Turn Followers Into Customers With These Simple Tips

Turn Followers Into Customers With These Simple Tips

In the past few years, Instagram has developed into a juggernaut of a marketing platform. Everyone is on Instagram, from small businesses to conglomerates, and they all are racing to increase their followers, likes, and comments metrics!

According to Facebook statistics, 500 million users log on to Instagram every day and spend an average of 30 minutes on the platform.

Right now there’s a huge opportunity for those who take action.

If you are a business owner with an Instagram page but somehow struggle to find leads, conversions, and growth on the platform, you’ve made it to the right place.

This article is going to show you the best methods of conversion and the biggest mistakes you need to watch out for when promoting your business on Instagram.

To start off let’s look at what you NEED to be doing to kickstart the process:

The DO’s of Instagram Conversion

Be active with your followers in the community

The key here is to go from building an audience to creating a community of engagers. Remember, Instagram is more than a one-way platform. Audiences want to enjoy your content, but what they really need is to be a part of it. Don’t forget that you’re behind the screen and you have the power to control their actions and influence the steps they take on their journey.

To create an active community on Instagram, remember:

  • Reply to comments
  • Reply to DMs
  • Host giveaways and competitions
  • Encourage follower engagement in your content with call-to-actions and questions
  • Start conversations
  • Post on national days

Switch it up

Consistency is important, especially if you’re a smaller business looking to gain traction and successfully convert your audience into customers. However, sticking to the same content over and over is going to leave your follower’s losing interest. Nobody wants to scroll past 100 images that add nothing to their life. Instead, audiences want familiarity AND uniqueness. It sounds like a tricky combination to pull off, but it IS possible.

To ensure you’re sticking to a regular positing schedule whilst remembering to switch up you need to:

  • Experiment with different formats: Post stories, reels and both short/long form videos to vary the kind of content you give to your followers. This could even mean going live for your followers (building that active community at the same time). To start off, add in some carousels to your content as this is super simple!
  • Vary the content you use in your posts: Filmed a great ad for your business? Show off behind the scenes. Get creative with emojis and stickers and add new people to the mix. As a local business, reinforcing the idea of community is important, so don’t be afraid to involve others in your content.

Become more than just your content to your followers

For a local business like yours, a large number of your followers might be those who live within your area or even come into your physical store if you have one. This makes showing who you are behind the brand even more important.

Don’t be afraid to show the real you and connect with the local audiences you have around you.

Get vulnerable and open up. Consumers love reality and you’ll find, we as a society are VERY nosey, so finding out more about the owners or team behind a brand is crucial if you want to maintain audience attention and start building a relationship with them.

To successfully be you, try this:

  • Incorporate pictures of a day at work into your content with the team involved
  • Reply to comments with the name of the team member who replied at the end of it help create that community
  • Use stories to document genuine business life

These 3 tips are sure to take your business from followers on Instagram to traffic on your website.

By keeping it real, switching it up and getting active online, conversion is guaranteed.

Now, it’s time to take a look at the mistakes you don’t want to be falling into:

The DON’T’S of Instagram Conversion

Avoid over-selling

The most crucial part of transforming followers into customers is by making the transition feel seamless for them. Your audience does not want to be bombarded by boring sales pitches, they want value and relatability. And as a local business, this means incorporating ‘filler posts’ your community can engage with OUTSIDE of the sphere of sales, such as:

Weekend/Weekday posts: Use these as a check in with your audience to see how they are and/or update them on what’s going on for the business that day.

Quotes or sayings: You can’t go wrong with a bit of motivation every now and then to help push through the day!

Tips, secrets or how to’s: Always think about adding value. Help your audience learn more and positively change their life.

Doing more than just pushing sales will help you convert without it feeling like your customers have to do any challenging work or be convinced to take action.

Posting inconsistent content

While it’s important to switch up the format of your content, don’t end up losing your brand image in the midst of it. Sticking to a general theme, tone and voice is important for your followers to get to know your business more and want to become a follower.

  • Make sure your posts flow well and represents your vision.
  • Stick to brand colors
  • Stick to ONE tone of voice for cohesive purposes

Not engaging with your followers

For audiences of businesses, Instagram isn’t just a window shop. It’s a place to interact, learn, chat and so much more. So, why limit yourself by not returning the favour? If you’re a small local business, building a positive reputation and good rapport with your followers will lead to more people visiting your page.

Consumers eat with their eyes and love a place where they feel valued, appreciated, and can get something out of it. So, ENGAGE! Get stuck into the community you’ve created and interact with your followers.

Conclusion

If you're a local business trying to convert your followers into customers, don't sweat it, you've got this!

Creating great content is all about the strategies you use to improve the customer experience even more, and by monitoring your analytics and clarifying your objectives on a daily basis, incorporating these tips into your marketing will be easier than ever!

We want to help you market your business in new, unique ways! Click here to sign up to meet with Jay Vics on the Meet the Experts podcast. Share your knowledge and get your name out there!

