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How To Move Prospects Through The Customer Value Journey

The document discusses how to intentionally move customers through the customer value journey using marketing campaigns. It defines a marketing campaign as having a call to action and traffic source to progress customers from one stage to the next, such as getting people to sign up for an email list or purchase a product. While customers can progress accidentally through word of mouth, companies should intentionally design campaigns to seamlessly guide customers through the awareness, engagement, subscription, conversion, and advocacy stages of the customer value journey.

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Ibban Javid
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219 views2 pages

How To Move Prospects Through The Customer Value Journey

The document discusses how to intentionally move customers through the customer value journey using marketing campaigns. It defines a marketing campaign as having a call to action and traffic source to progress customers from one stage to the next, such as getting people to sign up for an email list or purchase a product. While customers can progress accidentally through word of mouth, companies should intentionally design campaigns to seamlessly guide customers through the awareness, engagement, subscription, conversion, and advocacy stages of the customer value journey.

Uploaded by

Ibban Javid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Chapter 01: Your Digital Marketing Strategy

Template (AKA The Customer Value Journey)

How To Move Prospects Through The Customer Value


Journey
Now that you know what the Customer Value Journey is, the next thing you
need to understand is:

How do you seamlessly and subtly move customers and prospects through
each phase of the Customer Value Journey?

The short answer? You build marketing CAMPAIGNS that INTENTIONALLY


move people from one stage to the next.

And those two words—campaigns and intentionally—are important here. So


let’s unpack them one at a time.

What Is A Marketing Campaign?

First, let’s talk about what a campaign really is.

A marketing campaign has two critical components:

• A call to action

• A traffic source

The call to action is what you want people to do. If the marketing campaign
you’re creating is aimed at the Subscribe stage of the Customer Journey, your
call to action might be for people to download a whitepaper, checklist, or
video resource. If it’s a campaign in the Convert or Ascend stage, your call to
action might be to buy a product or service. If the campaign you are creating
is for the Awareness stage, the call to action might be as simple as listening to
a podcast episode or reading a blog post.

The traffic source could be digital clicks from ads, email, social media sites, or
search engines like Google. Offline marketing could include direct mail, TV, or
radio advertising, print ads, or anything else that gets the call to action in front
of your prospects.

27
Chapter 01: Your Digital Marketing Strategy
Template (AKA The Customer Value Journey)

Now that you know what a campaign IS, let’s talk about what a campaign is
supposed to DO.

The purpose of a marketing campaign is to intentionally move people from


one stage of the Value Journey to the next.

For example:

A campaign might have the goal of getting people to sign up for your email
list (going from Engaged to Subscribe).

Another campaign might have the goal of getting new customers excited
about their purchase (going from Convert to Excite).

Once again, notice that a campaign is intentionally moving people through the
Value Journey. And that word “intentionally” is important.

Intentionally Moving Customers Through The Value Journey

Anyone who has ever become a customer of a company has moved through
the Value Journey, whether that company made it happen intentionally or not.

Sometimes, people move through the Value Journey on accident.

For example, imagine that you had never heard of Dropbox before. Then, one
day, a friend tells you that he uses Dropbox to store all his files online, and he
recommends that you check it out.

At this point, both you and your friend have progressed along the Value
Journey. You have moved to Step 1, Aware, and your friend has moved to Step
8, Promote.

However, this progression didn’t happen because of anything Dropbox did


intentionally. It resulted from a random comment or a casual conversation
between you and your friend.

Contrast that with Dropbox’s marketing campaign offering extra space to


customers who refer friends and family:

28

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