The Power of Customer Lifecycle Automation

The Power of Customer Lifecycle Automation

SUMMARY KEYWORDS

business, customer lifecycle, customer, traffic, people, leverage, LinkedIn, contacts, step, strategy, pre-existing relationship, customer acquisition, convert, product, ascension, develop, starting, utilize, hot, market

SPEAKER: Jesse Razo

00:00 – Maximize Business Success with Customer Lifecycle Automation

This is the customer lifecycle automation. Today I’m going to talk with you about the power of it. And I want you to let me know whether or not this strategy makes sense for you.

Hey, guys, Jesse’s here. Once again, I got another quick training for you. Today, I’m going to talk with you about the power of customer lifecycle automation. And, on how you can utilize it to transform your business and/or practice. Now, for those that didn’t know, my name is Jesse and I’m the lead designer of the razoRSharp. And, for the past decade, I’ve been helping our clients optimize their online environment. We’re creating online assets to pay their companies dividends, over time, and automate their customer lifecycle. Also, we came up with a framework that we follow that helps us organize all of our projects. And, we teach our community and also our customers how to leverage that same framework. This is in order to strategize about how to be effective with their digital advertising.

00:56 – 5-Step Frameworks for Achieving Business Success

So, if you haven’t heard about it before, this is the customer lifecycle automation. Today, I’m going to talk with you about the power of it. And I want you to let me know whether or not this strategy makes sense for you. So, with all the noise out there, make sure that you’re listening to people that have some degree. Or, have the same domain expertise in a specific area. Again, we’ve been doing this for 10 years, and we’ve had a lot of success with it. And, I’m going to share it with you today.

So, it’s a five-step framework. First and foremost, it consists of the five core functions of business, as outlined by Alex Hormozi. And, he achieved a tremendous amount of success in the past three or four companies that he has developed. In addition to that, he runs acquisition.com, which is a portfolio of businesses that do. I think it’s over $200 million a year or $400 million a year. I don’t know what the number is, but it’s a really great resource. Again, if you’re trying to get information about how to grow your business, you should probably get it from people who have done it before. So, what Alex talks about, is the five core functions of the business. And, what we did with the five core functions of businesses, we actually developed it into customer lifecycle cycle automation.

02:06 – Boost Your Business with Customer Lifecycle Automation

What customer lifecycle automation does is it gives us the ability to set up tools, systems, and processes in order to automate. Then, each one of these five areas, is lead generation, lead nurturing, customer acquisition, product, and promise fulfillment. And, customer retention and ascension to make every single one of your customers as profitable as humanly can as possible. So, these are the five core functions as outlined by Alex Hormozi. And, what we did with that is over time, we modified that to create business processes that are built-in automation. Or, that is built into each one of those processes to help you overcome those challenges utilizing automation.

02:52 – Customer Ascension and Retention Strategy

Now, what our strategy recommends is that you start with Step Five which is customer ascension and customer retention, right. So, this is where we recommend that you start. And, if you’re a new business, you might not have existing customers, you might be just getting started. But, having these programs in place where you’re thinking about how to fully maximize the profitability on an a-per-customer basis can be incredibly powerful. It can be powerful for every step of your sales and marketing process. And, I’ll give you an example of what I mean. Let’s say that you’re developing a brand-new product. And, you’re thinking about the pricing, the promotion, and the offer associated with that product. Now, if you have a single offer, what you primarily should be thinking about is what else you can offer that customer.

It’s because if you get somebody to buy during the buying process, they’re what we call in hot and heavy. And, they’re a buyer at that time. So, buyers are buyers are buyers. So, what you want to do is fully maximize that relationship. Now, if you’re looking at lead generation, or customer acquisition, as a function of your business that you’re trying to develop. Then, you may not be thinking about how to fully maximize your offer. Also, it’s what to upsell or cross-sells each one of your customers.

04:20 – Building a Customer-Focused Marketing Strategy

Now, if you’re thinking about customer retention, you’re thinking about product and promised delivery which is the fourth step. And, you’re also thinking about profitability which goes into your customer acquisition phase, which is the third step. Basically, what happens is, is that if you start in step five, which is customer retention, and ascension. And, it backfills each previous step prior to that. Lead generation, lead nurturing, customer acquisition, promise, and product fulfillment. So, these all get backfilled by a really Sound customer retention and ascension program.

05:04 – The 3R’s of Customer Retention and Ascension

Now, in addition to that, it also gives your business what it needs to grow. So, if you’re focused on customer retention, and ascension, you’re also not only focusing on profitability. But, you’re also focusing on items that will give you what it is that you need to grow your organization. We call them the three R’s, reviews, referrals and repeat businesses. Reviews would be case studies, reviews, online, and things of that nature. And, it’s depending on what type of business you are, and how big is the price point of your product or service. Or, it’s how you market yourself online. Referrals, of course, what do we have partner referral programs that are intact when you begin to add contacts to your business.

