INCREASE CUSTOMER LIFETIME VALUE WITH

LIFECYCLE MARKETING

Lifecycle Marketing eBook

Lifecycle Marketing eBook

TABLE OF CONTENTS

The Lifecycle Marketing Journey

CHAPTER 1 - WHAT IS LIFECYCLE MARKETING

5

ABOUT US 18

CONTACT US 19

Getting Customers Over The Line

Driving Conversions Through Email

Exit Intent And Remarketing

CHAPTER 3 - DECISION TO PURCHASE

12

13

14

Where The Lifecycle Begins

Keep Your Brand Top Of Mind

Direct Contact Streams

Website Usability

CHAPTER 2 - THE BEGINNING OF THE LIFECYCLE JOURNEY

7

8

9

10

Recapturing Customer Attention

CHAPTER 4 - CONTINUING THE LIFECYCLE JOURNEY

16

What is Lifecycle Marketing?

CHAPTER 1

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LIFECYCLE MARKETING WITH ANDZEN

There are countless definitions explaining what

lifecycle marketing means, but here at Andzen

we describe lifecycle marketing as the practice

of speaking to your customers or subscribers as

individuals - not as a collective. It’s about knowing

where each individual fits into the buying cycle

of a product or service, and speaking to them

accordingly.

Your customers and prospects are expecting to

be marketed to but they’re also expecting a highly

relevant, highly personalised experience.

“It’s about knowing

where each individual fits”

THE LIFECYCLE JOURNEY

If that’s not what you’re delivering, your messages

will more than likely be skipped over.

Watch the video below to see Jason, Simon, Matt

and Brenden share their thoughts on what lifecycle

marketing is all about.

The Beginning of the Lifecycle Journey

CHAPTER 2

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Customer lifecycle marketing is built on an understanding of the journeys that customers take to discover your

brand, purchase from you and make repeated purchases over the course of their life. In common lifecycle

and journey models the stages of Awareness and Consideration come first. However, to form a clearer picture

of how the journey begins, it’s best to rewind a little and see just what sets your customers on their way.

The journey really begins when the customer identifies a need (or want). Learning exactly how these needs

come into existence is the first step to understanding the kind of journey your potential customers will

embark on. Through reflection and research you should be able to develop key insights into what sparks the

journey for your customers.

Note:

Begin by identifying the triggers and motivating factors that fuel customer needs for

your product or service. Are there aspirational forces that drive a desire for you and

your product or service? Or perhaps more tangible factors accelerate that need.

WHERE THE LIFECYCLE BEGINS

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Upon recognising a need, which brands does the

customer immediately think of as candidates to

meet their needs? Brand awareness is shaped by

many factors with advertising and word of mouth

commonly doing much of the heavy lifting. You know

your customers best, so focus brand awareness

efforts on the channels that they are likely to see

and respond to.

As we’ll discover later in the lifecycle, your

existing customers can be your greatest asset

in driving awareness, so be sure you’re also

providing a great experience from end to end

to drive advocacy and positive word of mouth.

Customers begin their journey when they start

seeking out and researching the various options

and alternatives in what Google has recently termed

‘micro-moments’.

“Put yourself in your customer’s shoes to

understand their experience”

KEEP YOUR BRAND TOP OF MIND

Use your site analytics to uncover the common

search terms that lead customers to your website

and be sure that you’ve optimised your site to

display the most relevant results.

Look into longer tail searches, particularly those

posed as questions to gain insight into the thought

process and intent of the customer.

Make sure you pay attention to related terms that

your competitors rank for. You may uncover some

untapped opportunities by thinking creatively.

ANALYTICS

Gaining clarity on these moments means putting

yourself in your customer’s shoes to understand

their experience and what drives the steps they

take to satisfy their needs.

These moments of discovery and interaction involve

valuable touchpoints across channels, from search

and social to web and email.

9Lifecycle Marketing eBook

Implement email marketing to both educate about

your product and service offering and nurture

towards a purchase. Think about the kind of

information customers are looking for based on

the interactions they have with you and provide

them with content that’s valuable.

For ecommerce, this could be a series of welcome

emails that tell your brand’s story and provide useful

content that will assist their purchase decision.

For professional services, you could implement

a lead nurturing series which answers common

questions while progressively sweetening the deal

to drive serious enquiry.

Take advantage of progressive profiling with your

email efforts to learn more about your customers

as they travel through their journey.

“Educate and nurture

customers towards a

purchase”

DIRECT CONTACT STREAMS

EMAIL SOCIAL

Management of your social channels goes a long

way to building trust and credibility as potential

customers learn about your brand.

