Chapter 01: Your Digital Marketing Strategy

Template (AKA The Customer Value Journey)

CHAPTER

01
This is where digital marketing begins and ends…

With a Customer Value Journey that strategically builds relationship with new
prospects and converts them into loyal, repeat customers.

This Journey is the process every prospect goes through to become a new
customer.

It’s how strangers become buyers and, eventually, raving fans of your business.

The hard truth is that marketing is not a one-step process. There are eight
stages you must account for on the path to purchase and promotion.

But, I have great news. If you understand this digital marketing strategy
(a.k.a. the Customer Value Journey), then you can intentionally engineer
your business in such a way that it moves people predictably through the
stages in this template.

In other words, you’ll no longer wonder if you’ll be able to generate leads.

You won’t have to cross your fingers and hope for customers. When you
understand the Customer Value Journey, even reviews and referrals will
become automatic.

The Customer Value Journey is the strategic foundation of everything we do

here at DigitalMarketer. It’s the master template upon which every other digital
marketing discipline and tactic is built.

It’s so important, we confidently make this bold statement:

The job of marketing is to move prospects and customers seamlessly

and subtly through each phase of the Customer Value Journey.

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In this chapter, we’ll start with a high-level map of the Customer Value Journey.
Then we’ll dive into each of the 8 steps, talk about the tactics you’ll need to
move people along the Journey, and review case studies so you can see it in
action.

An Overview of the Customer Value Journey

So, now that you understand why it’s important... here’s what the Customer
Value Journey looks like:

Click the image above (or click here) to download your writeable copy of
The Customer Value Journey

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Now let’s walk through the 8-step process of crafting your digital
marketing strategy:

Step 1: Awareness
Before someone can buy from you, they have to realize you exist—right?

Well, that’s Step 1 in the Customer Value Journey.

This step is pretty self-explanatory: It’s where the person becomes aware of
you. After all, nobody is born knowing who Apple or Amazon are. At some
point they have to become aware of these companies if they are to become a
customer.

The same thing is true of your company.

Examples of Marketing that Generates Awareness

There are any number of ways a prospect could become aware of your
company, products, and services. Here are three possible scenarios:

• A father of two sees an advertisement for a new children’s summer camp

on Facebook.

• An office manager searches Google to find a new coffee supplier.

• A college student watches an Instagram video of her friend raving about a

new brand of noise canceling headphones.

Facebook ads are the perfect vehicle for driving awareness. In this example,
browsers are introduced to a home security company:

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If you weren’t aware of Canary, this Facebook ad makes you aware.

Digital Marketing Disciplines That Create Awareness

To improve awareness of your company, the digital marketing tactics you need
to master or hire include:

• Digital Advertising

• Search Marketing

• Content Marketing

• Social Media Marketing

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• Community Management

• Copywriting

Step 2: Engagement
Your prospect is now aware of you—they know who you are—but you’re still in
the early stages of a relationship with them. They don’t yet know you, like you,
or trust you.

So the next step is to start developing relationship with your prospect.

Step 2, Engagement, is where you start conversing with your prospects. You
engage them through some form of content that provides entertainment,
information, or both.

Engagement is something that must continue throughout the Customer

Journey. It’s not something you do once and move on.

Examples of Marketing That Generates Engagement

Engagement typically comes in the form of content or community. Here are a

few examples to get the ideas flowing for your company:

• A grandfather of five receives an email newsletter from his financial advisor

detailing several ways to save for a child’s college tuition while reducing
taxes.

• The owner of a boutique wine store becomes active in a Facebook

community for wineries and other wine retailers.

• A new mother watches a YouTube video from Johnson & Johnson showing
her how to give her baby a bath.

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Engagement often occurs through valuable, relevant content.

Let’s look at another example of engagement from Modcloth, an etailer selling

women’s clothing. This is an entertaining and educational piece of content
for one of Modcloth’s most lucrative customer segments—people
attending weddings:

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You can boost engagement with content that’s as entertaining as it is useful.

Digital Marketing Disciplines That Create Engagement

To improve engagement in your company, the digital marketing tactics

you need to master or hire include:

• Content Marketing

• Social Media Marketing

• Email Marketing

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• Community Management

Step 3: Subscribe
At this point, your prospect knows who you are and has engaged with you in
some way or another.

