8 Stages of the Customer Value Journey: Awareness to Advocacy

Hey there, let’s talk about the Customer Value Journey stages. It’s a roadmap that takes your potential customers from total strangers to raving fans. I’m talking about the kind of fans that shout your name from the rooftops and bring all their friends along for the ride.
This journey isn’t a one-size-fits-all deal, but it’s a proven framework that’s helped countless businesses grow. And the best part? It’s not rocket science. It’s just about understanding what your customers need at each stage and giving it to them straight.
So, whether you’re a small business owner, a marketing maven, or just curious about how this whole customer journey thing works, stick with me. We’ll break it down, step by step, and show you how to create a Customer Value Journey that turns leads into loyal advocates.
Table of Contents:
- The Customer Value Journey Explained
- Awareness Stage
- Engagement Stage
- Subscription Stage
- Conversion Stage
- Building Excitement Stage
- Ascension Stage
- Advocate Stage
- Promotion Stage
- Conclusion
The Customer Value Journey Explained
The Customer Value Journey (CVJ) is a game-changer. It’s an 8-stage process that takes unaware prospects and turns them into raving fans.
Digital Marketer developed this proprietary framework and it’s generated over $100 million in revenue in the last 10 years alone. Pretty impressive, right?
The CVJ is all about transforming strangers into loyal advocates. It’s a proven system for generating significant revenue and fostering customer loyalty.
I’ve seen firsthand how powerful this framework can be. When implemented correctly, it can completely revolutionize your marketing funnel and take your business to new heights.
But here’s the thing – it’s not just about making money. The CVJ is about creating a journey that truly resonates with your customers. It’s about building relationships and providing value at every stage.
Awareness Stage
The first stage of the CVJ is all about getting your brand in front of potential customers. This is where they first become aware of who you are and what you offer.
There are two key ways to do this: digital advertising and social media marketing.
Utilizing Digital Advertising
Digital advertising is a powerful tool for increasing brand visibility and attracting potential customers. Platforms like Google Ads and Facebook Ads allow you to target specific audiences based on demographics, interests, and behaviors.
By crafting compelling ad copy and visuals, you can grab people’s attention and entice them to learn more about your brand. The key is to focus on the benefits and value you provide, rather than just pushing your products or services.
Leveraging Social Media Marketing
Social media platforms like Facebook, Instagram, and LinkedIn are incredible for creating brand awareness and engaging with a broader audience. By consistently posting valuable content and interacting with your followers, you can build trust and establish yourself as a thought leader in your industry.
But it’s not just about posting random updates. You need to have a strategic social media marketing plan in place. This means understanding your target audience, creating a content calendar, and leveraging features like hashtags and stories to maximize your reach.
Engagement Stage
Once you’ve captured people’s attention, it’s time to start building a relationship with them. The Engagement stage is all about providing valuable content and interactions that deepen the connection with your prospects.
Trust begins to build in this stage, which leads to the next stage called Subscription, where you gather contact information and permission to connect further.
Content Marketing Strategies
Content marketing is one of the most effective ways to engage prospects and provide value. This can include blog posts, videos, infographics, and more.
The key is to create content that addresses your audience’s pain points, answers their questions, and provides actionable insights. By consistently delivering high-quality content, you establish yourself as a trusted resource and keep people coming back for more.
One strategy I love is creating a content hub on your website. This is essentially a library of your best content, organized by topic or theme. It makes it easy for visitors to find the information they need and encourages them to explore more of your site.
Email Marketing Campaigns
Email marketing is another powerful tool for nurturing relationships with potential customers. By sending targeted campaigns with valuable content and offers, you keep your brand top of mind and encourage further engagement.
But it’s not just about blasting out generic newsletters. You need to segment your email list based on interests, behaviors, and stage in the customer journey. This allows you to deliver highly relevant content that resonates with each individual subscriber.
Subscription Stage
The Subscription stage is where you convert visitors into subscribers by gathering their contact information and obtaining permission to connect with them regularly. This is a critical step in the CVJ because it allows you to continue nurturing the relationship and moving prospects closer to a sale.
Offering Lead Magnets
One of the most effective ways to encourage visitors to subscribe is by offering a valuable lead magnet. This could be an eBook, whitepaper, free trial, or any other resource that provides significant value in exchange for contact information.