Social Media Mistakes Small Businesses Make and How To Fix Them

Social Media Mistakes Small Businesses Make and How To Fix Them

As a small business, social media is your secret weapon for marketing. It's essential to use social media to reach new customers and connect with existing ones. Whether you're just getting started or already running a highly successful campaign, there's always room for improvement. In this article, we'll explore the top social media mistakes small businesses make and how to fix them, including our own tips on improving your social media marketing strategy.

Not Posting Regularly Enough

One of the most common social media mistakes small businesses make is not posting regularly enough. This can be for a variety of reasons, from lack of time to simply forgetting. If you're not posting regularly, your audience will quickly lose interest and move on to other brands that are more active on social media.

The fix: Set aside some time each week to plan and schedule your social media posts. If you can, designate someone on your team to be responsible for social media and make sure they have the time and resources they need to succeed.

Some popular social media planners include Hootsuite, Later, and Buffer all with free to paid plans.

Posting Too Much

On the opposite end, some businesses post a little too much. This can be overwhelming for your followers and turn them off from your brand. It's important to strike a balance between posting too little and too much.

The fix: Take a step back and analyze how often you're posting on each social media platform. If you're posting multiple times a day on any platform, try scaling back to once a day or a couple of times a week. Experiment with different posting frequencies and see what works best for your audience. Remember that each industry is different, so what frequency is too much in one niche is perfectly fine in another.

Not Posting Relevant Content

Another common mistake is posting content that isn't relevant to your audience or industry. This can happen if you're trying to be too general in your social media marketing or if you're not sure who your target audience is. As a result, your posts will fall flat and fail to engage your audience.

The fix: Take some time to research your target audience and what kinds of content they're interested in. Once you know who you're talking to, you can start creating content that resonates with them.

If you're struggling to come up with ideas, try looking at what other businesses in your industry are doing on social media. Use social listening tools to track relevant keywords and see what kind of content is being shared the most. Then, adapt and improve upon it for your own audience.

Not Engaging with Your Followers

Another mistake small businesses make on social media is failing to engage with their followers. This means more than just responding to comments and @ mentions (although that's important, too). It also means liking, sharing, and commenting on other people's content.

The fix: Spend some time each day engaging with your followers and other people in your industry. Like and comment on their posts, share their content, and start conversations. Not only will this help you build relationships, but it will also make your brand more visible to new potential customers.

There are many tools that can help you organize and consolidate all your social media profile into one dashboard. These listening tools can single handedly change the game if you’re trying to increase your engagement across all social media platforms.

Sprout Social, Salesforce’s Service Cloud, and Reputation are the best at this. On a budget? Try Hootsuite.

Not Measuring Your Results

Measuring your results is essential. This is important for any marketing campaign, but it's especially important on social media. With so much noise, it can be easy to get lost and not know if your efforts are actually paying off.

The fix: Use social media analytics tools to track your progress and measure your results. These tools will help you see how many people are engaging with your content, what kind of impact you're making, and where you can improve.

Without measuring your results, it's impossible to know if your social media marketing is actually working.

Many platforms will have these tools built in, but addition services like Sprout Social, Buffer Analyze, Hootsuite, and Social Report, can give you deeper insights about your customer base and what resonates with them.

Not Having a Social Media Strategy

One of the biggest mistakes small businesses make on social media is not having a strategy. They might post randomly or without any purpose, which can lead to wasted time and effort.

The fix: Having a social media plan in place will guarantee that your efforts are more successful and are working to assist your company's broader objectives. When you're coming up with a strategy, it's critical to keep in mind these goals so that you can create material that supports them.

Additionally, figure out what your social media goals are, what you want to get out of it, and make sure to track them with analytic software (mentioned above) to ensure that your work is paying off. When developing a plan, remember who your target audience is and create content that speaks to them that aligns with your goals.

It is essential to take some time to develop a strategy since it's easy to get lost in the sea of social media and fail to accomplish anything without it.

Not Using Social Media To Its Full Potential

Social media is a powerful marketing tool, but many small businesses don't use it to its full potential. They might not take advantage of all the features available, or they might not use them to reach their target audience.

The fix: Make sure you're using all the features available on each social media platform. For example, on Facebook, you can use groups, events, and Messenger to reach more people. On Twitter, you can use hashtags and lists to organize your followers. And on Instagram, you can use Stories, Live Video, and IGTV to engage with your audience.

Take some time to learn about all the features of each social media platform and how you can use them to reach your target audience. Then, start using them to your advantage.

Not Promoting Your Social Media Content

Not promoting your content can be a big mistake, especially if you're a small business with limited resources. If you're not promoting your content, it's unlikely that anyone will see it.

The fix: Promote your content on social media and other channels. Use paid advertising, share it with influencers, and post it in relevant groups and forums.

Don't make the mistake of not promoting your content. Make sure you're doing everything you can to get it in front of as many people as possible.

Not Taking Advantage of Social Media Trends

Trends are everywhere and they're easy to pick up if you use social media in both a private and work setting. Taking advantage of a trend can make your post go viral, especially if it's curated to your audience. Ignoring trends will make you miss countless free promotion opportunities.

The fix: Use social media trends to your advantage. If you see a trend that's relevant to your business, jump on it and use it to promote your content. Not only will this help you reach more people, but it will also make your brand more visible and relevant.

