In this episode of the Rooted Business Podcast, hosts Jess and Rachel discuss the significance of having a well-defined customer journey for business growth. They highlight how operating without a customer journey can lead to chaos and ineffective marketing strategies.

KEY TAKEAWAYS

- A customer journey provides predictability and consistency within your business and marketing efforts.

- It boosts confidence by showing that your strategies are working compared to throwing random tactics at the wall.

- Creating a linear stepping stool offer suite helps customers progress through their journey in an organized manner.

- Maximizing customer lifetime value involves offering different price points and stages based on customers' readiness to invest.

- Building trust, delivering excellent experiences, and focusing on retention are crucial for long-term success.

- Lead magnets should be viewed as part of the overall customer journey, attracting leads towards conversion.

If you're feeling overwhelmed with multiple offers or lacking clarity in your customer journey, it's time to simplify. Choose one impactful offer that aligns with your goals and create a streamlined path for potential clients. Focus on building trust, providing exceptional experiences, and nurturing relationships throughout their entire journey.

Remember, simplicity is key! By implementing an effective customer journey strategy, you'll experience increased conversions, improved client satisfaction, and sustainable business growth.

Stay tuned for the next episode of The Rooted Business Podcast! Don't forget to subscribe to catch all the valuable insights and advice from Rachel and Jess.

Note: The show notes are a condensed summary of Episode 11 of The Rooted Business Podcast. The actual podcast episode would contain more in-depth discussions, anecdotes, and examples from Rachel and Jess.

Welcome to the Rooted Business Podcast.

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I'm Rachel, your intentional

marketing architect.

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Jess: And I'm Jess, your

systems and ops guru.

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Rachel: In this podcast, we'll

talk through our experiences as

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seasoned business owners open up

about our triumphs and challenges.

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We'll share candid conversations and

invaluable insights to help you establish

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a business that stands the test of time.

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Jess: Together, we've navigated

the ups and downs of running a

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successful online business, and

we know firsthand the importance

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of finding harmony in your hustle.

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Rachel: In each episode, we'll dive deep

into the inner workings of your business

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operations and marketing strategies

while we peel back the layers to reveal

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actionable advice and practical tips

that you can implement right away.

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Jess: But we won't stop there.

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We believe that true success goes

beyond profits and the growth charts.

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That's why we'll explore the

critical role of wellness and

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mindset in your entrepreneurial

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Rachel: journey, because burnout

is a real threat and we're

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here to help you avoid that.

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Together we'll uncover the strategies

and practices that prioritize your

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wellbeing, ensuring you have the energy

and resilience to thrive in the long run.

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Jess: Join us as we delve into intentional

business growth, sharing personal

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stories, lessons learned, and expert

advice that will empower you to make

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informed decisions to grow your business.

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Rachel: So if you're ready to harmonize

your hustle and create a business that

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thrives while honoring your inner balance,

don't miss out on the Rooted business.

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Subscribe now and embark on this

transformative journey with us.

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Jessica: All right.

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Hello and welcome to another episode

of the Rooted Business Podcast.

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My name is Jess.

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I am your operations.

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I don't know why I'm introduced myself.

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I think we just did that, but

anyway, we're back Rerecord.

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Track 1: You've never done a full intro,

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Jessica: We're back, and this is actually

a rerecord because we had some technical

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issues for this, but I know it's one of

Rachel's favorite topics to talk about.

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Today we're gonna be

talking about the journey.

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Track 1: Yeah, and I actually just made a

post about this yesterday about how some

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people who operate without a customer

journey in place have to result in these.

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It t tactics of oversharing,

certain things, non-transparency.

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You can look back at the

ethical marketing episode.

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But essentially once you have a

customer journey in place, you really

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become into that like predictable,

consistent way of existing within your

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business and within your marketing.

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And it gives you a level of confidence

that really . Shows you that okay, it's

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working compared to a lot of business

owners who just are throwing spaghetti at

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the wall and have to wing it and figure

things out and do crazy launch tactics

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in order to meet their revenue goals.

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So it's what we're gonna be talking

about today is the customer journey.

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We'll talk about like one, some of

my favorite metrics inside, like

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the customer lifetime value customer

retention, and then the various

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stages inside of the customer journey.

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'cause you have a customer journey

before purchase, and then you

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have a customer journey after

purchase and all of those things.

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So let's

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jess_1_10-20-2023_100347: Yeah.

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Yeah.

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Yeah.

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I'm very excited to talk about this topic.

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I've been thinking a lot about how we

unintentionally make our businesses

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more complicated or more complex

or cause chaos, and I think that

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not having a customer journey can.

