One of the biggest conversations we’re having with clients right now is – How can you customize the Customer Journey + Value Ladder to YOUR audience and the price of YOUR products?

No matter what “they” say, you should never, ever fill in your Value Ladder with just anything. We advise our clients to always, always, always consider the Customer Journey first.

So, in this episode, I’m walking you through the questions we ask + the strategy we recommend to clients.

You’ll learn…

  • What a Customer Journey SHOULD include
  • What you need to do to make it happen
  • And the MISTAKES you need to avoid

Tune in for another quick marketing lesson, and then share a screenshot of the episode (and your takeaways!) on IG stories. Tag @emilyhirsh for a shoutout.

Key Points:
[1:55] The #1 mistake you can easily avoid
[3:54] “But, can this make you money?”
[4:45] How to create “flow” for your customer
[6:40] To upsell or downsell?
[8:16] Behind-the-scenes: What we’re doing to nurture our “purchasers”

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Episode Transcripts:  

Emily Hirsh: I’m Emily Hirsh, and this is The Hirsh Underground Marketing Podcast. Attention innovators, influencers, creators, and game-changing entrepreneurs. Your internet domination begins right here. We are the powerhouse marketers that you’ve been looking for. You’re already making waves in your industry, and we’re here to help amplify those waves of change by creating a connection that cuts through the noise. We take everything you’ve built inside your zone of genius and find its audience. With killer strategy and laser eye for impact, we launch multi-million dollar campaigns and skyrocket your reach online. Now, we are doing the unheard of. We’re unveiling everything we’ve learned, taking you behind the scenes with the Hirsh Marketing Team, and giving away the secrets to our clients’ success. Stay tuned for top converting strategy, ROI reports, and insider knowledge that you won’t find anywhere else. You’re changing the world, and we’re the team to help.

Emily Hirsh: In today’s episode, we’re gonna talk about customer journeys and those value ladders, and creating that for your audience and products, and what that looks like, what you need to do to have something that makes sense, and really the biggest mistakes people make with this. This episode was actually inspired by one of my ads managers who came to me and said, “Emily, I have a great podcast idea. This is something I’m talking about a lot with my clients,” and I loved it, because I think it’s so true. To start, one of the biggest conversations that we have with our clients or that I’m having with other people is that your customer journey or your value ladder that you create has to be unique to your audience, who you’re serving, how you’re trying to attract them, and then also to your products, and the price of your products. I previously did an episode about actually debunking the value ladder [episode 26], because I think one mistake people make is, they think they have to fill in every spot. I’ve seen people stress out and be like, “Well, I have a $997 course, but I don’t have something for $100 and $500. I’m missing that, so I’m just gonna create some product.” That’s a mistake, because then what happens is, you have five funnels, and you can’t put your focus fairly into any of them, so they all suffer and they all don’t do well.

Emily Hirsh: Every funnel that you have requires resources, like time resources, money resources in terms of ad spend and budget … so it’s taking that away from every funnel. My suggestion is always, perfect that one funnel, get that working, and then build in the next steps. Some things to consider with your customer journey and your value ladder, and if you have it completed, if it’s correct and if you need to go and revisit it, are, think about your audience so that you can figure out, “Do they need a lot of nurturing or not?” Right away, if you’re in the business to business space, so if you’re marketing to other entrepreneurs and business owners, then they usually don’t need as much nurturing. You can sell higher price point products to them easier. They will cost more in terms of the lead generation space, but it’s easier to sell to them, because you’re probably in more of a money-making opportunity. They can write it off as a business expense. They just buy easier. If you’re in the business to consumer space, you probably have to do a little bit more nurturing. You might need to have smaller priced products in there, because it’s harder to sell to those people, but you’ll get cheap leads on Facebook, typically. The needs will be cheaper and less expensive, because they’ll sign up for those things, but it’s harder to sell them on the back end.

Emily Hirsh: Just a lower percentage of them buy. You can still, obviously, have successful business to consumer marketing; you just have to think [through] those things. The mistake people make is, they take business to business funnels and customer journeys that they see out there, and they take that cookie cutter mold and those templates, and they put it into their business, and it doesn’t fit or work for that audience that they’re trying to target. So, figuring out the price point and how much nurturing they need is key. Then, what you wanna do is, make sure you can make money off of it. I’ve seen people who have a $47 product, and they come and they wanna work with us, and we literally have to turn them down, because when you run the numbers and you’re just selling a $47 product, and you look at Facebook ads and the percentage of people that will buy, you won’t make money. It’s okay to have that as a front end product, but you have to have something else. You have to have upsells. If you just run the numbers, you’ll quickly see, “If I’m paying even $2 cost per lead, and then this small percentage of people buy my product, I’m not gonna make that much money. I might pay for my ad spend, but it’s going to be really hard for me to profit.”

