The Advantages of Working with a Lifecycle Marketing Agency

On the surface, marketing can be seen simply as a method of presenting a good or service to a potential customer. Of course, anyone in business knows it is much more than that. An effective marketing campaign considers a wide range of factors that can change depending on the individual customer. Experienced lifecycle marketing agencies understand the subtleties of the consumer and are able to develop campaigns suited to meet them where they are.

What is Lifecycle Marketing?

Lifecycle marketing considers the consumer’s relationship with a brand over time. For example, a lifecycle marketing agency will develop different strategies for consumers who have never heard of the brand, those who have never purchased the brand, and those who are loyal customers. While the product and brand are the same, each stage of engagement has a different strategy and end goal. A good lifecycle marketing agency can take all of these stages into account, as well as the overall brand message, and create a cohesive and all-encompassing strategy to meet the consumer’s wherever they may be in the cycle.

Stages to Consider

An excellent marketing agency will carefully consider all stages of a brand’s lifecycle. Since each brand markets to a different set of consumers depending on the product or service they are offering, each brand needs a fresh and unique approach to their lifecycle marketing strategy.

Though individual brands may have customers on a slightly different lifecycle, the most common marketing lifecycle consists of these six stages:

1) Awareness

This stage is what most people think of when they think of a marketing campaign: making a brand known. This stage is the first, or one of the first, times that the consumer will have heard of the brand. The goal is to intrigue consumers enough to make them want to move onto the next stage: engagement.

2) Engagement

The engagement stage is the first time that a consumer will have to take some kind of action. An experienced lifecycle marketing agency will develop an engagement strategy that will encourage the consumer to visit a store, website, or social media feed. It might be as simple as the consumer reading the back of the product box in a retail setting, joining an email list, or even doing a web search on the brand. Whatever it is, the consumer is intrigued enough to take some kind of action to find out more about the brand.

3) Information

Once the consumer reaches out, they have moved into the next stage of the lifecycle. At this point, the consumer will be offered more information on the brand and continue to learn more about the brand’s main messaging. Consumers might be considering the product or service, comparing prices and features, and deciding on the value.

4) First Purchase

The first purchase is not just a moment to celebrate a good marketing campaign, but it is another opportunity for a lifecycle marketing agency to continue to make an impression on the consumer.

5) Customer Service

Post-purchase customer service is a prime marketing opportunity. Successful businesses do not thrive on one-time purchases, but on many return customers. Lifecycle marketing agencies make the most out of the follow-up stage of the marketing campaign.

6) Loyal Customers

Even loyal customers should not be taken for granted. In order to encourage repeat sales, the marketing towards loyal customers should be tailored with the goal of retaining their business and growing their referrals.

Excellence in Lifecycle Marketing Agencies

Just like any other marketing agencies, not all lifecycle marketing agencies are created equal. Businesses should look for marketing agencies that employ experienced creative thinkers who understand the target market and the big picture. Portfolios should be carefully scrutinized before signing up with any given agency. Lifecycle marketing is a long-term commitment that requires creativity, logical strategizing, and forward thinking.