How many times have you gone straight to the

Facebook page of a cafe or local shop to check

their opening hours? When you were there, what

impression did you get about the brand based on

their recent content?

Consider what your customers are looking for in the

early stages of the journey and how social channels

can be utilised to affirm your credibility.

10Lifecycle Marketing eBook

When a user reaches your website for the first time, do they find what they need? Based on what you’ve

learned about your customer’s needs, the content you present on your site should help to answer their

questions clearly and simply. The more you help, the more likely they are to trust your brand and return

when it’s time to purchase.

Great content can also be the perfect hook to generate subscribers and leads, giving you an opportunity to

continue the relationship through email marketing.

WEBSITE

CONTACT & ENQUIRY

Even the best content can’t answer every question. When a customer needs to make

contact, be sure to make this process simple and hassle free.

Contact points on your site should be easy to navigate to and provide customers

with the details they expect.

If your enquiries happen via a web form, try to strike a balance between what is quick and easy for the user

and what information you need to initiate an informed conversation. A good experience at this stage of the

game can be key to winning over a new customer.

Note: Blog articles, how-to videos, eBooks and even well presented and detailed product

listings all help the user to solve their problem.

WEBSITE USABILITY

Decision to Purchase

CHAPTER 3

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With technology innovations evolving at a rapid

pace, the customer journey has evolved in step,

with the ability to research, compare and contrast

products and services ever more accessible.

Having done their homework, potential customers

should be prepped and primed for you to reel

them on in. For the most part, thanks to pre-

purchase conditioning, they will reach the decision

to purchase stage and need little encouragement

to pull them over the line.

Once a potential customer has made the all

important decision to purchase your product over

a competitor’s, it’s crucial you eliminate any barrier

to completing that transaction.

Slow load times, a convoluted checkout process or

an unclear value proposition are some of the top

reasons why a customer’s path to purchase may

veer off course. Google found that 70% of users will

shop elsewhere if the page load time is too slow,

likewise 67% will switch companies if there are too

many steps to purchase. Be a perfectionist and

critically analyse your company’s buying process as

it’s the minute details that instill doubt and have

the potential to cause lost sales.

From here, every point of contact is vital and you’ll

really want to make your marketing work harder for

you. Choosing the right channel is everything, and

GETTING CUSTOMERS OVER THE LINE

as per usual Google have come to the rescue with

their nifty Customer Journey tool to demonstrate

which channels affect purchase decisions at various

points along the customer journey.

Lifecycle Marketing eBook 13

For a marketer, email is the best thing since sliced bread. Put your lifecycle marketing cap on for a moment

and consider this: Email gives you a direct path into the subscriber’s inbox, and therefore their life. It’s

important to capitalise on this opportunity by going above and beyond a standard monthly newsletter. Use

tactics that nudge the potential buyer towards a sale.

Make no mistake, monthly newsletters are great for compiling recent content and sharing company updates.

But when it comes to driving sales, we need to work smarter. Automation is the key here. Effective automation

requires careful planning and execution, but once set up will bring in the dollars month after month.

When planning your automation program, remember that every email must provide value in some way.

Instead of simply highlighting features, show the customer how the product or service can make their life

better. Consider how your content appeals to the buying triggers we spoke about in Chapter 2. And most

importantly, be sure to plan your emails around the key milestones of the customer journey. Timing is

everything. Take a look at a few examples below.

DRIVING CONVERSIONS THROUGH EMAIL

“The long term results are very rewarding”

Prompt customers to reorder as

they come towards the end of a

product’s lifecycle. If they liked

the product, this is an easy way

to instigate repeat business.

REPLENISHMENTRemind visitors of any items

they’ve left in their shopping

cart. This is a simple way to

salvage what would otherwise be

a lost sale.

CART RECOVERYAfter a purchase, ask customers

to leave feedback. Negative or

positive, you can always learn

from it. Offering an incentive will

encourage more responses.

REVIEW

Note: Use email automation tactics that are tailored to your business type to nudge the

potential buyer towards a sale.

14Lifecycle Marketing eBook

Exit intent popups are another way to bring lost

website visitors back to your site. This type of

popup detects the visitor’s intent to leave the site

by tracking their cursor movement, and offers

them a last-minute opportunity to provide their

email address.

Boost your sign-up rate by aligning the popup

incentive with the content of the page on which it

appears. Discount codes, downloadable eBooks

and free samples are all suitable hooks for your

popup.