If you're not sure where to start, check out some influencers in your industry and see what they're doing to get eyes on their posts. Use can also use free websites like Google Trends, TweetDeck, and BrandMentions to track trends.

Check out how Jay Vics incorporates trends and unique content on TikTok!

Ignoring Negative Feedback

It's inevitable that you'll receive some negative feedback at some point. And while it's not pleasant, it's important to take it in stride and use it as an opportunity to improve your business.

The fix: Don't ignore negative feedback. Respond to it in a constructive way and use it to make your business better. Negative feedback can be painful, but it's important to listen to it and use it to improve your business.

Bonus Tip: Remaining in Your Comfort Zone Can Kill Your Social Media Marketing Efforts

If you're not comfortable with change, you'll never be able to take advantage of new opportunities or reach your full potential.

The fix: Be open to change and willing to try new things. Social media is constantly changing, so you need to be too.

Conclusion

These are just a few of the most common mistakes small businesses make on social media. By avoiding these mistakes, you'll be well on your way to social media success.

Looking for other ways you can uniquely and effectively promote your business? We want to help. Reach out today to book your time on the Meet the Experts podcast. No one knows your business better than you, so get your name out there!

Local Influencers That Are Right For Your Business

Local Influencers That Are Right For Your Business

Influencer marketing is a 6.5 billion dollar industry and the best marketing tool for businesses today. As this online marketing strategy evolves, businesses are foregoing celebrity endorsements. Instead, they are choosing to collaborate with local influencers in their community. Here’s why.

Increases brand awareness

First and foremost, local influencers bring the names of businesses to the attention of people who were previously unaware of their existence.

Obviously, all types of influencers do this. Local influencers are simply more effective and successful for businesses in specific geographic areas.

Plus local businesses can turn their favorite customers into their own personal influencers for fairly low cost. This is accomplished through offering small incentives, like food & drink or merchandise.

Increased Engagement

Local influencers tend to have a deeper, more genuine connection with their followers than macro and celebrity influencers. They are more likely to know and connect with their followers on a more personal level.

Influencers with 100k or fewer followers tend to make time for thoughtful responses and engagement.

According to research, influencers with 1,000 followers have the highest engagement ratio. Don’t count them out! The ratio of engagement to followers is more important than the number of followers.

Instagram CEO Adam Mosseri is considering removing 'likes' from the social media platform entirely. “We want people to worry a little bit less about how many likes they’re getting on Instagram and spend a bit more time connecting with the people that they care about.”

This potential evolution will make engagement an even more potent tool in the world of influencers.

Local Influencers Are Less Expensive

Contrary to what you may think, local influencers do not need to be paid thousands of dollars to endorse your business. Many people are willing to be influencers in exchange for smaller incentives.

“When I post a photo for taco Tuesday, I get free queso? Please sign me up!” Give people the opportunity to try your product and share it with their friends and family. This is a great way to generate repeat business. It's a win-win situation!

Influencers gain credibility for their recommendation, businesses gain new customers, and both gain exposure.

Local Influencers Increase New Followers

Local influencers are ideal for small businesses because the majority of their followers will live in the same area who have never heard of your brand. This means an influencer collaboration will allow you to reach a larger market of people who are close to your business!

No matter how fantastic a local pizza joint is, it's unlikely that someone will fly across the country to try it. More likely, they’ll try it while they’re already in town. Unless they really love pizza, have a lot of spare cash, and are dying to go on a world's best pizza tour. I mean, never say never, right?

But, if someone is scrolling through Instagram and sees a friend’s rave review, they may decide to head there on their next night out. Visitors from out of town will also see great reviews about your pizza while searching for food locally. They would be more likely to want to try it themselves!

Enhances Authenticity

Marketing professionals have long recognized that word-of-mouth is the most effective form of marketing. Local influencers do this without making it appear as if the company is bragging about itself.

It's not salesy or gimmicky; it's just a person sharing something they enjoy with the people in their network. People are much more likely to respond a sponsored to this than to a post from a business page or influencer with a million followers.

At HowTo.agency, Jay Vics uses TikTok to authentically engage with his audience.

Generates Fresh Content

Giving up some control and allowing an influencer to create their own content promoting your business accomplishes two important things.

#1: It reduces the workload on marketing campaigns. The business can provide guidelines (such as their unique hashtag) or suggestions, but the influencer knows how to best communicate with their audience. After all, they are the ones who are most familiar with them.

#2: Allowing local influencers to create their own content provides the business with new insight into the voice of the target audience. Pay attention to what influencers say and how their followers respond. It’s an excellent way to learn about your target audience!

Followers Can Trust You

When it comes to influencer marketing, savvy consumers are wary of celebrity endorsements.

Have you ever seen a celebrity in a skincare commercial claim that their secret to looking young is some miraculous anti-aging eye cream? Most people might laugh at these commercials and dismiss them. But, if a friend recommends a new restaurant that just opened up in town, they may be much more likely to try it!

Local influencers' human aspect is the future of internet marketing. Consider the importance of quality above quantity. Even if they don't have a large number of followers, they have a significantly better chance of reaching your target demographic.

