Lifecycle Marketing, Sales and Customer Services Automation.
Have you ever thought – ‘I could and should do a much better job at marketing my business?’ Lifecycle marketing is a three-phased framework devised and developed by Infusionsoft specifically for small businesses to help you transform your marketing, sales and customer services activities.
- Target – Getting in front of your target market in this noisy world is critical for the success of your business. It’s not always easy to get the word out to the right people at the right time. The best way to get noticed is to start with a narrow, laser focus. Define your ideal target by researching their demographics, attitudes, interests, behaviours, motivations, and favourite places to hang out, both online and in person.
- Attract Interest– Attract visitors to your website and social media channels with great content. You should use a variety of options such as Videos, e-books, infographics, research reports, webinars, and blog posts. Most importantly, ensure you also have an alternative communication for people whom don’t click on these lead generations in an attempt to continue to build authority, give value and build trust, so they may buy in the future.
- Collect leads – Make sure you are using pixels and cookies to with your marketing to drive your target market to a web form that includes special offers, free consultations, or premium content to encourage visitors to sign up for your email list.
- Educate – Create a consistent campaign of useful information with automated, personalised follow-up messages. Educate people on ‘What’ challenge your product/service helps to overcome and the benefits to them specifically. Educating your target market also builds awareness that your products and services exist, builds your authority, builds your credibility and therefore builds trust.
- Offer – To determine when to provide an offer you have to understand your target customer’s buying process. The best way to do this is to observe past customers actions and create a buying process map. Its vital that you have a contingency plan for those who don’t buy your products and services. Always seek to re-educate and continue to add value to these people.
- Close – Closing the sale involves more than just an exchange of money or signed documents. In a direct sales conversation, the close involves clear communication, good presence and written documentation. As much as we love automation, if you are in a business that requires someone at some stage to pick up the phone or speak to someone in person, automate the reminder/task sequences to ensure this happens sooner than later.
- Deliver and wow – Fulfil your commitments on time, then provide additional value that surprises and delights customers. This will require you to think through what other little ‘Critical Non-Essentials’ could you perform to really impress your customers.
- Offer more – Develop a long-term strategy, tactics, products, and services to help generate additional sales and recurring revenue over time. This is where he real profit often is. We invest so much time and money getting people to buy once from us. Once they have bought, if you are supplying them with a great experience, many customers will buy from you again and again at a fraction of the ‘Acquisition Cost’ of a new customer.
- Referrals – Encourage referrals by encouraging and creating incentives for customers and partners. Again, there are dozens of ways to do this. Importantly, this is another great way to lower the ‘Acquisition Cost’ of buying new customers and building ‘Raving Fans’ as they give you Referrals.