Customer Lifecycle Automation

Customer Lifecycle Animation What to Do Next

SUMMARY KEYWORDS

customer lifecycle, business, standpoint, offer, convert, organization, inevitably, customers, people, order, leads, challenges, closing, prospective customer, automation, phase, process, utilizing, customer acquisition, clients, what to do next,

SPEAKER: Jesse Razo

00:15 – Customer Lifecycle Automation – What to do next – Overview

Hey guys, Jesse’s here, once again, it is the fourth of July. And, I got your weekly dose of marketing. Where I’m going to talk with you about how to optimize your online environment. Also, how to utilize customer lifecycle automation in order to give your business what it needs to grow. And inevitably, remove the constraints within your business so that you can experience growth in order to drive revenue. Then, it also shortens your sales cycles. So, I’m just going to share with you our experience in regards to helping our customers. And, what we’re seeing in the marketplace. Then, there are some things from a nuanced standpoint that we’re utilizing to help our clients grow. Of course, we believe that confusion is the killer of execution. And, it’s the way that you can be successful in the marketplace, not by consuming more information.

But, building an A team and executing better than your competition. So, that doesn’t matter if you’re a solopreneur or building a business. These are really great strategies that you can focus on in order to realign your focus on a daily basis. Inevitably, go out there and win in your market. And, you’re a firm believer in speaking into domains where you have authority and where you can give insights. Or, you can help people shorten the timeframes associated with achieving success within their business. So, I’m not going to share with you anything that I haven’t experienced for myself. Or, do have experience or domain authority when it comes to helping our clients? So today, I’m going to talk with you about customer lifecycle automation. And, how we really removed the confusion associated with going out there and helping our clients grow their organizations.

12:13 – How to remove constraints in order to grow your business?

If you have any questions, of course, if you’re part of the life cycle client automation Facebook group. Then, you can ask those in the feed on the Facebook group. Or, if you’re watching this on some of the channels that we’ve syndicated on, go ahead and leave a comment. And, we’ll get back to you as soon as we can. So, what we’d like to do with our clients is basically remove the confusion associated with the next steps. And, when we talk about customer lifecycle automation, we look at it from the standpoint of what are the constraints that are limiting the growth of our business or client’s businesses. Then, how can we remove those constraints? Now, there are three areas that we focus on when we talk about removing constraints. So, one of them is lead generation.

And, removing the constraints associated with generating prospective customers or patients for your organization. Another one is customer acquisition, and how do we convert those customers more effectively? What does that look like, from a business process standpoint? And then, the third area that we focus on is customer retention and re-engagement. This means, how do we maximize the revenue associated with each one of our prospective customers? Then also, how do we get them to refer us? Or, repeat their business on a go-forward and ongoing basis. And inevitably, build sustainability within our organization. So, let’s talk a little bit about the first challenge that we take a look at, which is lead generation.

03:38 – What are the three aspects of lead generation?

Now, there are three aspects that you can break lead generation into. And, it’s targeting, know who it is that you’re targeting. This is part of the local legends marketing methodology. And, the first step in that five steps framework is to identify who your dream customer is. It’s because it’s incredibly important from a communication standpoint. Also, it’s important to understand what their challenges are so that you can target them. And, communicate specifically about the challenges that they’re facing within their organization. Because it’s the second piece of the puzzle when it comes to lead generation is attracting those leads. And, really have a way to communicate with those leads from a place of empathy. So that they feel like you understand the challenges that they’re facing. And, that you have a unique and exciting way for them to overcome those challenges.

04:38 – How to target and track leads effectively?

Then inevitably, you got to have a process in place in order to capture those leads. So, whether that’s a phone call, where you’re tracking and recording that phone call for training conversion processes. Or, whether it’s an online marketing campaign where you have an attribution setup. So, you can take a look at the ads that are converting for you. And, how did you contact them whether it’s a lead form or a phone call? Then, drive them to a web page or convert them online. These are really great buckets to focus on. And, it’s where you can say, hey, how do I remove the confusion about what is next? Well, when you’re talking about lead generation, targeting is the first step. And, how can I target my perspective or dream customer more effectively? The first step. Now, how am I going to track them to me?

05:27 – Ways to generate leads

First and foremost, you want to make sure that you understand their pains. And, you have something that they desire in regard to solving those challenges or pains. Then, you need to have a process or system in place where you can capture names, addresses, and phone numbers. And, you can move them into your customer acquisition process, and inevitably close more business. So, if you think about your business as hey, how am I going to remove constraints? The first constraint that you should focus on or we’re focused on with our clients is lead generation. And, just saying, hey, what do I need to do in order to generate more leads for my organization? First and foremost, you need to be able to know, where you’re prospective or dream customers hang out. Then, you can easily target them.

