What is Lifecycle Marketing? Lifecycle Marketing is the ability to communicate with your list in a meaningful manner and provide relevant content. Let’s say you’ve been a valued customer of ABC Corporation for five years. Would you want to receive the same communication that your neighbor gets, who signed up for their free report last week? No!! You want something that’s tailored towards you as a valued, returning customer.
That customization is Lifecycle Marketing and it makes your prospects and customers feel like #1 in your book. So let’s look at the stages of Lifecycle Marketing.
First, you want to attract visitors to your website. You want traffic, right? How do you get traffic? You can work with an SEO specialist to get the right keywords on your site, you can update your content regularly, you can use social media, and you can participate in joint ventures with like-minded folks. I’m sure there’s more – that’s just off the top of my head!
Second, you want to capture information about those visitors – leads. You want their email address, but how do you get it? We’re all so inundated with content into our inboxes that “sign up for my newsletter” really isn’t a good incentive anymore. Back years ago, yes. Now, no. You want to provide something more significant like a free report, how-to video series, or ebook. Give them information. Give them your BEST content – don’t be chintzy here because you want to wow them enough to stick around.
Third, nurture those prospects. But nurture them with relevant information. If someone requested your ebook on automation marketing, then don’t send them information on website building. You can (and should) also gather information about them to learn what type of business they have, for example. Are they a solopreneur? Do they own a brick and mortar business? Gather that information and then use it to customize your message to them.
After you’ve nurtured and educated your new prospect, convert them into a customer by asking for the sale. Then be sure to deliver customer satisfaction. Again, target your messages to what they’ve purchased. And don’t keep selling them on what they just bought either! Have you ever received an email telling you about the awesome new 4-hour workshop on creating products, you purchased it, and then three days later received another email telling you about the awesome new 4-hour workshop on creating products – the one you JUST purchased? I have, and I wondered how well they knew their list and what they were doing. It did not make me feel like a valued customer. By the way, using a service like Infusionsoft will automatically stop those sales emails when someone does purchase and start the post-purchase follow up in its place!
Okay, so you delivered great content and your new customer is happy. Now what? Upsell and cross sell. Let them know about another great program you have that is along the same lines as the one they purchased. Maybe it’s a workshop on getting more online sales if they purchased information on creating products. Or maybe if website building is their goal, send them products related to SEO or building their list. Once again, be targeted in your marketing. If they are a solopreneur, you don’t want to sell them on the program for brick and mortar businesses about creating an ergonomic work environment for employees.
Lastly, ask for referrals and feedback. Send them an email and ask them to complete a customer satisfaction survey. If they were happy, inquire if they know of someone else who could use your product or services. If they weren’t happy, call them and find out why so you can make it right.
And the process starts all over with those referrals! Not sure you’re utilizing Lifecycle Marketing to its fullest… or at all? Set up a free call with me here; I can help you out.