Video Transcript: Customer Value Journey Part 2

so welcome back, everyone. My name is Tom Tubergen, and I'm going to be  leading these different modules in marketing that you're working your way  through. And today we're going to work through Module Two of something that  we call the customer value journey. Remember module one, we introduced the  concept that there's specific psychological mile posts on a person's journey,  from when they become aware of a product or a service or information or  opportunities or whatever, all the way through various steps until they either  become a promoter or they become an advocate of whatever it is they're getting  involved with. In today's module, we're specifically going to do a deeper dive into each one of these steps on that journey. What comprises each steps, what  specific types of activities you need to be aware of, resources that you need to  provide in that particular to people in that particular step on their value journey.  Once again, this is the module or the diagram of the customer value journey,  and you can see the different steps there. There happens to be eight of them on  this particular on this particular slide. And this is actually a flow chart of the  activity that will take place inside of each of the steps on this value journey.  We're going to look at the strategy of how you meet the information and the  nurturing requirements of each person at each step in their own personal  journey along that pathway. And this is true whether you're selling products. This is true whether you're selling a service or if you're trying to draw people in or  towards your ministry situation. So as we begin designing the process, each  step on the customer value optimization journey that you saw in the second  slide has its own strategy. Each of those eight blocks so different people at  different stages of their journey need to hear different messaging, different  resources from you about your ministry application, or in the secular world, it  would be products, your products and your services. And there's different  strategies used to draw those people in. And the flow chart that you're seeing on the left is really a diagram of that process, of how this takes place, and it's  actually a very interesting process, because it allows you to measure and qualify the people who are in that step. How interested are they? How how active are  they in pursuing this message that you're putting out, and I'll talk about that  more in a few minutes. So as you and again, as you continue designing this  process, it's really important to have a lot of clarity about which step of the  customer journey that you're targeting the strategy for. In other words, one  strategy on this flow chart that you see here is not going to get cookie cuttered  necessarily from one step to the next. You're going to have different materials on each step on that optimization journey chart. And the resources that you're going to offer within each of these processes need to be a fit for the people at that  level of the journey, and the method that you're going to use to communicate to  them also is very important. And on the left you're going to see that the chart  focuses only on the online methods, and it really is designed for the profit  making the you know, we're selling products or selling services, type of 

marketing, but signs, flyers, announcements and neighborhood newsletters are  all highly effective, as well as advertising on Facebook or in Google AdWords or  any of those particular online techniques. So the best results for promoting your  business or promoting your ministry, you're going to want to use more than one  

method of communicating. So in other words, you aren't going to just publish  flyers and pass them around the neighborhood and expect to have 100%  success rate different people communicate via different methods, whether it's  Twitter or outside billboards or signs or whatever you need to use one more than one method. Of communicating. So you see the flow chart at the left, and across the top, we have a whole variety of online traffic sources that are identified. You  have Facebook, you've got Twitter, LinkedIn, AdWords, pay per click, all those  types of techniques, and they're all designed to drive traffic towards what you  see on there is a lead magnet. So below the horizontal lineup of potential traffic  sources or message channels, is the flow chart, diagram of the steps that you'll  take inside that value optimization step to create a message strategy for the  particular step on that value journey. Marketing Strategy for products and  services gets. Can get really detailed. It gets really precise in its segmented  broken up into segments, I should say, to different groups, different  demographics. It's splintered and it's detailed. If you're using this kind of a  strategy in a market, in a ministry type of setting, you're probably not going to  have require as much detail as what you might see on this flow chart, for  example, the basic elements of the strategy that you see here probably should  be either carefully thought out and used, or you might decide you want to  eliminate some of them, some of them, but Let's take a look at a couple of  those, the lead magnets, is the very first step on the process to offer something  that is called a lead magnet, or a piece of very high quality valuable information,  a pamphlet, a document of some sort, or giveaway, a service, whatever. And it  needs to really be carefully selected to pull people who are interested and into  that value optimization, that psychological strategy of pulling people in. And it  needs to directly be relevant to your application, to your purpose, and the people who are at this particular step on their journey. The purpose of the lead magnet  is to pique somebody's interest in what you're doing, make them want to explore it further, take the next step, show that they are interested, so that you can  measure the fact that, hey, this person just asked me for this, or I had 30  requests for information, or whatever, you can qualify or quantify the interest in  what you're doing based on people's reaction to these different steps in the  strategy. So it's also used to capture the person's identity for subsequent follow  up. So it's not just that you're passing stuff out, but there's an ulterior motive.  You're collecting information very subtly at the same time, I need to have your  address. I need to have your phone number to get back in contact or follow up  with them at a later time. So you can either create this material for a lead  magnet, or you can use other printed material, perhaps. Or these lead magnets, 