Where Can I find Local Influencers?

Some of the most effective methods include:

1. Look at your current social media following

Whether or not your business has a strong social presence, you may be shocked to find that some local influencers are already following you on social media. Check if they match your brand and are relevant to your product or service. They may be someone with whom you should explore forming a connection!

2. Research local hashtags for your area

A local hashtag search on Facebook, Twitter, Instagram, and other social media platforms is a wonderful approach to locate relevant local or micro-influencers. Of course, you can use Google to perform a local hashtag search and see what results it returns. You may also utilize the hashtag to see popular posts that include it. This may lead you to trending material generated by the local influencers you're looking for.

3. Find out who’s talking about your business – the good and the bad

It's far easier to locate and work with influencers if they already know about your business – and are likely delighted with your product or service since they're already talking about it. The rationale is simple: they're more inclined to promote your brand with enthusiasm.

4. Or use online tools like: Local Influence or Insense

What does it cost?

Prices and fees vary widely, from the micro-est of micro local influencers who are happy to trade a post for products & merchandise from more established influencers depending on their followers you can expect to pay $.01 to $.025 per follower or more. If you use tools or an agency that cost can go up even more.

Wrapping Up

No matter how many followers they have, local influencers can help you. Use them to grow your business's social reach, improve your brand image, engage your audience, and attract new consumers. So, what do you have to lose? Now you’re armed with the information you need to pick the right local influencer for your business!

Now, you’re using the power of local influencers to target your audience. Look into other ways you can uniquely and effectively promote your business! We want to help. Reach out today to book your time on the Meet the Experts podcast. No one knows your business better than you, so get your name out there!

Jay Vics Shares ‘My SEO Journey’ to SEO Buddy

Jay Vics Shares ‘My SEO Journey’ to SEO Buddy

my seo journey photo with jay vics and text

On April 18th, our very own Jay Vics was featured in SEO Buddy’s series called “My SEO Journey”. In it, he shares some of his successes and failures with using SEO after having been in business for the past decade.

SEO Buddy asked Jay if he has learned anything particularly helpful in his SEO Journey?

Here’s a snippet of what he said:

“During my SEO journey, I’ve learned some really important lessons. One, traffic isn’t hard to get. You can always buy more traffic. But from a pure SEO perspective, focus on the quality instead of the quantity. Traffic numbers are a vanity metric if the traffic isn’t targeted. Know your ideal customer avatar and find those people. Also, find a tool that can help guide you to make impactful decisions on your site.”

Jay also divulged one of the biggest takeaways he has learned from his career in Digital Marketing, “people don’t buy products and services, they buy transformations. They buy the “after state”. This means that people don’t buy a bottle of water, they buy the quenching of their thirst and hydration that will give them the energy to make it through their day.”

You can read more of what Jay has learned here.

What SEO tools does JVI Mobile Marketing use?

Jay has always highly praised AppSumo and their lifetime deals, and in this interview for “My SEO Journey”, he went into some details about his favorite SEO products of theirs.

“Squirrly is great because it allows us to optimize sites based on the AI recommendations of the platform. Anyone can utilize the tools and suggestions to achieve higher search rankings, but you still need to know how to create good content. Squirrly also helps with that using their live assistant feature.”

Another favorite SEO product of Jay’s is Tru Ranker, which “is really good for monitoring where your site is for particular keywords, what your competitors are ranking for, and uncovering opportunities to create content based on some low hanging fruit.”

Learn more about Jay’s other favorite SEO product from AppSumo here.

What’s the next step in JVI Mobile’s SEO journey?

For this question, Jay gets candid about how SEO is really difficult to master, and how there is still so much room left to grow in JVI’s SEO journey.

Then, Jay realizes, “if I look at where we were 10 years ago, we will see massive strides in our search results. It is a long-term goal. You really can’t just keyword stuff a blog post and expect #1 rankings overnight. It’s like watching your stock portfolio. It goes up, it goes down in the short term. But over the long term is where you’ll see the improvement. Zoom out a bit.”

For Jay’s full interview with SEO Buddy, please go to https://seobuddy.com/blog/my-seo-journey-jvimobile.

JVI Mobile Marketing Announced as a 2022 Local Excellence Award Winner by UpCity!

JVI Mobile Marketing Announced as a 2022 Local Excellence Award Winner by UpCity!

For more than a decade, UpCity’s mission has been—and continues to be—to help businesses find B2B service providers they can trust. The UpCity Recommendability Rating was developed to determine a service provider’s credibility and recommendability, giving UpCity the confidence to recommend them to the more than 2 million businesses that visit their site.

Each year, UpCity analyzes, and scores more than 70,000 service providers based on their UpCity Recommendability Rating and acknowledges the top national and local providers with an UpCity Excellence Award. The results are in, and we won!

We are proud to announce that the JVI Mobile Marketing team has been recognized as one of the top B2B service providers of 2022 in the Greensboro area by UpCity!

upcity local excellence 2022 winner badge

Jack Thornburg, VP of Organic Growth of UpCity, had this to say about JVI Mobile Marketing:

“The team at JVI Mobile Marketing treats each client project as if it were their own. They’re everything the UpCity Local Excellence Award values–they’re dedicated, ambitious, and extremely knowledgeable. Congrats to the whole team!”

