It's known that big brands use lifecycle marketing to increase the lifetime value of each customer. But most small business owners don't know how to implement similar tactics in their own marketing efforts. Email is the 'go-to' for many companies, but an emphasis here can lead to ignorance of other, equally valuable channels, such as the incredibly valuable mobile channel. Plenty of software tools exists to help businesses create and refine their marketing message.... Plenty of software and tools exists to help businesses create and refine their marketing message. By using the same or similar tools as well known brands, your small business can make a big splash.
What is Lifecycle Mobile Marketing?
For those who are unfamiliar with the term, lifecycle mobile marketing is the practice of sending automated SMS messages or push notifications in response to various customer actions.
This could be a welcome message when you first capture a prospect's phone number, or an abandoned cart message when your customer shops but doesn't complete their purchase.
Lifecycle marketing can perform very well with your customers, with up to 75% of companies believing that it converts better than broader efforts such as email blasts. When you think about it, this makes complete sense. I am more likely to interact with a company that I have already shopped versus one where I just signed up for the email list.
Types of Lifecycle Mobile Marketing Campaigns
There are several different stages that your customers move through. Each one can be addressed by a different campaign, but it is important to determine which ones are most applicable to your business.
Here are 4 lifecycle mobile marketing campaigns you should implement in your business:
Most businesses should be using some form of welcome campaign. This is one that is deployed in the first 30 days of the customer signing up for your list.
The goal of this campaign is to try to determine the value of the customer. You already know that they are interested, so now you just need to get them to convert.
With the exception of large items that might require deposits or saving up, most customers, if they are ever going to buy, will make their first purchase within 30 days.
By leveraging this knowledge, you can use this time to send them a “new customer” discount or promotion to encourage them to purchase additional products or services.
Once a customer has made a purchase or expressed further interest, you'll want to stay in touch. It is easier to get repeat customers than it is to acquire new ones.
You'll want to send a “Thank You” message immediately after their purchase obviously, but you should also check in on them. Give them some time to use their new product, then ask them if they like it. Provide suggestions for other products or services that would pair well with their original purchase.
You should aim to provide value, not just advertisements. For popular products, perhaps you could send a “10 things you didn't know you could do with XX” a few weeks after they receive the product.
Basically, you want your customer to continue to give their permission to stay in contact. That way, when you have something uniquely suited to them, they'll still be responsive.
Re-engagement campaigns are used when a significant amount of time has elapsed since your customer's last interaction with your company.
You'll want to use these messages to determine if the customer is still interested in your product. You should also try to get them to tell you what would be necessary for them to purchase again.
4.Lapsed Customer Campaigns
These campaigns are your last ditch effort to reach out and re-engage a former customer.
In many cases, the customer has made it known that they are no longer interested in your current products. In others, the customer may have simply forgotten about their signup or in the case of subscription services, perhaps their credit card expired and they haven't yet updated it.
An example would be what happens when a customer's free trial ends at Shopify, an eCommerce website builder. They save your store and email you once or twice more to offer an extended trial or a discount on the service.
CRM and Mobile Marketing Tools
Using a combination of tools and best practices, small businesses can create and launch lifecycle campaigns on par with big brands.
Infusionsoft is a complete marketing automation suite. It allows you to break down your customers into distinct groups based on their actions, so that you can create campaigns specific to the people they are being served to. According to their website, “no marketing idea is too granular.”
If you've been thinking about introducing mobile marketing in your small business, and you’re using Infusionsoft, then our MOBIT platform is highly recommend, but don't take my word of for it! The CEO and Co-founder of Infusionsoft - Clate Mask says "If you are not using MOBIT with Infusionsoft then you really should be".
MOBIT is a 'standalone mobile messaging and marketing automation platform. It also has it's own CRM system that you can use on its own or integrate to your own CRM. So you get the incredible power of CRM along with a new way to interact with your customers on mobile platforms. You don’t even need to be using Infusionsoft to get the power of mobile marketing automation for your small business. Around 60% of clients use MOBIT exclusively as their one-stop marketing platform.
Your small businesses can be executing more sophisticated mobile engagement campaigns very similar to what bigger brands are doing, and, it is not expensive. By using these tools and others available for small business, you can create and launch mobile marketing campaigns without spending all of your time on them. The easy-to-use interfaces allow you to create, launch, and test your campaigns, so that you end up with the best possible message for your business.
Ready to get started? If you want to get started with your first mobile marketing automation campaign, then click this link here to watch a quick demonstration video and let's get you on the fast track to success.
What Campaigns Are Right For You?
Determine what types of lifecycle campaigns are best for your business by thinking about the actions your customers take as they move through your sales process.
Many businesses that start their marketing with email are also able to expand their efforts to include mobile and other platforms.
When a messaging strategy is tied to a small businesses CRM, like Infusionsoft, Ontraport, or MailChimp and it's put into action, Lifecycle Marketing will help you grow sales and give you more time to focus on the things you love as a business owner.
Do you use lifecycle marketing in your small business? Let us know in the comments.