Your Digital Marketing Strategy Template

Digital Marketing Strategy

Utilizing a customer value journey that intentionally develops relationships with potential customers and turns them into devoted, repeat customers.

Every potential customer goes through this journey in order to become a new client.

That is how total strangers end up patronising your company and finally becoming buyers.

Marketing is not a one-step procedure, which is the harsh reality. You must take into consideration eight steps along the way to purchase and promotion.

Your Digital Marketing Strategy Template

But I have fantastic news. You can purposefully design your company so that customers travel through the stages in this template predictably if you comprehend this digital marketing technique, also known as the Customer Value Journey.

In other words, you won't have to worry about whether you can produce leads.

No more crossing your fingers and waiting for customers. Even reviews and recommendations will flow naturally if you comprehend the Customer Value Journey.

The Customer Value Journey in Brief

Let's now go over the eight steps involved in creating your digital marketing strategy:

Step 1: Awareness

You have to make people aware that you exist before they will buy from you, right? That concludes the first step of the Customer Value Journey.

It should go without saying that this stage is where the other person first becomes aware of you. After all, nobody is aware of Apple or Amazon from birth. If they are to become customers, they must eventually become aware of these businesses. The same is true of your business.

Read Also, The Who, What, Why, & How of Digital Marketing

Examples of Awareness-Building Marketing

There are numerous methods a prospect may learn about your business, your offerings, and your services. Here are three potential outcomes:

On Facebook, a father of two notices an advertisement for a brand-new summer camp for kids.
A college student watches an Instagram video of her friend gushing over a new brand of noise-canceling headphones.
An office manager searches Google for a new coffee supplier.

Facebook advertisements are the ideal method for raising awareness.

Disciplines of Digital Marketing That Raise Awareness

You should either learn or hire the following digital marketing strategies to increase brand awareness for your business:

Digital Advertising
Search Marketing
Content Marketing
Social Media Marketing
Community Management
Copywriting

Step 2: Engagement

Although your prospect is now aware of you and is familiar with who you are, your relationship with them is still in its infancy. They have not yet come to know, like, or trust you.

So, the following step is to begin forging a relationship with your prospect.

In step two, engagement, you engage your prospects in conversation. You interact with them by presenting them with informational, entertaining, or both types of content.

All along the customer journey, engagement must be maintained. You don't just do it once and stop.

Examples of Marketing That Generates Engagement

Involvement frequently takes the shape of community or content. Here are a few illustrations to help your business come up with ideas:

• A financial counsellor emails a grandpa of five tips on how to save money for a child's college expenses while paying less in taxes.

• A new mother watches a Johnson & Johnson YouTube video on how to bathe her baby, and the owner of a specialty wine shop joins a Facebook group for wineries and other wine stores.

Digital Marketing Techniques That Encourage Participation

The digital marketing strategies you should learn or employ in order to increase engagement at your firm are as follows:

Content Marketing
Social Media Marketing
Email Marketing
Community Management

Step 3: Subscribe

Your prospect has already interacted with you in some fashion and is aware of who you are at this stage.

Yet chances are good that you won't hear from them again if you didn't collect their contact details.

Why?

because individuals are currently overloaded with advertisements and content, which makes attention scarce. It's not a guarantee that someone will remember to come back to your website later just because they read one of your blog entries today.

Instead, you should encourage that person to move on to the Value Journey's third step, which is to subscribe.

Here, the individual offers you their contact details and authorises you to get in touch with them again in the future.

Instead, you should encourage that person to move on to the Value Journey's third step, which is to subscribe.

Here, the individual offers you their contact details and authorises you to get in touch with them again in the future.

The majority of the time, this transaction is an exchange, sometimes known as a "ethical bribe." You advertise a wonderful offer, but instead of requesting payment, you ask the potential customer for their contact information. Also, when they give it to you, you add them to your subscriber list and grant them access to the materials, goods, or services you promised.

Examples of Marketing That Generates Subscribers

Your target audience must find your free offer valuable in order for it to be accepted. These are a few instances from various industries:

A young professional registers for a webinar about first-time homebuyer best practises that is being offered by a local realtor.
To request a free sample of a brand-new face cream, a college student fills out a form on a blog.
A mid-sized accounting firm's human resources manager registers for a demo of a new tool he may use to oversee staff hiring.
Each time, the customer submits a form, gives their contact information, and receives instructions on how to access the deal.
The date, time, and webinar URL are provided to the young professional.
A thank-you email is sent to the college student informing her that the face cream is on its way.
To arrange for his demo, the manager is contacted.

