There is no better way to build your business than to optimize your customers’ journey. Creating an engaging and seamless experience allows you to take your audience from prospects to customers while making money and building brand loyalty.
In my latest episode of Shop Talk, “Optimizing The Customer Journey: The 9 Campaigns Your Business Needs,” I let you know exactly what you need to optimize the customer journey and drive growth and profitability in your business. By understanding how to implement marketing fundamentals to your advantage, you can effectively provide your perfect ideal customer with the experiences and communications they need as they move through the marketing, sales, and delivery process.
If you want to up your game, check out this episode and get ready to take your business to the next level!
Summary of this episode:
- 0:18 – Fundamentals – The Key to Winning in Business
- 2:04 – What is Lifecycle Marketing?
- 6:50 – The 9 Campaigns of the Invisible Marketing And Sales Machine
- 37:31 – Achieving Success with the Fundamentals of Business
If there’s one thing we know as business owners, customer journey optimization is crucial to driving growth and profitability. But how can you create an experience that engages, converts, and retains your customers, no matter who they are or what they need?
That’s exactly what I want to talk to you about today – optimizing the customer journey and the nine campaigns I believe every business needs. These methods work no matter who you sell to, what you sell, or how you sell it.
Fundamentals – The Key to Winning in Business
But first, I want to give you a bit of foundation through the lens of I read a book years ago on the life of Vince Lombardi titled When Pride Still Marrered by David Maraniss.
One story that stood out to me was when Vince Lombardi walked into the training camp of the Green Bay Packers in 1961 and said, “Gentlemen, (holding a football in his right hand) this is a football.”
I mean, think about it. Here’s Lombardi, coaching a group of professional athletes who, just months prior, had come within minutes of winning the NFL Championship. And yet, here he was, covering the fundamentals. This was something that he became known for throughout his coaching years.
He assumed that the players were blank slates who carried over no knowledge from the year before and methodically covered the fundamentals – which ultimately led them to win two Super Bowls and five NFL Championships.
Truth be told, I don’t actually watch football. But this story has stuck with me through my years of being in business.
Like Lombardi, I believe the game of business is won or lost based on how well the owner/entrepreneur executes the fundamentals. And the fundamentals lie within Lifecycle Marketing.
What is Lifecycle Marketing?
I talk about this often – but let’s do a quick review.
Lifecycle marketing is a framework used to provide your audience with the experiences and communications they need, want, or like as they move through your entire marketing, sales, and delivery process.
There are seven stages of lifecycle marketing:
Stage 1 – Awareness
In this stage, you are looking for ways to create awareness for your business. Creating awareness is where you look to inform and educate your perfect ideal customer (PIC) about you, your products, or your services.
Stage 2 – Capture
This stage aims to look for ways to capture the contact information of your PIC and grow your email marketing list with leads.
Stage 3 – Nurture
Here, you deploy strategies to help nurture the people who have joined your community through your email marketing list.
Stage 4 – Convert
The goal here is to convert subscribers into paying customers. Conversion is a critical step in customer journey optimization, and it’s essential to ensure that your customers have a smooth and enjoyable experience during this process.
Stage 5 – Delight
You should look for ways to not only deliver what you promised but also surprise your new customer and delight them in ways they never expected.
Stage 6 – Ambassador
The ultimate test of providing your customers with a delightful experience is how much they tell others about you, your company, your team, and your products/services.
In this stage, you want to look for ways to encourage your customers to spread the word.
Stage 7 – Retain A Lifelong Customer
The final stage in lifecycle marketing is retaining a lifelong customer.
You’ve probably heard that “it’s easier to sell an existing customer than acquire a new one.” It’s so true!!! This is the stage you should look for additional ways to continue supporting your customers.
When considering customer journey optimization, can you offer additional programs, products, or services? Does a membership community make sense for your business model? What systems and processes do you have in place to retain your customers?
It’s easy to assume that you constantly need to find new customers. But this intense focus can result in ignoring the customers that already love you. By asking yourself, “What else can I do to support my current customers?” you just might be sitting on a gold mine!
The 9 Campaigns of the Invisible Marketing And Sales Machine
Now that you are clear on the 7 Stages of Lifecycle Marketing, let’s talk about customer journey optimization and how to achieve it with the 9 campaigns every business needs.
I refer to these campaigns as the “Invisible Marketing And Sales Machine” because these are the campaigns that work together to move your audience through a customer journey creating lifelong customers.
