Creating a customer lifecycle is about more than just the end result of a purchase. It’s about forming a funnel that intuitively drives leads through a series of appropriately timed phases, turning them into wholehearted advocates of your brand.
This funnel sounds too good to be true right? In actual fact, it is an effective strategy that changes the way you do business entirely. Figuring out which of your marketing functions matches up with each phase of your funnel is the best place to get started.
As shown in the image below, there are several stages of a client lifecycle, and each one is as different and important as the next.
Firstly, you need to generate interest for your brand or service. This can be done through things like brand awareness advertisements on social media or creating free content (like this blog post!) that everyone can access.
After garnering interest from your target audience, it’s time to capture those leads. Use your CRM to create a lead capture form of some kind where you can grab your reader’s details, even just first name and email will do, but the more the better. This will ensure that you can keep track of the people who are regularly engaging with your content and other ‘free samples’ you’re putting out there.
Educate and Build Trust
Once you’ve got those leads and their details, you can use an email marketing campaign or similar to send more content their way, but with the direct purpose of educating and building trust with your new potential client. Don’t try to pitch any big ticket products or services, and definitely don’t come across as sales-y just yet. These people are still unaware of the value you can truly offer them, so it’s time to show them now.
Convert The Lead
After some time of you building the relationship between your brand and your client, they will come to understand exactly who you are and what you have to give. It can take a while to build this relationship, and multiple repurposing and retargeting campaigns may be necessary, but eventually they will either make it known that they’re not ready to purchase anything right now, or they will be ready – and you’ll need to be prepared!
Process The Sale
This is when you process your first sale with your new customer. We recommend you don’t go straight for the jugular just yet – don’t try to sell them a year-long subscription to your service for thousands of dollars, or a 500 dollar item they haven’t even tried for themselves yet but are just taking your word for. That trust is there for a reason, and can just as easily be broken.
Fulfil And Wow
Instead, try something like a first-time buyer discount price just for them, or a smaller scale service to try before they buy the real deal. Most important though, is under-promising and overdelivering. Aim to fulfil and wow your client, delighting them with the very first thing they are actually handing over their money for. This will guarantee an ongoing relationship, and the chance to upsell them later on down the track.
Upselling includes making sure the service your client is engaging with is always meeting their current needs, or whether they need an upgraded deal. It can also include cross-selling, where you offer similar services to the client if they’re actually using their current one. Remember to keep in touch with your customer base, through email, social media communities, and as many platforms as they are occupying. This will ensure you know when to strike while the iron is hot.
Finally, if all the above stages have been completed and you are regularly selling to and engaging with your client, they will be nurtured enough to become brand advocates! Congratulations. Advocates are the top tier of the perfect client lifecycle, as they love and support your brand to the point where they will do your word-of-mouth and referral marketing for you. You could also consider rewarding clients like this by setting up a rewards program or giveaway of some kind.
There you have it! A quick overview of the perfect customer lifecycle, from the first time they hear your brand’s name to the time they recommend it to a friend. If you need any more tips when it comes to creating yours, or integrating it with your CRM, get in touch with RedEx Digital today.