If you are reading this article, chances are that you know something about Ryan Deiss and his Customer Value Journey. Ryan literally built a marketing education empire on the concept of this framework.
It’s so important to the DigitalMarketer community that he even has the original napkin version framed like a relic to be viewed like the Mona Lisa.
My name is James Bullis. I am a Marketing Technologist / Webmaster with over 25 years in the industry.
I remember when I first learned about this concept around 15 years ago.
It was originally called Customer Value Optimization and had an entirely different structure. I’m a web designer and when I started working in this industry I started out in marketing.
When I became a web designer, I didn’t understand that a business web design is a part of a business’
marketing plan. After learning more about marketing, I realized how I could put these concepts into the website and use them to create a better website experience for my customers’ website visitors.
Then the along came the Customer Value Journey (CVJ) which was a fundamental upgrade and made the entire foundational framework make more sense. It essentially closed the loop and created an endless flywheel of customers if applied correctly.
It really played well in helping to understand how a business website should be laid out so that the traffic could be funneled through the Customer Value Journey.
The CVJ is not the only part of this foundational framework. It is usually accompanied by an Ideal Client Avatar and the Before & After exercise. Essentially, you need to understand who you want to help and be able to empathize with them to discover how you can bring value by easing their pain.
But there is a real problem when it comes to the CVJ that I have noticed over the years. It seems to me that no one will sit down and do it. Do I know this for a fact? No. But, I can guess with some authority that most people who have learned this framework skip over it in practice.
This became obvious to me some years ago inside of DigitalMarketer Engage – the Facebook group of people who have spent some time and money with DigitalMarketer to engage with other members to talk about the frameworks, get advice, and learn from each other.
You could always tell when a fresh wave of members would join because the same questions were asked repeatedly.
These were questions that could simply be answered if they took the time to go through the process of completing these exercises for each new campaign or business that they started to work on as marketers.
I don’t know why people skip over these foundational steps. The framework itself along with the worksheets probably make the concept seem simple and insignificant but it is a powerful exercise that will save you a ton of time, money, and resources.
Years ago, DigitalMarketer invited people to a conference in Austin to learn some amazing new concepts that were going to change the way we thought about digital marketing.
I was excited. I packed up. Headed to Texas. Arrived at the event. Sat down. Excited to learn something new when the guys came out and began talking about…the CVJ. The avatar. The before and after exercise.
I was a bit dumbfounded and a little bit angry at myself when I realized that this framework…was the secret. And I realized that I was not taking the time to do these exercises.
I realized that I wanted to spend my time learning about these frameworks and exercises but I myself was not implementing them. I did something drastic when I left that event. I went home and disconnected myself from everything DigitalMarketer and I decided that I wouldn’t invest in learning any new concepts until I started with these fundamentals.
For years, I worked on numerous projects, and I took a stand to make sure that we sat down and did the work. This is what I discovered.
The CVJ Is Essential
The CVJ is essential because it answers the most important questions that everyone who works with a
business needs to know:
- Who Do You Help?
- How Do You Help?
- Why Does It Matter?
It’s also important because it puts this information in a format that can be shared with anyone who works on a business including sales, marketing, and technology. If my clients already had a CVJ for their business when I started designing and building a new website for them, it would be so much easier to create a website that actually gets results.
If the information that is contained in a CVJ were given to a graphic designer, marketing contractor, customer service rep, sales rep, consultant, anyone…this would make working the clients and ensuring their success so much easier. We call it greasing the skids because it makes it outlines everything that needs to be done in a simple to understand and comprehend format.
After using this framework on any new projects, I don’t know how I could realistically provide value to my clients if I didn’t help them create their CVJ.
The CVJ Is An Experiment
Everything that we do in marketing is an experiment. Every little decision we make is a series of experiments that lead us to always be optimizing. No matter how far we’ve come, we can always do it better. For that reason, the CVJ is more of a living document that changes over time as the campaigns that you work on. A business can have multiple CVJs.
