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What Exactly Does a Lifecycle Marketing Agency Do?

Author: Damon Za
by Damon Za
Posted: Jul 11, 2019

Those who work for in the field of marketing have one job to focus on - acquiring new customers. Whether they focus on branding, social media, or emails, all of these different aspects of marketing are focused on attracting people and holding their attention. According to Adobe, companies’ spend 80 per cent of their marketing budget on growing their audience. If you can turn 1 per cent of your mailing list into repeat customers, you can increase your revenue by up to 10 per cent! But to effectively grow your business’s audience, you need to do more than write and schedule emails. A lifecycle marketing agency is about taking an in-depth look at every aspect of a customer’s journey and creating interactions unique to their experience. But how exactly is that done?

The 5 Stages of Lifecycle Marketing

Lifecycle marketing is all about tailoring your organization’s message according to the customer, subscriber, or member. A lifecycle marketing agency will explain that by creating a genuine connection with your clients that focuses on what they want instead of mass-messaging them, you can keep them engaged for longer. But to do this, each phase of this form of marketing requires a completely different message than the last. Here is a quick rundown:

  1. Acquisition phase: this is where you try to identify all of your different prospects
  2. Consideration phase: once they are identified, you then try to turn them into a customer or member
  3. Customer excitement phase: if you make it to this point, it is because you have successfully sold something to your customer
  4. Retention phase: but don’t get too excited, now you have to try and get them to do that again. This is one of the most difficult phases of lifecycle marketing. You need to figure out what the customer wants and how to create loyalty between the two of you
  5. Win-back phase: when a prospect stops engaging, be it not opening your newsletter or unfollowing, you must try to win them back

Implementing Lifecycle Marketing

In order to properly reap all the rewards of lifecycle marketing, you will need to map out what every stage looks like for your company. What does gaining a new prospect look like for you? Is it following one another on social media or joining a mailing list? There are many avenues in which you can gain new prospects so don’t feel limited to one medium. A lifecycle marketing agency can help spell out all your options too.

Remember, the focus of this specific marketing tactic is to pay attention to how your customers are interacting with you. This means noticing when something is working and what gaps begin to arise. You must constantly evaluate when you are holding your followers attention and where and when they start to disengage. It is natural to drop in numbers, but you need to keep your eyes open for opportunities to win them back. Perhaps it is with a new product, promotion or newsletter segment. Maybe it’s with a personalized email or phone call. This will take a lot of trial and error to figure out, but it is definitely worth the payoff. Just remember, lifecycle marketing is a constant state of ebb and flow so the ideas your lifecycle marketing agency uses need to continue to evolve.

Drumroll is a branding agency in Austin, TX providing services like advertising, digital marketing, esports, lifecycle marketing, voice marketing and much more to all types of industries. To know more, visit www.drumroll.com/about.

About the Author

iti Direct Mail offers direct mail marketing services to businesses and non-profits.

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Author: Damon Za

Damon Za

Member since: Dec 04, 2014
Published articles: 90

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