June 3, 2025 • 44 mins
Many business owners experience frustrating plateaus due to a misunderstanding of how their business operates. If you've been creating content without a clear direction or struggling to achieve results despite consistent effort, you're not alone. Fortunately, there are solutions that don’t require you to work harder.
Two powerful frameworks can shift your business strategy: the Business Model Canvas and the Customer Journey Map. The Business Model Canvas outlines nine essential components that define your business, including customer segments, value proposition, channels, and cost structure. In contrast, the Customer Journey Map tracks the evolution of your customers from the first awareness of your brand to becoming loyal advocates, covering stages like consideration, purchase, retention, and referral.
Implementing these frameworks can provide clarity and strategic direction, allowing you to replace guesswork with intentional planning. I’ve created a free downloadable guide to help you utilize these tools effectively. By mapping your model and outlining your customer journey, you can align your content strategy with your business goals, leading to smarter operation and a sustainable business model that benefits you and your customers.
If you've wondered why nothing is working in your business in 2025, you need a clear strategy. Download our free guide, Build Your Business's Strategic Foundation, where I'm walking you through a business model canvas and a customer journey map. You'll see how we use this at Proffitt Media, plus find templates for you to create your own. Go to krystalproffitt.com/strategy to download today.
Click the "Send Krystal a Text Message" link above to send us your questions, comments, and feedback on the show! (Pssst...we'll do giveaways in upcoming episodes so make sure you leave your name & podcast title.)
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Most business owners get stuck because they don't
actually understand how theirbusiness works.
So we're going to fix thattoday, and I'm actually going to
break down two tools andresources that are really
helpful for business owners, andthey can help you map out a
strategy to help you feel moreconfident, more prepared and go
(00:24):
into whatever the next step ofyour business journey is with a
lot more clarity than you hadbefore.
So the first one we're going tobreak down is called the
business model canvas, and thesecond one is the customer
journey.
You may have heard about bothof these, or maybe you've even
seen a simplistic version, butwe're actually going to walk
(00:45):
through how to set these up,what these can look like for
your business, whether you are aservice-based business owner or
you have digital products, oryou sell services like coaching
or different areas of what youcould do in having a digital
marketing or an online business.
Of what you could do in havinga digital marketing or an online
(01:08):
business.
Welcome to the Profit Podcast,where we teach you how to start,
launch and market your contentwith confidence.
I'm your host, crystal Profit,and I'm so excited that you're
here.
Thanks for hanging out with metoday, because if you've been
trying to figure out the worldof content creation.
This is the show that will helpbe your time-saving shortcut.
So let's get right to it, shallwe?
(01:30):
So one thing that I see veryoften is people just thinking
well, I can just post contentand I'll be fine, everything
will be fine if I just keepshowing up and posting something
.
But at the end of the day, it'sa huge mistake, because if
you're not strategic andintentional with the content
(01:51):
that you're creating and whatyou're putting out into the
world, then you're kind ofshooting in the dark and you
don't really know what's goingto resonate.
When is it going to resonatewith your people?
And when I think back towhenever I first started my
podcast in 2018, that's kind ofwhat I was doing, right?
I'll tell on myself, Idefinitely didn't have a
business model canvas or acustomer journey mapped out.
(02:15):
Looking at exactly what I'mhoping will be the experience
when someone finds a YouTubevideo or stumbles on my podcast
or gets on my email list orfollows me on Instagram, I
wasn't thinking about any ofthose things.
I was like let me just startcreating a piece of content and
see what happens.
Right?
It's the old adage of throwingspaghetti against the wall to
(02:37):
see what will stick.
But for you, I really want youto be laser focused on either
one of these strategies and seewhich one can work really well
for you.
And, don't worry, I'm going tobreak both of them down right
now.
So the first one is thebusiness model canvas, and there
are nine key pieces of thisthat I want to make sure that
(03:00):
you fully understand, and Iactually created a PDF download
for you to follow along.
So make sure you go grab thatat the link where you're
watching this video, and we'llmake sure that you have the
resources that you need toreally put this into action
immediately today.
Right now, you can actuallypause the video.
Go grab it, then come back tothis, because this is really
(03:21):
important if you've never donethis exercise before.
So I'm actually going to lookat my notes and I'm going to
walk through the nine pieces ofwhat I believe are the crucial
pieces of the business modelcanvas.
This is not something that Icame up with.
This is something that istaught in a lot of marketing
places, and I'm going to adjustthem slightly to talk
(03:42):
specifically to this audiencethat are looking to run an
online business and havesomething to sell to a specific
audience.
So the first one is yourcustomer segment.
Who are you talking to?
Who are those people?
Who are your ideal customeravatars or those target audience
, those groups that you reallywant to focus on, because those
(04:06):
are the people that matter mosthere.
It's who I'm thinking aboutwhenever I'm creating my content
.
It's typically business ownersthat want to create content or
use content to drive revenue intheir business or have lead
generation or make deeperconnections with their customers
, but they really want to do allof that without burning out.
(04:26):
It's very specific.
It's not just all businessowners of all shapes and sizes
and all kinds.
I'm typically talking to thosesmall to mid-sized businesses
that are really looking tocontent to help them make those
connections with their brand sothat customers know them, like
(04:47):
them, trust them and are readyto make purchasing and buying
decisions a lot faster thanpeople who are not creating
content in that same niche ormarket.
So that's the very first pieceis you really need to understand
who your customer segment is,the people that you're talking
to, because they're going gonnabe the ones that are paying you
money down the road.
The second one is your valueproposition.
(05:09):
What are you offering, whatproblem do you solve or what
kind of value do you provide?
And one thing that I've heardtime and time again from this
audience specifically is you'recoming here to learn tools, tips
, get resources to help youcreate content without burning
out.
That is the specific piece.
That's the differentiating.
(05:30):
Value proposition is.
I'm not here to teach you howto go viral, how to get millions
of downloads in 24 hours.
I'm here to help you createproven systems and develop
strategies that keep you herecreating long after you've
launched your content, and helpyou create systems that are
sustainable to the life and thebusiness that you really want.
(05:52):
So that is the value propositionfor Profit Media and how we're
creating content.
So what does that look like foryou and your business?
What makes you unique?
Right?
You'll usually see this as yourUSP, your unique selling point.
That is your value proposition.
Get in the conversation withChatGPT or your customers and if
(06:14):
you have not figured this out,it needs to be a priority right
behind.
Who are you talking to?
You need to know what is thatunique selling position or that
unique value proposition thatyou offer to your.
What is that unique sellingposition or that unique value
proposition that you offer toyour customers and your audience
.
The next one, the third onethis one's super important too.
You'll notice that I'm gonnasay all of these are important,
(06:35):
but this is one that I think iscrucial for those of you
creating content, so that youdon't burn out is your channels.
How are you reaching people?
How are you reaching this idealaudience with this unique value
proposition that you created,like?
Are you going to be in all theplaces?
I don't think that you should.
(06:56):
I'm going to throw that outthere.
I'm not in all the places.
I'm not on TikTok.
You won't see me on X.
These are places where I don'tshow up at all.
I think I have accounts onthose platforms, but I don't
consistently create contentthere.
For me, I've chosen five placeswhere I show up regularly online
(07:16):
.
That is, my email newslettergoes out every Friday.
I have my YouTube videos.
I have my long form ones thatcome out every Thursday.
I have my YouTube videos.
I have my long form ones thatcome out every Thursday.
Then I have Instagram.
We have our blog post, and Ifeel like I'm forgetting another
one that we do the podcast.
That's what we have, so that'slike the audio only version of
(07:38):
what we're doing on the YouTubechannel, and this has changed
over the years, but I typicallyhave five places that I show up
regularly.
Now am I repurposing content toall of those places?
Absolutely yes.
This is not unique pieces ofcontent for every single
platform.
It's typically a long formversion that gets repurposed in
some form or fashion.
But I am showing up on thesechannels regularly and
(08:02):
consistently.
So I'm curious please tell me inthe comments what channels can
you commit to?
What are the ones where you canshow up regularly?
Tell us where they are.
Drop your handles below, putyour website in there.
I don't care.
Flood the comments with whereyou are showing up regularly and
maybe we can take someinspiration off of what other
(08:24):
people are doing and how they'reshowing up.
But your channels are veryspecific.
You need to define what thatlooks like so you don't feel
overwhelmed.
You don't feel like you alsoneed to show up every day on
LinkedIn and Pinterest andReddit and all the other places
unless your audience is there,going back to that first step of
your customer segment.
Unless your audience is there,right, going back to that first
(08:44):
step of your customer segment.
