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What's up brand builders Stephen Houraghan  here at BrandMasterAcademy.com and in this   video you're going to learn how to map the  stages of the customer lifecycle Journey   with customer engagement so you can understand  where your prospects are and what they need and   design and engaging experience to help them at  every step now building a business or building   a brand for that matter goes Way Beyond closing  one-time deals with one-time leads today it's   about building relationships with the audience to  Boost customer lifetime value and brands that do   that well they understand who their customer is  and they understand what they need not just today   but what they're going to need tomorrow and the  next day they're the types of brands that build   customer loyalty and have the same customers  come back to them time and again to build that   partnership and enjoy the benefits for months  or even years to come you have to pay attention   to customer engagement throughout every stage  of the customer life cycle Journey this is not   about sales this is about brand building and  in this video we'll guide you through each and   every step of those stages revealing the secrets  to keeping your audience engaged at every single   stage the result loyal customers that don't want  to shop anywhere else so let's start with the   basics what is customer engagement well customer  engagement is a set of actions and procedures   businesses use to build strong relationships with  their customers build on trust now you can achieve   this through marketing campaigns interesting  content covering the audience's concerns and   informational needs as well and social media  outreach ads and direct communication from   your website whatever touch points you have with  your brand is an opportunity to make a connection   with your audience to understand where they are in  the customer life cycle and to give them what they   need at that stage now this may sound difficult  but if you adapt a holistic approach and focus on   honest communication the rest falls into place  now ultimately the goal here is to make strong   connections with the people who want or need  what you have to offer and to boost awareness   us and recognition as you do it so you can start  to grow your reputation in the market and start to   claim some of that market share back from your  competitors now on Modern markets the value of   a business should go further than high quality  products or services and this is about building   a brand this is about building your Equity  beyond the products or services that you have   and building a reputation in the market so that  reputation holds value now if you want customers   to stick around you have to show them your Human  Side to offer support valuable information and   constant communication throughout the customer  Journey so that they feel that they're being taken   care of and if you do become reliable guides on  that Journey the benefits that you'll receive as   gratitude will be the fuel to your growth such  as the purchases and the Loyalty over time but   let's take a little bit of a step back what  is the customer life cycle Journey well the   customer life cycle Journey also known as the  buyer's journey is when first time customers   become aware of your business they buy from you  and then they continue buying for you over time   it's every stage that they go through on the  route to that purchase and then what they do   after the purchase as well now the longer the  life cycle extends beyond that first purchase   the more value per customer to your brand they  have and not only that some loyal customers become   advocates for your brand encouraging their friends  their relatives and social media followers to get   familiar with your company your products and your  services and this is the Holy Grail of branding   where you have your customers going out there  like mini marketing machines and promoting your   products and services on behalf of your brand now  look there are many customer life cycle stages and   each one is different depending on the challenges  at hand and the information people need to search   for providing the information that your customers  need when they need it earns trust and influences   perceptions and this is where Xperia Financial  design along the customer life cycle Journey comes   in consider this increasing your brand loyalty  by just seven percent can increase the customer   lifetime value by 85 so that is a massive increase  now to do this you're going to have to map your   customer journey and to design the experience of  your brand at every different stage let's dive   a little bit deeper into the individual stages of  the customer Journey so you can better understand   where your customers are at along the journey now  first up is the awareness stage now this is very   early on in the customer Journey it's the very  first stage and at this stage your prospects are   not ready to buy they're not at that stage yet  and they're really just playing around with the   idea that they may have a problem and they may  need a solution so little bite-sized pieces of   information to help them to build the picture  of where they're at is really helpful at this   stage so here are some practical approaches SEO  so search engine optimization will help you pop   in user search results organically so that's free  of charge when they're searching for solutions to   the problem that they have so research keywords  popular among your audience create high quality   content and build links from relevant websites  social media is also a great tool for this stage   of the journey as well because as I've mentioned  before people are early on in the journey they're   not looking to invest a huge amount of time  they're not looking to really dive into the   solutions just yet they're really Gathering that  information and building that picture so posts on   social media or engagement in active groups can  really help to provide that information to your   customers at this stage of the journey the more  you answer the questions that they have the more   you'll educate them and you'll paint a picture of  how you might fit into the picture of resolving   that problem for them next up is search engine  marketing now Google ads will show your website   before the first organic result which will bring  more eyeballs to your website and bring the people   who are ready to gather that information who  are really thinking about a solution onto your   website now of course this strategy is a bit  more expensive than social media ads the likes   of Facebook ads but