Every customer is different and has a story. This is why it is important that you interact with customers accordingly. If want to improve the Customer Lifecycle Journey, you need to know about each stage. As a marketer, it is your job to understand the seriousness of each encounter your brand has with a customer. It is the only way that you can win them over. To help you with customer lifecycle marketing, we break down each stage of the buyer’s journey.
The 6 Stages of the Customer Life Cycle
To avoid the unfortunate exit of buyers from the customer lifecycle, you need to consider the following stages.
The first stage is awareness. It involves targeting new customers by increasing awareness. Only by increasing brand awareness can you attract potential customers.
Engagement is the most active stage of the marketing funnel as it involves engagement and interaction with your target audience while keeping your product at the center of the conversation. To form a deeper connection with customers, you will need a website and blog content.
Consideration address any roadblocks, queries, and questions that might be hindering the purchase. During this stage, customers evaluate your product and that of other brands to determine if your product is the best option. It involves niche marketing to provide details like pricing, features, and value.
Only when you have successfully proven to customers that your brand is the best will they make a purchase. Once a prospect makes a purchase, they will be your customer. It is important that you help your customer to ensure that the purchase is made. A simple CTA will eliminate the friction that might have been hindering the purchase process.
As a marketer, you need to understand that your job is to create repeat customers. This is why your job is not done once a customer has made a purchase. You also have to offer post-purchase support to keep customers coming back. Position your brand to retain customers and sell again to ensure the lowest churn.
The last stage is to keep customers happy and encourage them to become advocates for your brand. It requires you to establish brand loyalty. When you turn loyal customers into brand advocates, you get to rely on word of mouth to increase sales.
Top Examples of Effective Lifecycle Marketing
Since the customer lifecycle is linear, it repeats itself. There is a lot that you can learn from other brands to improve your life cycle marketing efforts.
- Overstock: Overstock connects with customers during the awareness stage and greets them by sending a welcome email as soon as a user signs up. It provides information about the benefits, perks, and discounts offered by the loyalty program.
- Mattress Firm: Another great example is Mattress Firm as it provides excellent post-purchase support. It’s Replace Every 8 campaign has been a huge success.
- Instagram: Instagram has excelled in the advocacy stage as it knows how to convert users into brand advocates. It encourages influencers to use the platform by paying them.