Unless your audience is there,maybe you should show up on some
of these other platforms whereI'm not consistently showing up,
but at the end of the day, youjust need to decide what those
channels look like.
All right, number four customerrelationships.
How do you interact with yourpeople?
And this could be one of thoseconversations that goes back to
(09:04):
branding, like who is your brandvoice, what's your brand
identity, what's your brandmission, vision all of those key
pieces but at the end of theday, I just think about how do I
want my customers to feel andhow do I nurture those
relationships with them.
The top thing that comes tomind is my content.
That is how I am engaging andinteracting with customers and
(09:28):
people that I am working with ona regular basis, whether it's.
I don't do a lot of in-personevents, so I'm doing Zoom calls,
I'm conversating through ourprivate communities or on Slack
or through email, and I alwayswant people to feel very
supported.
I want them to have that clearexpectation of what they're
(09:50):
getting when they purchase oneof our offers or they work with
me one-on-one through coaching.
I want it to be very clear.
I never want someone to beconfused about what they're
buying, what they're getting,what is the price point.
What can I expect?
I want them to be a verydetailed outline of you're
working with us.
This is what you can expectwhen you join one of our
programs or you work with usthrough coaching.
(10:13):
So having clear customerrelationship guidelines, if you
will, is something reallyimportant.
So if you've never thoughtabout that before, at the end of
the day, it's just how do youwant your customers to feel when
they're interacting with you?
It's a very important question.
If you've never asked yourselfthat before, that's one that you
should go do your homework on.
Okay, moving on to number five,what are your revenue streams?
(10:36):
How are you going to make money?
You can't have a business ifyou don't have something to
generate and make you money.
If you don't have any of those,then you just have a hobby.
I know it's kind of hard tohear and I didn't like hearing
that.
Whenever I first started and Iwasn't making any money, I was
like no, I'm here, I'm here, I'mshowing up, like I'm serious,
I'm a serious business owner andI'm going to make money.
(10:57):
Well, I didn't have any revenuestreams.
I was a hobby.
It was a hobby until it wasn't,until it turned into a business
.
So how are you going to earnrevenue?
Earn income with what you'redoing.
It could just be YouTube AdSenseAwesome, more power to you.
I love that for you.
It could be sponsorships onyour newsletter.
(11:18):
It could be selling digitalproducts through your Instagram.
I don't care what it is, butyou need to figure out how are
you going to make money.
Are you going to be sellingdigital products through your
Instagram?
I don't care what it is, butyou need to figure out how are
you going to make money.
Are you gonna be sellingdigital products?
Are you gonna sell coaching?
Are you gonna sell actualphysical products, tangible
things?
You're gonna sell downloadables, like we could go on and on
Affiliates.
Are you gonna do other types ofservices, like done for you
(11:41):
support?
What does that look like?
If you've never thought aboutthese things, these are crucial
to figure out for your businessmodel.
That way, it's not confusingdown the road.
When you're creating content,you can say, oh yeah, I'm going
to offer up this digital course,like our profit podcasting
course teaches you how to start,launch and market a podcast in
30 days or less, like.
(12:02):
These are things that I had tothink through and prepare myself
and have that strategic,intentional plan in front of me
so that when I'm creatingcontent it's just very clear oh
yeah, this is when I need totalk about that thing or this is
when I need to offer that I doone-on-one coaching.
If you're interested, you cantake our quiz crystalprofitcom
(12:22):
forward slash quiz to see if youqualify to do coaching with us.
So have those revenue streamsmapped out or even kind of put
like I would love to do that oneday.
Maybe you have pieces of thisthat's like aspirational you
want to do in the next 12 months, next 24 months.
But have something down thatyou're working towards and those
(12:43):
goals, because it can help youdefine those revenue streams a
lot better.
All right, the next one keyresources.
What are those key resourcesthat you need to deliver on your
value proposition or the thingthat you're offering?
What are those tools?
What are those systems?
What people do you need to helpyou run your business?
(13:04):
What are the systems?
What people do you need to helpyou run your business?
So we have two employees hereor I guess I don't want to call
them employees we havecontractors.
We have freelancers that wework with.
At Profit Media, we have avirtual assistant that does so
much.
We're going to shout out toFaye because she is incredible.
We found Faye through VirtualSupport Wizards.
We're a partner with them andit is an incredible platform for
(13:24):
you to vet and find virtualassistants that can help you,
whether it's podcast editing,video editing, social media
management, project management,like.
They have so many options.
So we'll link below in thedescription to if you are
looking for a virtual assistantor some type of support.
You can absolutely go throughthis agency.
(13:45):
They are vetted.
I love Faye she is incredible.
But the other thing is we alsohave a video editor, so I'm
gonna give a shout out to Jayright, jay Sutton.
He does an incredible job andhe is integral to this business
and the content that we createaround here.
You would not be watching thisvideo right now if it weren't
for Jay, so he is a key resourcein how we run our business and
(14:09):
how we operate.
So what are those key resourcesto you?
Do you need to pay for aservice like Kit or Buzzsprout
or Riverside, or do you need tohave some other type of Google
workspace to help you sendemails and access your content
through your Google Docs?
These are things that you needto think about because they will
be very crucial.
(14:29):
So write those down.
If you don't know what they are, then comment below and I'd be
happy to give you somerecommendations on our content
stack that we use, and weactually have a video right here
.
That is all about contentstacks and the different pieces
of our business that we use, andwe will happily share that with
you.
Okay, moving along.
Key activities is number seven.
(14:51):
What do you do regularly?
What do you do regularly to runyour business right?
What do you do daily?
What do you do weekly?
What are those tasks thatactually move your business
forward?
When I think about this, Ithink about my Asana.
So I love Asana, I have a loveaffair with Asana.
It is my favorite projectmanagement tool and when I go in
(15:11):
there I can see okay, I need towrite an email, I need to post
the next podcast episode, I needto publish a YouTube video, we
need to get on Instagram andpost stuff.
We need to.
You know X, y and Z.
Like I put everything thatneeds to happen in the business
on a daily basis, on a weeklybasis, monthly, quarterly,
yearly.
(15:31):
All of our promotions are inthere.
All of our affiliate promotionsand launches are in there.
Anything that is important tothe key activities we need to do
in our business are located inAsana, so I highly recommend
having a project management toolafter you've figured out what
are those key activities.
But you can use the PDF guidethat we have.
(15:55):
Again, we're going to link toit where you're watching the
video and into the description,but write down those key
activities what is it that youneed to do?
Because you likely know whatthat is and if you don't, then
comment below and we'll do adeep dive video on some of the
key activities that we do herearound at Profit Media that move
the needle forward, that keepus showing up consistently and
(16:17):
where we focus our energy sothat we can have that big impact
and we're not just throwingspaghetti against the wall, just
spraying and praying all of ourcontent everywhere and not
really seeing those results.
All right.
Number eight key partnershipsnot really seeing those results
All right.
Number eight key partnerships.
This is really crucial and thishas developed and evolved over
(16:38):
the years.
But key partnerships who helpsyou?
What relationships or toolssupport you for success?
Now, when I think about keypartnerships, I really think
about the brands that I'veworked with that have helped me
so much in my business, grow toa level that I never knew could
happen.
(16:58):
Right, I partnered withBuzzsprout really early on in my
journey, back in 2018, when Ifirst got started.
I got super plugged into theircommunity and by 2019, I was
actually a Buzzsprout creatorand working behind the scenes.
I was featured on their podcastseveral times.
I was in their blog post, I wasin their newsletter, I spoke on
(17:19):
stage with them at PodcastMovement in 2021.
And so I find that that was oneof the most strategic
partnerships that I could havehad in my content journey.
And since then, I've gone on topartner with brands like
StreamYard, amy Porterfield,marie Forleo, kits.
Like I have partnered with alot of industry brands that move
(17:42):
the needle in my business butalso make a difference to you
and can show you oh, crystal isan expert.
She shows up on these stages,she shows up on these platforms
as an expert for these otherbusinesses.
She's trusted.
I can see that she is the realdeal and not someone just saying
all these things and not reallytalking the talk and not
(18:04):
walking the walk.
So I think key partnerships arereally crucial.
If you haven't thought aboutwhat are some of the brands.
What are the key influencersthat you can connect with in
your industry?
Highly recommend that you reachout into your network or even
just look in your network andsee.
But it could just be thatlittle introduction that you
make at a conference or at apodcast interview that can make
(18:27):
a really big difference in yourbusiness.
Okay, we're rounding out tonumber nine, and this is cost
structure.
I'm a little bit of a budgetnerd and so I won't go on such a
deep dive in this video.
