[BLOG] The Customer Journey: the Key to Working in Step With Your Prospect’s Commercialisation Journey

[BLOG] The Customer Journey: the Key to Working in Step With Your Prospect’s Commercialisation Journey

THE SECOND POST IN OUR CONTENT MARKETING BLOG SERIES, SARAH ROSENBERG, HEAD OF MARKETING AT PHACILITATE SHARES HER TIPS FOR PROVIDING VALUE TO YOUR CUSTOMERS THROUGHOUT THEIR COMMERCIALISATION JOURNEY
A Customer Value Journey (CVJ) is a relationship building framework, designed to turn prospects into raving fans. Learning how to optimise the eight stages, can help you engineer your brand in a way that moves people seamlessly and predictably along this journey.

If you are looking to define and execute an effective content marketing strategy, you need to understand the CVJ first. Ryan Deiss, CEO of DigitalMarketer, does a great job of outlining the CVJ and demonstrates a method of visualising how prospects transition from becoming aware of your brand, to subscribers, buyers then, eventually, advocates of your brand. I recommend starting by watching Ryan's short video. This framework will help you determine which stage of the customer journey you want to hone in on and what kind of content to produce to help move your prospects further along this journey.
 
Having gone through this exercise at Phacilitate, we created a customer journey matrix that was useful in determining which types of content to serve at the stages we had decided to focus on.

This customer journey matrix is a practical tool you can use to map your customer journey and decide what content should be created and when. Once you have determined your buyer persona, (if you haven’t, you can download a template to map this out here), you can begin creating content. While there are various marketing tactics that you can implement to influence a prospects ability to move seamlessly between these stages, content is a powerful tool in doing so successfully.  The key here is delivering the right content, to the right audience, at the right time.

To give you some insight into how this works in practise, we decided to focus on three stages initially and the matrix looks like this…
 

Awareness 

We’re talking top of the funnel here.
 
If people don’t know you exist, how can they engage with you? If they do know you exist, but don’t have any reason to trust your brand, why would they buy from you? You see where I’m going here…

In a high value industry like ours, most people begin their interaction with a brand at the awareness stage of the buyer journey. It’s your very first touch point with new prospects and you may use blogs, Q&As and press releases to introduce your brand to a potential buyer.

Start by Identifying the core problem that your audience has (and ideally what your product or service is solving) and aim to build your content around this. We know that buying decisions in the cell and gene therapy market are not instantaneous; you need to work to build trust first. More importantly, your audience needs you to educate them on the problem that your service is solving.

Engage

Remember, the matrix presumes that you are taking your prospects through the journey stage by stage. Good awareness won't mean leads if you lack quality engagement through content at stage two.

Think about all the ways that your prospects can engage with your brand.  At this stage you might begin asking for a slightly greater commitment from your audience, such as their time or an email address. Rather than publishing blog posts, you might share an ebook or an interactive infographic. Something that is a little more in-depth that showcases your thought leadership is a great trust building exercise.

Convert

The more successful you are at the above two stages; the more conversions you can expect to see. This doesn't necessarily mean signing a contract for your main service, but perhaps something they are more likely to say yes to now – a webinar for instance. As the host, you benefit from new insight about potential buyers, including their data and engagement metrics, as well as In-depth intelligence in the form of direct questions from the audience.
 
By now, you should know that a successful content marketing strategy relies heavily on the stages of the CVJ working in harmony. While you may see some results from working on these in isolation, the true value delivered by a carefully drawn up matrix is seen from uniting these stages and working in step with your customer’s commercialisation journey, not just your own. 
 
If you’d like a blank copy of the value journey worksheet or customer journey matrix templates, feel free to email me at sarah.rosenberg@phacilitate.co.uk and I’ll send a copy over. Additionally, if you’d like us to help you create the content to plug into various stages of the customer journey, let us know.