Customer Lifecycle Communication: Maximise the lifetime value of your customers | Emailaudience
and relationship marketing, where these originated and where the focus was initially. The shift from the original marketing and that it overshadowed all previous models and approaches. He motivates . prolonged to the customer life -cycle. What's the customer lifecycle and why is it important? Optimove has outlined all the essential relationship marketing terms and strategies in plain English. Oct 1, Customer lifetime value (CLV) is a customer relationship management Finally, the value of customer life cycle model applied analysis, in order to better guide (3) Customer care throughout the whole process of marketing.
Letting your buyers analyze and evaluate your offers, you give them a chance to find the answers themselves, thus providing them with consistent information through multiple channels.
Providing maximum support at this stage is essential. Support Experience There is no doubt that attracting new customers is more difficult than keeping existing ones.
Bonding Finally, a buyer is now a customer. Create an emotional bond as you continue to provide quality services and support.
Customer Lifecycle Marketing: The Complete Guide - Alexa Blog
Goals of CLM The goals of customer lifecycle marketing align closely with the stages explained above: Nurture prospects into making their first purchase on your site. Turn one-time buyers into repeat purchasers. Convert returning customers into your loyal, long-term buyers. Provide quality support to new and repeat customers. Reactivate lapsed customers into active buyers. How does CLM increase marketing profit? Keep track of the percentage of clients that return to make more purchases on your site.
Such information will help measure customer loyalty. Focusing on customer retention and advocacy can improve your conversion rates, save money, and increase overall sales for your business. It can cost anywhere between five to 25 times more to acquire a new customer than to retain an existing customer Harvard Business Review.
Instead of pushing customers to the top of your funnel and hoping they reach the bottom, brands can win with full customer lifecycle marketing. They can focus on customer lifetime value and understand what various buyers need throughout their journeys. Instead of marketing blindly, brands have the power to market strategically and tie their sales directly to their promotion efforts.
How to Use Customer Lifecycle Marketing To engage in customer lifecycle marketing, plan your content and promotional strategies around the purchase funnel. Awareness Phase Marketers who target new customers and want to expand their audience often focus on awareness-style tactics at the top-of-the-marketing funnel. Awareness Phase Marketing Strategies Advertisers often use mass-market strategies in the awareness part of the funnel.
These may include non-digital tactics like TV ads and billboard displays, or digital outreach in the form of social media promotion, display ads, and sponsored posts.
Customer Lifecycle Marketing: Best Strategies to Increase Profit
Depending on the business, it may also include outreach and an influencer marketing strategy to expose the brand to key target audiences. From a content standpoint, you want to create highly shareable pieces.
Graphics that are easy to read, posts that people laugh at and want to share, and short videos all fall into this category. If you want to go viral, this is the stage to try for it. You also need to create content that targets low-competition keywords that audiences would be searching for at this time.
Help potential customers discover your brand during this phase of the buying decision process by researching and finding the best keywords for bringing new audiences to your site. Also consider looking for guest blogging opportunities that allow you to create content that will get in front of your ideal audience.
Publishing guest posts on other sites that share your target audience helps you get more exposure in this phase of the customer lifecycle marketing. Your goal in the awareness stage is to increase the number of people who are aware of your brand as an option during the purchase process. A few essential questions to address include: By answering these questions, you can move customers toward your brand and why it is the best option on the market.The Perfect Customer Life Cycle
Engagement Phase The engagement stage of the funnel is more active. Engaged leads and audiences know about your product and will consider buying it, but they want to know more about your offerings. For example, from a B2C perspective, an engaged customer might know what a home assistant is.
But they may want to know how to use an Echo Dot or Google Home before they buy. Engagement marketing is still relatively high in the funnel, but the focus shifts to helping the prospect envision the qualities, experiences, and benefits of using your tools.
- Customer Lifecycle Marketing: The Complete Guide
- Customer Relationship Management (CRM)
- Customer Lifecycle Communication: Maximise the lifetime value of your customers
Engagement Phase Marketing Strategies For MOFu marketing middle-of-the-funnel marketingfocus on blog content and website traffic-driving marketing tactics. You want to bring people to your website and present interesting and valuable content to keep them there. The call to actions can be stronger and more direct than in the awareness stage, as customers are drawn to connect with your brand on a deeper level. Engagement Phase Case Study: The results were overwhelming. While not all white papers will be this successful, this story highlights the mid-funnel value of the content for moving people through the awareness stage to buying.
A few questions to address include: When done well, your audience will dig deeper to learn about your brand and approach the purchase process. During this time, customers are comparing your brand to others and confirming that your brand is the best choice possible. Customers are likely reading reviews to make sure your products are high quality and checking different features before making a purchase.
Lifecycle marketing examples in this stage might be customers reading about Nikon versus Sony cameras and making sure they both have Wi-Fi options.
Or shoppers making sure clothes that a retailer sells fits as they say. From a B2B perspective, this could be management teams meeting with different vendors and seeing which ones offer the most features for the lowest prices.
This part of the funnel involves niche marketing where you get as detailed as possible and do your best to push people to purchase. Evaluation Phase Marketing Strategies Bottom-funnel content is often when brands turn to outreach strategies for their marketing efforts. If third-party blogs endorse them and highlight their benefits, then customers have valued sources they can trust before buying. Brands also help customers find evaluation phase content by targeting buyer keywords and that connect shoppers with content that helps them learn, compare, and read reviews.
Questions to Address in Your Evaluation Phase Content During this part of the marketing process, you want to leave no stone unturned. Any potential roadblocks or hang-ups before buying need to be addressed. Otherwise, you risk losing sales to your competitors. Be sure to include: As you address these questions, test your call to actions. Some companies might focus on purely informative bottom-funnel content that seems unbiased, while others will push customers to buy with each evaluation-focused content piece they create.
Purchase Phase The level of marketing you do at the purchase phase is less than what you need to do at other stages. The customer has already decided that they want to buy.
Customer Lifecycle Marketing: Best Strategies to Increase Profit | Marketo
Purchase Phase Marketing Strategies At this time, make it easy for prospects to know exactly what they need to do to make their purchase. Use clear call to actions that advise what steps to take and remove any friction in your purchase process. Post-Purchase Phase Brands often struggle with doing either too much or not enough post-purchase marketing. Customers are either inundated with marketing messages to get them to buy again or met with radio silence.
Striking a balance between the two is ideal.
Post-Purchase Phase Marketing Strategies Engage customers after they buy with follow-up surveys and customer care content. Use social media and blog content to give customers advice to maximize the value of their purchase. For example, a travel company may send personalized content for what visitors can expect at their destinations.