Lifecycle marketing is the process of providing your audience the kinds of communications and experiences they need, want, or like as they move from prospects to customers then, ideally, to advocates. It can be one of the best goodwill generating concepts in the world of digital marketing. Generally, a lifecycle marketing plan is a three-phase framework, Collect, Convert and Create. Rolling out a customer lifecycle marketing plan is a lot easier when done in these phases and can be done quickly and affordably with easy-to-use automation technology from Keap.
- Collect Phase: The goal of the Collect Phase is to get the attention of the consumers you want to buy your products or service. The stages include Target, Attract and Capture Leads.
#Target – Targeting is when you identify specific types of individuals then address them directly with your marketing. Most common ways to target an audience are by interests, behavior, demographics, location, context and device, etc.
#Attract– Attract visitors to your website with great content like ebooks, infographics, research reports, webinars, social media and blog posts.
#Capture – Use a web form that includes offers, free consultations or premium content to encourage visitors to sign up for your email list.
- The Convert Phase: Convert is the second phase of the Lifecycle Marketing model. This is your unique strategy that makes your product or service the obvious choice when those you’ve attracted are ready to buy. Convert Phase stages are Engage, Offer and Close.
#Engage – Create a consistent campaign of useful information with automated, personalized follow-up messages.
#Offer – The best way to craft an offer is to observe past customer actions and create a buying process map, then provide an irresistible offer.
#Close – Closing the sale is more than the transaction. The close involves clear communication, good presence and written documentation.
- The Create Phase: It involves three key stages: Deliver and Wow, Offer More and Referral.
#Deliver – Fulfill your commitments on time, follow through when and where it is required. Offer to provide additional value that surprises and delights customers.
#Impress – Always be developing strategies, tactics, products, and services to help generate additional sales and recurring revenue.
#Mulitiply – Encourage referrals by creating incentives for customers and partners.