Lifecycle Marketing

Collect Leads. Convert Clients. Create Fans.

The following Lifecycle Marketing model is provided by Keap, a CRM platform with whom we partner, to provide a simple framework of three key systems that covers the nine phases of a customer’s journey. We use these systems to design a marketing strategy that will help businesses attract potential customers, sell to them, and deliver an experience that will impress them and keep them coming back—with referrals.

The Lifecycle Marketing model is designed to address “three significant areas of waste.”

It creates:
– A system for collecting leads — “Collect leads”
– A system for converting those leads into paying clients and customers — “Convert clients”
– A system for taking those customers and creating fans who are buying more and telling friends about you — “Create fans”

Lifecycle Marketing is very effective in getting entrepreneurs organized by using systematic actions as opposed to chasing the flavor of the day — or that some promised thing that is going to change your business.

Collect Leads

In the Lifecycle Marketing model, there are three phases of collecting leads: Target, Attract, Capture.

Target

Clearly define your target customer so you understand who they are, why they have pain, and where they go to find answers.

It’s imperative that you clearly define your target customer. Investing in identifying accurate targeting within the right channels will help your business narrow down an audience for your niche market and use your advertising/marketing dollars more efficiently, ensuring you’re catering to those who will benefit from your business the most.

Here’s how to create a customer avatar:

STEP 1: Start by asking the right questions about how your product or service will influence or improve the life of the avatar:

Where are they located?
How old are they?
To which generation do they belong?
What is their relationship status?
What is their highest level of education?
What is their job title?
How much money do they make in a year?
Do they own or rent?
What’s the size of their family?

STEP 2: Is gauging the avatar’s interests.

STEP 3: Identify the avatar’s shopping behaviors.

The most effective client avatars are created with information based on market research as well as information that you gather from your current customer base.

Gathering the most accurate information possible to develop your business avatar is accomplished by:

– Using surveys to capture feedback from your existing customers.
– Adding a Custom Audience Pixel to your website, which helps small businesses track and learn more about people who have visited.
– Interviewing customers to reveal their motivation behind certain buying behaviors.
– Creating a detailed profile of your ideal customer will yield the optimal ROI with sufficient data based on how they’ll respond to the right product at the right time.

A customer avatar will also help you more effectively advertise to your target audience by knowing which social media platforms they use. You can leverage this information to target the right people on the right channel so you know how to create your content and come up with better product placement that will fulfill your customers’ needs.

Attract

Understanding the problems and motivations of your target customers.

We do this by launching enticement tools like high-value content that address their biggest pains/aspirations.

Knowing how to leverage lead magnets to attract prospects will give your business a competitive edge. This is especially true when you understand the needs and motivations of your target audience, helping you create powerful lead magnets. The first place you want to start is ensuring your website provides valuable content that will attract your target audience. Some great examples of robust content include:

Webinars
Infographics
Podcasts
Guides
Virtual conferences/events
Visual commerce
White papers
Ebooks
Surveys/quizzes
Product tutorials and demos
Easy social media access/icons
Flushed out product descriptions with purchase links
Blog posts demonstrating solid SEO
Product videos

Entice your target audience to access your content, then collect their contact information with a submission form by programming an interstitial, or a pop-up, on your landing pages. If the content is gated with a form, the lead will fill out the form to access the enticing content, and their info will be automatically added to your CRM so you can stay in contact with leads and nurture your relationship with them over time.

Capture

Building bulletproof lead capture methods to collect contact information into one central place for later follow-up.

The final step in collecting leads involves carefully strategizing lead capture methods that will guarantee success. Collect contact information and organize it in one central place for later follow up, in a client relationship management (CRM) system.

A CRM will help you be more efficient and impress your clients by leveraging a system that keeps all your business organized with one integration tool.

A CRM like Keap allows you to:

Create landing pages with webforms so you can capture leads
Automate messaging and data entry
Book appointments
Keep track of invoices and payments
Help you view and manage your sales pipeline

The first step in lead capture is ensuring your website is relevant and offers value to the target audience. Think of your website as a “lead capture machine,” converting prospects into solid customers by moving them through the sales funnel.

Your website’s homepage is where you’ll make your first impression. Make sure its terminology is relevant to your target audience and includes SEO keywords they’re searching for. Google’s free keyword tools, are a robust method for searching top keywords relevant to your industry and location.

You also want to make sure your business’ contact information is accurate and easy to find on the site. Do a spot-check every so often to see if images and links are relevant and directing customers to the correct place.

If you’re going to attract leads by enticing them with a special offer, make sure it’s not open-ended. Make it as specific to your target audience as possible so the visitor knows exactly what they’re getting and your business doesn’t appear too impersonal. Ensure that your content is compelling enough to prompt your visitors to relinquish their contact information willingly and be excited about doing it, knowing they will get something great in return.

