Get To Know The Various Stages Of A Customer Lifecycle

For many business owners, it’s easy to concentrate with time on attracting new customers. These merchants can completely examine the phases of their customer life and only look at the first couple of steps. They risk not realising the importance or the advantages of the latter phases. 

Unfortunately, this unilateral drive for more customers could have a negative effect on their ecommerce marketing – potentially paralysing for businesses.

However, what is the life of a customer? In short, it’s the process by which a customer gets to know a store or product, the journey they take from the shop and, most importantly, how they begin their lives again after expiring.

In order to do this, the individual life cycle stages and customer lifecycle marketing must first be understood.

What are Client Lifecycle Stages?

  • Awareness
  • Interaction
  • Reviewing
  • Purchasing
  • Post-Purchasing
  • Referrals

The specific stages that the customer can take in during a customer lifecycle are each part of the product’s journey. These are the following stages:

Marketing in customer life cycles involves marketing retention and benefits from approaches such as lifecycle segmentation. By focusing on this marketing style, traders can focus more easily on ensuring that customers return time and again.

However, traders must take into account the individual stages of the customer life cycle. In addition, they should know when to use marketing approaches in the life cycle of customer participation.

Let’s look at each step individually, and how traders can work to increase customer involvement and conversion rates.

Awareness

The awareness stage begins when you tell the customer about your brand or store. It can begin with a word-of-mouth recommendation, they can spot your efforts on social media. You can be made aware of many ways by a potential customer, so there’s no sure way of preparing for this fully.

It is best to try and show yourself in a positive light. It is also important to remember that while new customers are important to bring in, they are not all-embracing. When you look at the later stages of the customer life cycle it becomes obvious.

Marketing suggestions during the awareness stage

You will have to draw them in before you can begin to engage with customers. Small businesses or new companies may have to use ads to raise awareness as efficiently as word-of-mouth can be. A good place to begin is to understand the best practices with PPC advertising. Take a look at our related blog for tips on PPC advertising.

Interaction

When a client is aware of your brand, store or product and is interested in it, they start to contact it. This may include a soft touch, for example just checking out your social media platforms. Deep research can also be carried out, including cross-examining your shop or products with competitors.

The key to the life cycle of customer participation is always the best look. Show your brand or the information you want your customers to know about, proudly. A great example of this shows any marketing cause with which you are involved.

Some platforms are tailored to make engagement efficient and effective. Omnisend’s own automated markets, special segmentation tools and omnichannel messages, for example, can only make it possible to make customer involvement simple – irrespective of the public or business.

Marketing suggestions during the interaction stage

You can subtly reach them once a customer has started engaging with you. You can start thinking about how to take advantage of email marketing when they provide their contact details. This includes the production of emails such as welcoming and bonding sequences. After all, the studies from Omnisend showed that automated welcome emails are most likely to convert to orders.

Reviewing

Whether customers want to evaluate their own store or products for themselves regardless of their own trust or marketing efforts. An informative, detailed page is a good thing about your business or even a particular product. However, only a few customers want to use your word.

Studies demonstrate that when looking online, customers can expect up to 200 product reviews. Some customers may not believe that you are sufficiently trustworthy to make a purchase without this reliable customer-community list of unsound information. By negative review or a lack of feedback, customers can be turned off. Either this can be a “good instinct” or a lack of available research.

Marketing suggestions during the reviewing stage

If a customer wishes to look for your store or products, make sure the best reviews are easily found. Even if they’re not all glowing 5 stars, being transparent about your reviews benefits you much more than trying to conceal negative reviews. With Omnisend, you may choose to ask your customers for reviews, integrate social media reviews or communicate with customers through Amazon.

Purchasing

Many dealers pursue the ‘buy’ stage and see it as the last stop. It is not the end of the life cycle, however important this stage is. Instead, it is just when customers decide whether or not to buy from you or go elsewhere. Customers can choose to leave here, regardless of whether their cart is left or a competitor is better.

It should be noted that some customers may still decide to leave their cart, even if they choose to buy from you. They may expect an incentive discount, high shipping costs or other unexpected checkout charges. In any case, you can utilise cart drop-off solutions, including implementing SMS messages in the customer life cycle.

Marketing suggestions during the purchasing stage

It could be incredibly useful to understand the main reasons why customers abandon their cart, but other ways can be used to ensure that the customer concludes the order. For example, you can use innovative features such as pop-ups and forms from Omnisend for keeping them on your site and in the checkout process—particularly if you look at certain pop-ups.

Post-Purchasing

In the e-commerce world, it is a common understanding that retaining a customer is much cheaper than searching for others. A merchant should look to promote exceptional support as well as to provide quality products and services. Commit to clients after making a purchase. This is the first step towards the creation and avoidance of brand loyalty as a single buyer.

Understanding how to reach them is half the fight, as retargeting emails can boost sales. It is important to remember, however, that during the post-purchase phase, you should not place all your eggs in the ‘resell.’ The stage of advocacy is perhaps as important in the long term for a shop.

Marketing suggestions during the post-purchasing stage

As the name suggests, engaging in post-purchase messaging is highly advised. Omnisend’s studies have shown that post-purchase messaging can yield healthy conversion rates. For example, once a purchase has been made, personalized product recommendations become possible. Post-purchase messages are especially useful for first-time customers. 

Referrals

Technically, advocacy can be the end of the life cycle, yet it is probably the most important as the life cycle remains cyclical. This phase is a ‘make or break’ time when you establish and build a loyal customer relationship. A good dealer should strive to provide outstanding quality services consistently. Even at the end of the life cycle of the customer.

You do not simply open the door for a lifelong customer by talking to a buyer. You also encourage you to talk to friends, family or your general online audience about you. This is why the stage is known as the stage of referral.

Make your experience, your shop and your products worthy of praise. In this way, your existing customers will spread the word about you much more likely.

Marketing suggestions during the referrals stage

Retention marketing is generally useful during the entire lifecycle of the customer. This is the case in the purchase phase and following. It can however offer a variety of incentives to customers during the advocacy phase. Customers that review products or provide omnichannel support, e.g., are rewarding.

Summary

Clearly, a special approach is needed for each stage in a customer life cycle. If you want to successfully contact customers, none of the individual steps can be ignored. The same applies in particular to customer retention rather than acquiring new customers.

The first step is to understand each of these phases. You would be wise to use a platform to provide your customers with the most engaging experience and the smoothest journey from awareness to advocacy.

Do you want to get get in front of your target audience in every stage? Book a call with one of our business experts here.