Align marketing messages with each stage of the consumer lifecycle

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 11, 2022, 3:14 AM GMT+0

Lifecycle marketing stages include awareness, engagement, consideration, purchase, support, and loyalty.

Marketers must consider triggers, messages, and channels at each stage of the consumer lifecycle to determine relevant messages for each stage, as well as the best delivery channels. To reach new prospects who don't know how to resolve their problems, create educational content, and leverage SEO to rank higher in SERPs.

Encourage website visitors to follow the brand and subscribe to its newsletters, to keep them engaged and drive them down the funnel. Send a series of welcome emails introducing the brand, content, and products, along with incentives like discounts, via emails to move prospects into the consideration stage. Brands should create content like product comparisons with keywords and search terms to inform consumers’ buying decisions in the purchasing stage.

Reminder emails work well to convince consumers with abandoned carts to complete their purchases. Support first-time consumers via emails, live chat and more to help them make the best use their product. Offer discounts and incentives to one-time consumers to encourage repurchases. Send VIP message notifications for repeat buyers via emails, in-app messages, and more.

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