– Jack Thornburg, VP of Organic Growth, UpCity

This recognition has been driven in large part by our 4.7-star review rating on UpCity. Here are a few of our favorite pieces of feedback we’ve received from our incredible customers:

“I have worked with Jay for several years now. He took the time to understand my business and structure a marketing plan specific to my company's needs. It was not a cookie-cutter approach but a comprehensive look at how he could assist me in growing my business.”

– Robert Mason, March 2021

“He spoke at a webinar for our local chamber of commerce about sales discovery and it was fantastic! It was very informative and he definitely is very knowledgeable! I have learned some things to take with me for my business endeavors!”

– Angela Campbell, March 2021

We believe in leveling the playing field as much as we can because small businesses need digital marketing services and are the backbone of our economy. Thank you to all our clients throughout the years for helping us achieve this award.

Learn more about the UpCity Excellence Awards.

How to Double Your Sales and Build Loyalty With Customers

How to Double Your Sales and Build Loyalty With Customers

When you own an online store, getting new customers is an ongoing challenge. You may want to double your sales, but you are constantly trying new things to raise awareness about your store and your amazing products. But — the things you try aren’t working like you thought they would. You aren’t getting the interactions on Facebook that you hoped you’d get, your site traffic isn’t climbing, and sales are staying stagnant… So what do you do? We’re going to walk you through the steps we use with every one of our clients to help them double their sales and build loyalty with their customers using proven techniques that address every aspect of their marketing. By the time you are done reading, you’ll know exactly how to double your sales for your store and keep customers coming back for more.
double your sales discovery session booking link

Step #1: Plan for Sustainable Growth to Double Your Sales

Predictable and sustainable growth is the holy grail of any business. Can you imagine what it would be like if you could count on a certain amount of growth from one month to the next — how would that change your business? The model that we recommend using to get you to that point is called the Growth Triad. As you can guess, it has three parts. As we start working with each of our clients, one of the first things we do is assess the three areas and then work to fill in the gaps.

Documented Strategy

Many business owners fall victim to something called “shiny object syndrome” — they constantly find and think of new things to do to help their business grow. So they jump in and make things happen and hope for the best. Unfortunately, it doesn’t usually work out in their favor. Random acts of marketing rarely get the results you want — and definitely won’t double your sales. On the rare occasion that you do land on something, it’s often impossible to replicate again with the same success. That’s why we recommend documenting your strategy before you start executing. When you have a plan for what you’re doing before you start out, it’s much easier to predict and track what’s going to happen.

Tools and Tactics

You will also require specific tools and proven tactics to help you execute your strategy. This could include tools like:
  • Landing Page Builder
  • CRM – Customer Relationship Management Software
  • Email Automation Software
  • Social Publishing and Monitoring Software
  • Graphic Design Software
  • Video Recording/Editing Software
  • Search Engine Optimization Software
Proven tactics can be anything that you’ve done previously with success or things that you hire an expert (like us) to implement for you.

Actionable Metrics

It’s important not to concentrate on vanity metrics. Vanity metrics are the stats that people seem to focus on because they seem like they should be important — but ultimately, they don’t have a direct impact on the results you’re trying to achieve. For example, most people focus on things like website traffic and views on a social media post. Those metrics aren’t a great indicator of success. Instead, if you want to double your sales, you should focus on metrics you can actively impact and that are measurable. For most initiatives, you will want to track a mix of lead and lag metrics.
  • Lag metrics are the numbers that happen after success or failure. These are things like revenue, profit, quality, and customer satisfaction. They tell you how you did, but only after you’ve already done it.
  • Lead metrics are the things you can impact along the way. For example, if you are trying to increase sales by the end of the month (lag metric), and you know that posting daily on your Facebook page will get the sales you need, then your lead metric would be the number of posts per day on your FB page.

Step #2: Know Your Customers

Next, you will want to really get to know your customers. Most people focus on overarching demographics like age, marital status, homeownership, income, familial relationships, etc. Knowing those things is good, but the most important part of your customer avatar is their story — their motivators, fears, inspirations, and goals.
A customer avatar is a semi-fictional representation of your ideal customer. To create a complete customer avatar, you’ll want to identify the following:
  • Their goals and values — what do they want to achieve, and what do they consider to be important values?
  • Where they get their information — books, magazines, blogs, conferences, gurus, and other sources of info.
  • Their demographic information — name, age, gender, marital status, number of children, and location.
  • Any challenges and pain points — the things that are holding them back and how they feel about those things.
  • Their objections and their role — do they have the authority to hire you, and if so, why wouldn’t they want to?
Once you have a firm understanding of where they are now in their life, you can help communicate to them where they can go if they buy your products. We use a simple tool called a Before and After Grid to help us map this out for your target customers. The Before and After Grid documents their journey from before having your product to after they’ve purchased your product. This handy tool helps us clarify the marketing messages that will resonate with your audience.