And, there are a couple of different ways that you can do this. Regardless of your paid advertising, you’re utilizing organic reach in order to originate content. And, look for backlinks in order to drive SEO. Or, utilize, whether it’s Google and their channels of marketing and online advertising, or using Facebook, Instagram, and LinkedIn. And, some of those other challenges that are most effective in targeting your dream and prospective customers. Now, once you understand where they’re hanging out, what you can do is think about how you can attract them. And, the easiest way to attract somebody really understands what their challenges are. Or, what challenges they’re facing within their organization today. Then, communicate how they can overcome those challenges by shrinking timeframes. And, access some of the tools or services that you provide in order to overcome those challenges.

07:16 – The customer acquisition process

Then, once you’ve done that, from targeting, and messaging. And, put your message in front of the right prospect at the right times. Then, you can work on the capture process, whether it’s a web form or a phone call. And, it’s whether you’re trying to convert people online, in sometimes e-commerce environment. This would be the framework associated with moving constraints with your lead generation campaign. So you can drive more visibility for your organization from an advertising standpoint. Once you get lead generation taken care of. And, you start to remove those constraints associated with generating more leads. Then, you have to move into the customer acquisition process. So in theory, what we’ve done is we’ve collected the information that we need in order to nurture that lead.

Then, work on converting them into prospective customers, patients, or appointments. Or, whatever it is in regards to your customer acquisition process. So, the next step to focus on is acquisition. And, within the acquisition, we have three steps to focus on, engage, offer and close. So, from an engagement standpoint, make sure that in the lead capture phase of your framework you’re capturing the information that you need in order to engage them. Name and email are inevitably the lowest resistance, which may increase the number of leads that you capture. But, if you’re taking the look of converting, or actually filtering out a higher level of perspective leads. And, really focusing on people that you are interested in what it is that you’re offering. You might want to take a look at capturing more information on the front end.

08:59 – Ways to convert prospects into leads

And, there are a couple of different ways that you can do this. You can survey them. And, you can request more information like name, address, and phone number from a cell phone standpoint. Because we know that cell phone view rates are much higher than email. So, it’s for some type of Legion campaign that you want to convert a tremendous amount of leads. Then, you have to reduce the amount of friction associated with that and just get the name and phone number. If you wanted to get more targeted or filter out more of those people. And, maybe you’re doing more of a mass marketing campaign in a specific target market. Then, you want to get your message in front of as many people as you can from a branding standpoint. And then, you might want to ask for more information on the front end.

So, you might drop them into a survey. And, you might ask for their phone number so that you can engage them via SMS or MMS. But, what this does is it gives you the ability to filter out prospective leads and start to convert them. Or, start to communicate with them from an acquisition standpoint. Now, once you’ve developed a relationship, you don’t want to do this too early. What you want to do is do some of the strategies out there. The longer you can delay the Ask or put an offer in front of somebody, the more value that you provide to them on the front end. And, the longer you delay that Ask, the bigger your Asks can be, or the bigger your offer can be.

10:24 – How to increase customer acquisition?

For instance, if you have a high-ticket item or a high-priced item, you probably want to think about staying in the engagement phase of your acquisition campaign for a longer period of time. Provide more and more value in that engagement stage before you actually put an offer in front of that lead. So, once you get the offer in front of the lead, what you should be thinking about is creating an offer that makes sense. And, that is a no-brainer offer or an offer that is so good that people would feel dumb saying no to it. Then, you want to work on the close. Now, when closing with a prospective customer, make sure that you’re closing in a way that increases your likelihood of success. This means that you’re communicating the benefits associated with your offer.

And you’re also communicating any type of warranties or guarantees, and you’re giving those very hard. Inevitably, you’re removing risk, you also want to make sure that you are providing. And, they are pulling on the psychological levers associated with closing that offer. Trust and credibility, social proof, urgency, and scarcity, are all psychological levers. And, you can pull these on in order to increase your likelihood of closing that prospective customer. Inevitably, that should be a phase of your customer acquisition system or the lifecycle automation system. Again, I’ll go back over these for customer acquisition, we engage, we offer, and we close. Those should all be worked on, individually. And, be a seamless system to increase the number of clients that you are converting in your business regularly. Now, once you close that customer, patient, or whatever it is that you’re doing in converting that lead.

12:17 – The customer lifecycle automation process overview

What you want to do is go to work on creating relationships. Or, retaining that customer for as long of a period as you possibly can. They say that a prospective customer decides whether or not they’re going to buy from you again within the first 48 hours of purchasing the first time. So, you need to go hard at delivering on your promises very early on, after they purchase initially. And, you want to sell for reviews and sell for referrals. Also, you have to sell for repeat business in the first 48 hours. So, they need to be a tremendous amount of engagement. And, they need to be a process in which they understand the product delivery process. And, it’s clear and they know exactly what to expect from the time that they purchased the product. Then, it’s to the time that they’re a repeat customer.

