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- Establishing a lifecycle baseline
- Understanding lifecycle thinking
- Beginning with the end in mind
- The marketing hourglass method
- Mapping the journey's touchpoints
- Setting goals for the journey
- Reverse engineering your marketing hourglass
- Engaging your team in the journey
- Overview of the lifecycle stages
- Using content to guide your journey
- Customer experience in the first 90 days
- Getting customers to re-enter the journey
Skill Level Beginner
- Let me ask you something: would you rather run an ad, follow up on a form submission, set an appointment, create a proposal, follow up on the proposal, and then close the deal, or would you rather answer a call from a longtime loyal client who just expanded her business and needs you to come out and help them get what they need? Of course, the question is mostly rhetorical, but that's the promise of lifecycle marketing. This is an approach that asks you to look very hard at every stage of the prospect and customer journey with an eye on creating the perfect customer experience, so perfect they become raving fans.
Hi, I'm John Jantsch, the bestselling author of Duct Tape Marketing. Over the last few years, I've worked with thousands of small business owners from remodeling contractors to attornies, from chiropractors to financial planners, and in every case, an investment in lifecycle marketing thinking paid off in terms of profit, loyalty, brand, and even referrals. In this course, we'll introduce the basics of lifecycle thinking, as well as a detailed plan of action for taking full advantage of the power of building the right campaigns, processes, and touch points for every stage of your buyer's journey.
Today's buyer has more information and options than ever, and today's marketing must understand how to organize behavior instead of simply trying to generate demand. So let's dig in, shall we?