But at the end of the day, whatdoes it cost to run your
business?
If you don't know that, pausethis video right now and go
(18:49):
figure that out, because youneed to know on a regular basis
how much does it cost to keepthe lights on, to keep your
business going and not get shutdown tomorrow because all of a
sudden everything fell apart andyou don't have money to pay
your bills.
Like, what are those major costsright?
Is it the contractors and thefreelancers that you're working
with?
Is it all the tools that you'vesubscribed to?
(19:11):
Those are typically the twobiggest cost expenditures for
our business.
It's working with ourfreelancers and paying them a
great wage on a regular basis.
I am so adamant about payingpeople what they're worth, and I
think it's one of those thingsthat you need to account for
that If you're gonna hiresomeone, just expect that those
(19:34):
hires are going to drive resultsin your business, and if
they're not, it's time torethink some of those
relationships.
But the key ones that I've keptin my business are really
moving the needle for what we'retrying to do, and they are
worth every single penny.
So that's freelancers andpeople that you can hire.
The other side of this is tools.
I used to have a reallyexpensive tool stack and
(19:55):
probably in the last six monthsI really cut those down to only
the essentials, and now we are amuch leaner operation behind
the scenes.
I cut everything that we didn'tuse on a regular basis or
something that really justwasn't intentional to the
business that we're creating,and so I want you to think about
(20:15):
what is that cost structure?
What are the things that youneed to have in those pieces
that are absolutely crucial foryou operating your business?
So that is the business modelcanvas.
Like I said, make sure that yougo and download the PDF so you
can follow along and see some ofthe examples that we mentioned
(20:35):
here today.
That can be really helpful foryou taking that next step in
your business and gettingstrategic with your content.
Now let's break down thecustomer journey map.
This was something that was newto me about a few years ago and
I thought what is that?
(20:55):
Everyone already knows whatthat is.
We don't need to map outexactly what someone does
whenever they come to my brand.
This is just what happens.
I know what happens and therewas a lot of assuming.
That was very what's the rightword to say ignorant, naive of
(21:16):
me, even someone who's been inmarketing and understood
marketing for the last 20 years.
I did not put this intopractice.
So a customer journey map atthe highest level is just taking
someone from not knowing whoyou are, what your brand is, to
(21:37):
an absolute raving fan andsomeone that's telling everyone
about what you do, who you areand how you've helped them,
which is the dream, right?
It's what we all want to happen.
So let's break down the stagesand the steps of a customer
journey map and again, you'll beable to find the download where
you're watching this video forbreaking down the business model
(21:58):
canvas, as well as a customerjourney map, so you can use that
to follow along, but I'm gonnaput some visuals up of what this
specifically looks like andgive you some details of how we
use this in our business.
So the first one is awareness.
This is the first stage of acustomer journey map, and the
way that I think about awarenessis where your audience first
(22:23):
discovers you, and this istypically your free content or
that organic traffic that you'reputting out, so it could be
your podcast episodes, yourYouTube videos, maybe it's your
blog post and the way that we'reseeing AI and search engines
developing.
This could be someone findingyou through the content that you
(22:47):
put out, maybe even a few yearsago, but it's that awareness
piece that maybe someone had noidea who you are and then, all
of a sudden, they find youthrough some sort of search and
now they're like oh, they createthis fantastic content.
This is exactly what I waslooking for.
They answered my specificquestion.
So awareness is key and it'sthe first step of the customer
(23:10):
journey map.
Now the second one isconsideration.
Now someone can find you, nowthey're made aware of you, and
then they're curious, right?
They're curious and they'relooking for a solution and
they're trying to decide if theyshould continue going down the
path like should I watch therest of this YouTube video?
Should I listen to this podcastinterview?
(23:32):
Should I read this entire 2,000word blog post, or should I
actually subscribe and get onthis newsletter?
Is this thing going to solve myproblem?
So they're in thatconsideration stage.
Then the next one, the third one, is a decision.
They have to make a decision.
Are they ready to buy?
(23:54):
Are they ready to opt in?
Are they ready to fill out anapplication to join your
mastermind accelerator?
They have to make a decision.
Right, it's a decision point,and people can come to this in a
few different ways of theycould be.
Take my money.
Here's my credit card.
You're the thing that I've beenlooking for for years and
(24:16):
absolutely this is what I needright now.
I'm ready to buy.
Other people may hit thedecision point and they're on
the fence.
They're hitting that maybe zoneof like, maybe this will work
out in the future, maybe I couldconsider this down the road,
but I don't know that it's forme right now.
And so, in order to do that,they also have to make a
(24:40):
decision.
But they're in this like pathof okay, like it's now or never,
or it's now or later, dependingon what your offer is and what
your business is created likeand how it's structured, but the
decision piece is really,really key.
The next one is purchase.
(25:01):
Are people actually purchasingwhat you are offering?
Right?
We talked about valuepropositions in the business
model canvas.
Make sure, if you haven'twatched that part, like go back,
go back, reverse back and seewhat we talked about the
business model canvas with yourunique selling proposition or
your value proposition.
(25:22):
Because at the end of the day,you have to walk through and
think about what does thatpurchase look like?
Right?
When you're on a sales page andsomeone's getting ready to put
their credit card informationand hit buy, is that a smooth
process?
Or are they on your sales page?
They're ready to buy, they havethat credit card in hand, or
(25:44):
they're ready to, you know,activate their Apple Pay?
They're ready to tap to pay ifyou have an in-person, you know
offer.
But then all of a sudden, theyget an error and there's a 404
or there's a weird pop-up that'slike oh, this looks a little
spammy.
Like, did I just go to adifferent website than I thought
I was going to?
I'm not putting my credit cardin there.
No, this was a bad experience.
(26:06):
Or are they saying yes, they'renodding along and then all of a
sudden that add-on pop-up comesup and it's exactly what
they're looking for and they'relike, yes, I was ready to spend
so much money today.
Give me all the upsells and theadded offers.
People will do that when you'vethought about the purchasing
process, the buying process andwhat that could look like for
(26:26):
them.
So if you are in the middle offiguring this out right now, I
highly encourage you to go backand audit all of your processes
of what it looks like forsomeone to actually make a
purchase, because you can't justassume it is the way that you
think it should be, because I'vebeen in this business long
enough to know that links breakand there's things that are
(26:49):
outdated.
Maybe I set up years ago and Ithink it's still good, and I go
back and read it and I'm like,oh my gosh, like clutching my
pearls, like, oh my God, that isnot at all how I intended that
journey to be.
I need to go back and fix it.
So if you've been in businessfor a while, consider auditing
all of your purchase processesand seeing if there's something
that needs to be updated.
(27:09):
But if you're brand new to yourbusiness and I will do this
with my buddies and I'll say,hey, my sales page is up and
it's live Can you go, clickthrough it and make sure that
the buttons work, make sure thatthe links work, because I want
people to have a good experienceand that should be top of mind
(27:29):
for you as well.
Okay, the fifth step in thecustomer journey is retention.
Right, you've had someone buyfrom you.
That's incredible.
But did you know that it'sactually cheaper to get someone
to buy from you?
That's incredible.
But did you know that it'sactually cheaper to get someone
to buy from you again than it isto go out there and find brand
new customers?
Right, like I have bought from.
(27:52):
I'm thinking of Amy Porterfield.
She's an incredible example.
I've purchased her digitalcourse.
I have purchased anotherdigital course from her.
I have bought affiliateproducts through her.
I have purchased her book.
I have participated in a lot ofthe different launches that she
has, because I know I like, Itrust her and this is what you
(28:15):
want your audience to get to.
Is that point of retention.
You don't want them to justcome around and buy one thing
from you and then say peace,that was great.
Thank you so much.
Bye.
You want them to come back andyou want them to come back again
, and you want them to come backagain and again and again,
because that is the beauty ofhaving an online business and
having multiple offers that youhave over time.
(28:37):
You want to have that retentionpercentage, that retention
factor, to be really high,because that's how you have
repeatable, scalable business.
All right, the next piecereferral.
This is one of my favoritepieces because I love a
testimonial Y'all.
As a marketing nerd, this makesme so happy because happy
(28:59):
customers share about theirhappy experiences.
Okay, so you want to not justhave people purchase, cause
that's what I see when we thinkabout the customer journey map.
People get to step four andthey're like okay, purchase,
they bought something from me.
I got revenue piece, like I'mdone, right, the hardest part of
my job is no, it's not.
No, it's not, cause you want tohave that retention.
