Lifecycle Marketing-What Is It?
Lifecycle marketing is know by many names such as the customer journey, customer lifecycle and customer pipeline.
First, what is lifecycle marketing? Lifecycle marketing is the process of providing your audience the kinds of communications, information and experiences they need, want, or like as they move from prospects to customers then, ideally, to advocates.
In its most simple form it is the journey prospects take form not knowing who you are or what you do, to becoming raving fans and shouting about your business from the roof tops.
Lifecycle Marketing consists of three steps with a total of nine phases.
Step 1-Collect
This step has 3 phases:
- Target
- Attract
- Capture
Step 2-Convert
This step has 3 phases:
- Engage
- Offer
- Close
Step 3-Create
This step has 3 phases:
- Target
- Attract
- Capture
Each Phase Explained
Target
Take your time to clearly define your customer avatar so you fully understand who they are, why they have the problem, and where they go to find answers.
Attract
When you understand the problems and motivations for your ideal customer, you can then place your high-value content exactly where they are to address their biggest pains and aspirations.
Capture
Now it’s time to carefully build bulletproof lead capture methods so that you are collecting contact information into your lead capture software or CRM system so you can follow up with them later.
Engage or Educate
This is where you get to educate your prospects. It’s time for you to guide them in the right direction so they look to you as someone they can trust. Do this right and you can create a monopoly in their mind so that they only think of you when it is time to buy.
Offer
This is one of the most critical steps in your sales process and make sure it aligns with what your clients needs are. As leads engage, present offers that lead them to the most next step along the journey.
Close
Develop a simple but bullet proof process for clients to purchase from your business by implementing tactics that align with your sales cycle.
Deliver
Make sure you’ve systematized your delivery so that clients consistently get everything they were sold. Under Promise and over deliver.
Impress
Create well defined and detailed plans to go above and beyond with every client, consistently.
Multiply
Ask for referrals, testimonials and reviews. Guarantee repeat business, positive reviews and customer referrals by intentionally planning these into your customer journey.