Read time: 4 mins
In this week’s issue, I want to talk about how you need a systematic customer journey as a Local Small Business Consultants and/or Digital Marketing Agency Owners…
First, let me just say that the topic for the newsletter this week was inspired from a talk by Brad Martineau, co-founder of SixthDivision.
So if you’re reading this, thank you Brad! 🙂
Of course during his talk there were several golden nuggets and I’ll likely be hitting on all of them in future newsletters.
But today we’re just going to focus on the biggest takeaway and that is your customer/client’s journey.
Oftentimes we simply overlook the customer journey once they become a customer/client of ours.
When in fact, it’s the most important part of having a successful business.
So with that in mind…
Let’s dive in!
Why The Customer/Client Journey Is So Critical
It’s all about how do you get more customers/clients…
And more importantly…
How to make the customers/clients happier.
And as an added bonus…
Freeing your time.
The customer/client journey is so critical because it’s the foundation of your business.
If your customer/client does not have a great experience…
They will not only not want to work with you…
Plus they will not be advocates for your business…
Meaning, they are not going to run out and tell all of their business friends about the excellent service you provide…
And worse yet, they may even tell others about their poor experience with you and/or your business.
And that’s the kiss of death.
However, if you nail this, and dial it in…
It not only provides your customers/clients with an amazing experience…
But it will also free your time because it’s now easier, faster, and more efficient, according to Brad.
And in my book, at the end of the day that’s a win-win scenario for your customers/clients and yourself/your business.
Where The Customer/Client Journey Begins And Ends
Well, it depends…
I know, not the answer you wanted to hear…
But hear me out anyway. 😉
Some may argue that it begins with a potential customer/client’s initial interaction with your brand.
Others may say that it begins when the potential customer/client transacts with your brand (or business).
So really it’s ultimately up to you…
I highly recommend at the very least it starts when the potential customer/client becomes an actual customer/client in your business.
Meaning, there’s been some sort of transaction between both parties…
Even if it’s not in the “normal” sense of an exchange of monetary compensation.
So where does it end?
Perhaps never…
If you’re lucky!
Because if it never ends…
You’re likely gaining a customer/client for life!
Thus producing an insurmountable lifetime value.
This would likely only happen with some sort of continuity program in place…
Where the customer/client pays you month-after-month, year-after-year, essentially forever.
And that should be your ultimate goal.
And that’s why productized services and SaaS are so incredibly lucrative.
What Makes A Great Customer/Client Journey For Your Customers/Clients
A great customer journey is one that’s transformative…
Essentially, providing the outcome(s) that are promised by your offer or solution to your customers/clients problem(s).
You want to have this so dialed in…
That it gives you and/or your sales people all the confidence in the world…
Why?
To make the sales process even easier to close more deals.
And most importantly…
So that your customers/clients get the results they want, need, and expect from your solution.
Even better if the customer journey is systematized to reduce friction in your business.
How To Create A Systematic Customer/Client Journey
First things first…
You have to know what outcome your customers/clients want, need, and expect.
Then reverse engineer how they actually get to that point.
Brad says, you need to figure out what works best for your customers/clients and for you.
And then once you’ve figured all of that out…
You have to realize that there are constraints to your business.
Typically these constraints are due to human output…
Simply because there’s a certain amount of time that has to be spent on various tasks by you or someone else in your business.
So start asking yourself where most of the time is being spent by human actions that could be reduced or completely eliminated.
Then start thinking about how any of this process can be systemized through software and automation.
Once you have figured all of this out…
You’ll have a solid business plan that will provide you with more customers/clients…
And those customers/clients will be getting their problem(s) solved in a timely manner.
And most importantly…
You’ll have more free time for what matters to you the most.
I hope this helps you understand just how important the customer/client journey really is to your business.
Because if you’re not getting the results you want from your business…
It’s likely because you need to reassess your customer/client’s journey.
And thank you Brad for your exceptional insight on this subject matter, it’s much appreciated! 🙂
See you next Monday!
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