Brief Announcement!

Hey there, Jesse’s here, and this is not a glitch. I paused your video for a brief announcement. First and foremost, you’ve been getting value out of this content, do me a favor, and give us thumbs up. This helps us with the YouTube algorithm. And, lets them know we know what it is that we’re talking about. Now, we publish videos almost on a daily basis. So, if you want, to make sure that you get notifications, jump over to our YouTube channel. Subscribe, and set up notifications so you don’t miss future training. Now, for all my local business owners, I got a special treat for you. We just recently published a brand new free video training called Local Marketing hacks. So, if you own a local business, promote your products and services in your local market.

Then, go ahead and jump over to the razoRSharp networks website. And, you’ll be able to find a place to sign up for that free training. So, this will give you all the information that you need on how to optimize your business pages and directories. And, it’s how to set up Google ads for local businesses. Or, it’s how to optimize your website for conversions so that you can attract. And, convert all that high-intent traffic that is searching for your products and services in your local market. Now, in addition to the video training, we’re providing some free resources. So, we can take everybody. And, if you’re watching this, go ahead and go over to razoRSharp networks, and see if there’s the room still available. Now back to your video.

07:10 – Developing Your Customer Lifecycle Automation Framework

Now, if you can fully maximize those relationships and every product that you sold. Then, you had a program in place in order to solicit more sales. So, a referral is much easier to close than a cold contact, which leads me to the strategy behind it. How do we develop the customer lifecycle automation framework? And, why you should be thinking about it in regards to starting in step five and backfilling your entire program. Now, the way that we came up with this was actually a combination of another book that we read. And, it’s called Traffic secrets by Russell Brunson. Now, in traffic secrets, Russell talks about the different types of traffic. Then, you own traffic, you rent, and traffic you buy. What he states is that traffic you own is traffic that has a pre-existing relationship with your business.

08:02 – Utilizing Pre-Existing Relationships for Business Growth

And, that you might have opted them into a remarketing list via email, or SMS. Or, you gathered some other type of information like their address. So, you can utilize direct mail to communicate with them. But, they have a pre-existing relationship with your business or brand. And, that they may have already even done business with you. Now, these are what we consider hot traffic or hot contacts, right? The reality of it is that those types of contacts, repeat business types of contacts are the easiest to convert. You have to do the least amount of work when it talks to converting them into a customer. Or, you’re upselling them as a customer and fully maximizing that relationship from a profitability standpoint.

So, that’s the first step in really thinking. Well, if I should start closest to me in my hot market. Or, if I have pre-existing contacts, I should start there. And, by pre-existing relationships, I should start there.

08:59 – Maximizing Your Reach with Hot and Warm Traffic

Now, when you fully leverage those hot contacts in the hot traffic, then you can move into warm traffic. As a second strategy, warm traffic would be traffic that we rent. And, the traffic that we rent would be friends of friends. And, it would be our digital dream 100 which is another strategy. Dream 100 is another strategy that’s outlined by Chet Holmes and the Ultimate Sales Machine. And then, it’s also outlined by Russell Brunson in its traffic secrets book. But, what it talks about is instead of trying to go out there and convert cold contacts into customers. And, it’s easier to take pre-existing relationships that you currently have and leverage referrals in order to grow your business.

09:43 – Unleashing Warm Traffic to Your Offer with Digital Dream 100

Also, it’s easier for you to go out and borrow traffic from people who have already congregated your dream customer avatar. And then, develop trust and credibility with that community. So, these can be done through Facebook groups, and LinkedIn groups. And, they can be done through blogs that have advertising opportunities. So, there’s a tremendous amount of opportunity out there to leverage other people’s trust and credibility. And, this is in order to drive warm traffic to your offer, your product, and your service.

10:13 – Converting Cold Traffic for Rapid Business Scaling

Of course, if you’re selling some other type of thing online or offline. So, the traffic we own is “hot”, the traffic, we rent is “warm”, and the traffic we buy is “cold traffic”. And, this would be PPC or direct-to-consumer offers. Or where you’re leveraging other people’s traffic, right? When you go on, you pay Facebook or Instagram, or you pay Google in order to drive traffic to your offer. Then, you’re basically going out there. And, you are paying per click or paying for conversion associated with that traffic, that’s cold traffic. Now, I believe that converting cold traffic is a necessity for every business to uncover.

And, it’s a challenge that you need to figure out if you want to scale your business, rapidly. But, it’s definitely not somewhere where you want to start that chasm. Or, crossing that chasm of converting cold traffic to a customer requires a tremendous amount of work and effort. And, it also requires a really sound process online, a great funnel, and a great follow-up process. It is in order to nurture that relationship so that you can convert them into a customer.