(29:20):
And then you want to have thatreferral, where people are
telling other people becausey'all, word of mouth, marketing
is free, it is free, and I cantell you right now, as someone
who loves to shop at Costco, Iwill tell people all day, every
day, like, yep, this top even Imean this is not sponsored by
Costco, but this top I have ontoday is from Costco, and I tell
everyone how much I love Costcobecause I am a happy customer.
(29:43):
They have made me very happy inmy clothing decisions, in my
grocery things and like all theother things that I buy at
Costco.
Right, like you love Costco too.
We all, we can all agree welove Costco.
I tell people when I findsomething that's incredible,
when I like run into someone orsomeone like comments like oh,
your shirt's cute, I'm like,thanks, I gotta get Costco
(30:03):
immediately because I'm reallyproud of it.
So how can you add in referralsystems?
How can you get those customertestimonials If you don't have
something in place?
I recommend a tool like Senja.
This is what we use for ourtestimonial collections.
This is also what we use todisplay our testimonials on our
website and I highly recommendthis tool because it is
(30:26):
something that has grown anddeveloped over the time that
we've used it.
It can pull reviews from ApplePodcasts.
It can do videos from customertestimonials or like customer
like, you can send it to themand say, hey, record a video,
and they send it like.
It's very seamless process andit's a tool I highly recommend.
So check out Senja.
(30:47):
You can go to crystalprofitcomforward slash Senja S-E-N-J-A to
check it out.
That is our affiliate link.
We are a proud partner withthem and I just I love this tool
.
Have I told you I love thistool?
Speaking of referrals, I loveSenja.
It's a great tool.
I'm a happy customer, right?
Do you see how that got so metaand it worked out beautifully.
Okay, let's move on to numberseven.
(31:08):
So the seventh step in a greatcustomer journey map is the
transformation.
Right, this is celebratingthose end results.
So you're getting thosereferrals, you're getting other
people to tell you know, like,hey, the word of mouth marketing
(31:30):
it is working.
Those transformations can be sopowerful and so impactful for
the next step of your process.
Because at that point, if youlook at a customer journey map,
from starting at step one, goingall the way across the board,
it's going to be those referralsand transformations that get
you new customers.
Maybe that's where theawareness begins, for brand new
people is those people that havegotten great results working
(31:53):
with you, buying your product,having results with the digital
course that you created.
But if you haven't thoughtabout these things.
This part of the customerjourney map is really where you
can take someone from just acasual buyer to a raving fan,
because they had an incredibleexperience through the entire
process of the customer journeyand they really enjoy working
(32:16):
with you and your brand.
Okay, so, now that we've mappedout both the business model
canvas and the customer journey,you're probably asking well,
which one do I need?
Which one?
Do I need both of them?
Do I only need one of them?
Do I need this one for thisthing and this one for that
thing?
I think that you need both andI want to clarify which one is
(32:39):
the right one to start with andwhich one I believe is the most
important, depending on whereyou are in your journey.
So the business model canvas isreally more of that internal
tool and you can take everythingthat you learned here today.
You can even take the PDFdownload that I gave you, throw
it in a chat GPT and say, hey,crystal gave me this resource,
(33:02):
gave you.
Throw it in a chat GPT and say,hey, crystal, gave me this
resource.
Now ask me the questions that Ineed to map out these pieces of
my business, knowing what youknow about our customers or the
business or whatever else kindof content.
You fed into it and say ask meeach question to help me develop
the pieces of this strategythat can help me implement and
create my own business modelcanvas.
But it really is that internaltool that you go back to and
(33:26):
this evolves and changes overtime.
What you see for mine today doesnot look the same as it did in
2018, when I was first gettingstarted and it was just me, I
was a solopreneur.
I had only created a little bitof content.
I had like one thing to kind ofoffer that wasn't even really
strategic.
So don't be afraid to let thisgrow and evolve over time.
(33:50):
It's something that is going tobe, you know, a little bit
pivoted here and there, but atthe end of the day, it should be
that North Star that you'reheading towards with your
business, that one-page documentthat you can share.
Maybe you fill it out and thengive it to all the people the
contractors that you're workingwith or the people on your team
(34:11):
and say this is what we're doing.
If you're wondering what ourstrategies are, maybe you throw
your mission and your visionstatement on that.
It's a one-pager, and it couldbe the thing that you look at
when you have team meetings oryou're coming up with new offers
, but, at the end of the day, Ithink it's super important to
have that top of mind whenyou're doing anything in your
business.
(34:31):
So that's your business modelcanvas.
Now the customer journey.
This is something that is howyou're interacting to get
results on the external space,right.
So business model canvas wehave internal.
Customer journey is external,because this is how you're
interacting with the public.
This is your people, right,you're creating relationships,
(34:53):
you're driving awareness, you'rehaving impact on the decisions
that they're making in thecustomer journey.
So it is.
It's probably still an internaldocument for you, but it has
external factors at play, right.
It's how are you influencingpeople in the customer journey?
Maybe it's on a sales page oron the post that you're creating
(35:14):
to drive awareness or in otherpieces of that referral or
transformation retention.
Like.
What are you doing externallyto have results on your customer
journey map?
Because that will be maybe whatyou can focus on and recreate
or redo in your business modelcanvas in the future, for the
(35:36):
next year.
You can future cast, visioncast for the results that you
want to have, or the goals, theKPIs, the metrics all the fancy
numbers, words that you want touse, but you want to think about
those because that can help youdrive those strategies that
you're going to work on in thefuture.
If you're looking for morecontent on customer journey,
(35:56):
make sure you watch this videowhere I walk through what a
customer journey looks like hereat Profit Media and how you can
take some of the key takeawaysthat you've learned here today
and implement them by thestrategic examples that we have
in that video, because it'll besuper helpful, especially if all
of this is brand new to you andmaybe you feel a little
(36:18):
overwhelmed and you're startingfrom square zero.
You're a beginner and that isokay.
You need some extra guidanceand more steps on what this
actually looks like.
So make sure you watch thatvideo, because it can be super
helpful in helping youunderstand the deeper dive
topics that we go to in today'svideo.
So what's the big takeaway fortoday?
(36:39):
You need a business modelCanvas and you need a customer
journey map.
You need both of these things.
The intention of today wasn'tto say which one, this one or
that one.
It's to clearly say you needboth of these, and that's why we
created the PDF to help you, tohelp guide you, to create both
(37:01):
of these easily and simply.
But your next steps, youraction item to take right after
you watch today's video, is gocheck out the customer journey
video that we've already created.
But the other piece is downloadthe PDF guide and start mapping
it out.
Map out your model.
What does your business modellook like and how can you fill
(37:23):
in some of those blanks, to helpyou have a clearer picture of
what you want your business tolook like, whether it's today or
it's in the future.
But what are those key piecesthat you can really focus on?
Then the next one is outlineyour journey.
If you've never sat down andthought about your customer
journey, today is the day.
Today is the day to think aboutwhat can take someone from the
(37:47):
awareness stage of having noidea who you are, all the way
through to that transformationof being a raving fan of your
brand, your business, and theywant to tell everyone else about
it.
They want to shout it from therooftops how much they love
working with you, because itreally makes all the difference
when you have other people outthere doing your marketing for
you, by telling other people howincredible you are, how you've
(38:11):
changed their lives, how you'vedone X, y and Z to help them in
their business, their life,their marriage, their finances.
However, you're helping peopleout there, but it really is.
It makes all the differencewhen you have people that are
advocating for you and yourbrand, and it's pretty fun to
see.
It's pretty fun to see.
The third step is what is yourcontent strategy right?
(38:34):
So, when you're thinking aboutyour business model and your
customer journey, how does yourcontent play into that right?
Is it at the very beginning ofyour customer journey, where
you're building awareness withyour free content?
Is it pieces of your channelsand your business model that
you're laying out?
This is where my content is.
I want you to think about howare these pieces really tied
(38:55):
together?
And remember, you're not justcreating content to create
content.
If you have at this point,that's okay.
Remember, you're not justcreating content to create
content.
If you have at this point,that's okay.
But from today on, you're goingto create content strategically
and make sure that every singlepiece of your content was
created with a strategy, wascreated with intention, was
thought out to have a biggerimpact than just oh, I'm just
(39:18):
creating another piece ofcontent to create another piece
of content, because you deserveso much more than that, because
I truly want you to understandand believe that you can create
sustainable processes in yourcontent, in your business, and
that will help all of thesepieces of the puzzle fit
together nicely and will makeyou wanna show up more without
(39:40):
burning out, because that is thegoal around here to avoid
burnout at all costs.
