Lifecycle marketing is one of the proven ways to positively impact customer experience. In today’s article, we will show you a set of technical tools and talk about the strategy you should follow to influence your customer lifecycle most effectively.
You may have come across some cases when marketing campaigns were aimed at selling a product at any cost. To achieve their goals, marketers would exaggerate the information in product descriptions, annoy their customers with countless advertising emails, and broadcast their messages without trying to understand the real needs of the audience. Lifecycle marketing is based on the diametrically opposite approach.
There is no precise definition of lifecycle marketing, but we think of it as focusing on what people need and then doing something about it. One thing is for sure: it’s not only about our marketing campaign and its goals. It’s also about paying attention to what people think, how they feel and what we can do about it using the tools that we have.
In lifecycle marketing, we focus on the following things.
If you get these things right, the results will be surprising. Putting the client first has never damaged anyone’s marketing campaigns.
As marketing templates tools and requirements develop, we cannot just keep using the same tools for each customer group. We need to think of their differentiation.
So, where do we start? First, we suggest mapping your current customer lifecycle as a starting point. The customer lifecycle is roughly divided into the following four stages:
You may have more or less in your industry; it doesn’t matter. What’s important here is finding the ways to improve the interaction with your potential customers on each stage of the customer lifecycle. Find out where customers get stuck and need you to go a little bit further. This goes back to putting people first.
Now let’s look at the tools you can use on each of the phases of the customer lifecycle.
The attraction phase is all about telling your customers about your brand and attracting them to your website. Here are some of the most useful tools:
During this phase, you should focus on the experience a customer gets from interacting with your business, most importantly your website. Its structure, design and technical features should make it nice for a customer to stay at.
Here you can get creative and do whatever you want as long as it pleases your visitors. Some of your ideas may be technically difficult to implement, that is where you can turn to an experienced ecommerce developer company for help.
Here are just a few tools you can consider:
As you can see, it shows various product suggestions, so that a client doesn't have to type the hole name.
They developed an online sneaker constructor, which lets customers create their own sneaker model and then add it to cart. Amazing! You don’t have to create something that large-scale, think of some little things your clients could do to customize their choice.
Of course, the purchase itself is what delights customers most, but you, as a business owner, can go a little bit further and think of something you can do to make the customer experience even more unforgettable.
A common mistake that webstore owners make is accepting the purchase as the end-goal and not thinking about what happens to a customer after they’ve bought something. For a business to thrive, it must establish long-term customer relations, which will later translate into repeat purchases and increase the customer’s lifetime value to the company.
And that is where carefully crafted post-purchase engagement comes in. Here are just a few things you can consider for engaging your customers after they have made a purchase:
This is just a handful of ideas you can implement in each phase of your customer lifecycle. The tools you can use are numerous and are limited only by your imagination. You can and should get creative and do whatever you want as long as it makes your customers feel happy and appreciated.
If you are interested in optimizing your webstore and making it customer-friendly, feel free to send us a Free Quote.
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