Day 20: The Customer Journey

Today you map the path someone travels from first hearing about you to sitting in your room.

The pieces, in order:

1. Lead magnet
2. Lead capture form
3. Invitation to your group
4. Virtual event
5. Live event

1. Lead magnet

The ones that work have three things in common: they are relevant, they are perceived as valuable, and they serve your business purpose.

Examples: a session, a short guide, templates, samples or trials, an assessment, training videos, case studies, a quiz or survey.

Your lead magnet is the first step in a relationship, which means it is an exchange of value, not a trick.

2. Lead capture form

A form that collects details from visitors. Easy to make, harder to make well:

• Look at examples and start from a template
• Do not ask for more personal information than you need
• Keep it short
• Use a call to action that says what happens next
• Get a notification when someone submits
• Consider an incentive
• Consider a survey or poll instead

3. Invite people to your group

A page has its place, but a group is different:

It builds lasting relationships. People are in a group because they chose to be. That is a different relationship from a follower, and you can give them access and content that reflects it.

It reaches people more reliably. Posts from groups tend to surface for members in a way page posts do not.

It tells you what your audience needs. Where else do you get to ask your actual audience a question and get real answers? You can test an idea in a group before building it.

4. Virtual event

Going virtual is still unfamiliar to many organisers, and it has real advantages: a wider and more inclusive audience, less time and money spent on logistics, more flexibility, better data on who attended and what they did, and a fallback if an in-person event cannot run.

5. Live event

Marketing a live event is harder than it looks, and plenty of events have failed at it:

• Define what the event actually is
• Be clear on its primary purpose
• Decide how you are promoting it
• Assess honestly what you can deliver
• Practise before the day
• Write a plan
• Start online
• Give your audience options

Simplify it

At its simplest, your marketing is two steps: get attention, then give one clear action to take. That is what the whole funnel above is doing.