Every customer is different. They are at different stages of the buying journey and, therefore, respond to different messages. Having only one message—and shouting that at all of them—will not work and may even turn some of them off. Instead, you need a better strategy. One that takes into consideration the stage customers are in. From there, you can customize a more suitable message. How do you do that? Well, you can do what’s called lifecycle marketing. In this post, you’ll learn the following: Lifecycle marketing is the process of matching the type of The Beginner’s communication a customer wants to see as they progress along their lifecycle.
Typically the customer
Lifecycle consists of six high-level stages, similar to the modern-day marketing funnel: Awareness – Your potential customers first learn about your brand. Engagement – Your potential company data customers interact with your brand and learn more about your offerings. Consideration – Your potential customers evaluate your offerings and decide if you’re the right fit. Purchase – Your potential customers turn into customers by buying from you. Support – You support your customers by ensuring they’re deriving maximum value and satisfaction from their purchase. Loyalty – Your customers love your brand. They purchase from you repeatedly and/or take the initiative to tell others about you.
The Beginner’s behind
However, customers don’t just interact with a business via email. So we can expand the scope of lifecycle marketing to other marketing channels too. Since the six TWD Directory stages of the customer lifecycle are pretty high-level ones, let’s break them down into more specific segments that can serve as triggers: Trigger: Customers realize they have a problem and search on Google to learn how to resolve it Message: Educate your customers on how to solve the problem Channel: Search engine optimization (SEO) Customers can’t buy from you unless they know you exist.
There are many ways to do this, including getting them to follow you on your social channels. In my opinion, email is the best channel because you own the direct communication. (Social platforms can remove you anytime.) However, a visitor to your website won’t hand over their contact information without some enticement.