If you own a business that is centered around selling someone a product or service, then lifecycle mar-keting ( www.drumroll.com/lifecycle-marketing ) is a term you need to add to your digital marketing strategy. While this is not a new concept, it is gaining more and more popularity as the traditional sales funnel model becomes obsolete. The prob-lem with the sales funnel framework is that modern buyers are all too predictable, and this rigid mar-keting tactic doesn’t accommodate that. The rise of the global marketplace and internet provides con-sumers with all the information they want right at their fingertips. In other words, “People can’t re-member what it was like to not be able to learn, do, or buy things when the need struck by reaching for the device in their pocket,” says Lisa Gevelber, vice president of marketing for Google’s American headquarters. According to Gevelber there are three new buyer behaviors and types that businesses must be aware of.
Three new buyer behaviors a lifecycle marketing agency can help you with
The first is the “Well-advised” consumer who wants to make purchases, no matter how large or small, based on ethics and morals. They will research before spending money. The second buyer is the “Right-here” consumer who expects mobile experiences, including shopping, to tailor to their physical location. Lastly, there is the “Right-now” consumer who wants to make a purchase no matter the time or place.
How can lifecycle marketing help?
Lifecycle marketing is focused on providing customers with the kind of marketing and communication they actually want. Instead of sending dozens of newsletters and promo codes aimlessly out into thousands of mailboxes, lifecycle marketing examines what your audience wants, needs, and likes in order to keep them engaged and coming back for more.
“In B2B, the entire lead generation strategy centers on customized content interactions that build trust over a long and complex buying journey … In B2C, today’s digital marketing is about the content-driven customer experience – and how to develop content that earns the ability to be organically shared,” says Robert Rose, founder and chief strategy officer of The Content Advisory, the education and con-sulting group for The Content Marketing Institute. In other words, in order to master lifecycle market-ing, you need to be ready to work towards retaining and growing your customer experience over a long period of time.
This won’t happen overnight. Gaining a genuine understanding of your target audience requires a lot of trial and error, but in the end, you will have streamlined your marketing process to be more effi-cient and effective. Investing in lifecycle marketing results in a stronger customer base that feels con-nected to your business after they make a purchase.
Factors to consider
There are multiple frameworks for lifecycle marketing ( www.drumroll.com/about ), but each include three key factors. The first is getting the attention of your customers. This is called the Attract Phase, which focuses on getting the attention of the consumers you want to buy your products or use your services. In order to do this, you must first target this audience, attract their interest, and collect their information. Once this phase is done, you can move on to the Sell Phase, where you educate your consumer before making them an offering and hopefully closing with a sale. Once your transaction is complete, you enter the Wow Phase. Providing exceptional value, incentives, and tailored offers to your customers will, hopefully, keep them coming back for more.
Three new buyer behaviors a lifecycle marketing agency can help you with
The first is the “Well-advised” consumer who wants to make purchases, no matter how large or small, based on ethics and morals. They will research before spending money. The second buyer is the “Right-here” consumer who expects mobile experiences, including shopping, to tailor to their physical location. Lastly, there is the “Right-now” consumer who wants to make a purchase no matter the time or place.
How can lifecycle marketing help?
Lifecycle marketing is focused on providing customers with the kind of marketing and communication they actually want. Instead of sending dozens of newsletters and promo codes aimlessly out into thousands of mailboxes, lifecycle marketing examines what your audience wants, needs, and likes in order to keep them engaged and coming back for more.
“In B2B, the entire lead generation strategy centers on customized content interactions that build trust over a long and complex buying journey … In B2C, today’s digital marketing is about the content-driven customer experience – and how to develop content that earns the ability to be organically shared,” says Robert Rose, founder and chief strategy officer of The Content Advisory, the education and con-sulting group for The Content Marketing Institute. In other words, in order to master lifecycle market-ing, you need to be ready to work towards retaining and growing your customer experience over a long period of time.
This won’t happen overnight. Gaining a genuine understanding of your target audience requires a lot of trial and error, but in the end, you will have streamlined your marketing process to be more effi-cient and effective. Investing in lifecycle marketing results in a stronger customer base that feels con-nected to your business after they make a purchase.
Factors to consider
There are multiple frameworks for lifecycle marketing ( www.drumroll.com/about ), but each include three key factors. The first is getting the attention of your customers. This is called the Attract Phase, which focuses on getting the attention of the consumers you want to buy your products or use your services. In order to do this, you must first target this audience, attract their interest, and collect their information. Once this phase is done, you can move on to the Sell Phase, where you educate your consumer before making them an offering and hopefully closing with a sale. Once your transaction is complete, you enter the Wow Phase. Providing exceptional value, incentives, and tailored offers to your customers will, hopefully, keep them coming back for more.
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