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Be one of those like places that you

just cause extra chaos because when you

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have a clearly defined customer journey,

like you're not having to create like

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tons of different content and all kinds

of things, it's like one focused thing.

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I think a lot of times when I first

go into some people's business,

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they'll have 18 lead magnets and

like all of these different offers.

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And I think that's where we're start

making things a little more complicated.

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And I think by really focusing on

this like intentional journey as a

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way to not only simplify the work

you're gonna have to do because you're

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gonna have to create less content,

but it's also, like you said, like

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a way to get things on autopilot.

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Track 1: Yeah, so I think let's start with

kind of something you had just said where

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a big mistake that I see people doing that

are operating without a customer journey

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is creating 10 plus offers to sell more.

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Do Yeah, I guess sell more and

just feel like their offer suite

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is inclusive of everybody's needs.

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But in reality, your offer suite

should really be some type of a

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linear stepping stool for someone to

get their feet wet, get a little bit

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more intention with you, get more

hands on support, and move through.

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The customer journey in a linear path.

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Right now, a lot of people have

competing offers against each other.

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And that's a lot of time where

that's something that you'll

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confuse your own customer.

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Buyer.

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Wow.

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Customer buyer.

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Not enough coffee Today, you you'll

confuse your ideal clients and they

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will essentially just not buy 'cause

they're stuck in like analysis paralysis.

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jess_1_10-20-2023_100347: Yeah, I think

this is one of my big lessons that I

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took away like this year, is that we

had talked, we've talked before about

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me being like an online generalist

and like how to frame my offers to

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be more like specific where they're

not competing against each other.

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Because I did look at my sales

page and I'm like, Oh my gosh.

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I have do they get this

or do they get this?

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And like, how do they decide?

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And I think really just trying to

determine like what that Chef's Kiss offer

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is for your clients and really focusing

on, maybe even for me, I'm gonna try to

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focus on just selling like that one offer.

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And then of course if I get people on

the phone and like budget's an issue,

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like I can have backdoor offers that

would be like, or something to offer

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them if they're gonna need more support.

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But I think really honing in on like

that Chef's Kiss offer so you can

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really talk about that and lead all

of your, your customers to that offer.

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I see it in my head.

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I still have to actually make it happen.

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And me and Rachel are

gonna work one-on-one.

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We might even do like some recorded

podcast of me going through this process.

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But I can see that, and I can see how

much more simplicity and predictability

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and just calmness that ta that I

guess, way of approaching it is.

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Track 1: Yeah, definitely.

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And I think in the, let's

talk about your offer suite.

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In particular, so in your massive

mega offer, the best way to break that

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down, and I know that we've talked

about this offline, is making it

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digestible steps for them because you,

when they come to you, you're like,

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oh my gosh, we could do all of this.

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But they, in reality, they're like

I just need support with this.

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And so really Maybe it's the

organizational side of thing

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and like visibility of all of

the things that they have to do.

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And then you start to get into

the optimization side of things.

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You can almost set up your

customer journey in like phases

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of death, like of support.

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Like in my customer journey in particular,

I have an intensive where we cover

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like the foundational components.

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I would never go in and start talking

about, oh, we need abandoned carts here.

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Oh, we need a I do talk

about AB testing, but.

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We don't get into the weeds here.

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We make sure that this foundation

is as solid as possible, and then

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they operate into that space, and I

have about a three to six month like

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incubation period, and then they come

back to me ready for like phase two.

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And so that's what a customer

journey should be like.

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Even if you're using something

of templates or passive offers.

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The passive offer offers should establish

like a very . Accessible win and get

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them like their feet wet with what you're

delivering for them and all of that.

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jess_1_10-20-2023_100347: Got it.

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Alright.

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What else Rachel?

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Track 1: Let's talk about one of

my favorite metrics, which is the

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maximizing customer lifetime value.

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So I always break this

down for all of my clients.

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When I tell them like it's very easy

to forecast goals when you have a

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customer journey and you have, let's

say like an email list or an email

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marketing automation strategy in place

to deliver those upsells and downsells.

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Essentially very simple.

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Customer lifetime value is like the amount

that they're spending with you over their

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lifetime and taking into consideration

the number of times that they purchase.

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So I always add in that second component

because you have a lot of people in

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the online space who are like, oh.

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Just make someone buy a $5,000

offer, and that's your maximum

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customer lifetime value.

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Not everybody is ready to drop five

K on something in the online space

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for their business, so if you could

say, all right, the first thing

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they're gonna do is a $200 offer.

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The next thing they're gonna do

is maybe like a thousand dollars.

