Overview Copy

You might be selling physical products through retail channels. This may require you to transport items from your factory to a distribution centre and then the delivery driver takes the goods to the stores. 

You could also be uploading content directly onto social media platforms to monetise through streaming and ad revenues. 

Some businesses have multi-faceted models where they have physical products, digital assets and they also licence content through smart-contracts.

Using the 5-Circles, we encourage entrepreneurs to think about the steps that are involved in taking someone from an icy-cold sceptic to red-hot advocate. We call this process the Customer Journey. 

The way we map out a Customer Journey is from the Outer-Circle to the Inner-Circle, via the Crowd, Community and Core. 

Here is an example of a Customer Journey:

STEP 1. INNER-CIRCLE > CROWD. 

Somebody might see an advert on social media for your online course which makes them aware. You’re drawing them from Outer-Circle into your Crowd. 

The mechanism being used here is a social media advert. The channel could be Facebook for instance.

STEP 2. CROWD > COMMUNITY 

Now your Facebook pixel has clocked them, you can retarget them with content and further marketing. You might invite them to download a free content offer such as an E-book or industry report in exchange for their email address. Your aim is to get them on your email list to build trust and nurture them towards a sale. 

The mechanism being used here is a retargeting social media advert along with a landing page that will capture their email address. The channel could be Facebook Business Manager alongside your own WordPress website.

STEP 3. COMMUNITY > CORE.

At this stage, your prospect is fully aware of what you offer. They open the emails you send and they’re considering whether your services are suitable for them. The aim is to continue to provide value to them or educate them about why your product is the smart choice. The time seems right for them, or a compelling special offer incentivises them to make the purchase. 

The mechanism being used here is an email marketing solution. The channel could be Mailchimp. 

STEP 4. CORE > INNER-CIRCLE.

Once people begin experiencing what you offer, you want them to have a positive experience and tell their acquaintances about this. Supermarkets give customers loyalty cards and some brands launch reward schemes that you benefit from when you refer a friend. It’s important to ensure users go away happy and positively advocate for you…sadly, if they have a bad experience, they’re actually more likely to tell people about it. 

The mechanism being used here is a loyalty scheme. The channel could be a membership page on your website in conjunction with an exclusive WhatsApp group.