You may be doing your best to attain the highest ROI on your marketing efforts. As a result of this, you are successful in getting your brand name out there and increase awareness on social media channels. But may be you are still struggling – like most brands – to effectively acquire, retain customers and turn them into loyalists and brand ambassadors.
Well the good news is that’s what Customer Lifecycle Marketing Automation is there for. Even though it was proven that it is the most effective tool to increase customer engagement, customer lifetime value, long-term retention and loyalty; a recent research by DemandMetric shows that only 20% of marketers are using this strategy today.
So, what is Customer Lifecycle Marketing Automation after all?
The Customer Lifecycle Marketing Automation starts by identifying the different stages of your customer lifecycle, then follow through by recognizing the stages customers are in their journey, and finally nurture them by providing the highest value at each stage they are at, in order to achieve your ultimate objective for each stage.
Each business or brand will have its own different customer lifecycle stages. However, this is a list of the most common ones, with marketing objective and some actionable tips for each:
Stage 1: Lead
- Definition: Showed interest by either visiting the store, or registered on the website, or attended an event, or clicked on your ad; but never purchased.
- Objective & actionable tips: The main objective is to encourage the leads to make their first purchase. This can be achieved through a series of welcoming or nurturing personalized messages, maybe with some incentives to encourage them to become customers.
Stage 2: New customer
- Definition: Made their first purchase through one of the brand channels whether offline or online.
- Objective & actionable tips: The main objective here is to make those customers buy again and become loyal.
This can be achieved through a series of personalized “thank you” messages with certain incentives and relevant product/service recommendations based on their first purchase.
Stage 3: Frequent Customer
- Definition: Most important and valuable customers. They buy often.
- Objective & actionable tips: The main objective is to strengthen the relationship with these customers, make them feel special and appreciated. This can be achieved through inspirational be-spoke incentives, benefits or loyalty programs. Keep them engaged through personalized feedback.
Stage 4: At Risk Customer
- Definition: Used to be frequent customers but have not purchased for some time.
- Objective & actionable tips: The main objective is not to lose them. This can be achieved through a series of re-activation campaigns to win them back. Surveys can be very useful at this stage as well.
Stage 5: Lapsed Customer
- Definition: Lost customer who has not purchased for a very specific period of time.
- Objective & actionable tips: The main objective is to bring them back. This can be achieved through aggressive re-activation personalized campaigns to win them back.
Stage 6: Reactivated Customer
- Definition: Lost customer who responded to one of the reactivation campaigns and purchased for the first time after a long time.
- Objective & actionable tips: The main objective is similar to that of the new customer. The same tactic of the new customer stage can be used.
It is not accepted anymore to keep inundating our customers with irrelevant texts and offers. Customer Lifecycle Marketing Automation will immediately enable you to engage with your customers in a more personalized, relevant, timely, consistent and rewarding manner; which will warrant increased engagement and ultimately higher customer lifetime value.
Get started NOW and start seeing the BENEFITS immediately!