Lifecycle Marketing is an advertising content dissemination strategy that aims to influence consumers throughout their purchase journey.
As we've already seen in another article published here on the E-Plus Digital Marketing agency blog , the Buyer Journey basically has 5 stages:
1- Awareness: the buyer seeks generic information about a product
2- Weighting: the buyer evaluates similar products to make a choice
3- Decision: the buyer decides to purchase one of the products he has been evaluating
4- Affiliation: the buyer registers in your store and purchases the chosen product
5- Loyalty: the buyer enjoys the shopping experience and becomes a customer
As you can see, throughout the purchase journey, consumers have different desires. In the first phase it only seeks information; in the second he reflects on the information he has obtained; in the third he decides to buy a certain product; on the fourth he goes into action and makes the purchase; on Thursday he makes new purchases (many of which are complementary to the first product purchased) and becomes a loyal customer.
To capture the mind and heart of each consumer throughout each of these stages, Lifecycle Marketing employs a three-point strategy that consists of:
1- Attract the consumer:
Email marketing campaigns , social media marketing, sponsored links for e-commerce , SEO content focused on e-commerce blogs , inbound marketing, etc. are all carried out.
2- Make the proper sale:
Marketing campaigns must attract the right customer to the right product. That is, if in the “Affiliation” phase the client purchased a tour package to Oceania, perhaps now he wants to obtain an English Course in Australia.
3- Customer loyalty:
This involves delivering on promises within the deadline, providing something extra that surprises the customer, offering complementary products via cross-selling and upselling , recognizing where the consumer is in the buying journey, and acting accordingly.
Finally, to work with Lifecycle Marketing it is necessary to use different software, whether for email, for social networks or for e-commerce blog, among other services, which allow automating and streamlining the dissemination processes throughout the lifecycle. of the consumer.
