Lifecycle Marketing Theory

In this module we'll discuss some universal small business truths we've observed that will be important for establishing exactly where this framework fits, how we'll use it, and why it's so valuable.

In this video we outline the three high level steps for making a predictable customer machine:

• Design a clear journey

• Create cohesive messaging

• Layer in automation

In the world of marketing, and digital marketing specifically, it can be overwhelming trying to track the various tactics, strategies, tools, and trends - but at the end of the day all your marketing should be doing is answering this one question. Don't forget to check out the downloadable resources.

In this module we'll examine a term we use throughout this course, "the playbook". We'll expand on the concept of a playbook, why we like it as an analogy, where it fits in your business and the role the plays have individually.

In this module we get clear on the actual stages that compose the Lifecycle Marketing framework, and we discuss the value they have individually, and collectively. There are nine total stages in the Lifecycle Marketing framework, and they're broken out into three higher level sections.

The three stages in the Collect Leads section are: Target | Attract | Capture

The next stage, Convert Clients, also has three stages: Engage | Offer | Close

And the final three stages fall under the third section, Create Fans: Deliver | Impress | Multiply

There is a formula we've seen that works well for applying this framework. The first step is to use the framework to assess the current reality in you business - not to cast judgement one way or another, but just to take stock of what does or doesn't exist.

Once you've done that, the first thing you can do is spot any gaps the framework has revealed - and work on resolving them.

After you've established you have a complete customer journey, then you can go to work optimizing it. And finally, once you've designed the ideal customer journey you want your customers to experience; you can comb over it with an automation lens and look for areas where automation could enhance it.

In this example we'll take a look at a real world example using our friends from CrewTracks.

CrewTracks is a successful business who has experienced significant growth lately; but when their VP of Marketing, Brett, applied the Lifecycle Marketing framework to their existing journey and revealed several areas where they could make immediate improvements.

In this module we'll define the phrase Lifecycle Marketing, and take a look at the difference between your customer experience, and your customer journey.

We've used both of these terms throughout this course, and so we want to call out where they overlap, and why differentiating between the two is important.

This module talks about how you can actually use this framework in your business.

1. First, use the Lifecycle Marketing assessment tool found here: https://keap.com/lifecycle-marketing/assessment

2. Second, fix the low hanging fruit.

3. Next, put more people into the journey.

4. And finally, repeat steps 1-3.

We've tossed around the term automation throughout this course, and so in this module we wanted to pause for a moment and examine exactly what automation does and doesn't mean, where it fits, and the ways in which it can multiply our efforts.

In this module we'll take a look at another real world example of the Lifecycle Marketing framework in action, using our friends at Quick Business Resolutions, a virtual assistant agency in Spokane, Washington.

We like this example because Codi has used the framework multiple times to increase the predictability of her lead flow, and to smooth out sections where automation could help optimize conversion between stages.

But, because Lifecycle Marketing is an ongoing practice, she's continued to use it to identify the next wave of improvements she hopes to add.

A common roadblock for entrepreneurs is figuring out how to design copy and messaging that connects with your prospect at each stage of their journey, so in this module we'll walk you through an exercise to help you produce a controlling statement that you can use as your north star for every other asset you produce.

Don't forget to download the corresponding worksheet.

In this module we'll call out a handful of obstacles that we've seen prevent people from making the type of process this framework makes possible, and we'll give you some tips for spotting and avoiding them so they don't slow down your momentum.

In this module we'll share a few quick pieces of advice that have served us well on our entrepreneurial journeys. These tips will be useful in the context of Lifecycle Marketing, but they're certainly not unique to this framework.

Don't forget to check out the downloadable assets.

As we get familiar with Lifecycle Marketing we can start to get a little comfortable with our ability to account for it as we're growing our business, and developing new projects.

But, if we aren't careful this comfort can be a trap - it tricks us into moving quickly, and skipping important steps. In this video we'll talk through a common example and how it can derail your progress, and result in wasted time and resources.

As powerful as this framework is, the impact will only be realized as you put it to work in your business; so in this module we give you some tips for practically applying Lifecycle Marketing.

If you take out the systems, frameworks, and strategies - everything always comes back down to people. In this video we look at the important role humans play in making all of this make sense.

In the final module of the Lifecycle Marketing course we share our closing thoughts, make a few quick requests, and offer final suggestions to help you take full advantage of the lessons we've covered in the previous videos.

If you haven't yet, it's time to take the Lifecycle Marketing Assessment. You can begin that here: https://keap.com/lifecycle-marketing/assessment