Lifecycle Marketing (aka: Engagement Marketing, aka: Email Marketing) is gaining in popularity, but many people don’t seem to know where to begin or what it even is.
An omnichannel approach to addressing users needs as they move through the stages of your marketing and product funnel. It requires a thorough understanding of your customer journeys, behavioral triggers and segments, and a commitment to retaining and growing customer value over time.
Examples of lifecycle marketing channels are email, in-product messaging, Facebook messenger, text message, etc. Many campaigns will use a blend of these depending on the message and audience.
Whereas most growth marketing roles are focused on acquiring users via paid acquisition, community building, and capturing organic traffic — Lifecycle Marketing takes over once the lead has been acquired. …
One facet of growth marketing is understanding the onboarding flow for your product. Inside and out. What good is it to throw a bunch of resources at user acquisition when the experience to becoming a customer is full of friction? There is no such thing as “if we can get more people to sign up we’ll eventually figure out a way to convert them”.
Going through the acquisition funnel and onboarding experience is my litmus test when talking to startups. It tells me a lot about the company and if they empathize with their users.
Many times there are problems that can’t be immediately fixed. That’s ok. If you know what the barriers are to conversion, you can build a roadmap for tackling those challenges. Then you can use band-aids (email marketing, phone support, in-app messaging, etc) until a newer experience can be launched. …
Creating a content strategy from scratch can seem daunting. It’s really not. Here are 6 easy steps to get you where you need to be to be able to start generating relevant content. I’m even throwing in a content strategy guide that I’ve used for a number of startups, and you can use for yours.
Gheesh, I know… right? Wait, hear me out. I’m not saying you need to spend a couple weeks doing persona validation and user research. All I’m saying is to start with what you know.
For the purpose of creating content personas answer these 3 questions:
1. Who are we writing for? …