However, if you failed to get that person’s contact information, odds are
high you’ll never hear from them again.

Why?

Because people today are inundated with marketing and content, creating
a scarcity of attention. Just because someone reads one of your blog posts
today does NOT mean they’ll remember to revisit your site in the future.

Instead, you need to get that person to progress to Step 3 in the Value
Journey, which is to subscribe.

Here, the person gives you their contact information and, in doing so,
grants you permission to contact them again in the future.

Most often, this transaction is an exchange, sometimes referred to as an

“ethical bribe.” You promote a valuable offer, but instead of asking for
money, you ask for the prospect’s contact information. And when they give
it to you, not only do you give them access to the content, product, or
service you promised, you also add them to your subscriber list.

Examples of Marketing That Generates Subscribers

The biggest criteria for your free offer is that your target audience finds it
valuable. Here are some examples from a variety of industries:

• A young professional signs up for a webinar presented by a local realtor

about the best practices of purchasing a first home.

• A college girl fills out a form on a blog to receive a free sample of a new
face cream.

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• The Human Resources manager at a mid-sized accounting firm signs up

for a demo of a new application he can use to manage the hiring of new
employees.

In each case, the prospect fills out a form, provides their contact information,
and is sent information about how to access the offer.

• The young professional is sent the time and URL of the webinar.

• The college girl is sent a thank-you email telling her the face cream is in the
mail.

• The manager is contacted to schedule his demo.

But it always starts with a form. For example, here’s how Salesforce
generates leads with a whitepaper offer.

Salesforce’s offer is perfect for the Subscription stage of

their Customer Journey.

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Digital Marketing Disciplines That Generate Subscribers

To get more subscriptions for your company, the digital marketing tactics you
need to master or hire include:

• Content Marketing

• Email Marketing

• Digital Advertising

• Community Management

• Conversion Rate Optimization

• Copywriting

Step 4: Convert
If the subscribers you gain in Step 3 of the journey remain engaged,
some of them will be ready to increase their level of commitment. They
like the
information you share and have begun to trust you, so they’re ready to
invest in one of two ways: either with time or money.

This is a critical stage in the Customer Journey and one that frustrates many
business owners. The key to success in this stage is to employ what we call
“entry-point offers.” These offers are designed to give the new prospect
tremendous value without forcing them to put too much “skin in the game.”

At this stage, to ask for a significant investment in a complex product or

service would be asking too much, too soon. You’re still in the early stages of
relationship.

In fact, it’s too early even to concern yourself with profitability. That’s right:
in this stage of the Customer Journey, you might lose money on the
prospects you acquire as buyers.

This is, perhaps, the most important lesson you must learn so it
bears repeating:
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The Convert stage of the Customer Value Journey is about

acquiring buyers or ramping up the commitment level of the leads
you already have. It is NOT about profitability.

The most valuable businesses in the world all understand that the costliest
marketing activity your business undertakes is customer acquisition. It’s the
reason Sprint is willing to buy you out of your Verizon cell phone contract and
give you a free phone. It’s the reason GoDaddy offers domains for $2.95, and
it’s the reason VistaPrint will sell you 500 business cards for $9.

The goal is to acquire a new customer. Profits come later.

Examples of Marketing That Generates Conversions

There are two types of entry-point offers: those that require a

commitment of time, and those that require a commitment of money.
Here are some examples:

• The VP of Operations at a large company purchases a high-dollar

management consultant’s book for $8 on the consultant’s website.

• A daughter of elderly parents schedules a walk-through visit at the local

retirement home.

• A man takes advantage of a $20 teeth whitening service at his local dentist.

Notice the price point of each of these offers: from $8 to $20.

Your goal here is not to make a huge profit. It’s to get customers, to shift the
relationship between you and your subscribers. Because, as you’ll see, once
someone is a customer, it’s much more likely that person will purchase higher-
ticket, more complex products and services and do it more frequently.

Remember, one of the costliest (in time, money, resources) marketing activities
your business will undertake is the acquisition of customers. The good news is
that once you’ve acquired them, you don’t need to pay to acquire them again.

Here’s an example of an offer from GoDaddy that does a great job of acquiring
new customers with extremely low-priced domain registration services:

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By offering a fantastic up-front deal, GoDaddy easily acquires the customer.

Getting that initial conversion was the hard part. Now they can build the
customer relationship to create profits down the road.