So make sure that you downloadthe PDF guide where you're
watching this video, because itwill be helpful in getting you
started here today, and makesure you check out all of our
other videos about content,about marketing, about funnels,
(40:00):
about storytelling, aboutstrategy, because our channel is
here to help you in yourdigital marketing and make sure
that you have a sustainableaction plan.
So comment below and let meknow that you've downloaded the
PDF.
I want you to know, or I wantyou to tell me, what you think
about it.
I want you to let us know howyou're going to implement it,
and I cannot wait to hear fromyou how you're going to
(40:21):
implement it, and I cannot waitto hear from you.
But that's all I have for youtoday.
So make sure you hit that likeand subscribe.
Check out these other videoshere that will help you in your
digital marketing journey and,as always remember, keep it up.
We all have to start somewhere.
You.
Most business owners get stuck because they don't
actually understand how theirbusiness works.
So we're going to fix thattoday, and I'm actually going to
break down two tools andresources that are really
helpful for business owners, andthey can help you map out a
strategy to help you feel moreconfident, more prepared and go
(00:24):
into whatever the next step ofyour business journey is with a
lot more clarity than you hadbefore.
So the first one we're going tobreak down is called the
business model canvas, and thesecond one is the customer
journey.
You may have heard about bothof these, or maybe you've even
seen a simplistic version, butwe're actually going to walk
(00:45):
through how to set these up,what these can look like for
your business, whether you are aservice-based business owner or
you have digital products, oryou sell services like coaching
or different areas of what youcould do in having a digital
marketing or an online business.
Of what you could do in havinga digital marketing or an online
(01:08):
business.
Welcome to the Profit Podcast,where we teach you how to start,
launch and market your contentwith confidence.
I'm your host, crystal Profit,and I'm so excited that you're
here.
Thanks for hanging out with metoday, because if you've been
trying to figure out the worldof content creation.
This is the show that will helpbe your time-saving shortcut.
So let's get right to it, shallwe?
(01:30):
So one thing that I see veryoften is people just thinking
well, I can just post contentand I'll be fine, everything
will be fine if I just keepshowing up and posting something
.
But at the end of the day, it'sa huge mistake, because if
you're not strategic andintentional with the content
(01:51):
that you're creating and whatyou're putting out into the
world, then you're kind ofshooting in the dark and you
don't really know what's goingto resonate.
When is it going to resonatewith your people?
And when I think back towhenever I first started my
podcast in 2018, that's kind ofwhat I was doing, right?
I'll tell on myself, Idefinitely didn't have a
business model canvas or acustomer journey mapped out.
(02:15):
Looking at exactly what I'mhoping will be the experience
when someone finds a YouTubevideo or stumbles on my podcast
or gets on my email list orfollows me on Instagram, I
wasn't thinking about any ofthose things.
I was like let me just startcreating a piece of content and
see what happens.
Right?
It's the old adage of throwingspaghetti against the wall to
(02:37):
see what will stick.
But for you, I really want youto be laser focused on either
one of these strategies and seewhich one can work really well
for you.
And, don't worry, I'm going tobreak both of them down right
now.
So the first one is thebusiness model canvas, and there
are nine key pieces of thisthat I want to make sure that
(03:00):
you fully understand, and Iactually created a PDF download
for you to follow along.
So make sure you go grab thatat the link where you're
watching this video, and we'llmake sure that you have the
resources that you need toreally put this into action
immediately today.
Right now, you can actuallypause the video.
Go grab it, then come back tothis, because this is really
(03:21):
important if you've never donethis exercise before.
So I'm actually going to lookat my notes and I'm going to
walk through the nine pieces ofwhat I believe are the crucial
pieces of the business modelcanvas.
This is not something that Icame up with.
This is something that istaught in a lot of marketing
places, and I'm going to adjustthem slightly to talk
(03:42):
specifically to this audiencethat are looking to run an
online business and havesomething to sell to a specific
audience.
So the first one is yourcustomer segment.
Who are you talking to?
Who are those people?
Who are your ideal customeravatars or those target audience
, those groups that you reallywant to focus on, because those
(04:06):
are the people that matter mosthere.
It's who I'm thinking aboutwhenever I'm creating my content
.
It's typically business ownersthat want to create content or
use content to drive revenue intheir business or have lead
generation or make deeperconnections with their customers
, but they really want to do allof that without burning out.
(04:26):
It's very specific.
It's not just all businessowners of all shapes and sizes
and all kinds.
I'm typically talking to thosesmall to mid-sized businesses
that are really looking tocontent to help them make those
connections with their brand sothat customers know them, like
(04:47):
them, trust them and are readyto make purchasing and buying
decisions a lot faster thanpeople who are not creating
content in that same niche ormarket.
So that's the very first pieceis you really need to understand
who your customer segment is,the people that you're talking
to, because they're going gonnabe the ones that are paying you
money down the road.
The second one is your valueproposition.
(05:09):
What are you offering, whatproblem do you solve or what
kind of value do you provide?
And one thing that I've heardtime and time again from this
audience specifically is you'recoming here to learn tools, tips
, get resources to help youcreate content without burning
out.
That is the specific piece.
That's the differentiating.
(05:30):
Value proposition is.
I'm not here to teach you howto go viral, how to get millions
of downloads in 24 hours.
I'm here to help you createproven systems and develop
strategies that keep you herecreating long after you've
launched your content, and helpyou create systems that are
sustainable to the life and thebusiness that you really want.
(05:52):
So that is the value propositionfor Profit Media and how we're
creating content.
So what does that look like foryou and your business?
What makes you unique?
Right?
You'll usually see this as yourUSP, your unique selling point.
That is your value proposition.
Get in the conversation withChatGPT or your customers and if
(06:14):
you have not figured this out,it needs to be a priority right
behind.
Who are you talking to?
You need to know what is thatunique selling position or that
unique value proposition thatyou offer to your.
What is that unique sellingposition or that unique value
proposition that you offer toyour customers and your audience
.
The next one, the third onethis one's super important too.
You'll notice that I'm gonnasay all of these are important,
(06:35):
but this is one that I think iscrucial for those of you
creating content, so that youdon't burn out is your channels.
How are you reaching people?
How are you reaching this idealaudience with this unique value
proposition that you created,like?
Are you going to be in all theplaces?
I don't think that you should.
(06:56):
I'm going to throw that outthere.
I'm not in all the places.
I'm not on TikTok.
You won't see me on X.
These are places where I don'tshow up at all.
I think I have accounts onthose platforms, but I don't
consistently create contentthere.
For me, I've chosen five placeswhere I show up regularly online
(07:16):
.
That is, my email newslettergoes out every Friday.
I have my YouTube videos.
I have my long form ones thatcome out every Thursday.
I have my YouTube videos.
I have my long form ones thatcome out every Thursday.
Then I have Instagram.
We have our blog post, and Ifeel like I'm forgetting another
one that we do the podcast.
That's what we have, so that'slike the audio only version of
(07:38):
what we're doing on the YouTubechannel, and this has changed
over the years, but I typicallyhave five places that I show up
regularly.
Now am I repurposing content toall of those places?
Absolutely yes.
This is not unique pieces ofcontent for every single
platform.
It's typically a long formversion that gets repurposed in
some form or fashion.
But I am showing up on thesechannels regularly and
(08:02):
consistently.
So I'm curious please tell me inthe comments what channels can
you commit to?
What are the ones where you canshow up regularly?
Tell us where they are.
Drop your handles below, putyour website in there.
I don't care.
Flood the comments with whereyou are showing up regularly and
maybe we can take someinspiration off of what other
(08:24):
people are doing and how they'reshowing up.
But your channels are veryspecific.
You need to define what thatlooks like so you don't feel
overwhelmed.
You don't feel like you alsoneed to show up every day on
LinkedIn and Pinterest andReddit and all the other places
unless your audience is there,going back to that first step of
your customer segment.
Unless your audience is there,right, going back to that first
(08:44):
step of your customer segment.
Unless your audience is there,maybe you should show up on some
of these other platforms whereI'm not consistently showing up,
but at the end of the day, youjust need to decide what those
channels look like.
All right, number four customerrelationships.
How do you interact with yourpeople?
And this could be one of thoseconversations that goes back to
(09:04):
branding, like who is your brandvoice, what's your brand
identity, what's your brandmission, vision all of those key
pieces but at the end of theday, I just think about how do I
want my customers to feel andhow do I nurture those
relationships with them.
The top thing that comes tomind is my content.
That is how I am engaging andinteracting with customers and
(09:28):
people that I am working with ona regular basis, whether it's.
I don't do a lot of in-personevents, so I'm doing Zoom calls,
I'm conversating through ourprivate communities or on Slack
or through email, and I alwayswant people to feel very
supported.