Think about it. You can get this process wrong because chances are you and your customer are just guessing about what will work. The more you do it, the easier it will be for you to ensure your customer’s success, but chances are, if you are creating a CVJ for a customer, they probably never completed one before and these concepts are new.
You can get it wrong. In fact, you can get it wrong and waste time, money, and resources by targeting the wrong people. Last year, I did a session with a client where we went through the process of mapping out their Ideal Customer Avatar, Before & After Exercise, and CVJ.
Are You Ready to Master Social Media?
Become a Certified Social Media Specialist and learn the newest strategies (by social platform) to draw organic traffic to your social media sites.
For months we created content, updated the website, and ran social media campaign. It wasn’t until we expanded on these exercises with AI that we realized that we were targeting the wrong prospect. Now we can avoid that.
The CVJ Is Easier To Create Than Ever
If I were to ask a group of marketers why they did not use a framework to conduct their marketing, I would imagine that the main consensus would be that the act of sitting down with your client and getting a full understanding of these concepts is not something that you or your client really want to do.
In the mind of the client, you should just know this information (by some miracle). The reality is that every business is different and while you may be able to repeat the concepts in these exercises, having the exercises completed and documented will save you a lot of time and heartache in the long run.
I love the quote from Lincoln that says, “If given six hours to chop down a tree, I would spend the first four sharpening my axe.” This concept is true in so many aspects of business but as I said before, if you take the time to document the CVJ, ICA, and Before and After exercise, you will be so far along that you’ll make your life a lot easier.
Well, now we have this thing called AI. And what I have discovered about AI is that it is really suited to help solve this problem. In fact, now that I have started to use AI to help create this foundation, I can’t help but generate the concepts, expand on them, and make some of the most focused content that speaks directly to the prospect.
The CVJ framework is essential to success as a marketer. Now with the help of AI tools, you can take any framework and inject it with steroids to create comprehensive marketing foundation that can literally transform your marketing campaigns.
Not only can you generate expanded versions of these foundational frameworks, but you can now use them to reference when creating content to build awareness and increase engagement with your audience.
The dawn of AI in digital marketing is an exciting one, offering boundless opportunities to strengthen and streamline the strategies we use. Leveraging the capabilities of AI, the creation and application of foundational frameworks such as the Customer Value Journey (CVJ), Ideal Client Avatar (ICA), and the Before & After exercise, can be profoundly amplified.
Gone are the days where marketers neglect these critical steps due to their time-consuming nature or the perceived complexity. With AI, we are able to enhance these processes, reduce the margin for error, and ultimately deliver more targeted and impactful content.
In my personal journey as a web designer turned marketing technologist, I have seen the value these tools bring to the table, but also witnessed their neglect. Utilizing AI, we can change this trend, ensuring that these valuable resources are used to their fullest potential.
By taking the time to implement these tools properly, we not only provide immense value to our clients but also create a better experience for the end user, leading to more successful marketing campaigns.
As digital marketers, we have an exciting path ahead of us. Armed with the transformative power of AI, we can take the wisdom encapsulated in the CVJ and other frameworks and unleash it on a grander scale than ever before.
In an era where every business decision is becoming data-driven, the advent of AI ensures that the nuances of human insight remain central to our marketing strategies.
It allows us to balance the scales between data and empathy, between efficiency and effectiveness, and, ultimately, between the business and the customer. So, as we step into the future of digital marketing, let us remember to carry these valuable lessons forward, and embrace the tools that AI provides to augment our journey.
[TAG11]The post Customer Value Journey: Your Roadmap to Clarity appeared first on DigitalMarketer.
Frequently Asked Questions
What are the six most important questions entrepreneurs should ask?
For any business, motivation is key. Without motivation, you won't make it out of bed each day. If you lack motivation, it will be difficult to complete your projects. Without motivation, you can't even reach your goals. How can we find our motivation?
You might ask, "What motivates you?" It may surprise you. Maybe you've been asking yourself this same question for years. If you don't ask yourself this question, then you are missing out on one the greatest rewards of your life: the opportunity to discover your motivation.
