The Customer Value Journey AKA Digital Marketing Strategy
The goal of the Customer Value Journey is to build a predictable system of attracting your perfect customer and creating a full pipeline of qualified prospects.
One of the most critical yet often overlooked aspects of digital marketing is that at the end of all the sales funnels, campaigns, emails and ads are people, just like you and me. Digital marketing is simply a process that you use to attract new business. We are all still humans selling to humans. Don’t get caught in the trap of thinking that digital marketing is going to replace that personalised interaction, as I said, it is merely a tool to help fascinate these conversations faster.
Digital marketing has fundamentally changed how we can interact with prospects. With conversations now driving sales, Cost Per Conversation is as essential as Cost Per Click or Cost Per Acquisition. Technology has enabled brands to engage with their audience like never before, and it’s the conversations which are happening that are speeding up the decision-making process.
Your New FunnelÂ
As a small business owner, you have no doubt heard of a sale funnel before. Typically, these have four stages built around Awareness, Interest, Decision and Action.
What if I told you that there are eight stages that you should be considering.
Furthermore, what if I told you that building a Digital Marketing Strategy around these eight stages would enable you to develop better relationships, improve conversions, attract more of your perfect customer and increase your Customer Lifetime Value.
90% of marketing money is ineffective because business owners are trying to go straight for the sale, the Convert Stage. They are asking for the transaction before the prospect has even had time to get to Know you, Like you or Trust you. It is like asking someone to marry you before even having a conversation.
Let’s look at these eight stages in turn.Â