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  • James Gibbons

Lifecycle Marketing

Updated: Dec 14, 2020

Why is Lifecycle Marketing important? It's no secret that engaging your customers is crucial to achieving continued sales, and it's also well known that it is usually far easier and costs less to get repeat business from existing customers than it is to acquire new ones from scratch. This article looks at why this process is so important.

What is Lifecycle Marketing? Creating a managed communications strategy to prioritise and integrate a range of marketing communications channels and experiences to support prospects and customers on their path-to-purchase. This includes using techniques such as persuasive personalised messaging and re-targeting. Where do we start? The first point is understanding who you ideal clients actually are. We help businesses in this area with our services. Understanding this is crucial to your overall marketing efforts. Once this has been compiled and you have also reviewed relevant buyer personas, you are now ready to start looking at the different stages of lifecycle marketing. What are the lifecycle marketing stages? 1. Awareness This is when a customer begins the relationship with your brand. The awareness stage includes the acquaintance of a customer with your brand, as well as the products or services that you provide. In fact, a client typically becomes familiar with a business long before they reach your website. 2. Engagement As soon as a customer orders something from you and enjoys the quality of the item/service that you provide, it’s likely they will be looking for more channels to connect with you and follow your updates. For example, people can engage with your brand through the popular social media channels, newsletter subscription, blog, etc. Once they access more information about your company, people are likely to start paying more attention to the feedback that fellow customers share about their experience with your brand. 3. Evaluation Every customer passes through this stage. We all look through customer reviews before making purchasing decisions. Also, we compare similar offers from different brands in order to choose one with the best quality and cost. One of the best ways to stand out from your competition is providing robust digital self-service. Letting your buyers evaluate your offers, you give them a chance to find the answers themselves, thus providing them with consistent information through multiple channels. All of these can be tracked so you can see through analytics which areas are the most successful. 4. Purchase This is the moment when a customer makes the final decision to buy your product. Providing maximum support at this stage is essential. More than 80% of customers require some degree of support while making a purchase. Providing a tailored personal experience will really help in this area in building confidence with your clients. 5. Support your clients Experience There is no doubt that attracting new customers is more difficult than keeping existing ones. Apart from delivering high-quality products and services, it’s important to offer exceptional support. Every interaction with customer support reps should convince the buyer that you are interested in building a relationship with them. 6. Creating a Bond Finally, a buyer is now a customer. The last, ongoing step that you need to take is establishing a long-lasting connection with them. Create a tailored personal experience so they can feel a valued customer. If you would like to learn more about this please feel free to get in touch with us – Useful Video around Lifecycle Marketing An interesting video in this area here –

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