Build Loyalty, Leads, & Sales in Your Community Using the Customer Value Journey

By Suzi Nelson

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There’s a HUGE misconception when it comes to leveraging online communities…

…but we’ll talk about that in just a second.

If you’re looking to leverage community in your business (which you should be), it’s VITAL to understand where your community fits, or will fit, in your overall marketing strategy.

As the Lead Community Strategist at DigitalMarketer, I’ve learned how to effectively leverage DigtialMarketer’s online community to:

  • Grow brand awareness
  • Reduce churn
  • Increase ascension
  • Improve customer satisfaction
  • Increase customer loyalty

And that’s exactly what you’re going to walk away knowing how to do at the end of this post…

How to use community to build customer loyalty and generate leads and sales.

But first…

Let’s Get Some Things Straight

Like I said, there’s a HUGE misconception when it comes to leveraging online communities…

…it’s not one-size-fits-all.

To understand where your community fits within your marketing strategy — and to make sure it doesn’t try to accomplish too many goals at once — we need to cover a universal truth:

Business owners and CEOs only care about two things:

  1. Decreasing costs
  2. Increasing revenue

Therefore, for your community to have business value, your community MUST link back to one of those two initiatives.

One easy way to do this is to understand the Customer Value Journey — the process of moving a complete stranger to a raving fan. It looks like this:

The Customer Value Journey that moves people from being aware of your brand to a promoter of your brand

(RELATED: [Case Study] How One Dog Walking App Turns Busy Dog Owners into Customers and Brand Promoters)

DigitalMarketer teaches that the role of marketing is to move prospects and customers seamlessly through each stage of the Journey.

Striking the balance between “asking for marriage on the first date” by making an offer too quickly and being so hesitant that you never ask for the sale.

When we’re talking about using online communities, there’s one more universal truth to wrap your brain around… "Businesses that successfully use community focus their tribes on one of three areas of the Customer Value Journey."

No one community can move someone all the way through the Customer Value Journey.

This means that in order for your community to have any business value — decreasing costs or increasing revenue — it must be set up strategically.

In my research as DigitalMarketer’s lead community strategist, I’ve found that businesses that successfully use community focus their tribes on one of three areas of the Customer Value Journey:

  • Aware/Engage Communities
  • Excite/Ascend Communities
  • Advocate/Promote Communities

Let’s break each down by looking at some real-life examples and see how each type of community addresses different business goals!

Aware/Engage Communities

Awareness/Engage Communities meet people at the very beginning of their journey with your brand.

Awareness/Engage Communities meet people at the very beginning of their journey with your brand

Notice that it meets people BEFORE the sale is made.

The main goal of this type of community is to raise awareness for brands and products/services WITHOUT directly selling.

Instead, your prospects become familiar with your brand through topical discussions around your industry, products, or services.

Aware/Engage Community Goals

Communities …read more

Read more here:: digitalmarketer.com

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