So, there are three phases to customer lifecycle automation, lead generation, customer acquisition, and then also customer retention or re-engagement. And, in those three phases, you want to make sure that you’re absolutely focused on the three steps. Then, that will increase your likelihood of success within those phases, targeting, attracting, capturing, engaging, offering, and closing. And then, it’s selling for reviews, referrals, and repeat business with each one of your customers. Then, it’s really going strong at delivering on your promise very early on in the process. So, that’s the customer lifecycle automation. And, it’s a lot easier to think about those areas and those steps within that framework. If you think about it, well, what within my business can I remove from a constraint standpoint? So, people really understand that it’s easy. And, we have low friction in regards to doing business with the organization.

14:14 – Ways to increase sales

Then, we reduce the amount of friction. And, we make it really seamless and effortless in order to do business with the organization. So, the key to that is to think about it from a standpoint of let’s remove the constraint, all right? From a targeting standpoint, you have to remove the constraint of ambiguity. Then, you have to make sure that people are very clear about what it is that you’re offering. And, who it is you’re offering it to form an attraction standpoint. So, you have to get clear about the challenge that you’re overcoming. And, how you’re overcoming those challenges and reducing the number of timeframes. Or, reduce the timeframe associated with solving the challenge that they’re facing within their organization. So, that needs to be communicated and articulated very effectively.

And, you need to have a seamless process in order to capture those leads, names, addresses, and phone numbers. Whether or not, you’re utilizing the survey on the front end in order to filter people out. And, that’s all got to be seamless within your organization. You need to make sure that you’re doing that on a regular basis. And, you’re getting your message in front of a lot of people. Because it’s basically a numbers game at that point once you get these steps in place. Now, from an acquisition standpoint, make sure that you have items in place to engage people on a regular basis. Whether it’s email marketing, SMS, text messaging, or whether or not you’re providing value, or free resources. And you’re delivering those to people on a regular basis.

15:40 – How to increase your close ratio?

It’s either you’re building value for their business, or in some type of premium offer on the front end. So, these are all ways that you can engage people and communicate with them on a regular basis. Again, the key to engaging before you deliver the offer is, the higher the ticket item that you provide. And the longer you can delay that offer, the bigger you can make that ask. So, that’s the important thing to understand from an offer standpoint. If you have a low-ticket item, you might be able to convert them online. Or, even convert them before they schedule an appointment. I mean, if you’re asking for a $47 fee or a $49 fee, in order to reserve their spot that’s very easy to do. If it’s $4,997, before they can reserve their spot, that might be a little bit more challenging.

And, you might have to do more work on the front end in order to accomplish that. From a closing standpoint, you want to make sure that you have everything in place from a psychological standpoint. And, it’s ordered to increase your likelihood of success for appointments closing for new clients. Also, for closing for new patients, and everything of that nature. So, make sure that you utilize and leverage scarcity, and urgency. And, make sure that you have a tremendous amount of content built around trust and credibility, which can be FAQs. It can be certifications, accreditations, and things of that nature. Then, make sure that you really hit hard on any type of warranty. Or, guarantees that you provide within your organization to increase your close ratio. And, once you convert them into a customer, make sure you sell hard in that first-48-hour to develop a relationship.

17:19 – What is the flywheel effect?

Deliver on your promise, and then move right into the review, referral, and repeat business standpoint. So that you can speed up or accelerate your likelihood of success. Because again, you take each one of your customers, you deliver your products and service faster. You also get reviews from them. And, they potentially develop or fall into some type of referral campaign or program and you communicate that. Inevitably, you have to up-sell or cross-sell them in that 48 hours. Then, your business is going to be more profitable, you’ll be able to build more sustainability within your organization. So, this is what we’re seeing in our organization. Also, this is what we follow for each one of our clients in regard to their business process development. And, creating lifecycle automation, where we take them all the way from the initial contact.

And, it’s all the way through a return and repeats business. Then, just repeat that lifecycle and automated as much as we possibly can. So, we can drive revenue for our organization, and also for our clients, and organizations as well. That’s all I have for you today, I wanted to talk with you about that process. And, it becomes a self-fulfilling circular process that starts with lead generation. Then, it runs people all the way through the process. And, Amazon actually talks about this in their business models. It’s called the flywheel effect. And, it’s one of the things that we talk about in customer lifecycle automation. Where once you create this flywheel where customers are driving sustainability within your organization through reviews, referrals, and repeat business. And, you’re adding customers to that on a regular basis. And, shrinking the timeframes associated with your product delivery.

Customer Lifecycle Animation – What To Do Next

Then, that flywheel effect that you have within your organization is going to drive sustainability, longevity, growth, and sales revenue. And inevitably, create the business and or lifestyle that you’re looking for within your organization. So, it’s some cool things. If you have any questions, please leave them in the comments sections. I’m sure we’re going to provide some access to some of our resources online for you. And, it’s in case you want to get more information on customer lifecycle automation. It is the fourth of July, so remember the reason for the season and celebrate responsibly. And, until the next time we speak, which will be very soon. Hopefully, make today and every day, have a fantastic day. We’ll talk to you real soon.