Posted on 30 October, 2018 | 3 mins
Lifecycle marketing is how you continuously engage with customers—from the moment they first hear of your brand to nurturing each into constantly returning, loyal customers.
Loyal customers spend more, shop more often and recommend your business to their friends. But customer loyalty doesn’t happen by accident. It takes lifecycle marketing to engage with them throughout every stage of their relationship with your business—when discovering you, when they first buy and when they consider buying again.
Relationship is the important word, and lifecycle marketing is a long-term one: the difference between a marriage and a Tinder date.
Sure, you could get a quick one-off sale with little effort, but lifecycle marketing requires attention, care and dedication… and the benefits are huge.
While we can’t give you a lifecycle marketing strategy, we can share with you some freaky facts that will help shape how you approach your marketing mix in 2019 and beforehand.
Here are 16 stats. Ready? Let’s go.
Phase one: Attract
1. In 2019, Facebook Ad spending is projected to overtake print ad spending. With around one-third of the Earth’s population active on Facebook, is it a surprise? However, the marketing advantage of using Facebook Business isn’t its sheer size, but how it lets companies target an audience that already has an established interest in what they’re selling. For getting your brand in front of new people, Facebook will continue to outstrip its competition. 1
2. Long landing pages generate 220% more leads than CTAs at the top of a web page. So we can safely assume people want to learn a lot about your business before jumping into a relationship. This stat could also be down to search engines favouring longer content, as they’ll likely continue to do so. Realistically, Google won't stop favouring quality content. And while quality isn't always necessarily the longest content, for now that certainly seems to be one of the ways search engines decide what's good and what isn't. 1
3. More than one-third (38%) of users will stop interacting with a page if the layout is unattractive. First impressions count, and your website might be the channel most likely to deliver that first point of contact with potential customers. Fortunately, there are some great website builder and eCommerce tools to make a beautiful website with no coding or web-design experience needed. 1
4. If looks are important, functionality still takes the cake. Overall, 39% of users will stop interacting with a website if images don’t load. So, focus on making sure your website is hosted by a reputable provider to reduce downtime, and be sure to optimise images so they load quickly.
5. A picture is worth a thousand words, so what’s a video worth? Well, using videos on landing pages can increase conversions by 86%.The more content is out there, the more digestible it needs to be, and video is a highly preferable way to provide information to people and convert them into customers. For greater ROI, focus on making videos you can repurpose and share on multiple channels, not just on your website. 2
READ MORE FROM 9 SPOKES: Check out our blog post on creating amazing KPIs for customer engagement.
Phase two: Making the sale
6. When it comes to making a sale, consistency is surprisingly important to the customer. Consistent brand presentation across all platforms increases revenue by up to 23%, presumably as consumers see more value in a professional appearance. Brand guidelines are important here, so everything you create has a similar look and feel. 2
7. Whatever eCommerce platform you use, make sure it works as well on the small screen as it does on desktop. More than 40% of online transactions are now done via mobile… 1
8. … Which will grow to 54% by 2021. After you’ve spent time, effort and money attracting customers, don’t lose them to a lack of a secure, mobile-friendly eCommerce option. 1
9. And while we’re talking about mobile, let’s not forget it’s a communication channel, too; one which can improve sales. 69% of smartphone users say they are more likely to buy from companies with mobile sites that easily address their questions or concerns. If users are visiting but not buying, consider apps like LiveChat, which let you move them from browsing and bemused to buying. 3
10. Think voice search is for the future? Think again! Some 19% of people today have made a purchase via voice through a digital home assistant, and voice searches will rise to account for 50% of all search queries by 2020. So 2019 is going to be a period of rapid adoption of the technology. 4
Phase three: Nurture, wow and resell
11. You’ve made the sale. Great! Is there an onboarding process? Because the job of making a customer loyal is just beginning. On average, businesses will lose 75% of clients within the first week, because their onboarding process isn’t engaging and useful enough. 5
12. Email marketing is used throughout the customer lifecycle. Once you have a person’s email address—and, just as importantly, their permission to use it for marketing purposes—your sell and nurture phases begin. That could involve sending automated happy birthday and rewards emails, special offers or sharing your blog content (or all three). The idea is to nurture your relationship with them and stay on their mind. Good news then: email marketing has an average ROI of 122%, so budget accordingly. 5
13. The purpose of nurture campaigns is to build loyal customers, which are growing more and more valuable to businesses. Your loyal top 10% of your customers spend three times more per order than the lower 90%, after all. 5
14. Need another reason to focus on customer nurture? More than two-thirds (68%) of customers leave because they perceive that you are indifferent to them. 6
15. But customer nurture doesn’t have to involve large customer support teams on standby around the clock. Almost three-quarters (73%) of customers want to solve product or service issues on their own6. So you might want to consider bulking up that FAQ section and creating self-service knowledge hubs where people can find their own answers, quickly. 7
16. And lastly, you only have to ask Nike how important shared values are to customers. And customers value values too—64% say shared values help build a trusted relationship with a brand. So do people know what you stand for? Perhaps it’s time for some brand storytelling to make sure. 1
Want to take your lifecycle marketing to the next level?
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