What is Customer Lifecycle Marketing?

What is customer lifecycle marketing

Why you need to incorporate it into your marketing

If you were to take a different approach to managing your relationships with your customers, it might be one work that visualizes the entire experience a person has with your business from the very first contact. This is the approach used in Customer Lifecycle Marketing.

Unlike the traditional sales funnel approach, Customer Lifecycle Marketing (CLM) addresses your audience’s needs as they evolve and change. You connect with your customers and engage with them at each point in their buying journey. As more flexible and holistic approach, it results in increased customer retention and greater brand loyalty. Your customer turn into advocates of your brand, helping you gain even more business.


Why Customer Lifecycle Marketing Matters

The biggest advocates of your brand are also the biggest contributors to your bottom line. According to studies by RJ Metrics:

  • The most loyal 10% of any company’s audience spends 3 times as much as the entire lower 90%

  • Furthermore, the top 1% spends as much as 5 times more than the lower 90%.

Those numbers show that customer loyalty is worth its weight in gold to your business.


Benefits of Customer Lifecycle Marketing

Nurture customer relationships

Today’s marketing is all about genuine relationships. People love interacting with their favorite brands. The customer lifecycle approach is more in tune with this. It allows you to build stronger relationships.

With the sales funnel approach, you spend a great deal of effort qualifying leads in that bottom 90%. But with Customer Lifecycle Marketing, you can bring more of your ideal customers up into that 10% and 1% and earn more from them.

It costs a lot less time, money, and energy to nurture relationships with existing customers than to find new ones.

This approach cuts down on the leads you lose out of your funnel and the buyers who abandon their shopping carts at the last minute. It allows you to stay with them and offer a wider variety of offerings to meet their needs.

One last thing, Customer Lifecycle Marketing requires stellar customer service, which will have your audience singing your praises and bringing others into your orbit organically.

Best of all, it’s a simple framework that can be applied to any business.


How Customer Lifestyle Marketing Works

The simple framework involves three stages: Attract, Motivate, Delight. At the Attract stage, you identify and connect with your target audience and build awareness of your brand.

For the Motivate stage, you provide helpful content to your audience and encourage them to make the right buying decision.

Finally, Delight your customer by going the extra mile to ensure they stay a customer for life. This is where you can continue to support them as their needs change.

Once you successfully implement Customer Lifecycle Marketing, you will find how powerful it is that the customer’s journey doesn’t end when they make a purchase. In fact, the relationship is just beginning.

Want to learn more about how you can implement Customer Lifecycle Marketing in your business? Head over to our Marketing through the Customer Lifecycle 30 Minute Masterclass: You’ll be glad you did.