The key is to create a lead magnet that aligns with your audience’s needs and interests. It should be something they can’t resist because it solves a problem or provides insights they can’t find elsewhere.
For example, if you sell fitness products, you could offer a free 7-day workout plan as a lead magnet. This provides immediate value while also positioning your brand as a trusted resource in the health and wellness space.
Implementing Opt-In Forms
To capture visitor information, you need to have strategically placed opt-in forms on your website. These forms should be prominently displayed on key pages like your homepage, blog, and product pages.
But it’s not just about slapping up a generic “Sign Up for Our Newsletter” form. You need to craft compelling copy that clearly communicates the benefits of subscribing. What will subscribers receive in exchange for their information? How often will they hear from you?
You also want to make sure your forms are easy to fill out and mobile-friendly. The last thing you want is for potential subscribers to abandon the process because it’s too cumbersome or doesn’t work on their device.
Conversion Stage
The Conversion stage is where you encourage prospects to make a micro-commitment through a high-value, low-risk offer. This moves them one step closer to becoming paying customers.
Entry Point Offers
An entry point offer (EPO) is a product or service that provides significant value at a low cost. The goal is to entice prospects to take that first step and make a purchase, even if it’s a small one.
For example, if you sell online courses, your EPO could be a $7 mini-course that provides a taste of what your full program offers. By delivering massive value at a low price point, you build trust and make it easier for prospects to say “yes” to your core offer down the line.
The key is to create an EPO that aligns with your overall product suite and customer journey. It should be a natural stepping stone that leads to your higher-priced offerings.
Case Studies and Testimonials
At the Conversion stage, prospects are often looking for proof that your products or services actually deliver results. This is where case studies and testimonials come in.
By showcasing real-life examples of how you’ve helped others achieve their goals, you build trust and credibility with potential customers. They can see themselves in these success stories and envision what’s possible for their own lives or businesses.
When crafting case studies, focus on the transformation that took place. What challenges did the customer face before working with you? What specific results did they achieve? How has their life or business changed as a result?
Similarly, testimonials should highlight the tangible benefits customers experienced from using your products or services. The more specific and measurable, the better.
Building Excitement Stage
The Building Excitement stage is all about creating a memorable experience for new customers that fosters loyalty and anticipation for future interactions with your brand. This is where you wow them with your onboarding process and surprise and delight tactics.
Onboarding Process
Your onboarding process sets the tone for the entire customer relationship. It’s your opportunity to make a stellar first impression and set your customers up for success.
Think about what information and resources new customers need to get the most out of your products or services. This could include welcome emails, video tutorials, user guides, or even a personal phone call from a member of your team.
The key is to make the onboarding experience as seamless and enjoyable as possible. You want customers to feel supported and excited about their purchase, not overwhelmed or confused.
Surprise and Delight Tactics
Surprise and delight tactics are unexpected gestures that make your customers feel valued and appreciated. These can be small touches, but they have a big impact on customer loyalty and advocacy.
For example, you could send a handwritten thank-you note after a customer makes their first purchase. Or you could include a small gift or bonus product with their order as a token of appreciation.
You could also host exclusive events or webinars for your customers, giving them access to valuable content and insights they can’t find elsewhere.
The goal is to create moments of joy and excitement that make your customers feel special. When you go above and beyond in small ways, you create a lasting impression that keeps customers coming back for more.
Ascension Stage
The Ascension stage is where you generate repeat purchases and real profits by offering higher-priced products or services. This is where you take customers from one-time buyers to loyal, long-term fans.
Upselling Techniques
Upselling is the practice of encouraging customers to purchase a higher-end or more expensive version of a product they’re already interested in. This could be a premium package, an add-on feature, or a bundled offer.
The key to successful upselling is to focus on the additional value and benefits the customer will receive. You’re not just trying to get them to spend more money; you’re offering them a better solution to their problems or desires.
One effective upselling technique is to use social proof. If you can showcase how many other customers have upgraded to the premium version and experienced great results, it makes the decision feel less risky for the buyer.
Cross-Selling Opportunities
Cross-selling is the practice of offering complementary products or services to customers based on their previous purchases. For example, if someone buys a yoga mat from your store, you might suggest they also purchase a yoga block or strap to enhance their practice.