The Before and After Grid includes:

  • What They Have — the things they physically have before and after buying your product.
  • How They Feel — the way they feel with and without your product.
  • What Their Day is Like — what their average day looks like with and without your product.
  • Their Status — how they think about themselves before and after buying your product.
  • Good vs Evil — the evil is what’s plaguing them before they purchase and the good is what’s created in their life after they purchase.
We’ll have the language we need to help them understand how a purchase will transform their lives from where they are now to where they want to be.

Step #3: Plan their Journey

The customer value journey is a framework that helps us understand how to build loyalty with customers (allowing you to double your sales). It’s about understanding what moves your customers along the customer value journey from the first time they buy from you to the time they buy from you again and again. It is with this framework that we turn complete strangers into raving fans in any business. The customer value journey is about more than just digital marketing. It’s about bridging human relationships with the entire customer experience. This includes everything from the first time a total stranger encounters your brand to the time they go to make a purchase, leave a review, and send you referrals.

The Customer Value Journey

First, we need to get to the bottom of how the customer value journey is different from marketing. Most marketers today think in terms of platforms, tactics, or activities. This makes sense because their focus is on making the most of the available resources to create more conversions. It also means their focus is on growing the top line, increasing profits, and increasing shareholder value. But this is not the entire picture. A brand can give customers a great experience across all the touchpoints between awareness through purchase, and then to reviews and referrals. But first, it is important to look at this journey as a human-to-human relationship. There is a sequence that must be followed. Think of it like dating. Many digital marketers try to do too much on the first encounter with a stranger. They try to sell them something too fast. This is the equivalent of asking, “So, I was thinking… On our first date, while we are having our coffee, why don’t we determine how many kids we are going to have and pick out their names?” Definitely not the best first impression, and I imagine you won’t get very many dates (i.e. conversions), if any. Marketers and brands do this every day, and then think that online marketing doesn’t work at all. The sequence is important. We go into this in great detail during our half-day program HowTo.Strategize: The Digital Foundations Bootcamp.

Understanding the Customer Value Journey

As an entrepreneur, you are always looking for ways to cut costs, but also double your sales. At any given moment, there are probably thousands of things you could do to cut costs and increase revenue. Maybe you could run fewer ads or use lower-quality landing pages. Maybe you could implement a cheaper SEO campaign. But as a small business owner, you should look at the largest opportunities that can offer the highest return on investment. One of those opportunities is the customer value journey. It’s the proven framework used by thousands of companies that helps you understand how to build loyalty from scratch. What Is the Customer Value Journey? You can think of the customer value journey as a roadmap to understand how and why your customers engage with your business and how to make the relationship more valuable to you and your customers.

The Customer Value Journey Map

double your sales with the customer value journey
This framework was designed by the world-class digital marketing training company, DigitalMarketer in Austin, Tx. DigitalMarketer’s Customer Value Journey Framework is an eight-stage customer journey that thousands of companies, including several Fortune 100 companies, use as a guide to build their marketing strategies. It will help you identify what actions to take at each stage and when so that the content and campaigns are based on a cohesive strategy. The Customer Value Journey Map lays out the journey a customer takes from stranger to raving fan, through the lens of a business’s digital marketing channels. Once you master this, you can definitely double your sales — often! We will start with the way a stranger finds out about your brand and finish with that same customer telling all of their family and friends or colleagues about your services.

Awareness

  • This one is obvious. Prospective customers need to learn about you and your products, so they know you exist. Prospects find out about you through organic or paid search. We will discuss the 4 best ways more in the next section, but for now, this is typically where most businesses wrongly stop marketing and immediately start selling.

Engage

  • This stage is all about them showing interest in you — interacting with social posts, reading blog articles, etc. When someone finds you, what is the first thing you want to show them? This is called content marketing and it is much different from selling. Sales come later. This is about building enough trust and credibility that they take a real look at you.

Subscribe

  • Notice we haven’t started talking about selling anyone anything yet? This stage is basically asking someone for their digits. You know, not literally. Once trust has begun to build, you can ask for a small commitment like giving you their contact information in exchange for something valuable like a webinar, free samples, or downloadable guides/checklists/books. Maybe even an e-book or a mini-course.

What is the cornerstone of our Customer Value Journey Framework?

    • Creating great landing pages, building valuable lead magnets, and keeping your new subscribers engaged. These elements make up the “Subscribe Stage” of our 8-stage, 1-page digital marketing strategy.
    • The subscribe stage could be the most important step in your marketing strategy, especially to double your sales. This is the third stage of the CVJ and it typically consists of 3 main components:
  1. The Opt-in
  2. The Lead Magnet
  3. The Introductory Email Drip Sequence
  • The opt-in is the point of conversion. This could be by way of a web landing page, chatbot, or text message opt-in form. The lead magnet can be any valuable content you are willing to give in exchange for permission to follow up with your new subscriber. An introductory email drip sequence should try to re-engage and start connecting with these prospects as quickly as possible, so they know, like, and trust you more before expecting them to buy from you on their own accord.
  • The most important thing is that you have something valuable for the person for giving their email address (lead magnet) and they are captivated by what you have to offer enough to give up an email in exchange.
  • A great landing page will also encourage prospects to take the next step: getting them on your list or newsletter as well! This can be done with social buttons like “Get Offer Now”, which allows people who want more content from you to automatically subscribe when signing in to one of our platforms. It could also be encouraging visitors to sign-up with exclusive offers, early access deals, discounts–whatever it takes. The more people decide to take advantage of these offers, the great chance you have to double your sales!