I want them to have that clearexpectation of what they're
(09:50):
getting when they purchase oneof our offers or they work with
me one-on-one through coaching.
I want it to be very clear.
I never want someone to beconfused about what they're
buying, what they're getting,what is the price point.
What can I expect?
I want them to be a verydetailed outline of you're
working with us.
This is what you can expectwhen you join one of our
programs or you work with usthrough coaching.
(10:13):
So having clear customerrelationship guidelines, if you
will, is something reallyimportant.
So if you've never thoughtabout that before, at the end of
the day, it's just how do youwant your customers to feel when
they're interacting with you?
It's a very important question.
If you've never asked yourselfthat before, that's one that you
should go do your homework on.
Okay, moving on to number five,what are your revenue streams?
(10:36):
How are you going to make money?
You can't have a business ifyou don't have something to
generate and make you money.
If you don't have any of those,then you just have a hobby.
I know it's kind of hard tohear and I didn't like hearing
that.
Whenever I first started and Iwasn't making any money, I was
like no, I'm here, I'm here, I'mshowing up, like I'm serious,
I'm a serious business owner andI'm going to make money.
(10:57):
Well, I didn't have any revenuestreams.
I was a hobby.
It was a hobby until it wasn't,until it turned into a business
.
So how are you going to earnrevenue?
Earn income with what you'redoing.
It could just be YouTube AdSenseAwesome, more power to you.
I love that for you.
It could be sponsorships onyour newsletter.
(11:18):
It could be selling digitalproducts through your Instagram.
I don't care what it is, butyou need to figure out how are
you going to make money.
Are you going to be sellingdigital products through your
Instagram?
I don't care what it is, butyou need to figure out how are
you going to make money.
Are you gonna be sellingdigital products?
Are you gonna sell coaching?
Are you gonna sell actualphysical products, tangible
things?
You're gonna sell downloadables, like we could go on and on
Affiliates.
Are you gonna do other types ofservices, like done for you
(11:41):
support?
What does that look like?
If you've never thought aboutthese things, these are crucial
to figure out for your businessmodel.
That way, it's not confusingdown the road.
When you're creating content,you can say, oh yeah, I'm going
to offer up this digital course,like our profit podcasting
course teaches you how to start,launch and market a podcast in
30 days or less, like.
(12:02):
These are things that I had tothink through and prepare myself
and have that strategic,intentional plan in front of me
so that when I'm creatingcontent it's just very clear oh
yeah, this is when I need totalk about that thing or this is
when I need to offer that I doone-on-one coaching.
If you're interested, you cantake our quiz crystalprofitcom
(12:22):
forward slash quiz to see if youqualify to do coaching with us.
So have those revenue streamsmapped out or even kind of put
like I would love to do that oneday.
Maybe you have pieces of thisthat's like aspirational you
want to do in the next 12 months, next 24 months.
But have something down thatyou're working towards and those
(12:43):
goals, because it can help youdefine those revenue streams a
lot better.
All right, the next one keyresources.
What are those key resourcesthat you need to deliver on your
value proposition or the thingthat you're offering?
What are those tools?
What are those systems?
What people do you need to helpyou run your business?
(13:04):
What are the systems?
What people do you need to helpyou run your business?
So we have two employees hereor I guess I don't want to call
them employees we havecontractors.
We have freelancers that wework with.
At Profit Media, we have avirtual assistant that does so
much.
We're going to shout out toFaye because she is incredible.
We found Faye through VirtualSupport Wizards.
We're a partner with them andit is an incredible platform for
(13:24):
you to vet and find virtualassistants that can help you,
whether it's podcast editing,video editing, social media
management, project management,like.
They have so many options.
So we'll link below in thedescription to if you are
looking for a virtual assistantor some type of support.
You can absolutely go throughthis agency.
(13:45):
They are vetted.
I love Faye she is incredible.
But the other thing is we alsohave a video editor, so I'm
gonna give a shout out to Jayright, jay Sutton.
He does an incredible job andhe is integral to this business
and the content that we createaround here.
You would not be watching thisvideo right now if it weren't
for Jay, so he is a key resourcein how we run our business and
(14:09):
how we operate.
So what are those key resourcesto you?
Do you need to pay for aservice like Kit or Buzzsprout
or Riverside, or do you need tohave some other type of Google
workspace to help you sendemails and access your content
through your Google Docs?
These are things that you needto think about because they will
be very crucial.
(14:29):
So write those down.
If you don't know what they are, then comment below and I'd be
happy to give you somerecommendations on our content
stack that we use, and weactually have a video right here
.
That is all about contentstacks and the different pieces
of our business that we use, andwe will happily share that with
you.
Okay, moving along.
Key activities is number seven.
(14:51):
What do you do regularly?
What do you do regularly to runyour business right?
What do you do daily?
What do you do weekly?
What are those tasks thatactually move your business
forward?
When I think about this, Ithink about my Asana.
So I love Asana, I have a loveaffair with Asana.
It is my favorite projectmanagement tool and when I go in
(15:11):
there I can see okay, I need towrite an email, I need to post
the next podcast episode, I needto publish a YouTube video, we
need to get on Instagram andpost stuff.
We need to.
You know X, y and Z.
Like I put everything thatneeds to happen in the business
on a daily basis, on a weeklybasis, monthly, quarterly,
yearly.
(15:31):
All of our promotions are inthere.
All of our affiliate promotionsand launches are in there.
Anything that is important tothe key activities we need to do
in our business are located inAsana, so I highly recommend
having a project management toolafter you've figured out what
are those key activities.
But you can use the PDF guidethat we have.
(15:55):
Again, we're going to link toit where you're watching the
video and into the description,but write down those key
activities what is it that youneed to do?
Because you likely know whatthat is and if you don't, then
comment below and we'll do adeep dive video on some of the
key activities that we do herearound at Profit Media that move
the needle forward, that keepus showing up consistently and
(16:17):
where we focus our energy sothat we can have that big impact
and we're not just throwingspaghetti against the wall, just
spraying and praying all of ourcontent everywhere and not
really seeing those results.
All right.
Number eight key partnershipsnot really seeing those results
All right.
Number eight key partnerships.
This is really crucial and thishas developed and evolved over
(16:38):
the years.
But key partnerships who helpsyou?
What relationships or toolssupport you for success?
Now, when I think about keypartnerships, I really think
about the brands that I'veworked with that have helped me
so much in my business, grow toa level that I never knew could
happen.
(16:58):
Right, I partnered withBuzzsprout really early on in my
journey, back in 2018, when Ifirst got started.
I got super plugged into theircommunity and by 2019, I was
actually a Buzzsprout creatorand working behind the scenes.
I was featured on their podcastseveral times.
I was in their blog post, I wasin their newsletter, I spoke on
(17:19):
stage with them at PodcastMovement in 2021.
And so I find that that was oneof the most strategic
partnerships that I could havehad in my content journey.
And since then, I've gone on topartner with brands like
StreamYard, amy Porterfield,marie Forleo, kits.
Like I have partnered with alot of industry brands that move
(17:42):
the needle in my business butalso make a difference to you
and can show you oh, crystal isan expert.
She shows up on these stages,she shows up on these platforms
as an expert for these otherbusinesses.
She's trusted.
I can see that she is the realdeal and not someone just saying
all these things and not reallytalking the talk and not
(18:04):
walking the walk.
So I think key partnerships arereally crucial.
If you haven't thought aboutwhat are some of the brands.
What are the key influencersthat you can connect with in
your industry?
Highly recommend that you reachout into your network or even
just look in your network andsee.
But it could just be thatlittle introduction that you
make at a conference or at apodcast interview that can make
(18:27):
a really big difference in yourbusiness.
Okay, we're rounding out tonumber nine, and this is cost
structure.
I'm a little bit of a budgetnerd and so I won't go on such a
deep dive in this video.
But at the end of the day, whatdoes it cost to run your
business?
If you don't know that, pausethis video right now and go
(18:49):
figure that out, because youneed to know on a regular basis
how much does it cost to keepthe lights on, to keep your
business going and not get shutdown tomorrow because all of a
sudden everything fell apart andyou don't have money to pay
your bills.
Like, what are those major costsright?
Is it the contractors and thefreelancers that you're working
with?
Is it all the tools that you'vesubscribed to?
(19:11):
Those are typically the twobiggest cost expenditures for
our business.
It's working with ourfreelancers and paying them a
great wage on a regular basis.