EXIT INTENT AND REMARKETING

Remarketing is another amazing mechanism for

winning back lost website visitors. Perhaps a user

visited your site three times in a week yet didn’t

make a purchase. Obviously they are interested

in what you’re offering and are ripe for further

marketing.

Using Google and Facebook, we can show ads to

people who have recently visited your site but not

purchased, keeping your brand top of mind for

when they’re ready to commit. Clear imagery and a

clear call-to-action will help drive conversions.

By addressing the gap in the cycle, you can win

back these lost leads and complete the customer

journey.

“Boost your sign-up rate

by aligning the popup

incentive with the content

of the page”

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Continuing the Lifecycle Journey

CHAPTER 4

Lifecycle Marketing eBook 16

The completion of a purchase or delivery of a service is too often the point at which the customer drops off

the radar. Even though the sale is complete, the customer lifecycle should live on. Here are some tactics for

maintaining a high level of engagement beyond the initial purchase.

RECAPTURING CUSTOMER ATTENTION

Asking your customers to refer friends who might

be interested in your brand is an easy way to get

new clients through the door.

Statistics show that new customers are more likely

to come on board after a friend has referred them.

Try offering an incentive to both the referrer and

referee to encourage immediate action.

REFERRALS

Asking subscribers to update their details is a

strategic way to continue relationship building

while also gaining additional data to help with

future targeting.

Instead of always driving traffic to a form, try

profiling the subscriber using buttons within the

email. You’ll notice a much higher completion rate.

ACCOUNT UPDATES

Note:

Recapturing customer attention also provides an opportunity to filter out disinterested

subscribers, further targeting your audience.

Lifecycle Marketing eBook 17

Loyalty programs have been around for years,

but they are fast becoming a commonly used

retention mechanism among retail, ecommerce

and hospitality businesses.

A customer is more likely to return if they know that

at some point they will earn a discount or freebie.

By restricting redemption of points to within the

business ecosystem, you’re also encouraging the

customer to branch out and try a product or service

they may not have previously experienced.

The psychology of accruing points or monetary

value can be hugely powerful for marketers. Tap

into this by notifying customers of how many points

they earned with their purchase, or how many

more points they need in order to buy a desirable

product.

LOYALTY PROGRAMS

If your products or services have a long lifecycle,

sending customers educational content post-sale

will keep your brand front of mind. It will also

provide the opportunity to offer suggestions to

improve the product through the purchase of other

compatible accessories.

The most popular types of educational content to

send are ‘How-to’ guides and tips for getting the

most out of a product. These types of content offer

additional value after the sale has taken place,

whilst also making the customer feel valued as the

service continues post-sale.

EDUCATIONAL CONTENT

“Sending customers

educational content post-

sale will keep your brand

front of mind”

The days immediately following the delivery of a

product or service is the perfect time to ask the

customer to leave a review. Having positive reviews

on the product pages of your website or your

business listing in Google will instil trust in potential

customers and drive your conversion rate up.

Asking for reviews doesn’t need to be a manual

process. Using marketing automation you can set

this up as a triggered email that customers receive

1 or 2 days after their delivery or appointment date.

Boost your success rate by incentivising reviewers

with a discount code or prize draw entry.

REVIEWS

If your business has contractual agreements with

clients, get ahead of the game by prompting renewal

before the client’s current contract is up. This could

be as simple as an automated email reminding the

client of their key contract dates and promoting the

value they receive by re-signing.

Staying on the front foot with renewals will

decrease churn rates and increase your average

customer lifetime value, while also presenting

new opportunities to upsell additional products or

services.

CONTRACT RENEWAL

Icons made by Gregor Cresnar, Freepik, Madebyoliver & Lyolya from www.flaticon.com

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We’re proud to say Andzen is a little different to other digital agencies. With a focus on lifecycle marketing,

we’re all about using real data to drive repeat business for our clients.

By looking at the entire customer journey, we’re able to identify the key drop-off points within a business’s

marketing funnel, and implement solutions to close the loop. Our ultimate goal is to be continually increasing

the average lifetime value of your customers.

BRENDEN RAWSON MATT MCNEILLManaging Director Director

SIMON BYRNEHead of Client Strategy

JASON ANDERSON MARISSA BARATTA CHRIS STRUTTHead of Operations Client Strategy Manager Customer Journey Specialist

NICOLE KLINAKISAccount Coordinator

RORY MACHENMAX CHAUGraphic DesignerWeb Developer

ABOUT US

19Lifecycle Marketing eBook

LIFECYCLE MARKETING

CONTACT US

TELL US WHAT YOU THINK

www.andzen.com.au results@andzen.com.au1300 88 55 34