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And then finally, when they're ready,

They'll spend that 3000 to $5,000 here.

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That's building customer lifetime

value and having three times

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that they essentially swipe

their credit card with you.

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It's really important because sometimes

people aren't ready to spend that five

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K and sometimes people in your funnel

will never spend that five K with you.

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But if you provide opportunities for

them to access and gain knowledge at

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certain lower and middle touch points,

you can actually create more conversions

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in your business over the span of

everything, instead of hoping and wishing

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someone's ready to spend five K with you.

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Does that kind of make sense?

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jess_1_10-20-2023_100347: Yeah.

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Yeah.

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So we had back in the retail, if

I'm like relating this right, we

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had like average transaction, right?

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And that would be a number

that we could really heavily.

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Control in our business because

we had already taken the

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time to convert the customer.

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They were buying

something with us already.

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Since they trusted us, it was

easier for us to, add on something

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that would be complimentary to

that item that they were getting.

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Or sometimes, like sometimes, the

mall, your business, everything

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goes through like slower seasons.

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With you or already purchasing

something with you versus trying to

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go out and get somebody over that

like marketing bridge through from

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like internet mainland onto your.

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Track 1: Yeah, and I will add the loyalty

and client experience is very important in

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having a maximum customer lifetime value.

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I think there's a lot of people, when

I was just talking to someone in my d.

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S about this yesterday, about how

someone can, a lot of people in the

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online space like push these big

$5,000 offers and then you get in

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'cause their marketing is so good.

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And then you realize that

oh, the delivery isn't here.

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And so really making sure that you're

building trust and Delivering a

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really good experience throughout

the entirety of it is the only

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way a customer journey works.

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If someone comes into your space

at, let's say, $500 and they have a

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really bad experience, or they don't

necessarily get the wins that you

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had promised them in your marketing,

there's no way that they're gonna spend.

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The next ma yeah, the next step or go into

the next point of the journey with you.

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So really making sure that as an

ethical business owner you're not

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just marketing to make money, you're

marketing to deliver an experience

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and to give that client a win.

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I think that's so the most important thing

because without that good experience,

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you're just like taking money from people.

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And I think there's so many people

in the space that do that, and it's.

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jess_1_10-20-2023_100347: Yeah, and I

wanna give a, like a real life example

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that I've seen with like my dietician

clients because sometimes when I hear

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maximize like the amount of money

you get someone, I'm like, oh, that

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kind of feels a little icky to me.

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But lemme give you an example

that's really like helpful and

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beneficial for your customers.

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So a lot of my dieticians clients,

they will work with their, clients

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for six months to Shore up their

nutritional needs, get them to, help

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them overcome whatever like symptom that

they are facing at the, like at like

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really causing them pain at that time.

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So they'll work with 'em for six

months, get 'em all fixed up,

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and then it's you fixed them.

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So like, where is next?

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But there's always gonna be

probably like an opportunity,

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like one of my clients offers a.

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Continuity community where it's just

like that accountability and like a place

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for her to share like any new things

that she's learning about, the specific

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symptoms that she addresses or one of my

clients also offers like lab testing later

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on, like where they'll read your labs

and like you can do a check-in so that

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you don't like backslide back into it.

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So it's not just like adding on to

just add on for adding on's sake.

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It's adding on because

you're really adding on.

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Track 1: Yeah.

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There's like an intentionality behind

it, and I've seen so many times where

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your customer base, let's say , You

are a really great business owner.

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You're delivering an experience

that is like amazing, but you still

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don't have a customer journey.

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A lot of times your ideal clients or your

cli, your actual clients themselves will

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tell you what the next step is for your

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jess_1_10-20-2023_100347: Yeah, that's.

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Track 1: I think that you, yeah, exactly.

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It's like where you can force it, right?

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I've seen some clients of my own Who

have tried to create that kind of like

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alumni program after, and because the

experience was so hands off initially,

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they didn't have that no, like trust.

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To engage and to fully drink

the Kool-Aid per so to speak.

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But yeah, so I think like when you

have delivered it, your client's

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asking you for more, you can easily

do what your clients are also saying.

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Oh, I need a maintenance membership,

or I wanna stick around in this.

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How can we do this?

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Those are the things and the cues that

you should be listening to in order

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to build a customer journey that your

actual clients are gonna participate in.

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jess_1_10-20-2023_100347: Yeah, because

I think when I was first hearing

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about this like concept or whatever,

I thought like it always had to be

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more money, but like actually the

backend of one of my bigger offers.

