Learn how the marketing hourglass is a framework that helps business get involved in the customer journey early and late.
- The beauty of the marketing hourglass and thinking in this way is that this is a framework with many applications. This guided journey of Know, Like, Trust; Try, Buy, Repeat, and Refer can be applied in so many situations. You can use this to create your overarching customer strategy. You can use it to create a campaign. You can use it to create a specific product launch. You can even use it as a way to get a new initiative going internally.
The marketing hourglass is all about customer experience. I say this a lot. I'm going to continue to say it because it is the central element to a life-cycle marketing plan. Now customers aren't objects. They need to be romanced, to be made feel special, to feel as though you are speaking directly to them, and only to them. It takes time, really, and commitment to embed hourglass thinking. But the payoff is immeasurable.
Think about all the ways that you can apply this framework and it will grow and evolve inside of your business.
- 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