Russ Hennebery, author of Digital Marketing for Dummies with Ryan Deiss, presented an excellent view of the Customer Journey at the recent AWAI Copywriting Bootcamp.
The Customer Journey image and essential Marketing Objectives neatly summarized the process and objectives. I have been providing most of the Customer Journey for my clients for decades, but have struggled to present it concisely.
For you, as someone selling products and services, understanding Your Customer Journey and Marketing Objectives can help your bottom line.
I will connect the Customer Journey with Marketing Objectives, incorporating copywriting and marketing steps that you can implement on your own or with my assistance.
Your Customer Journey
Let’s start with the first element of Russ Henneberry’s marketing funnel.
This is the most important part to get right.
What problem are you solving for your clients and customers?
What is your solution?
What does your brand represent?
How are you positioned to provide the best results for your niche?
Without these elements clearly understood, your marketing efforts will be like dancing in the dark.
I can help you get clarity for your Unique Selling Proposition.
This is Step O1 in the Marketing Objectives: Increase the number of prospective customers who are aware of the business.
Lead Acquisition
The next step for most businesses is to engage potential customers and get them into your database.
Some of your best clients may take months or years to make a buying decision. Your mission is to keep them attracted and engaged with you and your offers.
Here are some things to try:
- Subscription to a free newsletter.
- Lead magnets such as eBooks, reports, presentations, mini-courses, challenges, free sessions, and more.
- Test drive what you offer.
I can help you implement lead magnets and lead funnels with Kartra, HighLevel, or the business platforms you are currently using.
Sales
The next step in the Customer Journey is to convert interested people into clients and customers.
This can be very easy if you offer something that people want.
You want to make it easy for people to buy using clear landing pages and shaping carts.
For example, concert and theatre tickets are an easy sell to people looking to buy.
Kartra has such a great and flexible payment system that I joke that ‘Kartra’ refers to an exotic goddess of commerce:-)
I have created many sales pages for myself and clients.
Customer Retention and Ascension
Are your customers feeling valued and served?
There is a phrase I first heard from Dan Kennedy, which is that ‘a buyer is a buyer is a buyer.’
The idea is that your customers are the most likely prospects to be repeat buyers or buy more things from your company.
Often, it is much easier to upsell a current client than to attract new clients.
How can you expand your assistance to your clients?
What are you doing to encourage your clients to refer you to others? Affiliate programs, testimonials, and asking for introductions can help.
Your Marketing Objectives
Here is the excellent infographic by Russ Henneberry again:
Your primary Marketing Objectives are Awareness, Lead Generation, Sales, and Retention.
Marketing Components Greg Dixon Can Implement
Where do you need help?
Where are the gaps in the implementation of Your Customer Journey?
I can help you fill in some of the gaps, including:
- Clarifying your offers and Unique Selling Proposition.
- Creating effective landing pages to convert prospects to customers.
- Content marketing such as websites, blog posts, social media posts, and email sequences and broadcasts to inform and engage your audience.
- Creation of lead magnets such as books, reports, and presentations.
- Boosting your online presence through multiple channels with text, image, and video campaigns.
- Book and course publishing.
- Help with speak-to-sell campaigns.
What do you need help with?
Free Customer Journey Assessment
I have created an online assessment tool to self-assess as a start of the review process.
I am offering to review everything mentioned in this article and provide a free recommendation report with steps you can implement to improve Your Customer Journey.
You implement the recommendations yourself, have your team do it, or retain me to fill in the gaps and create an effective sales attraction and retention system.
Let’s start with a discussion.
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