Learn how Keap can help you collect more leads and grow your business by checking out our product demo. Keap will help you organize all your customer information in one centralized place, making it accessible to your whole team. Never let another lead slip through the cracks again. Generate more leads, more clients and more growth than ever before.

Convert Clients

In the Lifecycle Marketing model, there are three phases of converting clients: Engage, Offer, Close.

Engage

Clearly define your target customer so you understand who they are, why they have pain, and where they go to find answers.

This is where you get to educate your buyers about your products and services. It’s up to you to guide them properly so they look to you as a business they can trust. Instill the confidence in your customers that creates a monopoly in their minds so that they only associate the product or service they need with your business when it is time to engage. Some indicators that they’re ready to take action include:

They visit pages on your website
They interact with the content that you’re distributing
They open an email and read it
They respond to emails
They click links in emails
They request a consultation
They schedule appointments
They call or text you or actually respond to a form of outreach

You also want to practice lead nurturing, which involves listening to what potential customers need, providing valuable information and addressing their questions and concerns. Be an advocate for your customers, make it clear you’re putting their needs first instead of just trying to make a profit.
Subtly educate and increase awareness of your product or service through informative emails and by providing access to valuable resources or tools such as product demos, how-to videos, white papers and ebooks.

Building credibility with your customer base is invaluable, as it will create a robust influence on the prospect that is still in the decision making phase and will need information on a topic or product they’re not familiar with yet. If your company can be the one that provides that education, not only will it give you a competitive edge, your prospects will remember you and appreciate you for it. Your goal is always to be top of mind in your industry.

Offer

As leads engage, present offers that align to your clients’ needs, and lead them to the most natural next step.

Depending on your industry and your prospects’ behavior during the engagement phase, it’s important to get clarity on the most critical steps in your sales process and make sure they align with what your clients’ needs are.

Once that has been established, it’s time to present your offer. One common misconception about presenting an offer is that you’re going to “ask them to buy.” In the context of Lifecycle Marketing, not all leads are created equal. In other words, it’s imperative that you be mindful of where they are in your sales funnel as to which step they want to pursue next. You want to make an offer that’s the next best thing for them by thinking about what the key milestones are in your sales process.

You’re solving the prospect’s problem so it’s compelling from that standpoint, but you want to make it really exciting and enticing for them to do business with you. You have to do all the work leading up to this so leads know, like and trust you. If you make an offer and they don’t trust you, it might come across as flat or generic. Don’t overlook the importance of making a really compelling offer that makes it a no-brainer for your prospect to want to do business with you.

Start stacking value by adding offers beyond what the normal price would be. Make it more compelling by associating timelines or urgency/scarcity with the offer. Supplement it with social proof where customers are attesting to the great value you’ve created for them with reviews, comments or testimonials. All of these things make it more compelling for your prospect to be emotionally engaged in what you’re doing that inspired them to take the next step.

Again, offers are not just to buy; you’re selling to people and making offers to them along the way. What will it take to get them to:

Subscribe to your list?
Engage in your emails?
Schedule a consultation?

Be clear that you’re trying to build the value around why they should meet with you for a consultation.

Your offer presentation is the most important step of the sales cycle. In this phase, it is your job as the business owner to showcase your product or service in an informed, professional way that establishes you as the expert in your niche. What sets you apart from others in your industry? Why should your business be the one your prospects trust going forward?

As your leads express more interest in your product or service, present an offer so compelling that it naturally leads them to the next step, which is closing the deal.

Streamline a simple process for clients to purchase from your business by implementing tactics that align with your sales cycle.

When it comes to closing a deal, reduce and eliminate friction in this process as much as possible. Closing the sale is more than a transaction. The close involves clear communication, good presence and written documentation. It’s always valuable to provide your leads with a robust paper trail of your correspondence and payment history.

Streamline a simple purchase process for clients by implementing tactics that align with where they are in the sales cycle. Action is driven by emotion and belief—it’s about identifying their needs and pushing solutions through in different ways to get them to move in the direction that is relevant to their customer journey.

When you’re presenting a proposal, it should be an easy decision for leads to accept said offer because you’ve already built that trust and given them a reason to be excited. Keep it simple by sending them a link that includes a call-to-action (CTA) such as ‘Click here to make payment.’

In your proposal, summarize your business’ strengths by mphasizing how your product offering is different from and better than that of your competitors. Focus on the main objectives you and your client focused on throughout the sales process and demonstrate how your proposal meets their needs and solves their problems. Ensure it addresses the reason the lead signed up in the first place. This is your opportunity to shine as a valuable solution for your leads that will convert them into devoted brand ambassadors. With automated tools such as Keap’s CRM, you can collect more leads and convert clients in the most efficient way possible by:

Setting up automated sequences to follow up with leads at the right times based on their actions.
Sending offers at the right time in the lead journey through automation.
Automating your sales process so you have a set cadence for how and when to follow up with leads in your pipeline.

