Based on your objectives, the program may be most valuable during a key phase of the customer lifecycle. But it may also add value during other phases. How will you keep people engaged as they move through the lifecycle?
Shoppers, buyers, users, and advocates all have different mindsets, even when they’re the same person.
As we explored in Step 2, it is important to know as much as you can about your followers, and that includes understanding where they are in your customer lifecycle and when they move from one phase to another. Defining content needs for different phases of the customer lifecycle will help you think about how your existing ROI metrics can be applied to your content marketing program. The exercise can also be a way to take a fresh look at how and what you are communicating at key hand-off points, say from prospect to qualified lead to customer.
Key Planning Steps
- Define a lifecycle relevance model. It will help you identify key ROI metrics.
- Define how your thought leadership program will support and augment other customer programs at key lifecycle stages.
- Define how data will be managed and shared.
- Define sales opportunities and establish methods to take advantage of the opportunities without alienating your audience.