Nothing is more motivating than knowing why you exist. You will then realize what drives yourself. Your purpose becomes clearer. Why are you caring? Once you know why you care, it will make it easier to stay motivated.
Looking within is the key to unlocking your motivation. These are the questions you should ask yourself:
- What are my passions?
- What makes my heart beat so fast?
- What's the thing that makes me happy?
- What gives you butterflies in your stomach?
- What makes me feel alive and connected?
- What is it that makes you want to return to your project over and over again?
Once you have your answers, it will be possible to determine your true motivations.
Your motivation is what will get you through the tough times. It will give strength when you need. It will help you work harder. It will motivate you to succeed.
You'll never stop wondering what your motivation is if you are like me.
Spend some time today reflecting on your motivations. You might be surprised by what you discover.
What keeps you motivated as an entrepreneur
Freedom is my greatest motivator. There are limitations on how much people can earn, save and invest, buy, borrow, rent or drive, eat, sleep, play, and fly in this world. These limits do not apply to us. We have the freedom to follow our dreams and make them a reality.
But we cannot let ourselves become enslaved by these limitations. If we do this, we lose sight that we are the masters and controllers of our destiny. We are captains of our own ships. We are the architects of our lives.
My drive is to create wealth that surpasses my wildest imagination. To create businesses that have a greater impact than life itself. To build businesses that will change the way people live for ever.
To build more powerful businesses than any government and to be more influential than any religion.
That's why you're here. I'm working hard to help entrepreneurs grow their businesses faster than anyone else. Because when you succeed everyone wins.
What are five key factors that motivate entrepreneurs?
Motivation is key for success. Without it, everything would fail. Without it, we wouldn't even be here.
Motivational psychology is the study of how humans behave when motivated. Motivation can make us do amazing things. There are limits to our motivation.
These five motivational factors are essential:
- Autonomy - the freedom to choose
- Mastery – The ability to master your skills
- Purpose is the feeling of purpose
- A feeling of belonging through the concept of relatedness
- Reciprocity - the desire to give back
These motivators might seem to be applicable to your business. You may feel that each of these motivators could be applied to your business. However, each offers a slightly unique perspective on why people act the same way.
One person might desire autonomy in order to live the life he chooses. Perhaps he seeks mastery in order to excel at his job.
So on. These are just a few possible motivations. There are countless others. What are the most appropriate for your particular situation? It all depends on you.
To find out, I recommend that you write down three words that describe your ideal workplace environment. Take those words and adapt them to your current workplace conditions.
If you struggle to come up with ideas, simply ask yourself why are you doing this. Your goals will be identified when you have an answer.
Once you've identified your goals, it is possible to begin to assess where you are at the moment. And that knowledge can help you determine whether or not you should make changes.
If you aren't willing to change anything then it's time for you to look at your options.
If you want to make changes, you need to think of ways to motivate you.
Which one of the above motivators will prove most effective? It's hard to say. Instead of focusing solely on one factor instead, you should focus on all five.
This will help you achieve your ultimate goal: becoming a successful entrepreneur.
How can you motivate yourself to be an entrepreneur?
Find someone to motivate you. Ask someone who has worked hard towards achieving his goals to tell you how he did it.
Ask for advice, listen to others, and then, most importantly, do it. You can emulate someone who has succeeded if you find them.
Do whatever it takes to become that person. Learn from them. Take their advice. Follow their example.
Keep moving forward. Keep moving. Never stop learning. Never give up.
Don't listen to anyone who tells you you are incapable. You don't have to believe that there is no way.
Failure doesn't automatically mean that you are a failure. Failure can be an opportunity to learn and grow. To learn more. To push harder.
Failure is just another step in the journey to success.
You can start now. Do something today that will move you closer to your dream.
What are you waiting for?
What is your greatest motivation?
Are you curious about my top motivations in life? Let me tell ya. I find the greatest motivation in life to make people feel good about themselves. They will be amazed at how amazing they truly are. They are worthy love, for they are.
They are entitled to happiness.