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It's just kind of momentum support

or maintenance package like you're

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saying, where, I'm showing up less

for them, but I'm still around like

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they've got just in their back pocket

to ask questions or troubleshoot any

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tech issues that would come up based

on things that I've already set up.

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Track 1: Yeah I just mapped out a customer

journey for an intensive . Yesterday,

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I believe, and it was like having a

$2,000, like the main, like midpoint and

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then dropping them down into $170 offer

from a monthly perspective afterwards.

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It doesn't always have to be more,

it's just focusing on retention to

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build out that customer lifetime value.

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I think that's the most

important thing as well.

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jess_1_10-20-2023_100347: It.

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Track 1: So that's gonna bring us to

our next metric, which is customer

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retention, which I think Jess and

I have done a really I think that's

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what held my business up for the

first two years was the fact that

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I retained my clients so long

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It made it really easy to Build

and learn in that first like

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year to two years of business.

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Retention is absolutely crucial

for like business sustainability.

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And really understanding that as you're

bringing people in, and I actually,

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somebody told me this the other day,

it was like a month or so back and I

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was doing a discovery call and they

were like, yeah, I get your goal is.

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To keep me in the retainer

as long as possible.

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I go, that's not my goal, but My goal is

to set you up with a platform or an email

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marketing strategy that is sustainable.

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It works, it's, built for the long term.

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What my clients tell me is that

I can just manage it myself.

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After it's all set up.

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They're like yeah, go ahead.

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Like we.

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We don't wanna take this back from you.

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And that's like where the mindset is

with some agencies where they're like,

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yeah, we're just gonna keep adding

things on and creating problems.

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And it's that's not always the case.

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Sometimes retention is just

because you do it better.

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I.

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jess_1_10-20-2023_100347: Yeah.

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Yeah.

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I feel that too.

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I actually was just thinking when

you said that, I'm like, I have

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only brought on this whole year

from the beginning of the year.

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I've only had two new clients.

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The rest were already with me in

December, and that's sustained

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Track 1: love that.

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jess_1_10-20-2023_100347:

business this year.

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Hopefully I'll bring on a couple more

because wanna expand, but like I said,

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like retention is everything and it's not.

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Something that like is happening in

a shady way, but I've intentionally

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built this where my clients want

me around for more of the strategic

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planning kind of piece of it.

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They want me around for the accountability

for their team and like most of 'em

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just don't wanna mess with the tech.

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So they like having me there as well.

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Track 1: sorry.

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Yeah, so then I think we talked a lot

about the offer suite itself, but I

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really want people to understand like

your customer journey doesn't just begin.

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When they start like an off,

like when they spend money

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with you, it really does begin.

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As soon as they become aware of you.

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So think of two layers

of your customer journey.

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You have the payment offer suite.

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And then you have the awareness.

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So how aware are they of the problems

that they have and how ready are

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they to fix the problems as well?

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And if you overlay those on top of

each other, you should really be able

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to build out like marketing and fun

automations for upsell and the reason why.

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Email marketing work so powerfully with

the customer journey is because you can

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deliver that super curated experience that

says, oh, you downloaded my lead magnet.

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This is at the very beginning

of my customer journey.

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In a very low awareness side of things,

how can I get you to then become

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more aware to take this first step?

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And I think that's one of those things

that I always try to tell people that

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when you are building out a customer

journey, it can feel so, so overwhelming.

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I.

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But in reality, you just need to pinpoint

what's the next obvious step, and then

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work your way to the next obvious step.

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Instead of saying, here's this big

expansive, multiple offer, multiple

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client awareness stage, how do

we make this thing digestible?

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Really simplify it and just say,

all right, this person's ready

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for this, and then they're gonna

be ready for this, and then this,

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jess_1_10-20-2023_100347: yeah.

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Yeah.

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I think it makes it so much more simple

when you're doing everything, like how

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many lead magnets do you have, Rachel?

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Track 1: Oh gosh, I'm making one

right now, but I always retire.

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I never have more than two,

so I always retire one as soon

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as I come out with a new one.

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But I've seen some businesses with

like 20 plus and I'm like, oh,

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this is overwhelming, stressful.

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And at some point you have . You're

probably sending way too many

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emails to one person who opts in

because you're, there's no way

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to manage that many automations.

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jess_1_10-20-2023_100347: Yeah.

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Yeah.

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Same.

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I've been working with my clients to

bring them down and make sure your

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lead magnet always leads to something.

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I think sometimes we get it's

called a lead magnet for a reason.

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And I have very creative

clients, very clients that are

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passionate about helping people.

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All of these good ideas about

guides and trainings that they

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wanna do, and it's that's amazing.