Campaign 1 – Networking With Fortune Follow-Up
As an entrepreneur, you know that networking is effective for collaborating with others and getting referrals. However, following up with contacts can be challenging, especially when you have a lot on your plate.
That’s why I recommend setting up an automated campaign to help you stay in touch with potential clients and partners after meeting new people. Here’s how it works:
After a networking event, you can enter your new contacts’ business card information into a form that automatically adds them to a CRM (customer relationship management system). Then, an email is sent out thanking them for connecting and asking if it’s okay to stay in touch.
Over the next few weeks, you can schedule a series of automated follow-up emails to go out at set intervals. These emails could include helpful resources, such as blog posts or e-books, that showcase your expertise and provide value to your contacts.
And, to ensure that you don’t miss any valuable connections, you can set up alerts in your campaign to remind you when it’s time to follow up with a particular contact.
By automating your networking follow-up process, you can save time and focus on other important aspects of your business while maintaining strong relationships with potential clients and partners.
Campaign 2 – Online Lead Generation
The next campaign that every business needs is an online Lead Generation Campaign. This allows you to capture leads online 24 hours a day, 7 days a week.
The strategy used for this campaign is simple. Give away something valuable for free in exchange for a person’s contact information. The free resource is often referred to as a ‘lead magnet.”
There are endless ideas on what could be used as a lead magnet, but here are a few we’ve seen convert really well:
- eBooks, Guides, and Cheatsheets: These are great lead magnets to attract prospects who need help and guidance on a specific topic.
- Mini Courses: Offering a free mini course can effectively engage with your audience and demonstrate your expertise. The course should be structured to provide value and solve a fundamental problem for your potential customers.
- Quizzes or Assessments: Creating a quiz or assessment related to your industry or niche can be a fun and interactive way to engage with your audience and generate leads. Quizzes can help potential customers identify their pain points or challenges and offer customized solutions based on their responses.
- Free Trials or Demos: Providing a free trial or demo of your product or service can be a great way to give potential customers a taste of what you offer and encourage them to sign up for your paid services.
The key to an effective lead magnet (meaning, a lead magnet that converts) is to provide value and solve a problem your audience is struggling with.
I recommend testing different lead magnets to see what resonates with your audience. That said…
The creation of an online lead generation campaign is simple. It should contain:
- A landing page that explains the value the resource will provide and captures the visitor’s contact information.
- A thank you page that tells the viewer what they can expect next. I recommend that you leverage your thank you page to let them know that their resource is on its way and invite them to take the next step with you. This could be to follow you on social, join your private group, or even schedule a call. The thank you page can be a powerful tool to move your prospect along your sales process even faster.
- And lastly, you need an automated email to deliver the free resource. This is important because it ensures your new prospects receive the resource quickly and efficiently.
I know that these campaigns might seem really basic – and they are. But I want to challenge you to not think, “Yeah, I’ve heard these things before.” Instead, ask yourself whether you have implemented them in your business.
Are they working? Do you consistently follow up with people you meet while networking? Have you found the lead magnet that works? Are you consistently capturing leads and growing your email marketing list?
If not, then spend some time putting these things in place. Leads are the lifeblood of your business. Without them, you cannot get customers. Now let’s talk about creating a relationship with your new prospects.
Campaign 3 – Welcome Indoctrination Campaign
Once you capture leads through your online lead generation campaign, I recommend sending your new prospects through an automated Welcome Indoctrination Campaign.
This campaign is designed to be a (formal) introduction to you, your team, your mission, or any other messaging that you feel is important that your new prospect knows.
If you think about it, when you meet someone in person, you typically spend some time getting to know more about each other. You may chat about your business, your clients, etc.
The welcome indoctrination campaign is designed to do the same thing – allow your new prospect an opportunity to get to know more about you and your business.
Here are a few examples of emails that can be included in a welcome indoctrination campaign:
- Introduction Email: The first email in the campaign should be a friendly introduction to you and your business. Use this email to explain who you are, what you do, and how you can help your new prospect. You can also include links to your website or social media profiles to help your prospect get to know you better.
- Educational Email: The second email in the campaign can be an educational email that provides value to your prospect. Use this email to share helpful tips, industry insights, or best practices related to your business. By providing valuable information, you can establish yourself as a thought leader and build trust with your prospect.