11:28 – Boosting Revenue with a Simple Strategy

So for us, what we do is start in step five of the customer lifecycle automation. And, this is creating really sound, customer retention and ascension programs. So, with all of our clients, we talked about customer re-engagement as the first step if they have a pre-existing customer list. And, the reason for that is, again, these are hot contacts, the shortest distance between where you’re at today. Then, it’s where you want to be from a revenue standpoint. It starts with hot contacts, and it’s followed up with warm contacts, and then it is capped off. Or, the cherry on top is when you figure out how to convert cold contacts into paying customers. So, it’s from a strategy standpoint, starting to step five of that customer lifecycle automation. Then, backfilling your way up all the way to your lead gen program can be incredibly powerful.

12:23 – Leveraging LinkedIn’s Hot Markets and Referral Network for Your Digital Ad

And, it is when you’re talking about organizing your efforts and resources through your digital advertising campaign. Now, we do it in a couple of different ways. One of the ways that we’ve been having a tremendous amount of success is to start in our hot markets. And, it is for all of our customers inside of LinkedIn, and to create a really good referral network. Also, it introduces people that we’ve already got a pre-existing relationship with. There are not a lot of people out there that don’t have a network or community inside of LinkedIn. Or, that can’t connect with groups inside of LinkedIn that already congregate your dream customers. And, really starts engaging with people on LinkedIn, from a professional standpoint.

13:05 – Rapidly Growing Your Business with the Power of Hot Market and Existing Relationships

Now, regardless of where you’re at in business, or if you’re just getting started. Then, you just open up your practice, you just open up your doors, and you’re looking to get traction, rapidly. Start in your hot market, or start with people that already know you already know your character. Of course, we’re hoping that you do have sound character and good business practices. And, that you go out and leverage those existing relationships. Utilize tools like LinkedIn, in order to connect and communicate with people. Utilize tools inside of LinkedIn and Facebook groups in order to connect with people that have already congregated with your dream customer. And then, begin to engage with those groups.

13:46 – Maximizing Outreach with Targeted Marketing

That’s just a sound business practice. But, it’s something that we exercise on a regular basis. And, I think in the digital age, a lot of these sound business practices have been lost. So, we’re really just helping people leverage modern tools. This is in order to implement practices that have been tried and true for many, many years. So, that’s where we start in the hot market on LinkedIn. We also start developing that partner and referral network on LinkedIn. And, we start doing outreach, we start to communicate, connect with people developing those programs. Then, we work our way into warm markets inside of LinkedIn, and Google.

Google has a tremendous amount of opportunity when you talk about the congregation of people that are your dream customer/avatar. If you go on Google, type keywords that you think people would search when they’re looking for your products and service. And then, you type in blog after that, and then it’ll give you a list of all the blogs online.  Potentially, it could have a lot of advertising opportunities. Now, these blogs could be specific to your industry. And, they could be directly related to your product or service, but non-competitors, or non-competitive industries to you. So, there are a lot of different ways that you can correlate these congregations of potential customers to.

15:09 – Marketing and Converting Cold Customers for Sales Boost

And then, there’s a lot of ways that you can go out there and market to them. You can take a look at their newsletters, and whether or not they have media buying opportunities on their website. Or, whether or not, they utilize Google Ad-sense that you can leverage. The next step is trying to convert cold customers with advertising. And, you can use the Google Display Network to go out there and convert them with Google AdSense. So, there are a lot of different opportunities. And, you could do guest blogging on their blogs, and things of that nature and share your expertise.

15:36 – Maximizing Your Strategic Resource Allocation Framework

So I’m not going to get into the individual strategies inside of LinkedIn and or Google. But, it gives you a framework that will help you organize your thoughts when it comes to attacking the digital landscape. And, to where you’re going to dedicate your resources. Because again, when you’re first starting out, you probably don’t want to try to tackle every single channel simultaneously. And, it’s going to be quite expensive. So, what we recommend that you do is get really good on one channel. And then, begin to expand and build on that campaign after you see some success with both your organic outreach.

16:10 – Excel in the Marketplace with Customer Lifecycle Automation

Also, to your paid advertising, but inevitably, these will give you a framework that you can follow. And, to where you can create your business and your business model. And, in a way that people are going to see the value that you present to the marketplace. So, that’s the power of customer lifecycle automation. How you can leverage these five steps in order to get a strategy in place to attack the digital marketplace. Also, create your products and services, create your customer retention and ascension programs, and inevitably build a sound business over time.

Hopefully, you found some value in that. I know that I did when I discovered these little tidbits of information by reading the books that I did. So, if you want to accelerate that process, go ahead and jump over to our YouTube channel. Subscribe, and set up notifications. We publish videos almost on a daily basis to help you reduce the friction of doing business with your organization. And, really make it effortless for people to do business with your company and your practice. Or, any other type of organization that you have both online and off. That’s all I have for you today. As always, make today and every day a fantastic day! We’ll talk with you real soon.