Create Fans

In the Lifecycle Marketing model, there are three phases of creating fans: Deliver, Impress, Multiply.

Deliver

Create intentional plans to go above and beyond with every client, consistently. Leave a mark that keeps them coming back for more.

This is your chance to go above and beyond for your customers. Not only will running your business through a CRM like Keap’s help you maintain organization and efficiency, but it will make it easier for clients to work with you, keeping you reliable and approachable.

Some ways to improve the customer experience and really impress your clientele include:

Impress

Create intentional plans to go above and beyond with every client, consistently. Leave a mark that keeps them coming back for more.

Making subsequent interactions just as smooth as the first—keep your standards consistent so your customers know what to expect every time and can associate your brand with top-notch service.
Finding every possible solution—you’re there to solve their problems, so it’s important to become a master of troubleshooting. If one product isn’t a good fit for the customer, try another. If nothing works, don’t force the issue or make them feel pressured.
Eliminating unnecessary delays and poor communication habits –if someone calls your place of business and you know you’re going to have to place them on hold, offer to call them back instead of making them feel neglected. If an item is going to be delayed, send a courtesy message to the customer letting them know and offer to waive the shipping fee.
Giving your customers a seamless experience—customers always want a hassle-free experience when doing business with you, make it as pleasant as possible while trying to fulfill their needs.
Letting your personality shine through—hold your entire team to a certain standard of customer service, even if you, as the business owner, are not there. Make it so no one ever has to ask to “speak to the manager” because something went wrong.

To give your business a competitive edge, you should always aim to do something unexpected beyond good customer service. If you’re a realtor, surprise your clients on their one-year anniversary of living in their home with flowers and a card. Or record all of your customers’ birthdays in your CRM and automate birthday emails to be sent out.

In the case of Burleson Orthodontics, they leveraged Infusionsoft’s pre-set actions to initiate reminders for staff to send greeting cards with thoughtful gifts at key points in treatment. For example, after a patient has braces put on, they receive a gift card for a smoothie to help soothe any discomfort. And after braces are removed, the patient receives a gift card for a free caramel apple.

You can also implement loyalty programs for your most devoted customers to keep them coming back.

Loyal customers, also known as brand ambassadors, are spending money with your business regardless, so why not have a loyalty program in place? It can also impact the way they consume and how frequently.

It’s also important to add incentives and upgrades throughout the duration of a customer’s loyalty program to increase the likelihood that they will remain loyal to your brand. For example, if they’ve spent a certain amount or accumulated a specific level of points, upgrade them to gold status.

Multiply

Guarantee repeat business, positive reviews, and customer referrals by intentionally planning each into your customer journey.

Encourage referrals by creating incentives for customers and partners in an effort to grow your client base.

Set up a customer referral program in the following ways:

Know what type of referral you’re looking for—there are different levels of referral systems, gauge which one is most appropriate for your business:
• Asking a customer for contact information of someone who might be interested in doing business with you
• Asking a customer who discusses your business with the potential referral and can attest if they’re interested in learning more
• Asking a customer to introduce you to the referral or arrange a meeting
Develop a system—either request a referral on an invoice or send a referral link in a confirmation email.
Time it right—figure out the best time to ask for a referral and make it part of your sales and customer service process.
Pick a reward for customers that matter—understand what motivates your customers to give you a referral, and then design your program to provide rewards addressing their motivation. Don’t just send a generic gift card, make it personal. Leverage upsell or cross-sell items as rewards and incentives for referring a friend.
Create a referral landing page—make it simple for your customers to find where they can leave reviews, testimonials and referrals. Include a link to the landing page on the purchase confirmation or send it in a survey a few days after the product was delivered.
Bring the program to your customers’ attention—your customers may not even be aware this program exists. Direct them to it with a call-to-action in your next email campaign or add it to the main navigation bar on the homepage of your website.
Follow up in a timely fashion—build a timeline or set up alerts in your customer referral program so you know exactly when to follow up on a referral so a hot lead doesn’t go cold.

Let Lifecycle Marketing help you stand out from other businesses in your industry. Above all, you want your customers to be satisfied and enthusiastic about doing business with you every time they call, click on your website or walk into your store. They are your biggest cheerleaders; they are the ones who will ensure your business stays open for a long time.

With Keap’s CRM, you can create processes for delivering great service that will amaze your customers. Leverage automation for upsells, repurchase reminders, and requests for reviews and referrals.

Keap also enables you to automate the process of sending surveys to customers after their purchase as well as a request for a review or referral to highly-satisfied customers.