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Is business growth a top priority for you? In this post, we’ll walk you through the Customer Value Journey (CVJ) framework that has helped businesses and brands turn visitors to prospects, customers and advocates. As a DigitalMarketer Partner, we’ve had the opportunity to witness the application of CVJ in skyrocketing growth.

CVJ ensures customers are accompanied systematically in their interaction with the business or brand. It eliminates the problem of customers getting lost in the process, which results in them not completing the journey. A marketing strategy that embeds CVJ increases the chances of completion.

There are 8 successive steps:

1. Aware
2. Engage
3. Subscribe
4. Convert
5. Excite
6. Ascend
7. Advocate
8. Promote

Each specifies actions to be taken. The clarity and consistency of your digital marketing strategy make it a scalable process, which is important for business development activities.

1. Aware

Unless you are on the radar of your target audience, you don’t stand a chance of being considered. Creating awareness is important for lead generation. Getting on their radar can be achieved through social media marketing, publishing blogs or articles, producing relevant videos or Google Ads.

2. Engage

Next, you’ll have to sustain the conversation to nurture the new relationship. Not surprisingly, businesses and brands struggle with this. But this stage is important as it marks a deepening of the interaction or engagement. Thanks to marketing automation, continuing the conversation can be done effectively and efficiently. From emails, an online community to customer support, there are several ways to continue the conversation.

3. Subscribe

If what you’ve provided to prospects in Step 2 is valuable, you’ve successfully sowed the seeds of trust. Trust will lead to commitment. Here, we are seeking permission to connect with them directly via emails. To achieve this, we need to offer them something of great value, for example, an eBook, webinar or demos.

4. Convert

Next, it’s converting them into paying customers. If they’ve applied some of the hints and tips shared in Steps 2 and 3 and experienced success, they’re ready to make a ‘small’ purchase or low-risk offer. It marks a greater willingness to grow their commitment with your business or brand.

5. Excite them

Scientifically, it has been shown that the dopamine produced from a purchase triggers excitement in people. Multiply this excitement by providing them with a great experience. It can be in the form of a gift-in-purchase or a free step-by-step guide. Surprise and delight are classic sales skills businesses with a growth mindset should have.

6. Ascend

In this step, the task is to convert customers to be repeat buyers or to buy products or services of higher monetary value. It could be add-ons to the basic program they’ve purchased, a bigger or better version. These purchases should help you achieve the profit margin desired.

7. Advocates

Why do happy customers love to share their experience? Because it concurrently speaks well of them as well. It shows they’ve made the right decision in choosing your business or brand. Your task is to make it easy for them to share this experience. Encourage them to write a Google review or leave a comment on your social media platform.

8. Promoter

Don’t stop at just helping them to share their positive experiences with you. Incentivise them to be promoters of your brand or business. From affiliate marketing to referral programs, customers are the best sales representatives any company can have.

CVJ is a strategy to move customers along the journey. Every stage optimises the opportunity you’ve been presented. To learn how to apply it and download your CVJ worksheet by joining the Focused Insider for Free today