Digital marketing is like a plot diagram with an inciting incident, rising action, climax, falling action and resolution; missing any part of the story creates a disjointed tale. Lifecycle Marketing Optimization takes this same concept and applies it to the journey that a customer takes from being introduced to the product to becoming a loyal brand ambassador.
For a more comprehensive definition, Dave Chaffey, CEO and co-founder of Smart Insights, explains, “Lifecycle Marketing Optimization describes an integrated, data-driven approach to improve the effectiveness of interactions with customers on different devices and in different channels. This marks a move away from optimizing individual touchpoints such as Paid Search or Media, landing pages, emails and conversion pages in isolation, but instead views them as a multi-step, multichannel process.”
Infusionsoft breaks down this process even further into three bite-sized pieces to easily understand the process:
- Attract– Target your audience by researching their demographics, attitudes, behaviors, and favorite places to hang out, both online and in person. Next, garner interest with great online content including webinars, blogs, ebooks, etc. Finally, collect customer information to make an email list online through special offers or opportunities.
- The Sales Process – Educate consumers about the product, understand your customer’s’ buying process, and close the sale.
- The “Wow” Phase – Fulfill your commitments in a timely manner, develop a long-term strategy to create brand loyalty, and encourage referrals by offering incentives.