Digital marketing is a continuous process of growth that requires effort and dedication to reach success. It's rare to attract customers in the first meeting with a brand, so it's important to create a strategy that includes thoughtful touchpoints and trust-building. Lifecycle marketing is the perfect strategy to attract and retain customers beyond the initial purchase. It considers the customer long after a purchase is made, with the goal of turning them into loyal brand advocates.
The lifecycle can be short or long, depending on the company. For example, Nespresso or Whole Foods Market have shorter cycles and need to attract people back almost immediately after purchase. The lifecycle consists of five stages: engagement, evaluation, purchase, support and re-engagement. The engagement stage is when people start interacting with your brand.
They are interested and want to hear about your offers, either by subscribing to your email list, following you on social media, or scrolling through your website. The evaluation phase has to do with decisions. This is the time to make it easier for people to choose your brand by providing them with the right information to compare features, prices and value. The purchase stage is when people decide to buy from you. It's important to make sure that you meet the needs of customers after the purchase, as people tend to drop off their products after the first purchase.
That's why the support stage is about following up to ensure people are satisfied and maximize the value of their purchase. The re-engagement stage is when you strive to develop a well-thought-out plan that can help you meet and exceed your marketing, sales, and company goals. It's important to attract people, but remember not to focus all your efforts on acquiring leads. Returning customers spend 67% more than new buyers on average, so it's important to personalize the customer experience and provide excellent customer service. To make sure that you get the most out of your marketing budget, it's important to use lifecycle marketing strategies that positively influence customer behavior as they move through each touchpoint of the cycle. You can use email campaigns, traditional digital advertising through banners and PPC, and marketing automation software that simplifies tasks such as setting up email campaigns, tracking analytics, planning your SEO strategy, and more. Lifecycle marketing is an effective way to attract customers and increase profits.
It helps you build trust with customers by providing them with thoughtful touchpoints and excellent customer service. With a well-thought-out plan in place, you can easily meet and exceed your marketing goals.