Convert

  • We’ve made it… After a few phone calls, we finally got the “first date”! Ok, in the digital marketing world, those “phone calls” are probably just a series of emails to build more trust, but in each one, the goal was to lead someone to make a commitment to you. This is their first investment of either money or time. You can do this with a high-value, low-risk entry-point offer Some folks call this the tripwire, others a loss-leader. We call it a conversion. As soon as someone takes this step, the whole relationship changes. This stage could be a low-dollar offer or a workshop. Now, what do we say on the “date”?

Excite

  • Now that they’ve made their initial investment with you, it’s time to get them excited about working with you. We are on stage 5 of 8, and we still haven’t sold this person our core offer yet. However, this is the stage where the magic happens… This magic is called the “AH-HA Moment”. The goal of the last stage was to get a commitment, so we can take our offer from a nice-to-have to a must-have and deliver this ah-ha moment that makes people say,

“SHUT UP AND TAKE MY MONEY!”

Ascend

  • Finally! 6 stages into this process, and we can talk all about customers buying our core offerings. What took so long? At this stage, you are aiming for repeat purchases and larger purchases. You want to move them from the initial purchase up the ladder to being a loyal customer. It takes time to earn trust, and get people to know, like, and trust you enough that they are willing to become a customer. This is where we look at ways to additionally maximize our offers to include cross-sells, upsells, and retention-based deals like subscriptions or retainers.

Advocate

  • Do you look at online reviews when you travel, go out to eat, or need services for your car or home? Just about everyone does. Nothing says a business is good like a testimonial or an online review. Customers in this stage will happily give testimonials and make referrals when they are asked. There are some great software tools out on the market that can make the review collection and reputation management process a breeze. We know because we own and market a product that does this well. Typically, if you don’t want to spend money on a fancy digital tool, you could just ask people verbally for them to write a review. But are you really going to follow up?

Promote

  • No deal is easier to close than a warm referral. Who is sending you new customers? Networking is great, but if you can get existing customers to refer new customers to you, you’ll easily be able to double your sales. Better yet? Put a system in place to incentivize people to tell others. These customers are happy and will enthusiastically recommend you to others without being asked. Secret strategy? Stickers and T-shirts are magical. By the way, in 2021, face masks are the new t-shirt!

The Big 4 — How Do Strangers Find You Online

The awareness stage of the Customer Value Journey is made up of four traffic generating places our friends at DigitalMarketer.com refer to as “The Big 4”. They are:
  1. Google Ads
  2. Facebook
  3. Instagram
  4. YouTube
Probably no coincidence that this list is actually just 2 companies since Facebook owns Instagram and YouTube is owned by Google. Fun Fact: The world’s 2nd largest search engine is YouTube, so Google owns the top 2 search engines on the planet!

How to Turn Your Fans and Followers into Paying Customers (and thus double your sales!)

You’ve got a big following on social media. So what? Unless those followers are paying you for products or services, they don’t mean much. It seems more of a “Vanity Metric”. I’m not saying that social media followers aren’t important in some ways. Having a lot of followers sends a signal to potential customers that you have a popular brand. It can help you get more traffic and attention. That said, sales and profits are the names of the game. If those followers aren’t buying from you, they’re not doing anything for you in real terms… and they certainly won’t help you double your sales. The solution? Take those fans and followers and convert them into paying customers. Here’s what to do.

Get to Know Your Audience

As the owner of a small or medium-sized business, you may not have given a lot of thought to what makes your customers tick. And yet, customer analysis is the key to turning casual fans and followers into customers. Creating a detailed customer persona can help you understand your audience. Your persona should include:
  • Demographic information, including the age, gender, educational background, and income of your ideal customer
  • Psychographic information, including what your ideal customer likes and dislikes, and most importantly, the pain points that led them to look for your product or service.
I should point out that you will likely need more than one customer persona depending on what your business is. For example, if you sell products for both children and adults, you might need a Parent Persona and a separate Adult Persona for people without children.

Provide Value to Your Target Customers

Once you know who your target customers are, your next mission is to give them what they want. Here, I’m talking about entertaining and ACTIONABLE content that provides tangible value to the people you want to convert. In other words, be generous with your knowledge. It doesn’t matter what your business is, you know it better than anybody else. Give some thought to what brings your customers to you — and what would convince them that your product or service is the best option to solve their problems. You can provide value in a variety of ways. Here are some examples:
  1. Write blog posts that address common questions and offer real solutions.
  2. Do a live Q & A on social media.
  3. Create a lead magnet that demonstrates your authority and provides a solution to a common problem.
Regardless of the type of content you create, your goal should be to make it immediately and undeniably useful to the people you most want to reach.

