Not every branded merch customer follows the same path. One client might place a single order and disappear, while another could order merch regularly throughout the year. This journey, from discovering your business to becoming a loyal customer, is the customer lifecycle.

Laguna Tools’ Jess Muehlfeld says each stage of the customer lifecycle is unique and requires different strategies. So, what are the stages and how should you adapt your strategy in each one? We share Muehlfeld’s thoughts in this issue of PromoPro Daily.

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  1. Awareness. According to Muehlfeld, the primary goal at this stage is to increase your brand’s visibility, especially online. One of the most effective ways, she says, is through search engine optimization. Generative engine optimization tactics are also necessary to get your content digested and summarized by the AI models behind most modern search engines so you rank well in AI-powered search engines. You need to attract many prospective customers to your website to generate high-quality leads.

  2. Consideration. At this stage, your company’s main goal is to move quality leads toward conversion. The first step here, Muehlfeld says, is to identify high-quality leads and to remove low-quality leads when possible. This allows you to focus your efforts on site visitors that are actually likely to purchase what you produce. Figure out who your target customer is and what their unique needs are in relation to your products and/or services.

  3. Conversion. Muehlfeld says your goal at the conversion stage is to remove friction from the purchasing process. Start by making your prices or overall pricing model transparent and easy to understand. Simplify your checkout process as best you can so that customers feel the process is seamless. Promise guarantees and refunds where appropriate and offer premium customer service throughout the entire process. She says you should also demonstrate your product’s value through clear messaging, positive customer reviews and/or case studies.

  4. Retention. This stage is all about keeping clients as happy and engaged as possible. Muehlfeld recommends focusing on proactive customer support and engagement so they’re always receiving the highest quality. She says at this stage you can also start expanding your business based on your specific industry angle and current customer needs.

  5. Loyalty. In the final stage of the customer lifecycle, your goal is to reward clients for sticking with you. You could, for example, start a basic rewards program that gives free samples or special options for merch. The point, she says is to invest time and effort in acknowledging your current clients.

Knowing how to meet clients where they are helps you build stronger relationships and create better experiences for them. Not every customer will make it all the way to loyalty, and that’s OK. The key is to know what each client needs right now and giving them a reason to take the next step.

Compiled by Audrey Sellers
Source: Jess Muehlfeld is the marketing supervisor at Laguna Tools. She contributes to the SmartBrief blog.