Lifecycle Marketing Demonstration
Welcome to our Lifecycle Marketing education videos. This is a series of four short Video’s that you will have access to with associated editable electronic workbooks for you to take notes on and review your current business situation, if you wish.
As an Keap Certified Partner, here at LibAbun, we do our best to ‘practice what we preach’ in that we are giving you access to not just one, not just two, not just three, but four videos that explain the Keap Lifecycle Marketing concept in full. As an extra ‘WOW’ factor, we are also supplying you with editable workbooks for each of the short videos, as well as more detailed E-Books which you can download if you choose.
To find out more about the Keap Lifecycle Marketing overview you have 3 options;
- Read our Blog on the Keap Lifecycle Marketing overview;
- Register to watch a more detailed Webinar on Lifecycle Marketing (TBA).
Keap Lifecycle Marketing, Sales & Customer Services Overview.
Keap Lifecycle Marketing – A Multi-Phase Approach
Keap Lifecycle marketing is a three-phased framework devised and developed specifically for small businesses to help you transform your marketing, sales and customer services activities.
Most Small Businesses are making the mistake of not developing a comprehensive approach to their Marketing, Sales and Customer services that will save them time, improve conversions, enhance efficiencies and boost sales.
The three-phase framework comprises of a series of strategies and tactics integrated into a single, self-sustaining process, which can be largely automated saving a vast amount of time and ensuring leads or customers are communicated too correctly, when that needs to happen.
Implementing Keap Lifecycle Marketing phases through the affordable, easy-to-use automation technology puts you in the best position to attract, sell and wow valuable customers without spamming them and ensuring that prospects and customers are segmented and communicated too correctly.
This Keap Lifecycle Marketing model provides a simple framework that you can use to attract customers, improve sales, and deliver a ‘wowing’ customer experience to create greater customer loyalty. It includes three phases: Attract, Sell, and Wow.
Watch This Video – An overview of ‘Lifecycle Marketing’
Watch the following three Videos below:
1. Collect Leads
2. Convert Clients
3. Create Fans
Let’s face it, most potential customers aren’t actively looking for your company’s name, unless you are a well known brand. More often than not, they’re looking for a solution that satisfies a particular need they have, and they will discover you either by accident, by referral, or because you have a great strategy in place that attracts new website visitors.
Setting Up Your ‘Attract’ Components.
‘Attract’ is the first component of Keap’s Lifecycle Marketing model. It contains three key stages…
1. Know Your Target Market
Click on the Green button to download your ‘Attract Phase’ workbook that goes with this video.
Know Your Target Market
Not Everybody will want to buy your products or services and nobody can afford to target everybody.
That’s why it’s important to narrowly define your target customer, and focus your marketing spend on the market that is more likely to buy from you than other markets.
You can clearly define your target market by taking a look at your current customer base, evaluating why they buy from you, and grouping them based on similar interests. Don’t be afraid to get specific!
The more specific you can be with your target market, also called your ‘avatar’, the more focused and concentrated you can be with your marketing to make sure your marketing is an investment instead of an expense.
If you want to see a full Keap demonstration ‘CLICK HERE’
Once you identify your target customers, you need to find out where they are most likely to come into contact with your brand messaging, and also where they’ll be the most receptive to it.
Where can you find your target customers in concentration? Think about locations, both online, offline and in person. Are they on any particular social media platforms? Do they attend local business networking events? Are they members of local community groups or work in the neighbourhood?
After you identify where they spend their time, identify the most appropriate type of media you want to use to market to them and start focusing your marketing efforts in those places.
Perhaps you need to join the local networking group, open up a Twitter, Facebook or Linked-In account, or spend some money on advertising. Be where your customers are, and start engaging with them in an authentic, helpful and personable way.
If you want to see a full Keap demonstration ‘CLICK HERE’
As you attract more potential customers to your business, you’ll want to make sure they don’t leave and forget about you. Give them something of ‘perceived value’ to take with them in exchange for their contact information. This is called a lead magnet, and can be anything of value, such as a free report, check-sheet, coupon or giveaway.
Once you’ve attracted the right audience, you need to either make the sale or get their contact information so you can follow up with them. Build trust and give your prospects a reason to opt-in. E-Books, podcasts and webinars are just a few content assets you can offer to build trust with your audience. Make it easy to opt-in with the right lead capture tools.
If you want to see a full Keap demonstration ‘CLICK HERE’
Consumers have access to more information than ever before. They’re doing their research more and more, both online and offline before they make decisions, and they’re paying more attention to price and value, particularly through social approval.
Perception of value plays a vital role in purchase decisions and the consumers perceptions are greatly influenced by their experiences during both your marketing and sales processes.
Savvy small business owners know that the experiences and interactions that consumers have with their brands shape the consumers decisions to buy (or to keep looking). Often times, these experiences begin before a consumer even realises that they have a need.
