So you know you have a great offer that helps people transform their lives, achieve their goals, overcome their obstacles … you know your method works! And you are eager for people to buy your programs so that they can finally start living their dream … why aren’t they buying?
Well, It takes 6 – 13+ points of contact before a sale finally happens, depending on many factors, such as price, complexity of product, “need vs. want,” competition, etc!
You need to get your visitor to know – like – trust you first.
Where to I start?
Provide Value first
Make sure you shower your visitor with value every step of the way.
Even with your freebies: if you impress them from the start, they will think: wow, if the freebies are so great, what will the paid content be like?!
Introducing
The Customer value journey
The CVJ is an 8-step path that people travel as they discover your brand, build a relationship with you, and become buyers and raving fans.
But here’s the thing: 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.
That’s why you need to create a strategy that walks people through all 8 steps, giving them a boost when they get stuck and encouraging them every step of the way.
The 8 steps of the CVJ
Ryan Deiss from Digital Marketer (www.digitalmarketer.com) compares this journey to the dating journey, from when you first set eyes on the guy/girl, all the way through to when you finally get hooked 🙂
Make them aware
... through advertising, blog posts, events, word-of-mouth, social media, or any other channel that puts your solutions in front of your ideal clients.
Create top-of-funnel content that gets people’s attention, and then entertains or informs them.
Get them to engage
This stage begins immediately after your first touch with a prospect to build or deepen a relationship with them, and continues through their entire experience with your brand. It’s an ongoing conversation you have with them in multiple channels: blog, online community, email, customer support, etc.
Ask them to subscribe
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. YOU OFFER SOMETHING THEY WANT, THEY FILL OUT A FORM TO GET IT. IT’S THAT SIMPLE.
Make them a customer
The best way to do that is through an entry-point offer—a high-value, low- risk offer that lets them sample your offers without putting too much skin in the game. Now, you only need to ask for small commitment: say, $8–$20. Aim to cover your costs in acquiring the customer.
Get them excited
How do you do that? BY GIVING YOUR NEW CUSTOMER A MEMORABLE EXPERIENCE. - offer a quick-start guide... - bonus features that surprise and delight... - quick wins... anything that makes your new customers happy.
Get them to buy again
While your entry-point offer was designed for conversions, your ascension offers should be geared for profits—because if you’re serving your customers well, they’ll want to buy again and again. Ascension offers may be simple upsells made after that initial purchase... bigger, better solutions... or “done for you” add-ons.
Ask them to spread the love
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. So, at this stage of the CVJ, ask people to share their positive experience with your brand by writing a review or sharing a social media post.
Make them a promoter
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. Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. THE POINT IS, IT’S A WIN-WIN FOR BOTH OF YOU.
Source: digitalmarketer.com
Take action
Design a journey your customer won't forget
What does your Customer Value Journey look like? What are you currently doing to engage them, excite them, and lead them on the path to becoming your raving fan? What could you be doing that you have not thought of yet?
If you would like some help with this, email me to book your Customer Value Journey Audit.
We will look at what you are already doing great and where you can improve, which will give you plenty of ideas and clarity for your CVJ.