Interact with Your Followers and Fans

Having a large following is one thing, but ultimately, we all want to feel valued. Your job as a business owner is to make your fans and followers understand that you value them and care about them.
The answer is communication. That can mean a lot of different things, but here are some effective tactics that have been proven to work.
  • Ask your followers’ opinions and use the responses to focus your content on their needs.
  • Integrate your social media with your customer service, empowering your employees to respond to questions and complaints quickly.
  • Create a chatbot to provide immediate help when someone messages you or visits your website.
  • Create a lead-nurturing email sequence to inform subscribers about your product and give them an incentive to buy it.
Ultimately, consumers want to feel that the companies they buy from care about them and want their business. Without communication, you can’t demonstrate the importance of your customers… and you can’t double your sales!

What is Chatbot Marketing

Another way we’ve acquired new opt-ins is through chatbots. What is a chatbot? Great question. Chatbots are an automated chat service that can answer questions, process orders, and provide other valuable information, like lead magnets. They are an important part of the future as they will be able to handle customer communications 24 hours a day with no break! Chatbots are a relatively new way to collect user information without sending them to another page. The most common form of chatbot is through Facebook Messenger. You can use a service like Manychat and when people comment on a post or click on an ad, you can have your chatbot begin a conversation with that person, offer your lead magnet, and add the user’s email to your email provider. This will kick off your drip sequence. What is an Email Drip Sequence? The intro drip sequence needs to be designed to re-engage prospects who might have dropped off down the funnel and get them back in contact with our brand. Different emails can offer different benefits: for example, we could send a content-rich article about building prospect relationships or an exclusive discount code that new subscribers can use as soon as they sign up with us! This is also where you introduce yourself–“Who are you? How will this relationship work? What do I need from you? Why should I trust you? How often will I hear from you again?”

Curate Content

Do you know that feeling when you walk into a store and a salesperson pounces on you before you have time to draw a breath? Very few of us enjoy that feeling, and the chances are good that your customers don’t, either. While your social media content can and should focus on what you and your products can do for potential customers, it’s important to keep the direct sales pitches to a minimum (even though you want to double your sales). The solution? Curating content from other sources. Content curation means pulling content from:
  • Industry-relevant publications
  • Influencers
  • News sites
  • Social media pages from other companies (just don’t share things from your competitors!)
Make sure that the content you choose to share is highly relevant to the people in your target audience. While there’s nothing wrong with (occasionally) sharing content without adding anything to it, I think the best way to curate content is to add your take on it before posting.
Here’s a quick example. Say you own a gym and you find an article about the health benefits of exercise. If the article left anything out, you could mention it in your post. Or, you could elaborate on something that’s in the post to add your own take on it. It’s a good rule of thumb that no more than 20% of your social media content should be direct sales pitches. The remaining 80% should offer value, information, and entertainment.

Use Retargeting to Double Your Sales

Retargeting is one of the most cost-effective forms of advertising because it focuses on people who are already engaged with your business and interested in your products. By using a Facebook pixel, for example, you can target people on Facebook who have:
  • Visited your website or read your blog
  • Put items into their cart without checking out
  • Followed you on Facebook or Instagram
  • Clicked an ad
You probably know the statistic that says it can take between five and seven “touches” from a brand or company before conversion. The more often you can get your name and products in front of people, the more likely it is that they’ll eventually become customers. It’s a numbers game and retargeting can help you win it. I’ve focused here on Facebook retargeting, but you can also retarget on Google – something to keep in mind. Remember, your social media followers are following you for a reason. They are interested in you and your company. It’s up to you to give them a reason to take the next step and become customers – and the tips I’ve listed here will help you to accomplish that goal, plus double your sales.

Step #4: Get the Support You Need

All of these steps seem fairly straightforward and easy to follow — but like most things, there’s a learning curve. You can try to implement everything we’ve discussed here on your own, or you could skip the learning curve and move straight to doubling your sales and getting the sustainable and scalable business you want. For years, we’ve been working with businesses and brands to help them with their online marketing efforts. We have seen firsthand the struggles that website owners go through when trying to find ways to generate more leads. We’ve also seen a common pitfall that many of them have when building their campaigns – they simply don’t know how to create great landing pages, build valuable lead magnets, and keep subscribers engaged. Don’t take our word for it — download our case study and see how we generated 96 new leads and 18 sales in just 24 hours with Facebook Messenger Marketing Chatbots. After reading, we’re sure that you’ll want results like those for your business and we look forward to talking to you.

Conclusion

The customer journey is one of the most misunderstood frameworks in the marketing and business world. What it isn’t is simple or simplistic. Using this framework, you can turn what seems like a weak business into a leader that is truly making an impact on customers. Creating value for your customers isn’t easy, but it’s worth it. Once you start to understand your customers’ needs, you can tailor your products and services to be exactly what they want. You can focus on delivering value to your customers by making them part of the story you tell about your brand. In doing so, your customer loyalty (and bank account) will blossom! I hope this blog post has helped solidify some insights into how we create great landing pages that generate quality leads to double your sales through our CVJ framework! If you would like more information about how the CVJ can be used for your business, please contact us. As a Certified Partner Agency of DigitalMarketer, we can help you build your Customer Value Journey as it applies to your specific company.
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