Digital marketing is the same, it is a continuous process of growth that flourishes with your efforts. Creating a campaign and sitting around waiting to climb the ladder is unreachable. Listen to the World's Most Downloaded B2B Sales Podcast Explore Strategies That Drive Revenue, Customer Engagement and Retention Marketers know it's rare to attract customers in the first meeting with a brand. Winning people requires time, thoughtful touchpoints, and a lot of trust.
Fortunately, there is a strategy that includes all of this and more. It's called lifecycle marketing, and it's how companies attract and retain customers beyond that impulse purchase. Unlike the buyer journey or conversion funnel, lifecycle marketing considers the customer long after a purchase is made. The goal is to attract buyers and turn them into loyal brand advocates.
A lifecycle can be short or long. Companies like Nespresso or Whole Foods Market have shorter cycles and need to attract people back almost immediately after purchase. People start interacting with your brand in the engagement cycle. 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. 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.
While lifecycle stages seem like a linear buyer's journey, it's important to remember that it's a cycle that needs to keep repeating. You can't just forget about a customer once they've made a purchase. If you strive to develop a well-thought-out plan, it can be much easier to 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.
Although 67% of companies use lead generation as the only metric to determine content success, returning customers spend 67% more than new buyers on average. Your strategy for the engagement stage is to share information about your offers so that people can see why your brand is the best. Attract people to your website or channels and keep them there. Customer interaction is increasingly based on personalization and instant gratification.
In fact, 83% of customers who contact a company expect immediate participation. Like the engagement stage, personalization is the key to conversion. Research shows that online retailers improve conversion rates by approximately 8% by personalizing the customer experience. So try to make a prospect feel unique, rather than being another number that brings you closer to your revenue goals.
Unfortunately, not enough marketing money is spent on retaining customers. Lead generation may seem more attractive, but 93% of customers are likely to make repeat purchases with companies that offer excellent customer service. If you can create a good experience and deliver exceptional service right after people make a purchase, you can attract shoppers and increase profits. Customers who trust a brand are 95% more likely to remain loyal to it, so your job is to maintain people's expectations and show them why their feedback is valued.
Here, a solid strategy encourages customers to repeat the cycle and bring new leads into the awareness stage. Start by defining the purpose of your campaign. You can aim to attract new customers, retain existing customers, build loyalty, attract expired customers, or increase customer lifetime value. I take care of my caffeine consumption and I receive an email confirming my purchase.
Summarize the order, describe the return policy and share information about how I can donate used equipment that I may have lying around. REI knows what matters to me and encourages me to participate in campaigns to protect wilderness areas, so they invite me to support the REPLANT Act in an email campaign. Before testing emails, you need to design a campaign that anticipates the various touchpoints your customers need to move from the knowledge stage to the loyalty stage. Let's take a look at how companies use email for marketing campaigns about the cycle.
To remind donors about Earth Day and the various ways to give back, the Sierra Club sent this re-participation email. Share ideas for celebrating the holiday, explain how to raise money for the grassroots organization, and invite donors to participate in free webinars from climate activists. The combination of education and brand activism is a good way to remind supporters of the values they share and encourage donations. The stages are development, introduction, growth, maturity and decline.
Running a successful business isn't just about having the best product, but also about using the best marketing techniques to reach the audiences you want and who can turn into potential customers. That's when the product goes through all stages of development and is considered ready to go to market. Add a bit of traditional digital advertising through banners and PPC and you have the start of a big funnel. A marketing budget is certainly important for any business, but it's crucial that you spend your marketing budget the right way to get the most out of it.
Lifecycle marketing is the combination of strategies a company uses to positively influence customer behavior as they move through each touchpoint of the marketing cycle, from initial attraction to becoming a brand advocate. Once you've done the hard work, you can save time with marketing automation software that simplifies tasks such as setting up email campaigns, tracking analytics, planning your SEO strategy, and more. During each period, the number of touchpoints, the customer marketing efforts that affect the customer, is expanded. If everything contributes to the idea of discontinuing the product, investing a lot in marketing to try to reverse the situation tends to be too dangerous.
A digital marketing strategy consists of many different moving parts that work together to grow your business. You can then use this data to further improve your campaign, further develop it, or even use it simply to help create successful digital campaigns in the future. If you'd like to learn more about managing customers once they're in the cycle, you can review customer lifecycle management or see how to work with lifecycles in HubSpot. But you wouldn't do yourself a favor if you couldn't find ways to continually improve your marketing.