Tutorials

Creating your Customer Journey

This is probably one of the most important tutorials on this site. It shows you how to take a customer from "I don't know you" to "I love you and I want to buy everything you offer."

What we’re going to do in this tutorial …

We are going to define what your particular customer journey looks like, which is composed of the 7 key steps a customer goes through to move from “I don’t know you” right through to “I’m a big fan of what you do, I always buy from you, and I recommend you to everyone I meet, whether they ask or not.”

Why we need to do this …

The customer needs to move through a number of stages on the right order, and be intelligently brought up to buying temperature at a speed that’s right for them.

Think of it like a courtship.

Too fast, and they will reject you. And they will also  tell their friends to avoid to you, because you are too pushy.

Too slow, and you end up in the Friend Zone.

Skip steps, and you come across as creepy, like someone who starts stroking your hair within a few seconds of you meeting them at a bus stop.

The marketing assets that you create should be specifically designed to move people from one stage to the next. When you know what those stage are, it’s easier, faster and cheaper to make what you need.

How we are going to do this …

  • We’ve listed the steps below, along with examples of what other people do at that stage.
  • For each step, let’s decide what you will do to make them forward. 
  • When we create your marketing in later tutorials, you’ll then know which assets you want to create and why.

Stage 1: Customer becomes aware

  • Description: At this point the customer has become aware of us, we have caught their eye.
  • Examples: Posters, flyers, Facebook posts, Instagram pictures and videos, YouTube pre-roll advertisements, partner network advertising, sponsorship, branding of people, vehicles premises et cetera
  • Ideas for your own business:

Stage 2: Customer becomes engaged

  • Description: At this point, the customer has started to read articles or watch videos from us, and consume the materials we are creating.
  • Examples: Facebook videos, YouTube videos, forum and Facebook group posts, Facebook live, brochures, leaflets and articles, Retargeting advertisements,
  • Ideas for your own business:

Stage 3: Customer gives us their contact details

  • Description: At this point, the customer provides us with contact details in order to be able to receive more interesting and useful stuff that is relevant to their problem or opportunity, which then allows us to start to bring them up to buying temperature, either for a straightforward purchase if we have a low entry price point, or for a first touch product.
  • Examples: Webinars, surveys, quizzes, free e-books that require registration, free products, newsletters
  • Ideas for your own business:

Stage 4: First Touch

  • Description: At this point, the customer invests a small amount of money or some time to either learn more about our solution to the problem or testdrive our product or service. This teaches them that they can buy from us with confidence and also help them better see how we can help them – and is especially useful for higher price point product.
  • Examples: Testdrive, 30-day free trial, open days, free strategy call, taster sessions, free samples
  • Ideas for your own business:

Stage 5: First Touch Follow Up

  • Description: At this point, the customer becomes more excited about the possibilities our product or service offers, based on the pleasurable experience of the first touch, and we understand more about them so that we can start to point them at the right level of product based on their appetite and budget.
  • Examples: Surveys, follow-ups, consultancy and strategy calls, vouchers, special offers
  • Ideas for your own business:

Stage 6: Customer Routing, Purchase, & Up-sell/Cross-sell

  • Description: At this point, the customer is pointed at the optimum product for their appetite and budget, and is optionally offered additional products and services to enrich their use or experience of the product or service.
  • Examples: “If you like this, you might also like”, “customers who purchase this also bought”,  “special offer, buy these two items together as a combo”, Vistaprint-style additional use items, one-time discount offer, flash sales, VIP upgrade, McDonald’s meal super-size, warranty and product cover.
  • Ideas for your own business:

Stage 7: Customer repeat sales and referrals

  • Description: At this point, the customer becomes a regular ongoing purchaser, provides testimonials and also acts as a promoter by referring other customers to us.
  • Examples: Recommend a friend, loyalty vouchers/rewards, loyalty cards, newsletters and follow-up groups, mouse mats, mugs and stickers
  • Ideas for your own business:

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