As small to medium-sized business owners, we understand the hands-on process of building and growing a company. We also know what it’s like to hit our limits and require assistance to get to the next level of development. The good news is, we’ve got a system for you that will help you work smarter and grow more efficiently. It’s called a Lifecycle Marketing Plan.
When we talk about a marketing plan, we’re talking about an entire process that includes sales and follow-up communication with our clients. In other words, we’re looking at the whole ecosystem of how we create and nurture a healthy customer base in keeping with their most significant needs and our greatest strengths.
Lifecycle Marketing Plan
Lifecycle Marketing is a simple way of describing the process of creating an excellent experience for your present and future customers. Over the next few months, we’ll take a deep dive into this easy-to-understand and even easier-to-implement system. When you get how it works, you’ll be able to save time, energy, and money. Who doesn’t need more of all three??
The Lifecycle Marketing plan provides a simple framework of three areas covering the nine phases of a customer’s journey. Each of these three areas flows directly into the next—Collecting Leads, Converting Clients, and Creating Fans. You’ll find that you’ll be able to create a marketing plan that bring in customers, keep them coming back, and even gain referrals from them by using this system.
In this article, we will introduce the concept of Collecting Leads, which is foundational to this whole process.
Collecting Leads
The first thing to understand is that your business is not for everybody. You designed your business to provide a unique service to address a particular need. So before you do anything else, make sure you have clarity about this. It may seem counterintuitive, but the fact is, the more specific your language is, the more you focus on just a very particular segment of the population, the more likely you are to attract just the right people to your business. If you’re out there trying to be everything to everyone in the world, then your message will not have the impact you want it to have.
The idea is to create the most mutually beneficial relationship possible between yourself and the person looking for just what you have to offer. This person should be the perfect combination between your best customer (the one who pays you the most) and your favorite customer (the one with whom you most like doing business). Your best, favorite customer? That’s the ideal customer for your business. You want to do everything you can to work with as many ideal customers as possible, for both of your sakes!
Of course, the process of Collecting Leads has three phases of its own—Targeting, Attracting, and Capturing. Over the coming weeks, we’re going to take a deep dive into each of these phases to give you detailed, step-by-step instructions on how to convert your business into an efficient, customer-pleasing machine. Stay tuned for next week’s article on Targeting Leads.
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