Using Automation To Transform Your Business Into A Conversion Engine.

The Customer Value Journey & How To Use It With Marketing Automation

The Customer Value Journey (CVJ) is a way to help you lead your customers from Awareness to Active Engagement and Conversion.

It's not just about "opening the door and letting the prospect through", You want to develop a relationship with your customers that helps you guide them through the process of making purchases on or off your site. Since it's possible for prospects and customers to get lost in the process, you want to create a system that helps them move through each step with as little effort as possible.

The customer value journey that we build upon can be broken down into eight steps:

(note: e-commerce CVJ’s can be a lot shorter, but for high-ticket products and service-based business we’ve found this standard CVJ works)

Awareness: This is the first time a potential customer interacts with your business. They may have seen an ad, read a review, or even come across you on social media.
Engage: After being aware of your business and what you offer, the potential customer must then engage with your site or social media pages. If they're on your website, they may start reading or commenting on a blog, reading FAQs and or product descriptions.
Subscribe: At this point in the journey, the potential customer becomes aware of the value they'll get by subscribing to your email list — or they see the irresistible offer they'll get by signing up for it.
Convert: The person purchases something from you — whether it's a subscription, membership or physical product or service — for the first time. Normally, a small transaction in money or time.
Excite: The customer continues on this path by becoming more invested in what you have to offer and making additional purchases.
Ascend: You are likely to get a repeat customer at this point, as well as someone who will recommend your product or service.
Advocate: The advocate phase is when a customer talks positively about you and refers others.
Promote: This is when you get paid — in the form of many referrals!

Automating the Process

As previously mentioned, you want to create a system that helps your potential customers move through each step with as little effort as possible. This is where automated tools are useful. Many marketing automation systems can automatically convert leads into subscribers, which can help you maintain consistency and reliability in your marketing.

Previously I spoke around the idea of creating a blog (Understanding Your Customers Next Step) and about having an ad in the middle of that blog that went to a digital download. My potential customers had to enter their contact information to gain access to the download, in this particular example it was regarding ‘Value Proposition.’

When my potential customers download that content, I capture their email address, name, and phone number. Now all of this automatically inputs into our CRM (Customer Relationship Management) and into our Email Software, now I can additionally automate the communication in taking potential customers through the next step of the Customer Value Journey. (Note: ensure GDPR Compliance)

In this case, it could be that I'm going to invite them into a Convert stage event, which is an online seminar. They attend the online seminar and get shown the high-ticket masterclass course at the end and I ask them to enrol onto it. You could even automate the online seminar process, but personally I think you lose a personalisation opportunity here, especially with high-ticket offers.

So, in this example I’ve taken a potential customer through the Awareness, Engage and Subscribe stages utilising automation. I don’t need to think about my top of funnel prospect through to lead.

If they don't click an email after the subscribe stage, then after a period of time another email goes to them. It might ask them to attend an online event, an in-person workshop, or it could be a pre-recorded video. We're still using automated processes with triggers to activate them.

Remember: You want to create a system that helps move your potential customers through each step with as little effort as possible using automation.

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