Customer Journey and The “Path for Purchase”

If you attend the events, read the books, subscribe to the newsletters, invest in the products and attend mastermind or coaching groups, you’re probably already brimming with the ‘latest and greatest ideas’ to move your business forward.

However, you, like many, are probably feeling confused, frustrated or even downright overwhelmed with all this information. How can you actually apply everything you’re learning and the ideas you’ve got, to move your business forward?

I know it’s difficult because I’ve been there too…

No matter what type of campaign you’re considering, whether it’s a Video Series, an Automated Webinar, a Customer Reactivation Campaign, or a Survey Funnel, the question is…

‘How can you quickly and easily take what’s working for other businesses and transfer it into yours?’

This is a common problem. All business owners, (even the best) struggle to go from idea to implementation in the shortest time possible. You see, when it comes to crafting even the simplest marketing campaign, it’s not what you do, it’s the way you do it that counts. Most people do it wrong, or worse, don’t do anything at all!

Here’s the harsh reality: Nothing is going to change for you or your business unless you put your ideas into action.One of my favourite quotes from Gary Halbert is: “Motion beats meditation.”

It doesn’t matter if you’re lucky enough to have an ‘all-star’ in-house marketing team, you outsource work, or even attempt to do everything yourself – it’s all about fast and simultaneous implementation to see BIG results. That’s the bottom line.

Here’s how to do it…

The framework I’m going to share with you works great if you often procrastinate or find yourself overwhelmed. In fact, this is the exact process we use for our Agency Client Campaigns that we plan, build and manage to realise the business’ full potential.

Before you start thinking this is just another way to ‘map out’ your next funnel, stop.

This isn’t about specific tools or software. This is about a consistent procedure to take those ideas and put them into a structure for you to systematically implement strategies.

To get started, you first need to understand the F.S.M.C Formula, which forms the four key components to plan and implement ANY successful campaign:

F: FINISH

You’ve got to start with the end in mind and decide on the overall objective of your campaign. There has to be a defined end point; it could be buying a product, making an online application, requesting a scheduled call or calling your office, etc.

S: START

How do people enter the campaign? You could be sending people to opt in from your ‘house list,’ from paid traffic, or even sending a direct mail piece to tell people to go online.

MILESTONES

DefIne what goals need to be satisfied along the journey from ‘Start’ to ‘Finish.’ This simplifies even the most sophisticated campaign; it also forces you to consider the lead to customer experience. 

Milestones also allow us to really dig into the performance of each part of our campaign, so we can track metrics and monitor and measure in a simple but effective way.

CONTINGENCIES

What happens if people don’t take the most critical path from milestone to milestone? How do we keep people on track? People aren’t always going to be opening your emails or taking your calls, so what actions do we need to take to preempt detours or exits between our Milestones?

So let’s take the example of selling a high- ticket Coaching Program and apply the F.S.M.C Framework…

Example

The Campaign “Finish” or Objective

To get qualified people to signed up for a $10k per year Coaching Program.

Campaign STARTS 

When someone opts in from the website to make a ‘Coaching Application.’

Campaign STOPS

When someone pays their first installment.

Milestone ONE 

Needs To Complete An Online Application

STARTS 

When someone opts in on my website to make a ‘Coaching Application,’ with their name and email and phone number.

STOPS

When someone completes the second step of my online application form with answers to the questionnaire.

Contingencies: 

Push the lead back to second step of online application form until Milestone 1 is Completed:

Step 1: Email – Content: I saw you check out my application. CTA: Finish your application where you left off…

Step 2: Email – Content: Did you miss my email yesterday? CTA: Go back and complete the application form.

Step 3: SMS to mobile – Content: I saw you go through but didn’t make an application… CTA: Here’s the link to go back.

Step 4: Email – Content: Here’s more proof (with link to case studies of other clients). CTA: Check out the case study (with a link to the page.) The page has a button to take people back to the application form.

* There could be many more pushes back to each milestone, including varied media such as direct mail, outbound calls, voice broadcast etc.

Milestone TWO 

Needs To Schedule A Call

STARTS 

When someone has completed their online application form.

STOPS

When someone schedules a call online to discuss their application.

Contingencies: 

Push the lead back to scheduling calendar until Milestone 2 is completed:

Step 1: Email – Content: Thanks for your application, let’s chat… CTA: Link back to schedule call page.

Step 2: Email – Content: One last step. CTA: Link back to schedule call page.

Step 3: Outbound Lead Development Call. CTA: Schedule the application call over the phone.

Step 4: SMS – Content: I tried to call about your application. CTA: I’ll call again tomorrow, unless there’s a better time?

Step 5: Email – Content: I tried a few times to reach you; are you still interested? CTA: Final attempt, link back to schedule call page.

Milestone THREE 

Needs to attend their scheduled call

STARTS 

When someone has scheduled a call.

STOPS

When someone shows up to their scheduled call.

Contingencies: 

Push lead back if they don’t show up to call, until Milestone 3 is completed:

Step 1: Email – Content: I missed you, let’s rearrange… CTA: Link back to schedule call page to set a new appointment

Step 2: Email – Content: Shall we rearrange our call? CTA: Link back to schedule call page to set new appointment.

Step 3: Outbound Sales Rep Call. CTA: When is a good time to talk?

Step 4: 2nd Outbound Sales Rep Call.CTA: Are you still interested? Let’s re- arrange a call.

Step 5: Email – Content: A sad day for us… CTA: Final attempt, link back to schedule call page to set new appointment.

Milestone FOUR

Attended Scheduled Call – Needs To Close

STARTS 

When someone turns up to their scheduled call.

STARTS 

When someone has paid their first month’s installment.

EXIT

Is removed from campaign as they weren’t qualified.

Contingencies: 

A. Push the lead back to the online order form to make a payment. (Unless payment was taken over the phone.) They have indicated they want to move forward but didn’t have their payment details.

Step 1: Email – Content: Great speaking to you! CTA: Here’s the link to complete your Payment.

Step 2: Email – Content: Here’s what you need to do next. CTA: Here’s the link to complete your Payment.

Step 3: Outbound Sales Rep Call.CTA: Did you have any other questions?

B. Follow-up call scheduled to take payment over the phone.

Step 1:Email – Content: Thanks for your time, here’s a recap of what you’re getting. CTA: I’ll follow up with you on xx/xx/xx date.

Step 2: Outbound Sales Rep Call. CTA: Close sale and take first installment over the phone.

Think of the F.S.M.C. Formula as the outlining framework for all your future campaigns.

You’ll find this will not only help you put your ideas into action more quickly, but it will also give your team a very clear picture of each step where they need to action.