the quality of the lead that  you're getting from this is much better because   they are specifically searching for the problem  that they have that you can help them to overcome   use the data from your ads both on social media  and on Google for retargeting so you show up in   the feeds of people who are already interacting  with your brand and who want to learn more about   the problem that they have influencers are another  great way to build awareness at this stage of   the journey as well so find influencers in your  Niche to collaborate with now this is a form of   both affiliate and word of marketing which is one  of the most effective marketing techniques 88 of   consumers say that word of mouth recommendations  are much more reliable than regular ads it's just   really important to remember that at this stage  of the journey you're not coming in for the kill   you're not going in for the ask you're trying to  build that relationship and help your audience to   paint a picture of the problem that they have  and the potential solution that they can use   to overcome that problem so don't be thinking  about the sale don't be thinking about being   too aggressive at this stage or really just trying  to build the awareness of your brand and put the   image of your brand into the mind of your audience  as a potential solution to their problem the next   stage is the acquisition stage now at this stage  your goal is to turn aware visitors into leads   now did you know that the average card abandonment  rate is 69.99 and this often happens due to a lack   of information about the brand about the products  and services about ordering delivering return   Etc so what other people think about your  brand is really important when designing   your experience so make sure that you learn  from the behaviors going on on your website   from the traffic coming through so you can  tailor the experience to be more in line with   what your consumers want now look of course every  individual is different but as a collective Market   segment that you're targeting there will be a  lot of commonalities there so try to find out   as much information about your audience about  your target audience as you possibly can so   what are their interests what are their buying  motivations what about their pain points and   where do they go to find information you have  to engage them at this stage of the customer   Journey with information such as educational  campaigns on your blog you can showcase your   product as a solution for the problems that they  have and you can upload tutorials case studies   Etc to really help paint a picture that the  solution that you provide is the perfect   solution to the problem that they have social  proof at this stage is hugely important so have   reviews front and center on your website send them  within emails and show that regular people just   like them have gone through the customer journey  and have had a successful outcome as well that   social proof is really important at this stage and  it really helps to build that confidence so that   they can see themselves going on the journey and  having that positive outcome lead magnets are an   absolutely great way to take the relationship  to the next stage now lead magnets wrap up a   solution to a problem that they have in a very  compelling way in a way that would be enough for   them to provide you with their email to download  whatever that's solution is so this really is a   great way to taking that relationship to the next  step because this is called permission marketing   it's them giving you permission to follow up with  them to in order to get the information that you   have so it's really important to take the time to  understand the most pressing challenges that they   have and to provide them with a solution in the  form of a lead magnet that they'll give you their   email address for now it's important to remember  that the acquisition stage is not about sales   it's about acquiring leads to be able to follow  up with them later on so really think about how   you're going to take that relationship to the next  step so that you don't have to pay Facebook or you   don't have to pay Google to follow up with this  person to build that relationship and as I said   lead magnets are a great way to do that next up is  the conversion stage now the conversion stage of   the customer life cycle journey is basically where  the first purchase happens now your goal here of   course is to sell not only your product or service  but the relationship that you already have with   that prospect it's important to really build out  that relationship and to make sure that you're not   just about getting that sale you're all about this  relationship and that you want a relationship not   just for the sale but beyond that sale as well so  some romance here is really important so at this   stage it's wise to promote customer onboarding  to ensure and extend that relationship with your   clients so that they're not getting the feeling  that they're handing you over the money and that   you're gone we all go through that buyer's remorse  and it's really important that when we purchase   from a brand that that brand has steps in place  to reduce that buyer's remorse and to make us   feel like we made the right decision the more  we feel that we have made that right decision   the more inclined we are to continue to trust  that brand ongoing so consumers are looking for   brands that will consider them as partners it's  just as important to make sure that you have an   experience Beyond them transacting with you that  you make them feel like they have made the right   decision the more that they feel like they have  made that right decision the higher the chances   that the customer life cycle Journey will be  beyond that first transaction now some practical   ways to do this would be to make the billing  process as smooth and as easy as possible you   can also put some additional offers at the billing  stage to increase curiosity as well and to give   them more information chat support where the buyer  can find out all of the details about their order   about what the next steps might be if they have  those types of questions are really important   as well personalized Communication in chat  and emails will make the person feel heard   and it'll make them feel supported by the brand  which increases that trust and alleviates those   fears as I said of that buyer remorse widgets  with useful documents and self-help resources   giving the customer that feeling of safety and  all the information that they need is at their   fingertips so a well-designed welcome email  is really important