Continuous engagement with customers is crucial to any business hoping to maintain sales. Not only is engagement vital, but it is also a relatively cheaper option for getting repeat business when compared to onboarding new customers. This process of maintaining the relationship is the basic tenet of customer relationship management (CRM), a process that has grown significantly over the years. It includes digital and automated ways that brands and companies can build relationships throughout the customer lifecycle.
Modern marketers have realised that as customers evolve through the lifecycle, various marketing activities can help convert them into loyal brand enthusiasts. This realisation has led to the emergence of customer lifecycle marketing as a strategy that integrates marketing experiences during a prospect or customer’s path to purchasing from a brand.
Successful businesses tend to have loyal customers. Business owners seeking to achieve brand allegiance among their clients, especially in a digital age, have to understand the importance of keeping them engaged throughout their buying journey. James Hopkins, creator of the Lifestyle Marketeer programme, helps business owners find success with their digital marketing activities by providing vital information.
For a business owner, lifecycle marketing sets itself apart from conventional marketing through its insistence on studying the entire customer journey, rather than focusing on a particular marketing channel. Engaging in lifecycle marketing requires a business to have an optimised message throughout a customer’s journey, and that this message is consistent in the various touchpoints availed to them. As lifecycle marketing integrates multiple platforms, the teams running the different aspects must all work towards the same goal.
Does It Matter?
One of the key aspects of the customer lifecycle is that customers tend to have different mindsets at various stages. At one point, they might show curiosity regarding the brand, while at others, they may be hesitant or even sceptical. As such, each stage of the lifecycle requires a marketing strategy that helps move the prospect or customer along on their journey.
Becoming a Master
Critical to implementing lifecycle marketing successfully is a genuine understanding of the target audience. With a deep understanding, a marketer can go about the execution in three major phases:
- Collect: The goal of this phase is to gain the customer’s attention through targeted messages, appealing content (infographics, webinars, blog posts), and by onboarding them onto an email list through web forms and offers.
- Convert: This phase aims to make the brand’s service or product the top choice in a customer’s mind when they are ready to purchase.
- Create: The create phase aims to create loyalty within customers. Brands achieve this loyalty by delivering on their commitments on time and encouraging referrals by providing incentives and offering additional value.