keeping your best customers.<\/p>\n

And because we want to give you a jumpstart on implementing this digital advertising strategy<\/a> into your own business, we\u2019ve made this explanation short and sweet (without cutting the important bits).<\/p>\n

Keep reading for a quick overview and how to build the ideal Customer Journey for your brand.<\/p>\n

The Customer Journey Defined<\/h2>\n

The Customer Value Journey is an 8-step path that people travel as they discover your brand, build a relationship with you, and become buyers and raving fans.<\/p>\n

If you were to map it out, it would look like this:<\/p>\n

\"Customer<\/p>\n

But here\u2019s the thing\u2026<\/p>\n

No one finishes this Journey alone. Left to themselves, customers will get lost along the way, stall out, or forget they ever started on a path with your brand.<\/p>\n

That\u2019s why you need to create a strategy<\/a> that walks people through all 8 steps, giving them a boost when they get stuck and encouraging them every step of the way.<\/p>\n

Let\u2019s look at each step of the Customer Journey to see how you might do that.<\/p>\n

Step 1: Make Them Aware<\/h2>\n

You need to be on your prospects\u2019 radar.<\/em><\/p><\/blockquote><\/div>\n

The first step is obvious. You need to be on your prospects\u2019 radar.<\/p>\n

That can happen through advertising<\/a>, blog posts<\/a>, events<\/a>, word-of-mouth, social media<\/a>, or any other channel that puts your products, offers, and solutions in front of your ideal prospects.<\/p>\n

For this, create top-of-funnel content that gets people attention, and then entertains or informs them.<\/p>\n

(NOTE:<\/strong> Learn more about top-of-funnel content and how to create it here<\/a>)<\/p>\n

Step 2: Get Them to Engage<\/h2>\n

Merriam-Webster defines engagement<\/em> as emotional involvement or commitment. It\u2019s about being in gear with someone, building or deepening a relationship with them.<\/p>\n

As a digital marketer, this stage begins immediately after your first touch (or interaction) with a prospect and continues through their entire experience with your brand. It\u2019s an ongoing conversation you have with them in multiple channels: blog, online community<\/a>, email, customer support, etc.<\/p>\n

Step 3: Ask Them to Subscribe<\/h2>\n

When someone likes their experience with your brand, trust begins to build. Once that happens, it\u2019s time to ask for a small commitment\u2014subscribing and giving you permission to email them.<\/p>\n

You offer something they want, they fill out a form to get it. It\u2019s that simple.<\/em><\/p><\/blockquote><\/div>\n

There\u2019s just one problem. Today, people are careful about giving out their email address. You have to offer something valuable that makes it worth their while. Think webinars, free samples of a product or chapters of a book, demos, reports, and guides.<\/p>\n

You offer something they want, they fill out a form to get it. It\u2019s that simple.<\/p>\n

Step 4: Make Them a Customer<\/h2>\n

If your free offers have enough value (answering questions and solving problems), your prospects are often eager to deepen their commitment. They just need to know how.<\/p>\n

The best way to do that is through an entry-point offer\u2014a high-value, low-risk offer that lets them sample your wares without putting too much skin in the game.<\/p>\n

To be clear, an entry-point offer is not<\/em> designed to make you a profit. Its only purpose is to create a smooth transition from subscriber<\/em> or follower<\/em> to paid customer<\/em>. You can focus on profits later in the Journey.<\/p>\n

Now, you only need to ask for small commitment: say, $8\u2013$20. Aim to cover your costs in acquiring the customer.<\/p>\n

Step 5: Get Them Excited About Your Brand<\/h2>\n

Buying generates warm fuzzies. It\u2019s a scientific fact.<\/em><\/p><\/blockquote><\/div>\n

Buying generates warm fuzzies. It\u2019s a scientific fact. The dopamine from a new purchase gets people excited\u2014which is why the fifth stage of the Customer Journey is to build on that excitement.<\/p>\n

How do you do that? By giving your new customer a memorable experience.<\/p>\n

Consider offering a quick-start guide\u2026 bonus features that surprise and delight\u2026 quick wins\u2026 any content<\/a> that makes your new customers happy.<\/p>\n

Step 6: Make Them a Multi-Buyer<\/h2>\n

At this stage, your goal is to generate repeat buys and real profits. While your entry-point offer was designed for conversions, your ascension offers should be geared for profits\u2014because if you\u2019re serving your customers well, they\u2019ll want to buy again and again.<\/p>\n

Ascension offers may be simple upsells made after that initial purchase\u2026 bigger, better solutions\u2026 or \u201cdone for you\u201d add-ons.<\/p>\n

Step 7: Ask Them to Spread the Love<\/h2>\n

Happy customers love to share their experience…<\/em><\/p><\/blockquote><\/div>\n

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.<\/p>\n

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.<\/p>\n

Step 8: Make Them a Promoter<\/h2>\n

Up until now, any \u201cpromotion\u201d your customers have done has been passive. But in the promotion stage, 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.<\/p>\n

Active promotion may be an affiliate or commission relationship\u2014or just a free offer for sending some new customers your way. The point is, it\u2019s a win-win for both of you.<\/p>\n

How to Help People on Their Journey<\/h2>\n

Digital marketing<\/a> is about helping customers move along this journey faster. That\u2019s why you can\u2019t use just one tactic or an ongoing series of unfocused marketing campaigns.<\/p>\n

You need a plan that addresses every stage of the Journey. And you need to think in terms of optimizing that journey<\/a>.<\/p>\n

To get started, take another look at your Customer Journey. Find the gaps. And start putting together a strategy<\/a> that gets people excited about being your customer.<\/p>\n

<\/p>\n\n\n\n \n<\/a>\n","protected":false},"excerpt":{"rendered":"

If you want to improve your digital marketing, you need to understand the Customer Value Journey. And because we want to give you a jumpstart, we\u2019ve made this explanation short and sweet (without cutting the important bits).<\/p>\n","protected":false},"author":21,"featured_media":74809,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[34,75,89],"tags":[321,55,113],"class_list":["post-120640","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-funnels","category-marketing-management","tag-cvj","tag-digital-marketing","tag-marketing-strategy"],"acf":[],"yoast_head":"\nThe Customer Value Journey Explained in 800 Words or Less | DigitalMarketer<\/title>\n<meta name=\"description\" content=\"If you want to improve your digital marketing, you need to understand the Customer Value Journey. 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