Lifecycle marketing connects a company and its customers and offers the right communication at the right time. Well done, it helps retain shoppers and provide an overall better shopping experience.
Don’t think of lifecycle marketing as an email or text message, but as a relationship.
“Lifecycle marketing is the conversation you have with your customers on an ongoing basis. It reflects a customer’s journey as they experience your product, and doesn’t focus on one-off emails or small floods of information on social media or through individual campaigns. It’s about that long-term relationship, ”said Val Geisler, a customer evangelist at Klaviyo.
Geisler pointed out that customers in your company are in a certain phase – for example potential customers, new buyers or brand representatives. Everyone has a different relationship with your products or your brand.
“I compare it to dating. You have different conversations when you meet someone for the first time than when you have been married for 10 years…. It’s helpful for brands to think about real-world scenarios that translate into customers’ lives, ”said Geisler, who spoke to the CommerceCo by Practical ecommerce community during a live interview on July 29, 2021.
Lifecycle marketing then means communicating with every customer on a large scale. You need to learn from customers to create communication plans and flows that affect all buyers.
Interestingly, the process of learning from existing customers often involves “a lot of things that don’t scale, like having face-to-face conversations with customers and getting to know them,” Geisler said, adding, “I think that’s” the hardest part for most people.”
“When I was advised, the hardest thing for me was to sell to my customers. People said, ‘I just want you to write our emails for us’ and I said, ‘Okay, but I have to talk to your customers first,’ ”Geisler said.
The goal of the customer survey is not just a chat. They want to know who they are, what influences them, how they make purchasing decisions, and why they buy your products.
It does this by asking about your ecommerce website, products, or brand. In order to meet their needs, you have to get to know them.
“I follow a framework called ‘Jobs to be Done’,” says Geisler. “The idea is that your customer has a job for your product and it’s usually not what you sell them to. It’s not the functions. It’s what they want at the end of the day. “
“Klaviyo is a great example. On the surface, we are an email marketing and SMS marketing tool. But nobody wakes up in the morning and says, ‘I want to send some emails today.’ … That’s why they don’t choose Klaviyo… they choose Klaviyo because it helps them make money, ”said Geisler.
The Jobs to be Done framework helps to generate questions in order to gain such insights. Then, properly collected, organized, and analyzed, the detailed responses can define email and SMS flows and drive sales and referrals.
What you learn about your customers’ needs and how you can communicate with them carries over into other marketing tasks, including customer acquisition.
Geisler described the CEO of a brand she had worked with who challenged the marketing team to find ways to increase sales without the advertising and the usual conversion tools. The CEO even went so far as to say, “No one outside can come in and buy our product,” unless they are directed.
In fact, the CEO urged his team to only increase sales by deepening relationships with existing customers.
With this in mind, understanding who your loyal customers are and why they are buying is extremely important. The interview process that Geisler decided on becomes seemingly trivial, given the value customers have for your company.
Consider the CEO’s thought experiment. Once you’ve taken the time to interview customers and develop a communication plan based on their relationships with your company, you also have powerful new acquisition tools.
Almost by chance you have profiles or personas to build new target groups for customer acquisition. You can increase sales with your lifecycle marketing.