One of the most effective things small business owners can do is develop formal marketing and sales processes as part of their promotional strategy that gives the consumers a great experience and always positions their products or services as the obvious choice when customers are ready to buy.
Watch this ‘Convert Clients’ Video
Setting Up The ‘SELL’ Components.
‘Sell’ is the second component of Keap’s Lifecycle Marketing model. It also contains three key stages…
Consumers pay attention to brands when inspired to do so through interesting content to that consumer. The best way to earn their attention is through exceptional interactions and valuable education. To create valuable educational materials, you need to understand the needs and wants of your target consumers, outlined in the Attract phase.
As you build out your content strategy for each of the products or services you offer, consider how your product or service serves your target customer’s basic, psychological or self-fulfilment needs. Then, build foundational content on your website, blog, social networks or other communication platforms to educate and support how to address those needs.
When you understand your target customer’s buying process, you can identify and schedule the optimal time for a special offer. By observing past customers’ actions, you’ll be able to create a step-by-step buying process funnel. Then you can match your sales process to their buying process to create your Sales system.
If you have a sales team, or even if you are the entire sales team, optimise your resources so that you spend time with potential customers that are the most ready to purchase. This can be achieved through Keap’s ‘Lead scoring’ which allows you to assign a score to your lead based on the actions they’ve taken.
This tactic places the leads that are the most likely to convert at the top of your list to contact. With your buying process funnel aligned with your sales process, you can see the best time to introduce a sales promotion to a consumer—when they’re evaluating options.
Closing the sale involves more than just an exchange of money or signed documents between you and the consumer. In a direct sales conversation, the close involves clear communication, good presence and written documentation.
In an e-commerce business, the close involves ensuring that there is a mechanism for payment collection and order processing. Regardless of your business type, the close is the signal that the deal has been negotiated and you can now begin the process of delivery.
- Make procedures easy: Implement clear and effective procedures for closing the sale. Train your sales staff on closing procedures.
- Create clear documentation: Sales Documents convey how “together” you are as an organization – did you throw something together, or take the time to understand, customize, and prioritize the relationship?
- Streamline the payment process: Have a clear and effective mechanism for collecting payments and processing orders. Automate the payment process whenever you can.
In today’s competitive economy, it takes a particular focus, a requirement for you to have an authentic approach and an extra effort to differentiate your business from the others in your industry.
If you want to develop your brand, it’s important to differentiate your product or service based on value, not price. By consistently and authentically wowing your customers each time you interact with them, they will stay engaged with your business (and refer their friends).
Getting Started With Your ‘WOW’ Strategy
‘WOW’ is the third component of Keap’s Lifecycle Marketing, Sales and Customer Services model. It again contains three key stages…
1. Deliver and WOW
2. Offer More
3. Get Referrals
Watch this ‘Create Fans’ Video
DELIVER & WOW
Wowing your customers is about delivering and providing more than what you promised and creating a delightful ‘WOW’ experience. While this may seem simple and obvious, the hustle and bustle of daily work causes customer delights to often get overlooked, where ‘Good enough’ becomes the norm.
To ‘WOW’ your customers, make sure that you’re providing the service or product that your customers pay for in a timely fashion. Then create that ‘critical non-essential’ and go above and beyond their expectations by providing additional value that leverages your strengths and blows their mind.
Then your customer is ready to buy more from you and give you referrals…
After providing an exceptional experience, you are in a position to offer additional products or services to your customers. Determining what to offer and when to offer it involves again a bit of sales strategy.
Determine what additional and related products or services will help your customers, and create a solution. The solution can be additional products, services, membership sites and schemes or tips and resources related to their needs. Timing and positioning is important.
Here are three ways to tactfully increase your sales revenue while continuing to be helpful:
1. Use check-sheets to cross-sell: Customers aren’t always aware of the perfect product or service pairings, and may be willing to purchase related items that enhance their experience, if you were to just offer it to them.
2. Always consider the Upsell: Listen to your customers and try to understand their needs. They might be willing to pay extra for upsells to special treatments, warranties or monthly programs.
3. Complete list of products: Help your customers by notifying them of your entire stock range of products or services that could enhance their lives, or experience with your brand. They can only from you what they know you sell, so always offer more.
You’ll invest less money through marketing to existing customers than attracting new ones. This is why it’s so important to WOW your customers from the start.
It’s important to anticipate their needs and deliver more than what you promised in either quality and/or quantity. Try recommending something new that satisfies their needs. Leverage your strengths, through authentic communication and contact, because that’s what will set you apart from your competition.
Referrals are one of the cheapest ways to expand your business, and ‘WOW’ing your current customers is the fastest way to earn referrals. Asking and rewarding customers for a referral completes the ‘Wow’ experience.
Effective referral programs are a big win for small businesses because they help customers develop habits that include your company. Consider establishing a referral program with rewards that are easy to obtain. Providing small gift cards, discounts or movie tickets for referrals is a great way to demonstrate your appreciation.