to think about how they're   going to feel when they make that purchasing  decision when they hand over that money when   they've gone through the checkout process what's  that email going to say how's it going to make   them feel and is it going to get them excited  about the purchase that they've just made so   really thinking about beyond the sale and not just  that transaction making them feel like they have   made the right decision is super important at  this stage now look your goal here is to keep   keep the conversation going you want to keep  that conversation going you want that dialogue   to continue why is that important well because  when you increase retention by five percent your   profits may rise from 25 to 95 so it's really  important that you think about that retention   so here are some tactics that you can use at this  stage to engage your customers so adopt a CRM so   that you can keep the conversation going with your  client or with your customer on a one-on-one basis   so if they have a question if they have a problem  with the product or the service or just a small   challenge let's say they have a problem logging  in then following up with them in a personalized   manner can really help them feel taken care of  and if they have another question later on then   you can refer to the previous dialogue that  you had with them making them feel that you   know exactly who they are this goes a long way  to your customer feeling that they have made   the right decision and that when they have another  challenge they will look to you to take care   of that situation for them so this is a really  important part and adopting a CRM can really help   you with that dialogue and look this comes back to  branding 101 as well this is differentiation from   your competition chances are your competitors  aren't doing this they're not going to this   extent to make sure that they continue that  dialogue and to really make their customers   feel like they've had an amazing experience so  again this all feeds back into the brand equity   and the brand reputation if you have excellent  customer retention processes on the back of   your conversions then this will help to build the  reputation of your brand and build up that brand   equity and ultimately that brand loyalty as well  and speaking of brand loyalty that is the next   stage of the customer Journey life cycle loyalty  so this is the most Pleasant for businesses if   successful because this is the point where  the consumers have had a great experience   and they've got some great things to say about  the brand and from the Brand's point of view   it's all about illustrating this it's all about  Illuminating this and giving your customers the   opportunity to voice their positive experiences  and to encourage them to do that as well now part   of the goal here is to understand your buyer's  experience and to find out how they're using   the products and how you can Inspire them to  continue to use those products and continue to   achieve great results so that they continue to buy  from you long term and not switch to a competitor   later on now look the name of the game here is  to earn that loyalty so you want them to come   back time and again so rewards cards are a great  idea for cafes as an example so how can you take   that idea of a rewards card into your business  now as we anything in marketing creativity is   key here you know that your consumer or your  your customer has come to you and bought your   product maybe once maybe twice three four five  times how can you continue to get them to come   back time and again what is the incentive that  you're going to offer them to make sure that   they continue to come back again now as I said up  until this point there are many different ways and   many different methods that you can encourage  them to come back through the retention stage   and making sure that you're following up with  them through that personalization but is is   there any incentive that you can provide them  with to encourage that loyalty long term and   then finally we have the brand advocacy stage  now at this stage in the customer Journey you   have those long-term loyal followers you know  that they're coming back time and again if you   have a CRM in place you can see the conversations  that have been going on long term and it becomes   very easy to build relationships with these people  and to help them to share their experience about   your brand and about the outcome that you've  helped them to achieve so again thinking about   incentives that you can use to get them to spread  the word about your brand how are you going to   get them to go out into the market and act as  those mini marketing machines so that they'll   tell their friends they'll tell their family  members they'll tell their Associates all about   your brand and the experience that you've taken  them through on route to the positive outcome   that you've helped to deliver so think about those  incentives that you can offer that will encourage   them to go out and become an advocate for your  brand now look one of the biggest mistakes I   see marketers make when they go out into the  market trying to build a brand is they focus   too much on sales they focus on trying to get  that sale and they make everything about that   sale it doesn't matter what stage the prospect  is in they'll Focus primarily on getting that   sale and once they get that sale they'll forget  about the customer that came and went that is not   brand building that is sales if you want to build  a brand long term you need to broaden the net you   need to broaden the customer life cycle journey  and consider every single stage so consider your   your prospect when they're in the early stages  and they're just thinking about the problem that   they might have and what information they need  at that stage right down the way to when they're   at the post purchase stage and they've already  provided you with their money it's important to   remember that everyone is on a journey when you  understand the steps of your customers journey   and what they need at each step in order to  take the next you can design an experience   to give them exactly that the more carefully  constructed your brand experience more likely   they are to continue on the journey with your  brand and not your competitors now if you want   to dive deeper into brand strategy then this video  here will help you out but before you click it if   you you want to become a master of brand make  sure you hit the like And subscribe to get more   videos just like this until next time Brian like a  master and I'll see you in the next video [Music]