The key to effective cross-selling is to make relevant and helpful suggestions. You don’t want to come across as pushy or salesy, but rather as a trusted resource looking out for the customer’s best interests.
One way to identify cross-selling opportunities is to look at your customer data and purchase history. What products or services do customers often buy together? What items complement each other well?
You can also use customer feedback and surveys to gather insights into what additional products or services they might be interested in. The more you understand your customers’ needs and preferences, the better equipped you’ll be to make relevant cross-selling suggestions.
Advocate Stage
The Advocate stage is where you turn happy customers into brand advocates who actively promote your products or services to their own networks. This is the ultimate goal of the Customer Value Journey, as it generates organic growth and reduces customer acquisition costs.
Referral Programs
Referral programs incentivize existing customers to refer new business your way. This could be in the form of a discount, free product, or cash reward for every new customer they bring in.
The key to a successful referral program is to make it easy and rewarding for customers to participate. The process should be simple and straightforward, with clear instructions on how to refer friends and family.
You also want to make sure the incentive is compelling enough to motivate customers to take action. It should be something they actually want and value, not just a token gesture.
Collecting Reviews and Testimonials
Reviews and testimonials are powerful social proof that can help attract new customers and build trust in your brand. But they don’t just happen on their own – you need to actively seek them out from your satisfied customers.
One way to do this is to send follow-up emails after a purchase or interaction, asking customers to share their experience. You can provide a link to your preferred review platform (like Google or Yelp) or ask them to submit a testimonial directly to you.
You can also leverage social media to collect reviews and testimonials. For example, you could run a contest or giveaway that encourages customers to share their stories and tag your brand on Instagram or Twitter.
The key is to make it easy and enticing for customers to provide feedback. The more positive reviews and testimonials you have, the more credible and trustworthy your brand will appear to potential customers.
Promotion Stage
The Promotion stage is the final stage of the Customer Value Journey, where customers become active promoters of your brand. This is where they spread the word about your products or services to their own networks, driving organic growth and reducing your customer acquisition costs.
Leveraging Social Proof
Social proof is a powerful tool for attracting new customers and building trust in your brand. When potential customers see that others have had positive experiences with your products or services, they’re more likely to take the leap themselves.
One way to leverage social proof is to showcase customer reviews and testimonials prominently on your website and marketing materials. You can also share user-generated content (like photos and videos) on your social media channels to show real people using and enjoying your products.
Another effective tactic is to partner with influencers or thought leaders in your industry who can vouch for your brand. When someone with a large following and established credibility recommends your products or services, it can have a huge impact on your visibility and reputation.
Engaging Influencers
Influencer marketing has exploded in recent years, and for good reason. By partnering with influencers who align with your brand values and target audience, you can tap into their engaged following and expand your reach exponentially.
The key to successful influencer partnerships is to find individuals who genuinely believe in and use your products or services. You want their endorsement to feel authentic and trustworthy, not forced or salesy.
You also want to give influencers creative freedom to promote your brand in a way that resonates with their unique voice and style. The more natural and organic the promotion feels, the better it will perform with their audience.
Finally, make sure to track and measure the results of your influencer campaigns. Look at metrics like engagement, click-through rates, and conversions to see what’s working and what can be improved for future partnerships.
By leveraging social proof and engaging influencers in the Promotion stage, you can turn your best customers into your most powerful marketing assets. When done right, this can create a virtuous cycle of growth and advocacy that propels your brand to new heights.
Key Takeaway:
The Customer Value Journey transforms strangers into loyal advocates through an 8-stage process. Start with digital ads and social media to create awareness, then engage prospects with valuable content. Use lead magnets for subscriptions, offer low-risk products for conversions, surprise new customers to build excitement, upsell higher-priced items in the ascension stage, and turn happy clients into brand promoters.
Conclusion
The Customer Value Journey stages are a game-changer for any business looking to create lifelong customers. By understanding each stage and tailoring your marketing efforts accordingly, you’ll be able to guide your customers from awareness to advocacy seamlessly.
Remember, it’s not about just making a sale; it’s about building a relationship. When you focus on providing value at every touchpoint, you’ll create a loyal tribe of customers who can’t wait to spread the word about your brand.
So, take the time to map out your Customer Value Journey, and watch as your business grows from strength to strength. Trust me, your customers (and your bottom line) will thank you for it.
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