I am so adamant about payingpeople what they're worth, and I
think it's one of those thingsthat you need to account for
that If you're gonna hiresomeone, just expect that those
(19:34):
hires are going to drive resultsin your business, and if
they're not, it's time torethink some of those
relationships.
But the key ones that I've keptin my business are really
moving the needle for what we'retrying to do, and they are
worth every single penny.
So that's freelancers andpeople that you can hire.
The other side of this is tools.
I used to have a reallyexpensive tool stack and
(19:55):
probably in the last six monthsI really cut those down to only
the essentials, and now we are amuch leaner operation behind
the scenes.
I cut everything that we didn'tuse on a regular basis or
something that really justwasn't intentional to the
business that we're creating,and so I want you to think about
(20:15):
what is that cost structure?
What are the things that youneed to have in those pieces
that are absolutely crucial foryou operating your business?
So that is the business modelcanvas.
Like I said, make sure that yougo and download the PDF so you
can follow along and see some ofthe examples that we mentioned
(20:35):
here today.
That can be really helpful foryou taking that next step in
your business and gettingstrategic with your content.
Now let's break down thecustomer journey map.
This was something that was newto me about a few years ago and
I thought what is that?
(20:55):
Everyone already knows whatthat is.
We don't need to map outexactly what someone does
whenever they come to my brand.
This is just what happens.
I know what happens and therewas a lot of assuming.
That was very what's the rightword to say ignorant, naive of
(21:16):
me, even someone who's been inmarketing and understood
marketing for the last 20 years.
I did not put this intopractice.
So a customer journey map atthe highest level is just taking
someone from not knowing whoyou are, what your brand is, to
(21:37):
an absolute raving fan andsomeone that's telling everyone
about what you do, who you areand how you've helped them,
which is the dream, right?
It's what we all want to happen.
So let's break down the stagesand the steps of a customer
journey map and again, you'll beable to find the download where
you're watching this video forbreaking down the business model
(21:58):
canvas, as well as a customerjourney map, so you can use that
to follow along, but I'm gonnaput some visuals up of what this
specifically looks like andgive you some details of how we
use this in our business.
So the first one is awareness.
This is the first stage of acustomer journey map, and the
way that I think about awarenessis where your audience first
(22:23):
discovers you, and this istypically your free content or
that organic traffic that you'reputting out, so it could be
your podcast episodes, yourYouTube videos, maybe it's your
blog post and the way that we'reseeing AI and search engines
developing.
This could be someone findingyou through the content that you
(22:47):
put out, maybe even a few yearsago, but it's that awareness
piece that maybe someone had noidea who you are and then, all
of a sudden, they find youthrough some sort of search and
now they're like oh, they createthis fantastic content.
This is exactly what I waslooking for.
They answered my specificquestion.
So awareness is key and it'sthe first step of the customer
(23:10):
journey map.
Now the second one isconsideration.
Now someone can find you, nowthey're made aware of you, and
then they're curious, right?
They're curious and they'relooking for a solution and
they're trying to decide if theyshould continue going down the
path like should I watch therest of this YouTube video?
Should I listen to this podcastinterview?
(23:32):
Should I read this entire 2,000word blog post, or should I
actually subscribe and get onthis newsletter?
Is this thing going to solve myproblem?
So they're in thatconsideration stage.
Then the next one, the third one, is a decision.
They have to make a decision.
Are they ready to buy?
(23:54):
Are they ready to opt in?
Are they ready to fill out anapplication to join your
mastermind accelerator?
They have to make a decision.
Right, it's a decision point,and people can come to this in a
few different ways of theycould be.
Take my money.
Here's my credit card.
You're the thing that I've beenlooking for for years and
(24:16):
absolutely this is what I needright now.
I'm ready to buy.
Other people may hit thedecision point and they're on
the fence.
They're hitting that maybe zoneof like, maybe this will work
out in the future, maybe I couldconsider this down the road,
but I don't know that it's forme right now.
And so, in order to do that,they also have to make a
(24:40):
decision.
But they're in this like pathof okay, like it's now or never,
or it's now or later, dependingon what your offer is and what
your business is created likeand how it's structured, but the
decision piece is really,really key.
The next one is purchase.
(25:01):
Are people actually purchasingwhat you are offering?
Right?
We talked about valuepropositions in the business
model canvas.
Make sure, if you haven'twatched that part, like go back,
go back, reverse back and seewhat we talked about the
business model canvas with yourunique selling proposition or
your value proposition.
(25:22):
Because at the end of the day,you have to walk through and
think about what does thatpurchase look like?
Right?
When you're on a sales page andsomeone's getting ready to put
their credit card informationand hit buy, is that a smooth
process?
Or are they on your sales page?
They're ready to buy, they havethat credit card in hand, or
(25:44):
they're ready to, you know,activate their Apple Pay?
They're ready to tap to pay ifyou have an in-person, you know
offer.
But then all of a sudden, theyget an error and there's a 404
or there's a weird pop-up that'slike oh, this looks a little
spammy.
Like, did I just go to adifferent website than I thought
I was going to?
I'm not putting my credit cardin there.
No, this was a bad experience.
(26:06):
Or are they saying yes, they'renodding along and then all of a
sudden that add-on pop-up comesup and it's exactly what
they're looking for and they'relike, yes, I was ready to spend
so much money today.
Give me all the upsells and theadded offers.
People will do that when you'vethought about the purchasing
process, the buying process andwhat that could look like for
(26:26):
them.
So if you are in the middle offiguring this out right now, I
highly encourage you to go backand audit all of your processes
of what it looks like forsomeone to actually make a
purchase, because you can't justassume it is the way that you
think it should be, because I'vebeen in this business long
enough to know that links breakand there's things that are
(26:49):
outdated.
Maybe I set up years ago and Ithink it's still good, and I go
back and read it and I'm like,oh my gosh, like clutching my
pearls, like, oh my God, that isnot at all how I intended that
journey to be.
I need to go back and fix it.
So if you've been in businessfor a while, consider auditing
all of your purchase processesand seeing if there's something
that needs to be updated.
(27:09):
But if you're brand new to yourbusiness and I will do this
with my buddies and I'll say,hey, my sales page is up and
it's live Can you go, clickthrough it and make sure that
the buttons work, make sure thatthe links work, because I want
people to have a good experienceand that should be top of mind
(27:29):
for you as well.
Okay, the fifth step in thecustomer journey is retention.
Right, you've had someone buyfrom you.
That's incredible.
But did you know that it'sactually cheaper to get someone
to buy from you?
That's incredible.
But did you know that it'sactually cheaper to get someone
to buy from you again than it isto go out there and find brand
new customers?
Right, like I have bought from.
(27:52):
I'm thinking of Amy Porterfield.
She's an incredible example.
I've purchased her digitalcourse.
I have purchased anotherdigital course from her.
I have bought affiliateproducts through her.
I have purchased her book.
I have participated in a lot ofthe different launches that she
has, because I know I like, Itrust her and this is what you
(28:15):
want your audience to get to.
Is that point of retention.
You don't want them to justcome around and buy one thing
from you and then say peace,that was great.
Thank you so much.
Bye.
You want them to come back andyou want them to come back again
, and you want them to come backagain and again and again,
because that is the beauty ofhaving an online business and
having multiple offers that youhave over time.
(28:37):
You want to have that retentionpercentage, that retention
factor, to be really high,because that's how you have
repeatable, scalable business.
All right, the next piecereferral.
This is one of my favoritepieces because I love a
testimonial Y'all.
As a marketing nerd, this makesme so happy because happy
(28:59):
customers share about theirhappy experiences.
Okay, so you want to not justhave people purchase, cause
that's what I see when we thinkabout the customer journey map.
People get to step four andthey're like okay, purchase,
they bought something from me.
I got revenue piece, like I'mdone, right, the hardest part of
my job is no, it's not.
No, it's not, cause you want tohave that retention.
(29:20):
And then you want to have thatreferral, where people are
telling other people becausey'all, word of mouth, marketing
is free, it is free, and I cantell you right now, as someone
who loves to shop at Costco, Iwill tell people all day, every
day, like, yep, this top even Imean this is not sponsored by
Costco, but this top I have ontoday is from Costco, and I tell
everyone how much I love Costcobecause I am a happy customer.
(29:43):
They have made me very happy inmy clothing decisions, in my
grocery things and like all theother things that I buy at
Costco.
Right, like you love Costco too.
We all, we can all agree welove Costco.
I tell people when I findsomething that's incredible,
when I like run into someone orsomeone like comments like oh,
your shirt's cute, I'm like,thanks, I gotta get Costco
(30:03):
immediately because I'm reallyproud of it.
So how can you add in referralsystems?