Digital Marketing Disciplines That Generate Conversions

To improve conversions in your company, the digital marketing tactics you

need to master or hire include:

• Digital Advertising

• Content Marketing

• Copywriting

• Email Marketing

• Search Marketing

Step 5: Excite
At this point, your new customer has had a transaction with you. A small
transaction, sure, but a transaction nonetheless.

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Your job now is to make sure the transaction is a good one, that the
excitement of the purchase develops into good will and trust.

The reason for this is simple: if the person doesn’t get value from this
transaction, they won’t move on to the next stage and purchase more
expensive things from you.

So, how do you make sure your customers have a good experience?

First, we assume that whatever the prospect purchased or gave up valuable

time for is outstanding. Great marketing will only increase the speed at which
your business fails if you don’t have outstanding products and services.

Second, the prospect must get value from their last transaction with you. The
Excite stage of the Customer Value Journey is something you must return to
again and again. And every time, it should create excitement.

That being the case, whenever a customer or prospect does what you ask
them to do (attend this webinar, buy this product, hire me for this service), you
should engineer your marketing to maximize the chances they’ll get tangible
value from the experience.

Examples of Marketing That Creates Excitement

Your goal in the Excite stage of the Customer Value Journey is to make sure
your customer gets value from their transaction. Here are some examples:

• A married couple buys a Keurig (coffee maker) and uses the free coffee
servings and Quick Start Guide to have an amazing cup of coffee within
minutes of opening the box.

• A new user of the Spotify music streaming app goes through an

instructional walkthrough teaching her how to build a playlist of her favorite
songs.

• A young man reads through 3 eye-opening blog posts recommended

via email by his newly hired Life Coach in advance of their first coaching
session.

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This stage is all about ensuring that your marketing is giving your customer
opportunity to get value from doing business with you—and to enjoy that
value right away.

It could be as simple as an email onboarding campaign, like this one from

the productivity app, Evernote:

An onboarding campaign is a simple way to add value

immediately after a purchase.

Evernote is a cloud-based note-taking app that you can use to sync notes
between your computer, phone, and tablet. It has a lot of useful features, but
Evernote knows that, in order to really hook new users and turn them into
long-lasting customers, they have to make sure new users are successful with
the app.

That’s why Evernote sends you these educational emails when you sign
up for a new account. The emails contain tips that help you to get more
value out of the application, making you more excited about it and more
likely to use it.

Digital Marketing Disciplines That Create Excitement

To improve consumption in your company, the digital marketing tactics you

need to master or hire include:

• Email Marketing

• Content Marketing

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• Copywriting

Step 6: Ascend
At this stage of the Value Journey, you’ve sunk time, money, and resources
into acquiring leads and customers and making sure they get value from doing
business with you.

It’s entirely possible that, until this stage, you have yet to turn a profit. In
fact, if you’re in a competitive market (and who isn’t?) you may be losing
money on the front end of this process to acquire customers.

That’s perfectly acceptable, and here’s why:

You’re investing in your future profits.

Always remember that it costs more to acquire a new customer than to sell
to an existing one. That first sales isn’t about profits. It’s about converting a
prospect to a customer, so you can begin a long (and profitable) customer
relationship.

Buying customers on the front end is just shrewd business, but only if you can
monetize those customers on the back end.

The Ascend stage of the Value Journey is where your customer will be ready to
buy more and more often. If your business has a core offer, this is the place to
make that offer. Then once your customer purchases that core offer, it’s time to
present them with other relevant offers.

You’ll notice that the Value Journey worksheet represents the Ascent stage as
a ladder. That’s no accident. This is really a ladder that will hopefully lead to
multiple purchases over time.

Examples of Marketing That Creates Ascension

Examples of ascension might include:

• A dating couple rent a convertible in San Diego and pay extra for satellite
radio and GPS.

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• A new dad buys a digital camera for $2,495 and adds a lens kit, camera
bag, and tripod to his purchase for a bundle price of $699.

• A woman with a brand new Mercedes buys an unlimited car wash package
for $40 per month instead of paying for each car wash individually.

Here’s how Southwest Airlines creates ascension by making an offer that will
improve your experience and increase the value of your transaction:

Southwest’s ascension offer is an affordable add-on that improves their

customer’s experience.

