Lifecycle marketing is essentially a process that involves one form or another of marketing throughout relationship. You could view this as an infinite loop that that continues two way conversation with your audience from the start. What makes it a life cycle is that it has a life of its own that adapts as the relationship changes.
Think of it like a relationship between two humans. You first have some type of attraction point whether it’s business or personal. Communication occurs and you both determine if there is a connection and reason to continue talking. If there is, this process can continue to deepen where you both share more about who you are, your interests, wants and needs. Life cycle marketing is similar in that its an evolutionary process where you either improve upon your relationship over time or for whatever reason, discontinue it.
Most small businesses use a combination of technology and strategies for building and supporting their business. This is completely understandable as we need email, social media, web sites, blogs, CRM systems and more to do all of the functions of business. Unfortunately these can become a complicated mess of tangled connections that are quite difficult to maintain.
The lifecycle marketing system is a tightly integrated process where each stage is connected. Data, activity and user behaviors transfer from stage to stage providing a great customer experience. This data also becomes a powerful business tool.
Creating such a system requires strategy, content, processes and a technology to manage the flow of information. We recommend Infusionsoft because it was designed to provide a fully integrated package of business tools from managing leads, capturing all relevant customer data, processing sales transactions and managing your referral network.
Creating your marketing life cycle
I’ve created a list of the core steps in a marketing life cycle. Each section can be as deep and richly developed as you care to take it. You can build a lot of intelligence it where you continually engage with your contact, ask questions, direct them and organize their responses. This simply helps you do better targeting and segmentation. The more you know what your contact wants, the better it is for everyone.
As mentioned, marketing is really about developing a relationship just like in the human sense. In fact, what we need is more humanness in our business and marketing. There are humans on the other end of emails, web sites, social platforms and systems. Instead of thinking about your lists, prospects and customers as email addresses, start viewing them as you would want to be viewed. That’s someone who has expressed some level of interest in your offering and now it’s your job to build a quality relationship based on understanding and appropriate responsiveness.
Life Cycle Marketing – The Stages
While you’re reviewing these stages, it’s important to understand that you MUST have a system that manages this 24/7. No manual system will be effective. This system must provide a seamless integration between the stages. Numerous technologies exist that may allow you to accomplish this process but probably none can do it more cost effectively than Infusionsoft. Learn more about the technology that will facilitate creating a perfect life cycle marketing system.
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- Create interest and the first stage of engagement. What is the attraction factor for your site? Make this clear and unmistakable.
- Capture and define the interested visitors. Put them in your pipeline and make sure they receive content from you that matches their defined interest.
- Nurture and deepen the engagement. This is the stage where over some period of time you will develop trust and confidence.
- Sales conversion process. At some point, you will complete a transaction. Your system needs to create an easy way to buy.
- Deliver and satisfy your customer. Make sure when they purchase there is a clear definition of what will happen. Provide all of the information you would want to receive after making a purchase.
- Support and provide additional information about products they may also be interested in. Maintain a supportive relationship for the products they’ve purchased.
- Provide a method to share their satisfaction and feedback. Give them a way to provide referrals.