Brief overview of the custom Lifecycle
Firstly, the customer life cycle outlines the steps taken by a customer as they progress through the funnel. It gives marketing, sales, and customer service teams a complete picture of the customer’s journey and highlights areas for improvement.
What does each stage of the customer lifecycle look like?
- Reach – The point when you first make contact with your potential customer. During this stage, you are trying to capture your potential customer’s attention and begin developing a relationship with that person.
- Acquisition – Now that you have the attention of your potential customers, the goal of this stage is to send people to your website in hopes of converting them into a customer.
- Conversion – This is the stage where your lead turns into a paying customer. The best way to convert your leads into paying customers is to focus on providing value and building the relationship rather than simply selling the product or service.
- Retention – During this stage, you need to continue to build and maintain your relationship with that customer. This means maintaining contact in some way and continuing to bring value to that person so they will think of you every time they need your product or service.
- Loyalty – When customers regularly buy from you and recommend your product or service to anyone who will listen.
Let’s see how we can relate the customer lifecycle to search marketing…
- Reach – SEO helps massively with the discovery of your website through SERPs
- Acquisition – Because of the increased traffic, and effective, tailored content, this will result in more people moving into the acquisition stage of the life cycle.
- Conversion – Optimising your website’s user interface and experience helps in the conversion of users. Whether this is lead generation or purchases, the process should focus on making those conversions as easy as possible.
- Retention – Keeping the brand/business at the forefront of your customers mind. SEO keeps your customers coming using content marketing. Blogs and videos are a fantastic way of keeping the SEO clock ticking.
- Loyalty – Things like exclusive content could be used for customers to increase loyalty.
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