When you execute this stage properly, your customers will thank you for these
offers. Southwest airlines customers who want to board the plane early are
happy to pay an extra $15 to avoid hectic boarding.

Digital Marketing Disciplines That Create Ascension

To improve ascension in your company, the digital marketing tactics you need
to master or hire include:

• Email Marketing

• Copywriting

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• Digital Advertising

• Content Marketing

Step 7: Advocate
You now have a happy customer who has made several profitable purchases
from you. The next stage in the Value Journey is to create marketing that
encourages your most loyal customers to advocate for your business.

An advocate is someone who speaks positively about your brand.

An advocate is what you might call a “passive promoter.” They won’t

necessarily promote your business in an active way, but when asked about you,
they will respond favorably.

Examples of Marketing That Generates Advocates

These final two stages (Advocate and Promote) are often thought to be
outside of the control of marketing, but that simply isn’t true. You can
create marketing that intentionally generates more advocates and
promoters.

Here are a few examples:

• A woman enters a contest to win a new lip gloss from a beauty company
by shooting a video review detailing how much she loves one of their
lipsticks.

• Upon request, the Warehouse Manager at a produce supplier company

writes a glowing review of the local courier service she uses to transport
fruits and vegetables locally.

Designer Shoe Warehouse knows the value of the Advocate stage in the
Customer Journey. This email is designed to activate advocates by asking for a
review:

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DSW actively encourages customers to become advocates.

Digital Marketing Disciplines That Generate Advocates

Getting advocates is important because it helps generate awareness, trust,

and credibility with a wider audience—which helps you to get more customers
and grow your business.

To get more advocates in your company, the marketing efforts you need to
work on include:

• Social Media Marketing

• Email marketing

• Search Marketing

Step 8: Promote
Promoters differ from advocates in that they are actively seeking to spread the
word about your brands, products, and services.

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In some cases, the promoter simply had a great experience with your company
and wants to share their story with friends and family. In other cases, they
promote because you’ve created an incentive for them to do so.

This puts your message in front of a new audience, the fans, followers, and
friends of the promoter. And because this new audience is hearing about you
from a trusted source who they already know, they’re much more likely to
become customers themselves.

Examples of Marketing That Generates Promoters

Intentionally creating more promoters is important because it creates an army

of paid or unpaid salespeople spreading the word about what you sell.

Here are a few examples:

• A man who runs a podcast about fishing earns a 20% commission

every time one of his listeners buys fishing equipment using his affiliate
link.

• A woman attends a conference for free because she arranged for 5 of her
colleagues to go as well.

• A marketing agency partners with a marketing automation software

company to resell their software for a commission.

As you can see, promoters help you get more customers at a lower cost. So
even when you reward promoters, it’s a win-win.

A good example of this is Dropbox. When it was just starting out as a new
company in a new industry, they realized discoverability would be key to
their success. So they initiated a referral program that gave its users a strong
incentive to promote the service to others.

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By generously rewarding users who promoted Dropbox, word spread quickly

about the new cloud-storage service.

Simply by inviting your contacts to try out Dropbox, you could increase your
own online storage space from 2 GB up to 16 GB. This was such an attractive
offer, thousands of new users recruited their friends and family, helping turn
Dropbox into a software giant (valued at $10 billion in 2014).

Digital Marketing Disciplines That Generate Promoters

To get more promoters in your company, the marketing efforts you need
to work on include:

• Email Marketing

• Copywriting

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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.

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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:

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Offer rewards for people taking the action you want them to take.

In this example, Dropbox is moving people along the value journey

INTENTIONALLY by creating a program that is designed for that specific
purpose.

This is an important distinction to make.

Once you figure out that you can move people intentionally through the
Value Journey using marketing campaigns, you realize that you have the
ability to grow your business by improving the areas where your customers
are getting “stuck.”

At this point I’d like to point out that there’s one common mistake that many
companies make when trying to move customers and prospects through the
Customer Value Journey.

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The #1 Mistake Marketers Make When Creating Campaigns

Once a business understands the Customer Journey, they can get so excited
about the possibilities that they try to move people all the way from stranger
to promoter in one step, in one campaign.

This is impossible.

You cannot possibly create one campaign that makes people aware of you,
engages them, gets them to subscribe and convert, excites them, ascends
them, and then turns them into advocates and promoters.

