Customer Value Journey
Digital marketing strategy is understanding how your business gets customers and aligning your online campaign to a proven sales process that will amplify your revenue.
If you want to develop an online marketing strategy that will capture leads, convert buyers, and nurture raving fans and lifelong customers, first map your Customer Value Journey.
As we dive deep into digital strategy on this page, you may want to start by viewing the following video, where Social Lite’s Founder, Scott Cunningham, provides an insightful overview of the Customer Value Journey.
Customer acquisition strategy first, marketing execution second
Companies ask us these questions everyday: can you help us with SEO? Can you manage our social media pages? Can you build us a website? Sure, we can do all of those things, but before you waste precious marketing dollars on a standalone digital strategy that doesn’t align with your sales objectives, you need to first map out how you will drive website traffic, convert leads, acquire customers, and maximize profits. This requires an integrated approach to digital marketing that utilizes multiple online strategies at specific stages of your customer’s journey. The key factor to consider is, how, through which digital strategy, can you add undeniable value to your customer at each stage of the journey? To create a successful, integrated digital marketing campaign, you need to first map your Customer Value Journey.
The Customer Value Journey is the blueprint for every digital marketing strategy we deploy here at Social Lite. We won’t start your
If you have a customer, you already have a Customer Value Journey
The best part for us marketers is that every single business that currently has a customer has an existing customer value journey in place. We don’t need to invent a new roadmap for every project we execute, but we need to map your unique customer journey by understanding your sales process and how you attract, engage, convert and retain customers. By understanding the various stages of your customer’s journey, we can parallel your marketing campaign to mirror and amplify your sales process.
Mapping your Customer Value Journey requires you to strategize how you will add value to your customer at 8 specific stages of your customer’s journey, as outlined in the graphic below.
Keep reading for further detail on the purpose of each stage, and the strategies you are likely to deploy at each stage.
The 8 Stages of the Customer Value Journey
Let's pretend for a second that the relationship you have with your customer is similar to an intimate, romantic relationship between two humans. The reason we will use this analogy is
Customer Value Journey is an established marketing methodology inspired by the 12 stages of Human Intimacy, which are outlined in Desmond Morris’s influential book, Intimate Behaviour: A Zoologist’s Classic Study of Human Intimacy. The book outlines how humans transition through 12 stages when developing intimate relationships. Similarly, to develop deeper relationships with your customer, your marketing and sales strategy needs to focus on how to intentionally provide value at each stage of the customer relationship in order to build likability and trust, and ultimately advance buyers through each subsequent stage of the customer journey.
For each stage listed below, we will provide context for 1) how it fits with the relationship analogy, 2) how it fits with your online campaign and customer, and 3) which digital marketing strategies to deploy.