Based on the 12 steps and the CVO framework, a new value journey model has emerged, consisting of 8 steps that we, as marketers, must facilitate for consumers if we want to achieve business growth.
Let's take a closer look at each stage of the Value Journey Canvas:
Value Journey ModelValue Journey Model (from bottom to top, following the arrows):
Awareness – Prospect sees an ad, finds you through search, hears about you through referrals, etc.
Engagement – Prospect reads a blog post, engages through social media, watches a video, etc.
Subscription – Prospect fills out an opt-in form to receive content that requires registration.
Conversion – Prospect makes a small purchase/plans to use a product demo.
Excitement – Prospect gets real value from their first transaction.
Lift – Core offer, upsell #1, upsell #2, upsell #…
Brand Advocacy – Satisfied customer makes a recommendation/allows their case study to be published.
Promotion – Satisfied customer tells their friends and colleagues about your brand.
1. Awareness. Something motivates potential customers to find you online and become “aware” of your brand. They learn of your existence either through social media, referrals, or your website.
2. Engagement. Now the potential customer starts interacting with you through your content, such as reading a blog or watching a video on social media. They want to understand whether your product can solve their problem.
3. Subscribe. The prospect decides that your content resonates with them and wants to learn more about you. This could take the form of subscribing to a blog post or downloading a guide. Don’t get too hung up on the word “subscribe”: it could mean signing up for something or downloading a free file. The idea is that users are willing italy phone number data to provide real information about themselves to engage with your brand.
4. Conversion. The potential client sacrifices their time (watches a webinar or joins a free consultation) or a small amount of money (say, 300 rubles for some informational material). A positive reaction to this offer with an early entry point (similar to a trap product in the CVO scheme) signals an even greater degree of involvement.
5. Excite. If a prospect is not excited after a conversion action, they will not move forward. Some consumers may even “roll back” a few steps. In this situation, you can try to re-create the value proposition or offer something more suitable for solving the problem they are experiencing. In addition to making your first offer high in value, you need to make sure that the prospect used it and had a really good experience. Follow up, check in with them, and build a bridge from the initial satisfaction to your main offer.
6. Ascend. The prospect has seen the value in your content and is genuinely excited to work with you. This is a good time to promote additional products and/or services (upsell or add-ons) that the consumer can extract maximum value from.
7. Advocate. Now that your prospects have become actual satisfied customers, they are starting to speak positively about your company. This is when you should reach out to them to get recommendations or permission to publish a case study. At this stage, it is still important to support your customers to turn them from brand advocates into active brand advocates.
8. Promote. Very happy customers will happily promote the brand without your active involvement. You can consider a referral or affiliate program to help your fans take new potential customers through the value journey.