If you are looking for a digital marketing strategy that makes your prospects fall in love with you and become your repeat customers and advocates who in turn bring in new customers then you have come to the right place. This article will cover the first and the most important path of moving towards that journey. We will tell you about what the different stages a prospect goes through in the process of becoming from a total stranger to your brand to become your most valued customer and a reliable advocate for your brand.
This process is known as the Customer Value Journey. While there is much research done on this topic and different maps are designed according to different observations, but we will tell you the most widely accepted one.
The Customer Value journey is the most exhaustive step by step process starting from attracting your customers, converting them, making them repeat customers and turning them into your brand advocates.
As you can see in the image above Customer Value Journey is an 8 step process through which your customer travel as they discover your brand, decides to try your products or services, builds a close relationship with it and eventually becomes raving fan of your brand.
But the thing about customers is that they are not able to finish this journey every time. Some of them get lost along the way, some become disinterested and finally stall, and some of them forget that they even started a journey with your brand. That is why businesses need to devise a strategy that walks them through all the eight steps of the journey, reengages them when they get stalled. Let’s have look at each step and see how you may do this:
1. Make Them Aware:
Nothing can happen unless your target audience knows about you. This is where the basics of digital marketing is applied. Use any method like advertising, blogs, content, social media, events and word of mouth so that your product at least gets in your target prospects consideration set whenever a need arises in their mind. To make your prospects enter the top of the funnel, make content that get their attention, entertains of informs them.
2. Get them to engage:
Engagement is defined as emotional involvement or commitment. It’s like someone building and deepening a relationship with them. This stage begins immediately after your first step. You need to continuously keep your prospects engaged by establishing a dialogue with them through various channels like blogs, online community, email, customer support, etc.
3. Make them a subscriber:
When someone has a positive experience with your brand, then trust starts to build. Post that it’s time to ask for a small commitment from them- subscribing your email list.
The problem is that nowadays people are careful about giving put their email address. They have to be offered something in return, be it a free webinar or the first few chapters of your book or a demo version of your software.
If you offer something they want, they will be willing to fill that form and get it.
4. Convert them into a customer:
It has been observed that if your initial offers which doesn’t demand much commitment and are nearly free offers much value to the customer, then they are willing to deepen their commitment. These offers are termed as entry point offers.
You have to remember that entry point offers doesn’t have to generate profit for you. Here the main purpose is to get your new subscribers to just try the service and get introduced to your brands value. You can focus on the profits later in the journey.
In this stage you only need to ask for a small commitment, say 110 Rs-200 Rs. Just aim to cover your costs while acquiring this customer.
5. Excite them about your brand:
As we know that buying creates a feeling of warmth and contentment. The dopamine rush from a new purchase gets people excited, which is why this post purchase stage is about building excitement in your customers. This can be through coupon offering discount in the next purchase or some bonus features in the product that give them that extra kick of happiness.
6. Turn them into a repeat buyer:
A brands goal at this stage is to make your customer a repeat buyer and reap more profits. While the offers that you gave in the entry point was from the motive of conversions, but the ascension stage should be geared for profits. Here the offers that you give should be different from the conversion offers.
Ascension offers could be in the form of a simple upsell or a more customized product designed while keeping in mind this particular customer’s needs and behaviour in mind.
7. Request them to share their experience with others:
If customers likes your products and have a positive regard for you brand then he will not shy away from sharing their view on social media or on a personal one to one basis. But the catch is that must be encourages to do so. As a brand you can do this by politely asking them to share their views in the form of a positive review or a social media post.
8. Make them your advocate:
Till now your customers were only involved in passive promotion of your brand. But if they reach at this stage of the journey, they will actively promote your brand by sharing the good experience they had with your brand and also sharing various offer that your brand comes up with in their personal social media accounts. This helps your brand grow organically, increase its equity, foster strong and trustworthy relations.
Active promotion done by your customers can be in the form of affiliate promotion of referral programs. Or it can be just a free offer which they share sending new customers on your way.
Digital marketing is about quickening the journey of a prospect through these stages by planning and strategizing about what tactics you as a brand are going to employ to make people who once were strangers to your brand become your strongest advocates. Focus on building a plan that addresses every stage of the journey.