Small businesses need to reach and retain customers, but in an overly crowded market, how can you make your message stand out? Internet marketing strategists are looking to an innovative approach called Lifecycle Marketing. This framework targets your customers more specifically based on the lifecycle stage they inhabit so you can tailor a campaign tied directly to their individual needs.
Stage One: Attract
Customers in the first lifecycle stage are those who are interested in your business, but who have not yet interacted with your company. To reach these customers, you need to focus your campaign on introducing your business, showing your focus and expertise, and promoting their first purchase. At this stage your campaign can use forms to capture leads, offer a free consultation or physical offer to introduce your company to the prospective client, send PDFs or audio recordings, or use direct mail to create contacts.
Stage Two: Sell
Customers in the second lifecycle stage are already invested in your company and are expecting regular updates on your offerings. Your goals for customers at this stage are to continue to meet their needs with excellent customer service and encourage them to share their positive experience with others. Creating a long-term focus means targeting needs through holiday promotions, special sales, re-purchase reminders, or service alerts.
Stage Three: Wow
Customers in this last lifecycle stage are those who have seen your campaign but not responded, those whose interest in your business has lapsed, or those who have not become repeat customers. To target these clients, you need to engage with the potential problems that are preventing interest in your products or service and engage them. A new customer welcome or special incentive to visit the website can help bring in a disengaged client. You might also consider a survey to identify concerns customers have about your website or offerings. At this stage, you also want to turn existing customers into a referral network to help grow your influence.
Industry Research on Lifecycle Marketing
With surveys showing that over 70% of inquiries do not result in sales-ready leads, businesses need to be proactive about creating savvy market campaigns. Market research shows that a targeted campaign increases sales with less cost to the company.
For help tailoring a lifecycle marketing campaign that meets your business’s unique needs, contact Rainmaker Internet Marketing, an Infusionsoft Certified Partner.