Digital Marketing Disciplines That Generate Subscribers

You should learn or engage someone to use the following digital marketing strategies to increase subscribers for your business:

Content Marketing
Email Marketing
Digital Advertising
Community Management
Conversion Rate Optimization
Copywriting

Step 4: Convert

Some of the subscribers you attract in Step 3 of the trip will be prepared to enhance their level of commitment if they stay engaged. They enjoy the

People have grown to trust you as a result of the knowledge you share and are prepared to contribute either time or money.

This is a crucial point in the customer journey and one that many business owners find frustrating. Using what we refer to as "entry-point offerings" is the key to success in this phase. With these offers, the new prospect will receive a tonne of value without having huge invest a lot of "skin in the game."

A big investment in a complicated good or service would be too much to ask for at this time. Your relationship is still in its infancy.

In fact, it's too early to even think about becoming profitable. Yes, you might lose money on the prospects you convert to customers at this phase of the customer journey.

It bears repeating because this is possibly the most crucial lesson you need to learn:

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.

Examples of Conversion-Driven Marketing

There are two categories of entry-point offers: those that demand a time commitment and those that demand a financial commitment. These are a few instances:

On the website of a high-priced management consultant, the VP of Operations of a large corporation orders the consultant's book for $8.
A man takes advantage of a $20 teeth whitening offer at his neighbourhood dentist. • A daughter of elderly parents schedules a walk-through visit at the neighbourhood retirement home.

Take note of the range in pricing between $8 and $20 for each of these deals.

Step 5: Excite

Your new client has now transacted business with you. Yes, it was a little transaction, but it was nonetheless a transaction.

Your current task is to ensure that the transaction goes well and that the joy of the acquisition turns into goodwill and trust.

The rationale for this is straightforward: if people don't feel they gained something from the transaction, they won't progress to the next stage and buy more expensive items from you.

So how do you guarantee a positive consumer experience?

First, we presumptively believe that whatever the prospect spent money on or sacrificed significant time for is excellent. If you don't have exceptional goods and services, great marketing will just hasten the rate at which your company fails.

Second, the prospect must have gained something from their previous business with you. You need to keep going back to the Excite stage of the Consumer Value Journey. And enthusiasm need to be generated each time.

Given this, you should design your marketing to increase the likelihood that anytime a customer or prospect does what you ask them to do (attend this webinar, buy this product, or hire me for this service), they will receive real value from the encounter.

Step 6: Ascend

You've invested time, money, and resources at this point in the Value Journey into finding leads and customers and ensuring that they get value out of doing business with you.

It's likely that up to this point you haven't made any money. In fact, you can be losing money on the front end of this customer acquisition process if you're in an industry that's competitive (and who isn't?).

This is acceptable because you are making an investment in your potential future profits.

Always keep in mind that selling to an existing customer is cheaper than finding new ones. The early sales are not about making money. It's about turning a prospect into a client so you can start a sustained (and lucrative) client relationship.

Purchasing consumers up front is a smart business move, but only if you can make money off of them later.

Your customer will be ready to make increasingly frequent purchases during the Ascend stage of the Value Journey. If your company has a primary offer, this is the place to present it. Once your customer has taken advantage of that primary offer, it is time to show them other pertinent offers.

Step 7: Advocate

You now have a satisfied customer who has bought from you profitably on multiple occasions. Making marketing that motivates your most devoted consumers to promote your brand is the next step in the Value Journey.

Someone who speaks favourably about your brand is referred to as an advocate.

An advocate is a "passive promoter," if you will. Even though they might not actively promote your company, they will give you a positive review if you ask.

Step 8: Promote

Promoters are different from advocates in that they actively work to promote your companies names, goods, and services.

Sometimes, the promoter just had a positive experience with your business and wants to tell their friends and family about it. In other instances, they advance because you gave them a reason to do so.

By doing this, you expose your message to the promoter's fans, followers, and friends as well as a new audience. Additionally, this new audience is far more likely to become your consumers because they are hearing about you from a reliable source that they already know.

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Your Digital Marketing Strategy Template - The Guide to Digital Marketing