- Case Study or Testimonial Email: The third email in the campaign can be a case study or testimonial email that showcases how your business has helped other clients or customers. Share real-world examples of how your products or services have solved problems and provided value to other companies. By highlighting your successes, you can demonstrate the value of your offerings and build credibility with your new prospect.
Remember, the welcome indoctrination campaign aims to introduce your business to your new prospects and build a relationship with them. By providing value and establishing yourself as a trusted expert in your field, you can increase the likelihood of converting your leads into customers.
Campaign 4 – Nurture Campaign
The fourth campaign in The Invisible Marketing And Sales Machine is a Nurture Campaign.
This campaign is designed to keep your leads engaged and interested in your business over time. This is important because not everyone is ready to buy right away. In fact, research shows that it can take multiple touchpoints before a lead is ready to make a purchase.
The Nurture Campaign should be designed to provide value to your leads and keep your business top of mind. This can be done through a series of automated emails that are set up ahead of time and sent out at regular intervals.
Another strategy I like to use to nurture our community is hosting a live Facebook call inside our private group (like I am doing with you now). I love this strategy because it adds a more personal connection, allows me to engage with people in a more meaningful way, deliver even more value than I could through email alone, and I can also repurpose the video call recording for other content that can be used in our marketing.
For example, we typically take our video call recording and turn it into:
- YouTube Video
- SEO Blog
- Podcast Episode
- Lead Magnets
- And More!
For busy entrepreneurs, I know it can feel overwhelming to think about all the work it takes to create content for your marketing. But let me assure you, this strategy is, hands down, the most efficient way to create content at scale.
Campaign 5 – Sales Pipeline
The next campaign you need is a sales pipeline. A Sales Pipeline Campaign is a visual representation allowing you to track where your prospects are in the sales process. Using a sales pipeline, you can gain visibility into your business and ensure that all potential sales opportunities are properly managed. Whether you are a solopreneur or a business owner with a sales team, a sales pipeline is essential to your success.
As someone who has trained over 1,800 salespeople, I can tell you that having a proven system for closing sales and tracking prospects is critical to getting results. Without it, opportunities will be missed, and your sales will suffer.
Campaign 6 – Onboarding, Delight & Wow Campaign
There’s nothing better than having your hard work pay off and finally acquiring a new customer! Many businesses make the mistake of thinking this is where the journey ends, but that couldn’t be farther from the truth.
The next campaign you need is an Onboarding, Delight & Wow Campaign. The key to this campaign is that you intentionally create a delightful and consistent experience for all your new customers.
If you are consistent with your onboarding, you will likely have happy customers. Happy customers lead to more referrals.
Campaign 7 – Customer Satisfaction Survey
The Customer Satisfaction Survey Campaign is designed to survey your new customers immediately following your onboarding campaign to ensure they have had an enjoyable experience.
This is a super simple campaign that asks 1 question. “Did we meet or exceed your expectations?” Then we have 2 buttons – one says “yes” and the other “no.” We have found that if your customer opens the email that over 80% will provide you with a response. The key point of this campaign is to find out if they are happy or not.
If they are unhappy, I recommend you set up a task for someone on your team to call that customer and find out what went wrong and how you can improve. If they are happy, send them on to the next campaign in the machine.
Campaign 8 – Online Review
The next campaign you should deploy is the Online Review Campaign. Here, you will ask your customers to give you an online review. I suggest you choose no more than three platforms on which they can post their review. Most businesses will have their customers post their reviews on Google and Facebook.
As you probably know, online reviews will help you gain more exposure for your business, build immediate trust, and also help drive people to your website.
Campaign 9 – Refer-A-Friend
The last campaign that every service-based business needs is a Refer-a-Friend Campaign.
Prospects are 4x more likely to buy when they are referred by a friend. And many businesses would agree that they would credit customer referrals for a high percentage of their new customers. Yet, most companies don’t even ask for referrals! They wait and hope that their customers will think to tell their friends and family about them.
If you’ve grown your business off referrals and you haven’t been intentionally asking for referrals from your customers, imagine what you could do if you had a campaign that asked consistently!
Achieving Success with the Fundamentals of Business
As I said in the beginning, the game of business is won and lost based on how well these fundamentals are deployed.
This became crystal clear to me when I started applying these principles in my own business, and I grew my revenue from $250k to $630k in less than 12 months!
Now you have the “secret sauce” to laying a foundation for an amazing business. I can’t wait to see your results!