Instead, you need to create multiple specific campaigns that are designed to
move people from one stage to the next. (Or in some cases, a campaign can
probably move people through 2 or maybe 3 steps at once.)

The best way to explain this is with a few case studies.

Value Journey Campaign Case Studies

Case Study: DigitalMarketer

• Campaign Goal: Aware to Engage

• Content Needed: Branding Video

• Traffic Source: Facebook Ads (Video Views campaign)

• Call to Action: End the war between sales and marketing... watch
this video!

When we create a new campaign here at DigitalMarketer, we always start

by looking at the Value Journey map and identifying any steps where we
need help. In this case, we realized that while we were doing a good job
of generating awareness through Facebook ads, we didn’t have a good
engagement campaign in place.

So we decided to create some content (a branding video) whose goal

was to get people engaged with DigitalMarketer:

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We call this video the “Valentine’s Day War on Sales & Marketing.”

But as you know, just creating a video isn’t enough. We also had to decide
how we were going to get people to watch the video. So we chose to run a
Facebook ad campaign (with video views as the goal) to generate traffic to the
video. This made up the “Traffic” portion of our campaign.

Here’s what one of those ads looked like:

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Advertising is the best way to get eyeballs on your content—for all

stages of the Customer Journey.

Because the goal of this campaign is to get people engaged with us, our call
to action was very simple: “Watch this video!”

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It’s important to note that we didn’t try to convince people to sign up or

buy anything (at least not right away), because that wasn’t the goal of
this
campaign. The goal was to generate engagement, and it succeeded very well
because it was focused 100% on simply engaging people.

Case Study: ModCloth

Campaign Goal: Engage to Subscribe

Content Needed: Blog Post

Traffic Source: Facebook organic traffic

Call to action: Sign up for ModCloth’s good news and great offers!

Here’s an example of a campaign with a different goal. In this case, the

clothing company ModCloth wanted people who were already engaged with
their content to subscribe to their email list.

The content needed for this campaign was pretty straightforward: it’s a blog
post. When you go to the ModCloth blog, you’ll see many helpful blog articles
like this one:

ModCloth leveraged this blog post to drive subscriptions.

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Because ModCloth has a lot of engaged Facebook followers, they were able
to use free organic Facebook traffic as their traffic source. (Remember, you
don’t always have to pay for traffic.)

So we have content and a traffic source. Now, what’s the call to action?

Well, you’ll notice that while you’re browsing the blog you’ll be greeted
with this popup:

Popups have been proven to be an effective tool for a Subscribe call to action.

Now you might not think of this as a campaign, but it totally is. It’s a specific
call-to-action: Sign Up for ModCloth’s Good News & Great Offers! And
anytime someone fills out this form, they move on to the next stage in the
Customer Value Journey.

Often the best marketing campaigns are the simplest.

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Case Study: Honest Company

Campaign Goal: Engaged to Subscribe to Convert

Content: Email Copy and Creative

Traffic Source: Google Adwords

Call to action: Exclusive Offer! 25% off your first order

Here’s an example of a campaign that moves people through two steps in the
Value Journey: from Engage to Subscribe and then to Convert.

Let’s go through this campaign from the beginning. The traffic source
here is Google Adwords targeting the keyword “buy organic diapers.”

Here you can see the AdWords ad:

Attention

When you click on that ad, you arrive on a landing page that asks you to
subscribe.

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Subscribe

Once you opt in, they’ll send you the following coupon in your email (about 24
hours later, assuming you didn’t already make a purchase):

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Convert

I want you to pay close attention to that call to action: Exclusive Offer!
25% Off Your First Order. Notice that this discount only applies to your
first order. That’s because the goal of this campaign isn’t to generate
repeat purchases; it’s to get someone to make their very FIRST
purchase. It’s a time-tested and effective tactic for turning someone into a
new customer.

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Summing Up
The Customer Value Journey is the foundation for all the tactics you’ll
learn in this Guide. Whether you’re learning about content marketing,
digital advertising, or analytics, or any other topic, keep this concept
in mind.

Don’t worry, though. We’ll review it several times so it stays

fresh on your mind. And by the end of this Guide, it will likely be
cemented into your thinking.

Now that you understand the Customer Journey, it’s time to talk about the
#1 tactic you’ll use to engage people at every stage: Content
Marketing.

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