346

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But let's not just

create for creating sake.

347

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That's part of what's adding to

sometimes the chaos of your biz.

348

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Let's make sure that you know everything

that there is like somewhere else where

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we're directing them to go to next.

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So there really is that, like people

say funnel, I think bridges are funner.

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Track 1: I like.

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jess_1_10-20-2023_100347: Versus.

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Track 1: Yeah, but I do think

that's a big misunderstanding in the

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customer journey side of things is

that your lead magnet is part of it.

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Your lead magnet is giving

them that first win.

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Whether they spend money or not,

and it's going to eventually then

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convert them to the next step.

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So really making sure that your

top of funnel is curated and

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is calling in the right people.

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I've seen some people who

get it a little backwards.

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What I would say is that they

think their lead magnets is to

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grow their list, but your lead

magnet, it's literally in the name.

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It's to attract lead.

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To eventually convert.

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And so sometimes when you have

that little like gap in knowledge

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of being like, oh no, this is

just here to grow my email list.

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It's and then what are you gonna do

with them ? Once you're on your list?

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And then what?

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So really understanding that like lead

magnets are opponent are a component

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of your customer journey as well.

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jess_1_10-20-2023_100347: Sure, sure all.

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Are we ready to wrap it up or

you still have some more things

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to say about our top of funnel?

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Track 1: No, I think

we're, I think we're good.

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We went through this.

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jess_1_10-20-2023_100347: Yeah.

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So when you're thinking about

like your customer journey, right?

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Like I'm picturing this cascade

of things like that you would

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wanna have set up first, and it's

really you offer first, right?

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Make sure.

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And then that's gonna inform

like what your lead magnet is and

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really like the marketing in that

like bridge or in that funnel.

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And then it's going down to the

content or the attraction content or

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whatever you're doing marketing wise

to attract the people into that funnel.

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And by simplifying all of that, calm

the chaos in your business because it's

386

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gonna be a really streamlined approach.

387

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And then that's just gonna funnel down

to the operations part of your business

388

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where you're gonna have less processes,

you're gonna have less of a tech stack.

389

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You may not even need three different

VAs to manage things because once

390

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you've got that like streamline

journey it's really going to.

391

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And this is something that I didn't

understand, but it's finally Rachel

392

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made a light go off in my head.

393

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I'm like, I can't wait

to get this together.

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I also do like for like

multi-passionate people like myself,

395

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like that, like to offer different

things and sometimes get bored.

396

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It's it's not permanent.

397

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If I decide to change my offer,

like next year, it's fine.

398

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I would just have to go back and create a.

399

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Customer journey for that.

400

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But I think for me, I've resisted

this for so long because I'm like

401

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I don't know what I wanna offer.

402

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I wanna do this, I wanna do this.

403

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And it's just pick one.

404

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Pick one that's gonna make

you the most money right now.

405

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Get that guy set up and flowing and

then that's gonna give the freedom

406

00:23:01,979 --> 00:23:06,799

if you have the chime space and

desire to create another one as well.

407

00:23:07,922 --> 00:23:12,722

Track 1: Yeah, that's exactly what I was

gonna say is don't whoever's listening to

408

00:23:12,722 --> 00:23:21,267

this, please do not go out and create For

new offers, like create two that feed into

409

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each other and then what your clients ask

for or what you learn about your customer

410

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journey, then you can create a third.

411

00:23:29,567 --> 00:23:33,577

It does not always have to be

like, I have a, my client Journey.

412

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Customer journey is literally

just two touch points.

413

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It's an intensive that upsells itself into

a retainer and it does really well and

414

00:23:43,237 --> 00:23:48,127

really understanding that like it doesn't

need to be . A big multiple touchpoint,

415

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multiple offer type customer journey.

416

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It can easily be two that do a great job

of upselling to each other or downselling

417

00:23:57,447 --> 00:24:01,407

to each other, and really making sure

that like you're not overcomplicating it

418

00:24:01,407 --> 00:24:06,167

like exactly what Jess said, like simple

is the most important thing right now.

419

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And then like just leaning in

to what's being called to you.

420

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What you want to do for

that next step as well.

421

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Yeah, and I hope that if this kind

of bubbles up anything, if this

422

00:24:17,472 --> 00:24:21,432

has put any light bulbs for the

listeners that they let us know.

423

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'cause this is what, why we create

these podcasts, why we create these

424

00:24:24,832 --> 00:24:29,512

episodes that like we want it to be

beneficial to the people listening.

425

00:24:29,692 --> 00:24:31,152

jess_1_10-20-2023_100347: All well until.