How do you know if you need to map out your Customer Value Journey? Here’s three warning signs:
- If you’re creating a ton of content, but you’re not seeing sales.
- If you’re constantly promoting yourself, but you’re not seeing sales.
- If you’re solely relying on referrals, but you’re not seeing sales.
What are the 8 Steps for creating a Customer Value Journey?
- Awareness — “Oh, hey! I exist!” Awareness can happen on social media, through organic search traffic, or even through conversations between friends.
- Engagement — Sharing is caring, y’all! Give value through content and community. This can be in the form of editorial calendars & blog posts, but it could also be attending events or small meetups in your community, having lunch with a group of local entrepreneurs or hosting a free webinar.
- Subscribe — If you don’t like the word “subscribe”, use “Invite” instead. Get their contact information, and don’t make it weird. This step can totally happen in person, and does not always have to mean “build your email list”. If you’re talking to someone who you feel would benefit from your offers, ask them to jump on a call. If you’re building an email list, please have a New Subscriber Nurture Campaign locked and loaded. If you’re connecting in person, please show up on time and send a follow up email after your conversation.
- Convert — This is where a sale happens! The goal of this step is *not* profit. The goal is to create a new customer with more opportunities to exchange time/money for value and support from you.
- Excite — Deliver your offering, and ramp up the value. Top it off with a fantastic, memorable experience.
- Ascend — Walk them through the process of maximizing results & value through your additional offers. This could be selling a 2 hour intensive and up-selling a VIP Day. Then up-selling a mastermind or group program to help them continue to find value from your support.
- Advocate — Create opportunities for people to say good things about you. Ask for testimonials. Have a contest to generate reviews. Gift a 30 minute laser coaching session in exchange for a video testimonial.
- Promote — Create an environment or experience to encourage successful clients to proactively spread the word about your business. Set up an affiliate partnership program. Build incentives and commissions for rewarding promoters for bringing you new customers.
Every single business needs a Customer Value Journey.
Don’t overcomplicate the process of creating a roadmap for people to follow to become your customer or client! These steps can also be used in businesses that operate on a more “personal engagement” level, like service based businesses or coaching businesses.
Most importantly, don’t skip steps! Each one of the steps in the Customer Value Journey plays a very special role in helping you build results-oriented relationships with your future clients.
If you want more help creating or redefining your Customer Value Journey, reach out! Ask questions! Get curious and spend time finding or creating ways that you’re implementing each of these 8 steps in your business.