Step 5: Excite

At this point, your new customer has had a transaction with you. A small transaction, sure, but a transaction nonetheless.

Your job now is to make sure the transaction is a good one, that the excitement of the purchase develops into good will and trust.

The reason for this is simple: if the person doesn’t get value from this transaction, they won’t move on to the next stage and purchase more expensive things from you.

So, how do you make sure your customers have a good experience?

First, we assume that whatever the prospect purchased or gave up valuable time for is outstanding. Great marketing will only increase the speed at which your business fails if you don’t have outstanding products and services.

Second, the prospect must get value from their last transaction with you. The Excite stage of the Customer Value Journey is something you must return to again and again. And every time, it should create excitement.

That being the case, whenever a customer or prospect does what you ask them to do (attend this webinar, buy this product, hire me for this service), you should engineer your marketing to maximize the chances they’ll get tangible value from the experience.

Examples of Marketing That Creates Excitement

Your goal in the Excite stage of the Customer Value Journey is to make sure your customer gets value from their transaction. Here are some examples:

• A married couple buys a Keurig (coffee maker) and uses the free coffee servings and Quick Start Guide to have an amazing cup of coffee within minutes of opening the box.

• A new user of the Spotify music streaming app goes through an instructional walkthrough teaching her how to build a playlist of her favorite songs.

• A young man reads through 3 eye-opening blog posts recommended via email by his newly hired Life Coach in advance of their first coaching session.

This stage is all about ensuring that your marketing is giving your customer opportunity to get value from doing business with you—and to enjoy that value right away.

It could be as simple as an email onboarding campaign, like this one from the productivity app, Evernote:

An onboarding campaign is a simple way to add value immediately after a purchase.

Evernote is a cloud-based note-taking app that you can use to sync notes between your computer, phone, and tablet. It has a lot of useful features, but Evernote knows that, in order to really hook new users and turn them into long-lasting customers, they have to make sure new users are successful with the app.

That’s why Evernote sends you these educational emails when you sign up for a new account. The emails contain tips that help you to get more value out of the application, making you more excited about it and more likely to use it.

Digital Marketing Disciplines That Create Excitement

To improve consumption in your company, the digital marketing tactics you need to master or hire include:

• Email Marketing

• Content Marketing

• Copywriting