the actual product that you're going to give away, or the service that you're going to give away can come from anywhere, and some examples of this might be  various instructional sports training videos that you can post online for promoting a sports camp, different types of instructional materials to help people in your  community earn supplemental income, ministry tracts or Ministry information can all beasts used as a lead magnet. So the one of the next steps down then is the  trip wire. And this is where you continue to quantify or qualify how interested  people are at this step on their value optimization journey throughout the whole  marketing process, the trip wire is a little bit more involved in that a lead magnet  says, Here, take this. This is something you'd be interested in, but the trip wire  serves a very careful, carefully thought out function of saying, Okay, you were  interested in that. But how interested are you really? Are you interested enough  to make a decision to do something like either pay $5 for another set of material  or a set of books? Are you interested enough to sign up to come to a meeting on Wednesday night? Those are examples of trip wires so you've passed out all  these little booklets about making additional income or information about your  ministry to those people who've asked. And obviously there's some interest,  some sort of motivation for requesting this specific material which tells you  something about that individual, doesn't it? But bear in mind that in every step,  every one of those eight steps in that customer value optimization, optimization  journey, not everybody is going to follow through. You're not going to have 100% hit rate. What you're concerned about is taking care of the people that are and  there's different levels of need for the specific information topic that you're might  be working with at each of these steps. So again, on trip wires, the next step in  the marketing strategy here is making that trip wire offer similar to a lead  magnet, but perhaps a bit more expensive. There's going to be some sort of  decision making process that you're going to cause the reader or the target  person to to make higher perceived value of maybe a bit more expensive,  whatever. And this is the decision point. It's really interesting. This is a decision  point where you know somebody is gravitating in your direction and moving to  the next step on the customer value journey. This is how this is a very distinct  step on in the marketing process. So more about trip wires, taking just a few  minutes here to kind of sync up my notes on this stuff. So you know, as  marketers, we've learned a long time ago that while we want everybody to be  have a positive reaction to whatever it is we're doing to buy our stuff, not  everybody wants us, and it's not a personal thing, it's not a value or a feeling  against you or your ministry. But if you do want to continuously identify those  individuals that your messaging, but you do want to kind of keep tracking Those  people who your messages attracting and resonating with. I I'm just going to  take a bit of a break here So Wally can edit this out. I'm okay, so continuing on  with trip wires find the right slide here, I'm kind of out of sync with this. So again,  with trip wires, the whole process of a trip wire is designed and used to help you 

determine which people in your ministry process are destined to move on or  probably going to move on to the next level on their journey throughout the  value optimization process. It's going to tell you what level they're at and how  committed they really are. So if you know what sort of signals to look for, this  can be very powerful information for you, the other people, the other people who don't acknowledge your trip wire offer are continuously being fed drip by drip  with a lot of additional. Material, maintaining the awareness until they either  respond positively and move to the next step, or they just simply drop off the  radar and they tend to follow that return path diagram that you see at the very  bottom of the flow chart, repeat this journey, or the strategy, I should say, at  each value of the customer value journey, there are a number of online tools  specifically that are going to help you to automate these processes. You might  want to do a Google search on CRM tools. There's a lot of very sophisticated or  even simple marketing automation tools that are online that you can effect very  good use of and email marketing tools are especially effective