By not mapping out your businesses’ client experience you could be losing out on potential leads. Learning how to map out your CX journey could be benefiting you by helping retain leads and leveraging them to close new leads and by giving you a stronger understanding of how customers interact with your CX to guide your strategic decisions in the future.
CX is the new thing in 2021 and beyond. Focusing on your CX and understanding what the client feels when they’re going through your process is integral to lead conversion.
This article will give you five straightforward steps to generating more leads from simply boosting your client experience, mapping your client experience out, and truly understanding what your client experiences.
The five steps to generating more leads through the improvement of your CX are:
- Developing a client Avatar.
- Mapping out your client value journey.
- Creating effective calls to action at the right time.
- Identifying your promoters and your advocates.
- Creating upsells — i.e. how to offer more services, diversify, and increase value offerings.
1. Developing A Client Avatar
It’s surprising how many brands don’t have this specifically identified. A client avatar serves as an indicator of how your clients feel as they interact with your businesses’ CX framework and what the before and after state that they’re seeking is. It is crucial to keep in mind that, in theory, you are not selling a product or service, but rather you’re selling a result and you need to speak to that. Here are the main factors you should consider when evaluating your ideal client’s avatar:
What are their deepest desires i.e. what truly drives them?
How do they perceive themselves?
Are they seeking a particular kind of fulfillment/are there specific pain points guiding them?
For example, does an individual who is paying for classes to receive their certification as a personal trainer believe they will be fulfilled by the certification itself? No, they are seeking a deeper more emotional type of personal validation. They want to shift their career and satisfy a desire to earn money by doing something they’re passionate about — in this example.
If you need some help building out your client avatar, click on this link to get the Client Avatar Framework that we use at Infinite Growth to give you a bit of guidance on determining your ideal client, and developing your customer avatar.
2. Mapping Out Your Client Value Journey
The Client Value Journey can be broken down into 8 composite parts or stages:
- The Awareness Stage
- The Engagement Stage
- The Subscription Stage
- The Conversion Stage
- The Excitement Stage
- The Ascension Stage
- The Advocacy Stage
- The Promotional Stage
The first step in mapping out the CVJ is defining your businesses’ awareness stage. How do clients become aware of you? Where did they first become familiar with your brand?
Followed by the Engagement Stage. If lead transitions from the awareness stage to keeping an eye on your business, or in other words being a member of your brand’s digital audience, through which channels can they do so?
Then the Subscription Stage, where they provide their data, whether it be an email address or any other relevant form of contact info, in exchange for some kind of value provided by your business, be it through a newsletter, course, or an other-form of a subscription-based offering.
The Conversion Stage is defined by the process of providing an entry tripwire offer which would then ideally lead to your client accepting to purchase that offer therefore converting them to the next stage in the funnel.
The Excitement Stage is where a lead with an already heightened level of interest due to the prior CVJ stages is provided with materials such as success stories in order to continue to kindle their growing excitement towards your product or service.
The Ascension Stage consists of potential upsells of your products or services that will hopefully push your client to the top-tier of the CVJ.
The Advocacy Stage is when a satisfied client is willing to advocate for your brand. Common mediums for this advocacy include testimonials or reviews.
The Promotion Stage is where a fully converted client becomes an active promoter of your brand’s products or services and takes action to help you grow your business. Examples include participating in a client referral program or some form of partnership.
By mapping this all out you can see a comprehensive overview of what happens at each stage of the CVJ, giving you insight into the weaknesses, strengths, and opportunities of this process. If you would like more information about how to best leverage a mapped out CVJ, sign up to receive a free strategy session by visiting this link.
3. Creating Effective CTAs at Optimal Times
It’s important that CTAs are delivered at the appropriate times and stages of the CVJ. An early CTA could be jumping the gun and could result in scaring off a lead due to a sense of pushiness. This also speaks to the value of mapping out the CVJ, it allows you to truly pinpoint the best opportunities to deliver CTAs.
For example, you wouldn’t want to present a lead with a CTA for converting on your core offer when they’ve just begun following you on Instagram.
4. Identifying Advocates and Promoters
Highly satisfied clients are possibly the most valuable asset you have in terms of generating leads and gaining traction in promoting your products or services.
The key to this strategy is knowing when to leverage it. At Infinite Fitness, we have what we call the No Client Left Behind Program which is essentially a survey to gauge client satisfaction at different intervals. Clients that report being very satisfied are then asked if they could take some kind of action to advocate our brand, meaning they would provide a testimonial or write a Google Review. Once they’ve shown a willingness to take this kind of action, we normally ask them to help find individuals within their network that would make a good fit for our services.
Client advocacy is very important for your brand’s reputation, which is one of the first things individuals look into when considering trying out your product or service. We refer to this concept as social proof. People want to see that others have benefited and received value from your business. So if your business already has satisfied customers and you’re not leveraging this tactic, what are you waiting for?
Here are some ways to get started:
Actively manage client satisfaction data in your CRM software platform.
Identify different time intervals to gauge the satisfaction of your clients, especially new ones.
5. Creating Upsells
Once a client has purchased your core offer what comes next? What are some new services or products that you could easily add to your tool belt that would build upon your existing core offerings and provide additional value to the client? This is where the art form of upselling comes into play.
I’ve added a number of upsell offerings to my business, Infinite Fitness, which at base value offers semi-private group training. Here are some examples of upsell offerings I introduced:
- Accountability coaching
- Nutrition consulting
- One-on-one sessions
- Private gym rentals
- Ergonomic workplace evaluation
While every upsell offering you create won’t result in a big increase in revenue, the increase of value you’re bringing your clients will result in a boost of client loyalty and excitement. This can really help turn passive clients into advocates and promoters.
Follow me on Instagram at @jonas.inf or follow Infinite Growth @inf.growth