Welcome to Lifecycle Marketing
The core engine that drives our digital marketing approach is known as customer lifecycle marketing. We like lifecycle marketing because it’s a holistic and sustainable way to promote exponential growth for small/medium businesses.
Lifecycle Marketing provides a simple framework for you to implement a lead generation process, a list building process, a sales process, a customer satisfaction process and a referral process.
We use lifecycle marketing at Marketing Sumo to analyze your current marketing efforts and identify any leaky holes in your business where you may be losing opportunity.
Our process at Marketing Sumo is to take a look at our client’s customer lifecycle from beginning to end and then selecting the right mix of marketing tools that will give our clients the most bang for their budget.
Whether you’re selling products in a brick and mortar retail store or you’re selling online, you need to have a pool of interested people to sell to. For a retail store or restaurant, that might include being in an area with high foot traffic like a mall.
When we talk about traffic in the context of digital marketing, we’re talking about people visiting pages we control.
So how do we attract traffic online?
Traffic attraction marketing tools:
- Search Engine Optimization (SEO)
- Local Search Marketing
- Lead generation
- Paid Ads (pay-per-click) (Adwords, Bing, Yahoo, Facebook, Waze, etc.)
- Content Marketing (blogging, podcasts, video)
- Organic Social Media
- Partner Lists
- Direct Mail (postcards, letters, mailers, etc.)
- Online events
2. Building Your Tribe
Once you have caught the attention of a group of people who are interested in what you have to offer, you need to capture their contact information so you can keep the relationship going. You do this by offering something of value that they want in exchange for collecting their contact information and building the relationship. In other words, your tribe of followers is the single greatest asset your company has.
Tribe building marketing tools:
- Lead Magnets (ebook, consultation, contest, coupon, free sample, etc.)
- Landing Pages
- Email Marketing Systems (Mailchimp, Aweber, Infusionsoft, etc.)
- Mailing House Automation (for physical lead magnets)
- Lead Forms
- Lead Scoring
- Marketing Automation Software
- Database management
- List segmentation
3. Convert Sales
Now that you have a tribe, it’s time to start converting sales. Here’s the thing. Not everyone in your tribe is ready to buy from you right now.
Picture the alphabet from A to Z, where A represents people who have no desire right now to buy from you and Z represents the ‘shut up and take my money’ buyers. Each person in your tribe is standing on a different letter in that A-to-Z scale right now. It’s your job as a business owner or marketer to guide people along to get to Z.
The way you guide the people in your tribe to becoming a paying customer is by educating them so they gain knowledge and trust about your business. It also involves making an offer to your tribe that aids in the conversion process.
It’s also the perfect opportunity to recommend any upsells and cross-sells that might add to their experience.
Sales Conversion Tools:
- Ecommerce Carts
- Online Ordering Forms
- Sales Pages
- Live Webinars
- Livestream Broadcasts
- Recorded Webinars
- Automatic upsells and cross sells
4. Create Fans
Many people think that marketing stops when the sale has been made, but when we use lifecycle marketing, it doesn’t end with the cutomer. In fact, it just begins.
After the sale is made, we want to impress the customer with an amazing experience that thrills and delights them.
The goal here isn’t just to create a customer. We want to create raving fans for our business because raving fans make the best referrals and brand advocates. They’ll happily refer you to all their friends, family and co-workers if you take care of them.
Tools to Create Raving Fans:
- Fulfillment automation processes
- Customer surveys
- Customer appreciation processes
- Referral programs
- Loyalty programs
- Customer reviews