Emily Hirsh: So, look at your price of your product that way, too, “Can I make money? If I do the math, is this scalable, is this doable? Or do I need to have some sort of valuable upsell or larger priced product mixed in here?” The second thing is, make sure when you’re building out your customer journey, and maybe you’ve got a funnel that’s working really well and you’re creating the next step, it all needs to flow. It still should answer the same type of problem, but just a different level of it. A really common one would be like, you’re selling a $997 course, and then people are like, “Well, I want more,” so you add in some sort of component of calls, like live calls with you or coaching support, whether it’s with you or your team, or something like more support than just the course, but it goes together. It’s a next step that makes sense for people, and it answers the same problems that they’re having, but just on different levels. Each level you go up, you’re gonna obviously lose a small percentage of people who are not going to buy at that level. That’s fine.

Emily Hirsh: When you’re creating the value ladder, when you’re creating that customer journey, keep your customer in mind and think about serving them. What do they actually need to succeed? … so that you can answer their problems. A lot of times when you look at a $997 course, there’s obviously components that you could add to it, or a live component and a coaching component that you could put in there that would really help them and serve them. So, that’s your next product. Never ever just create products because you’re trying to fill in the value ladder. Terrible idea. But, create a value ladder. And, it might take you years to build a complete value ladder, and you may never have a complete value ladder, meaning, you won’t have a $47, and a $97, and a $297, and $497, all the levels that “they” say you need to have, because that just might not fit your audience, or you just might not have that time and [those] resources to put the focus in all those funnels. Because all those funnels means finding gaps, means filling holes, and means continually testing data and putting money in there to get it to work. So, start with one, and then I would probably add a level instead of go down.

Emily Hirsh: You can definitely add downsells however, but a lot of times the best thing to do is to add a level for the people who are going through what you already have and will be your followers and, especially if they’re getting results, they’re ready for more. The next best, smartest thing to do would be to have a downsell capturing the people who made it so far through your funnel but they didn’t end up buying. You could have another offer for them. The final piece that I want to talk about that came up in this conversation with this ads manager is the importance of nurturing. Strategically build into your customer journey the nurturing pieces. If you’re trying to get somebody from a $997 course to your $5K program, don’t just look at, “I’m just going to ask them to buy it in an email,” or whatever. How are you also nurturing them? How are you showing them that this is the next step? Are you continuously going back and saying, “Am I continuously building that relationship with them through the next steps of my value ladder?” Because I think a lot of people leave that out, and they just focus on getting people in the webinar and then selling that course, and then they just sit on that list, those webinar registrants, and nothing happens to them.

Emily Hirsh: Instead, those are some of your best leads, [people] who have already made it that far. You’ve already paid for them to make it that far, so figure out how you can really leverage the value out of those leads you’ve already gotten, and either upsell the people who bought or downsell the people who didn’t, but build in the nurturing and the relationship-building. Whether that happens in email to the downsell people, or whether that happens in your actual course or your product. One of the things we’re doing in our actual course is, we have an email series that purchasers are going to go through, because we have something else we wanna sell them down the line, and I’m not just gonna randomly sell that to them when I’m ready, I’m gonna make sure they see success with my product, and that they are getting results, and we’re still building that relationship and that trust with them even after they’ve bought. That’s part of the value ladder and the customer journey that you’re building, so don’t forget that piece and that connective piece. Because you didn’t just make it, once you get that one webinar sale. There’s still so much more you can capitalize on and do for ultimate success.

Emily Hirsh: If you’d like to apply to work with Team Hirsh and have us custom-make these type of things for you in these strategies, and really advise you on what is working the best out there in the influencer space, go to HelpMyStrategy.com and apply to work with Team Hirsh. Thanks so much for listening today guys. I will see you next time.

Emily Hirsh: Thanks for listening to The Hirsh Marketing Underground Podcast. Go behind the scenes of multi-million dollar ad campaigns and strategies, dive deep into The Hirsh Process, and listen to our most popular episodes over at HirshMarketingUnderground.com. If you loved this episode of the podcast, do me a favor and head over to iTunes to subscribe and leave a review, so we can reach more people and change more lives with this content. That’s all for now, and I’ll catch you next time.