It is important to feel great about yourself. Nothing. And I will do everything in my power to change the world.
Being happy with ourselves makes us more open-minded and compassionate towards our fellow humans. You stop judging people based only on their superficiality. Instead of judging them, you start to see the person within. This is really cool.
The most powerful way to motivate someone is to show them that they already have everything they need within themselves.
They might not have realized it yet but they know that this is why their struggle with something has been so prolonged. Because deep down inside they knew they had the power to heal themselves.
They just needed the right environment, support system and mindset. They somehow forgot that.
Why did they lose sight? Because they were too busy trying to figure out where the problem came from. They tried to fix it as fast as possible, not realizing they had all the tools necessary to do so.
They also forgot to mention that the main reason they couldn’t solve it was because the answer wasn’t in their heads.
I'm here to remind that you have the power and ability to create a whole new world. All you have do is tap into your inner genius.
And once you do that, everything will fall into place. You'll be amazed by how easy it is to manifest your dreams.
You see, every person has their unique superpower.
We only need to learn how it works.
What are the types of entrepreneur motivations?
Entrepreneurs can choose from three types of motivation. Each type has their own strengths and weaknesses.
External motivation is the most common. It's where someone wants to make more money. This motivation usually stems from financial concerns.
External motivation is driven by personal interest, ambition, and desire. This type of motivation leads to people who are extremely goal-oriented.
This is a rare form of motivation. Internal motivation is far more rare than wealth. Individuals with it do not seek to be wealthy. Instead, these individuals pursue other goals, like self-development, fulfillment and service.
People with internal motivation are often called "passionate" because they find satisfaction in their work.
Finally, intrinsic motivation can be described as the least common form of motivation. Intrinsic motivation refers only to people who are motivated by the satisfaction and enjoyment that comes from working towards a particular goal.
An intrinsic motivation is far more powerful than an external or internal motivator.
Intrinsic motivation comes from within. It is based in the belief that each person has certain talents or abilities. They have the ability to do things no one else can.
It is satisfying and fulfilling to realize our potential and talents. We feel important.
In essence, intrinsic motivation is what makes you happy. The joy that comes from knowing we can accomplish whatever we set our minds on is intrinsic motivation.
This feeling of accomplishment keeps you going no matter what the circumstances are.
You might even find it boring if you don’t enjoy what your doing.
Click here for more information about motivational entrepreneurship.
Statistics
- Invest at least 30% managing those with authority over you and 15% managing your peers.” (americanexpress.com)
- "Most of the time when people ask me about motivation, 80 percent of the time, I attribute it to gratitude. (entrepreneur.com)
- "If you improve by just 1% every single day, in several months, you will have improved by 100%. (carolroth.com)
- Our 10 years of research also shows that 75% of mentored entrepreneurs increased their revenue, and 82% of their businesses survived the first two years. (carolroth.com)
- That means for $150,000, you could have bought 10 percent of Airbnb." (entrepreneur.com)
External Links
twitter.com
kabbage.com
businessinsider.com
- 101 Best Inspirational Quotes For Entrepreneurs
- SpaceX employees are set near impossible goals by Elon Musk
inc.com
How To
Are You a TRUE Entrepreneur?
True entrepreneurs are people who create value for themselves and others. He is willing to take risks and build businesses. And he also makes money.
He doesn’t wait for anyone to offer him a chance; he searches for them himself. He is a self-starter and a leader.
A true entrepreneur knows how to make decisions quickly and effectively. He sees the problem clearly and finds creative solutions.
According to him, there is no difference in business and life. Entrepreneurship is not a job to him; it's a way for him to live.
True entrepreneurs do not fear failing. Failure is a part of success. True entrepreneurs embrace change, and thrive under pressure.
They are driven to attain their goals and they never stop trying. They love what they do because it creates value.
They want to be able to provide a successful life for their families and build successful businesses.
So next time you feel unmotivated or confused about whether you should start your own business, ask yourself this question...
"Am I a true entrepreneur?" If yes, then take action. If no, you might need to rethink where your career is heading.