How can you get those customertestimonials If you don't have
something in place?
I recommend a tool like Senja.
This is what we use for ourtestimonial collections.
This is also what we use todisplay our testimonials on our
website and I highly recommendthis tool because it is
(30:26):
something that has grown anddeveloped over the time that
we've used it.
It can pull reviews from ApplePodcasts.
It can do videos from customertestimonials or like customer
like, you can send it to themand say, hey, record a video,
and they send it like.
It's very seamless process andit's a tool I highly recommend.
So check out Senja.
(30:47):
You can go to crystalprofitcomforward slash Senja S-E-N-J-A to
check it out.
That is our affiliate link.
We are a proud partner withthem and I just I love this tool
.
Have I told you I love thistool?
Speaking of referrals, I loveSenja.
It's a great tool.
I'm a happy customer, right?
Do you see how that got so metaand it worked out beautifully.
Okay, let's move on to numberseven.
(31:08):
So the seventh step in a greatcustomer journey map is the
transformation.
Right, this is celebratingthose end results.
So you're getting thosereferrals, you're getting other
people to tell you know, like,hey, the word of mouth marketing
(31:30):
it is working.
Those transformations can be sopowerful and so impactful for
the next step of your process.
Because at that point, if youlook at a customer journey map,
from starting at step one, goingall the way across the board,
it's going to be those referralsand transformations that get
you new customers.
Maybe that's where theawareness begins, for brand new
people is those people that havegotten great results working
(31:53):
with you, buying your product,having results with the digital
course that you created.
But if you haven't thoughtabout these things.
This part of the customerjourney map is really where you
can take someone from just acasual buyer to a raving fan,
because they had an incredibleexperience through the entire
process of the customer journeyand they really enjoy working
(32:16):
with you and your brand.
Okay, so, now that we've mappedout both the business model
canvas and the customer journey,you're probably asking well,
which one do I need?
Which one?
Do I need both of them?
Do I only need one of them?
Do I need this one for thisthing and this one for that
thing?
I think that you need both andI want to clarify which one is
(32:39):
the right one to start with andwhich one I believe is the most
important, depending on whereyou are in your journey.
So the business model canvas isreally more of that internal
tool and you can take everythingthat you learned here today.
You can even take the PDFdownload that I gave you, throw
it in a chat GPT and say, hey,crystal gave me this resource,
(33:02):
gave you.
Throw it in a chat GPT and say,hey, crystal, gave me this
resource.
Now ask me the questions that Ineed to map out these pieces of
my business, knowing what youknow about our customers or the
business or whatever else kindof content.
You fed into it and say ask meeach question to help me develop
the pieces of this strategythat can help me implement and
create my own business modelcanvas.
But it really is that internaltool that you go back to and
(33:26):
this evolves and changes overtime.
What you see for mine today doesnot look the same as it did in
2018, when I was first gettingstarted and it was just me, I
was a solopreneur.
I had only created a little bitof content.
I had like one thing to kind ofoffer that wasn't even really
strategic.
So don't be afraid to let thisgrow and evolve over time.
(33:50):
It's something that is going tobe, you know, a little bit
pivoted here and there, but atthe end of the day, it should be
that North Star that you'reheading towards with your
business, that one-page documentthat you can share.
Maybe you fill it out and thengive it to all the people the
contractors that you're workingwith or the people on your team
(34:11):
and say this is what we're doing.
If you're wondering what ourstrategies are, maybe you throw
your mission and your visionstatement on that.
It's a one-pager, and it couldbe the thing that you look at
when you have team meetings oryou're coming up with new offers
, but, at the end of the day, Ithink it's super important to
have that top of mind whenyou're doing anything in your
business.
(34:31):
So that's your business modelcanvas.
Now the customer journey.
This is something that is howyou're interacting to get
results on the external space,right.
So business model canvas wehave internal.
Customer journey is external,because this is how you're
interacting with the public.
This is your people, right,you're creating relationships,
(34:53):
you're driving awareness, you'rehaving impact on the decisions
that they're making in thecustomer journey.
So it is.
It's probably still an internaldocument for you, but it has
external factors at play, right.
It's how are you influencingpeople in the customer journey?
Maybe it's on a sales page oron the post that you're creating
(35:14):
to drive awareness or in otherpieces of that referral or
transformation retention.
Like.
What are you doing externallyto have results on your customer
journey map?
Because that will be maybe whatyou can focus on and recreate
or redo in your business modelcanvas in the future, for the
(35:36):
next year.
You can future cast, visioncast for the results that you
want to have, or the goals, theKPIs, the metrics all the fancy
numbers, words that you want touse, but you want to think about
those because that can help youdrive those strategies that
you're going to work on in thefuture.
If you're looking for morecontent on customer journey,
(35:56):
make sure you watch this videowhere I walk through what a
customer journey looks like hereat Profit Media and how you can
take some of the key takeawaysthat you've learned here today
and implement them by thestrategic examples that we have
in that video, because it'll besuper helpful, especially if all
of this is brand new to you andmaybe you feel a little
(36:18):
overwhelmed and you're startingfrom square zero.
You're a beginner and that isokay.
You need some extra guidanceand more steps on what this
actually looks like.
So make sure you watch thatvideo, because it can be super
helpful in helping youunderstand the deeper dive
topics that we go to in today'svideo.
So what's the big takeaway fortoday?
(36:39):
You need a business modelCanvas and you need a customer
journey map.
You need both of these things.
The intention of today wasn'tto say which one, this one or
that one.
It's to clearly say you needboth of these, and that's why we
created the PDF to help you, tohelp guide you, to create both
(37:01):
of these easily and simply.
But your next steps, youraction item to take right after
you watch today's video, is gocheck out the customer journey
video that we've already created.
But the other piece is downloadthe PDF guide and start mapping
it out.
Map out your model.
What does your business modellook like and how can you fill
(37:23):
in some of those blanks, to helpyou have a clearer picture of
what you want your business tolook like, whether it's today or
it's in the future.
But what are those key piecesthat you can really focus on?
Then the next one is outlineyour journey.
If you've never sat down andthought about your customer
journey, today is the day.
Today is the day to think aboutwhat can take someone from the
(37:47):
awareness stage of having noidea who you are, all the way
through to that transformationof being a raving fan of your
brand, your business, and theywant to tell everyone else about
it.
They want to shout it from therooftops how much they love
working with you, because itreally makes all the difference
when you have other people outthere doing your marketing for
you, by telling other people howincredible you are, how you've
(38:11):
changed their lives, how you'vedone X, y and Z to help them in
their business, their life,their marriage, their finances.
However, you're helping peopleout there, but it really is.
It makes all the differencewhen you have people that are
advocating for you and yourbrand, and it's pretty fun to
see.
It's pretty fun to see.
The third step is what is yourcontent strategy right?
(38:34):
So, when you're thinking aboutyour business model and your
customer journey, how does yourcontent play into that right?
Is it at the very beginning ofyour customer journey, where
you're building awareness withyour free content?
Is it pieces of your channelsand your business model that
you're laying out?
This is where my content is.
I want you to think about howare these pieces really tied
(38:55):
together?
And remember, you're not justcreating content to create
content.
If you have at this point,that's okay.
Remember, you're not justcreating content to create
content.
If you have at this point,that's okay.
But from today on, you're goingto create content strategically
and make sure that every singlepiece of your content was
created with a strategy, wascreated with intention, was
thought out to have a biggerimpact than just oh, I'm just
(39:18):
creating another piece ofcontent to create another piece
of content, because you deserveso much more than that, because
I truly want you to understandand believe that you can create
sustainable processes in yourcontent, in your business, and
that will help all of thesepieces of the puzzle fit
together nicely and will makeyou wanna show up more without
(39:40):
burning out, because that is thegoal around here to avoid
burnout at all costs.
So make sure that you downloadthe PDF guide where you're
watching this video, because itwill be helpful in getting you
started here today, and makesure you check out all of our
other videos about content,about marketing, about funnels,
(40:00):
about storytelling, aboutstrategy, because our channel is
here to help you in yourdigital marketing and make sure
that you have a sustainableaction plan.
So comment below and let meknow that you've downloaded the
PDF.
I want you to know, or I wantyou to tell me, what you think
about it.
I want you to let us know howyou're going to implement it,
and I cannot wait to hear fromyou how you're going to
(40:21):
implement it, and I cannot waitto hear from you.
But that's all I have for youtoday.
So make sure you hit that likeand subscribe.
Check out these other videoshere that will help you in your
digital marketing journey and,as always remember, keep it up.
We all have to start somewhere.
You.
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