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hello and welcome to the epic marketing show today we are going to be covering lifecycle marketing now I hope you've got a cup of tea ready I've got one here it's raspberry Prosecco today but unfortunately not real Prosecco just tea so we're gonna cover life cycle marketing and we're gonna take a dive into each of the phases in life cycle marketing exactly what it is and how you can use it in your business life cycle marketing was originally created by the team at Infusionsoft after working with small businesses for some years they realized that they needed a customer journey and specific steps to take their customers along and that would help them sell their products and keep their customers for longer and in doing this they took some of the steps that ecommerce providers had already put together and created a customer journey and life cycle that you can use to really engage with your prospects and convert them into customers and keep them customers for longer so let's take a look at the phases there are four phases - life cycle marketing it's a track to engage sell and Wow let me list those out and show you how you can use them in your business so let's take a deep dive into the different components of attract the first part of attract is target target is all about understanding exactly who your ideal customer is their demographics and their psychographics because once you understand who they are you can start to cater your marketing towards them secondly you have attract interest and attract interest is all about understanding exactly how your offers will relate to what they're interested in and so you've got to really spend a little bit of time and attract interest understanding what they're looking for and know what level they're at in there in the decision-making journey after target and attract interest what we have is collect leads and collect leads is all about actually collecting their information so you can talk to them in a more appropriate manner and taking them from that anonymous person on the Internet to being someone who's part of your list and that you're building a relationship with so the next part of lifecycle marketing is engage and engage is all about building the relationship in this initial part of attract all you've really done is understand who your customer is what they're interested in and maybe got some information off of them you may have got them to sign up for a lead magnet and and so through a sign up form collected their name and email address and so you can talk to them through your autoresponder or whatever that system may be but engage well we're actually gonna do is build that that much more of a relationship with them we're going to teach them exactly about who you are and start getting them interested in what you might have to sell so the first part of engage is to educate and nurture and educating and nurturing is all about going okay you've got a problem this is the point you're at let's help you understand exactly what that is and let's help you understand how you can fix that so you're really kind of building that relationship with them by adding value and that's a really really important part of the educate and nurture subsection so you want to really add value with everything that you're giving to them and that will help you engage with them it'll help them engage with your marketing because you're improving their lives in an incremental way and once you've done that that's the point at which you can start thinking about selling okay so engage is very often something that's missed out generally people go straight from collecting a lead to selling something straight away and that just means that people aren't really that interested in what's going on they don't really trust you they don't have a relationship with you so in sell at this point once you've built a relationship with someone you can start thinking about offering and so you can say to them right okay I've got a product I know that you've got a problem I've given you some information on how you can think about you know fixing that problem and this is where we fit into the equation and so you actually might offer your products and service at this point in time once you've offered though you don't kind of just let everything out on the table and then run away at that point in time you need to close so you need to work to actually close that sale and you might have totally separate follow-up sequences that you might run to make to make that sale happen once you've done that we get to my favorite part of lifecycle marketing and that's Wow and so in the wild phase what you're doing is you're kind of really delivering what you have sold them but you're also going above and beyond and doing the socks off you're kind of taking that relationship that much further and you're giving them something that's worthy to write home about and that just means that you're gonna stick in their mind even if the purchase was really small and they're gonna be ecstatic about what you've offered um and it's only after you've delivered in web that you can think about offering more so once you've kind of knock their socks off they're super happy at that point you can start thinking about your upsells your crush cells and your dad cells and so what we generally tend to see is that people get really good at attract they get really good at engage and they get really good at sub and then once they've kind of completed this leap they run all the way back to the beginning and try and find another customer that's kind of a little bit foolhardy because your best customers are the ones who've already purchased from me and you want to be nurturing an entire lifetime journey with them that's why it's called lifecycle marketing you want to be kind of marketing to that entire lifecycle and and it's really about offering more getting those upsells those cross-sells and those down cells and keeping that person as a customer for a lot longer and focusing on the lifetime because this is where your profits are so it's also important to note that you only do the upsells the crosses and down cells after you've already proven to them that you can deliver okay and once you've offered more it's at that point in time that you can have a look at the testimonials and referrals so asking people how did how did we do have you got friends and family that would that would like our product as well now that is lifecycle marketing in a nutshell the important thing here is that it is a lifecycle and each of these stages of modular so let's talk about how they interact so attract is your starting point and then you kind of move along to engage and you kind of move from engaged to sell and sell to Wow and and kind of well back up to attract again let's talk about this link after you have offered more essentially what you're doing is you're starting that life cycle that life cycle again because you've got to make be very clear that the product that you're offering is the correct product for the person that you're offering it to so you need to be very clear on who that upsell is actually for so you need to be clear on your target so you need to be targeted about who you're offering to you also need to be very clear that that person is actually going to be interested and making sure that you're using the right language and the right terminology when you make that offer and you also need to be very clear that you're actually collecting that information you're collecting that that that interest is there and you're getting them to react in your kind of reengage with your information so you're kind of starting that journey again and there's this continual kind of interaction between each of the stages because they can go from engage straight to Wow you can get people to give you referrals and testimonials based on the nurture series that you may have been sending them through so it's important to not think that it's totally linear and that they can actually interact with one another so that's life cycle marketing in a nutshell and how you can use it in your business I love hearing from you so if you have any questions or if you have any plans in implementing life cycle marketing in your business I'd love to hear about them pop them in the comments below so until next time go forth and be epic