How Your Content
Creates A Community
Lifecycle Marketing is all about positively influencing consumer behavior as they move through the marketing cycle. What is the Marketing Cycle? The 4 stages of the Marketing Cycle are Awareness, Engagement, Purchase, then becoming a Brand Supporter.
Studies show that 63% of smartphone users are more likely to purchase from companies whose mobile sites or apps offer them relevant recommendations on products they may be interested in. This is why a consumer needs to be reached at every point of the marketing cycle. It’s all about keeping your brand at the top of a consumer’s mind, this means consistently creating new content for your consumers to engage with. It is important for brands to constantly communicate with their audience.
So how do you integrate Lifecycle Marketing?
Automated email marketing – Welcome emails, abandoned cart emails, and product recommendations all provide the consumer with a more personalized view of your brand and provide them with a feeling of recognition and having a relationship with your brand.
Ad retargeting – Provide consumers who have already seen your ads with another chance to engage with retargeting ads, this way you get more brand exposure. This kind of content also allows for offers that are personalized to individual consumers based on.
Direct Mail & Personal Contact – These mediums give consumers tangible items from your brand. Sending a personalized card with an offer does wonders to make your consumers feel seen. Direct mail allows you to reach more of your target audience, campaigns can be designed to target specific consumers. Personalized touchpoints like birthday cards and holiday cards are very effective at maintaining a positive relationship with your consumers.
With the market being as competitive as it’s ever been, it is vital to have content that meets the consumer wherever they are in the Marketing cycle. Whether you want to catch their eye with an awareness campaign, or present your audience an offer to pursue a purchase, or even just provide them with a personal birthday card, creating content that is tailored to your consumer creates a meaningful relationship with them. The goal of creating content is always to convert your audience into being supporters of your brand so they can follow and be a part of your journey. Your content shouldn’t only be for your consumers, it should aim to build your community.