5 Facts About Aligning Content to Your Customer Life Cycles

INTRODUCTION:

To maximize the effects of your content marketing, it’s absolutely vital that you consider where a potential buyer is in your customer lifecycle, and what you want them to do at that particular point in the lifecycle. Your value propositions and messaging need to shift appropriately according to that lifecycle. So which actions are you looking for in this stage of marketing? Here are the some actions, and some solutions for each.

• Generate meaningful web traffic
• Convert your anonymous web visitors into leads
• Convert leads into buyers
• Provide customer service and steady guidance
• Customer lifecycle is all about retention
• Align content to your customer life cycle

In the beginning of the customer lifecycle, you’ll want to generate meaningful web traffic.

• Pinpoint appropriate keywords - maybe you can hire a digital marketing consultant to assist with the right keywords to lead potential customers to your site.
• Create relevant content based around those keywords to give your buyers the information or insights they’ll love based on their search.

At this stage in the customer lifecycle, you’re also looking to convert your anonymous web visitors into leads.

• An inbound marketing agency can be an invaluable resource at this stage- at this point you’ll want to serve up premium content, meaning you’ll require contact information before giving a potential buyer access.

Your next action is to convert leads into buyers.

• At this point you’ll be nurturing your leads- that means a personal touch. Usually strategic emailing is your best bet at this stage- educate your buyers and be there for them as they are in the decision-making stage.

Once a lead becomes a customer, your strategy can widen a bit.

• Be there for your customers; provide customer service and steady guidance to help customers get the most out of your product or service or to find alternative uses for it.

The final stage of the customer lifecycle is all about retention. At this point, you still want to be educating your buyers, but also empowering your existing client base so that they love you and promote you.

• Social network marketing is key here; become a resource online for your buyers so that they can look to you when they’re looking to improve how they work. Make your customers look good and they’ll make you look good!
• Upsell and cross-sell by promoting your other products and services to your existing customers- start the cycle over with the same buyer and a different product. For example, if you’re in real estate marketing, and you’ve sold someone a house, perhaps once the ink has dried on the property paperwork, you can begin to educate them on your home warranty or insurance options.

Finally, when it comes to aligning your content marketing with your customer lifecycle, keep these two key factors top of mind.

1. Always have a call to action- this helps you measure your content marketing effectiveness and will be necessary for you to achieve your overall objective.
2. Always evaluate viral value- make sure you’re making it easy for your buyers to share each piece of content you produce, and consider what you can do to inspire your buyers to share your content with their social networks- this is organic social network marketing at its finest.

Generate more leads into your sales pipeline

Download your copy of 30 greatest SAAS Lead Generation tips tricks and ideas.