In this video, we are going run through an overview ,step by step, to explain the basics of a customers journey for a generic digital business. Why do we need to understand this?
Step 1. You generate demand by creating a content ecosystem of videos, images and ads where you articulate a problem and build awareness that you offer the solutions to those problems. This can be done through social media , paid ads, in person, SEO. Give analogy.
Now that your audience is aware that you solve their problems and have demonstrated trustworthy solutions, they do more research. Some become ****visitors to your website and scan over things like your blog.
After building more trust they consider your offerings and decided to download or exchange their email for a freebie of your solution, service or product. That visitor just became a lead that you can now contact via email. (AKA lead generation)
But don't sell them something just yet, help them to validate whether your products and services are right for them by asking them or further building trust through webinars, live calls etc. You might also send them an automated nurture email sequence.
When your content adds value to their lives and they see that your products and services solve their problems then they purchase. You might also send them an automated welcome email sequence.
A successful Purchase depends on how well you educate people about the problem and your solution to it. Perhaps some of your content has already solved some of their smaller problems.
If your product or service delivers on the expectation you set out you'll build loyalty. When you over-deliver and support your customers they'll naturally turn to advocacy. What does that mean for your digital business in the future?
Content generates demand by articulating a problem and demonstrating solutions. Visitors gain interest and exchange their email for freebie Help them validate if you're the right person for their needs or challenges to make the purchase
Visitors > Leads > Purchase
Awareness > Research > Consideration > Purchase > Loyalty > Advocacy
$Conversion Rate = Leads / Sum Visitors$
$Purchase Rate = Purchases / Leads$
Levers are what you have control of from the business perspective to affect change. When people throw their hand in the air and exclaim 'No one is visiting or buying my thing', they usually want to focus on these main areas of change in their business:
Lever 1: Increase Traffic
Lever 2: Increase Conversion
Lever 3: Increase Purchase Rate
Other Sub Levers
Improve leads - Make your writing and copy more compelling and instead of 8000 you get 8800
Improve conversion rate - Offer a money-back guarantee or risk reversal. Lifts conversions from 5% to 6%
Average transaction value - On the check out page leave an upsell offer that lifts the average transaction value from $500 to $550.
“Marketing is the generous act of helping others become who they seek to become.” - Seth Godin
The reason why educators are so primed to be good marketers is that most of what marketers do is already our job. School's have two basic functions which they've had mixed success on: to help a learner develop a sense of what a good or meaningful life is, and to provide the means to pursue it. But don't just sell them visions, good teaching allows learners a way to deeply engage with the questions, not just distributing answers.
Backwards
Module 1 - Channel Strategy Setup
Forwards