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How To Effectively Engage Users At Every Engagement Stage Of The Customer Lifecycle Journey

If you’re like us, managing social media is a vital part of your business strategy. It’s crucial to connect with your users, guide them through their customer lifecycle journey, and make your brand’s presence felt online. But we know it’s not always easy.

That’s why we’ve put together a comprehensive guide that will escort you through each engagement stage of the lifecycle journey. With our strategies, you can effectively improve user engagement and elevate your brand in the digital space.

Let’s master the art of social media management together, shall we?

What is the customer lifecycle journey?

The customer lifecycle journey refers to the different stages a customer goes through during their relationship with a brand. This journey is often conceptualized as a cycle, beginning from the initial awareness stage until the final advocacy stage. Let’s break down each stage:

engagement stage

  1. Awareness: This is the stage where potential customers first learn about your brand, often through social media, online advertising, or word of mouth. For example, a user might stumble upon your brand’s post shared by one of their friends on Facebook.
  2. Consideration: In this stage, potential customers have recognized a need or a problem that your product or service could resolve. They start exploring your brand more, comparing it with other alternatives. For instance, a user might read reviews about your product and compare it with others on various online platforms.
  3. Purchase: This is the moment of truth—when a potential customer decides to make a purchase. For instance, a user might buy your product from your e-commerce website after being satisfied with the information and reviews they’ve found.
  4. Retention: After the purchase, the focus shifts towards building customer loyalty and encouraging repeat business. Excellent customer service, user-friendly experiences, and periodic discounts are some of the methods to retain customers. For example, a user might receive an email on their birthday offering a special discount on their next purchase.
  5. Advocacy: In the final stage, satisfied customers become brand advocates. They share their positive experiences and recommend your brand to others, attracting new potential customers to the cycle. For example, a user might write a positive review about your product on social media, influencing others to consider your brand.

The customer lifecycle journey is not a linear process but a continuous cycle. Customers may enter at any stage and loop back to previous stages. Effective social media management plays a pivotal role in guiding customers through this journey, turning potential customers into loyal advocates.

Why you must tailor engagement at each stage of the customer journey map

Just as every individual is unique, each stage of the customer journey map is distinct and crucial. Therefore, it’s essential to tailor engagement strategies to fit each phase. Here’s why:

engagement stage

  1. Personalized Experience: By customizing your approach, you can provide a more personalized experience for your customers. For instance, Facebook ads can be targeted based on user behavior and preferences, making them feel valued and seen.
  2. Improves Conversion Rates: Tailored engagement at each stage helps in guiding prospective customers down the purchase funnel. For example, retargeting ads on Instagram can nudge users who have shown interest in your product but haven’t made a purchase yet.
  3. Boosts Customer Loyalty: Customized interactions, especially during the retention stage, make customers feel valued, fostering loyalty. A personalized “thank you” message after a purchase or a special discount on their anniversary can go a long way in making your customers feel special.
  4. Creates Brand Advocates: When customers feel heard and valued, they are more likely to advocate for your brand. For instance, acknowledging a customer’s positive review on Twitter with a personalized message can turn them into ardent brand supporters.

Remember, no two customers are the same, and neither are their experiences at each stage of the lifecycle journey. Tailoring your engagement strategies not only improves the overall customer experience but also boosts your brand’s presence and performance on social media platforms.

Acquisition stage

The acquisition stage is the initial phase, where prospective customers are introduced to your brand. At this stage, your objective should be to create awareness and generate interest among potential customers. Let’s delve into some strategies you can employ on social media to effectively attract and engage users during the acquisition stage:

Social Media Advertising

One of the most effective ways to attract new customers is through targeted social media advertising. These ads, such as Facebook’s sponsored posts on Instagram’s promoted posts, are designed to reach a wide audience and can be tailored to match your brand’s target demographic. For example, if your brand sells organic skincare products, you can set your Facebook ad to target users who have shown interest in organic products, health, and wellness.

Influencer Marketing

Influencer marketing is another powerful tool to leverage in the acquisition stage. Collaborating with influencers who align with your brand’s values can help you reach a larger audience. For example, your skincare brand could partner with a beauty blogger who promotes organic products. They could post a review or tutorial using your products, exposing your brand to their followers, who are likely to be interested in your products.

Engaging Content

Publishing engaging content is integral to capturing potential customers’ attention. It includes visually appealing images, informative blog posts, interesting videos, or interactive quizzes. For instance, your skincare brand could post a video tutorial on ‘How to apply our organic sunscreen effectively’ or a blog post on ‘The benefits of using organic skincare products.’ This type of content not only attracts users but also provides them with valuable information, building trust and credibility.

Social Media Contests

Social media contests are another engaging way to grab attention and encourage user interaction. Offering a valuable prize can motivate users to engage with your brand. For example, you could host a giveaway contest on Instagram, where users have to follow your account and tag two friends in the comments to enter the draw. This not only increases your brand awareness but also grows your follower base.

The acquisition stage is all about catching the eye of prospective customers and drawing them into your brand’s ecosystem. By combining these strategies with effective social media management, you can successfully attract users and prompt them to learn more about your brand.

The sub-stages of the acquisition stage

The acquisition stage of the customer lifecycle can be further broken down into three sub-stages: Awareness, Interest, and Engagement. Let’s delve deeper into each one of them.

  1. Awareness: This is the initial contact point where potential customers first learn about your brand or product. Here, the objective is to build brand recognition and grow your brand’s visibility. For instance, using targeted Facebook ads or sponsored Instagram posts to reach potential customers who might be interested in your product category. Or perhaps, collaborating with influencers to showcase your products, allowing you to tap into their follower base and increase brand awareness.
  2. Interest: Once potential customers are aware of your brand, the next step is to spark their interest. At this stage, you want to showcase the unique value proposition of your products or services. Consider sharing high-quality product images, customer testimonials, or informative videos about your products. For example, if you’re a skincare brand, you could share a video tutorial on how your organic sunscreen is used or a blog post detailing the benefits of your product line. This educates potential customers about your offerings and why they should choose you over competitors.
  3. Engagement: The final sub-stage of the acquisition phase involves engaging potential customers. The goal here is to encourage interactions with your brand, such as likes, comments, shares or follows. Social media contests are a fantastic way to foster engagement. For example, hosting a giveaway contest on Instagram, where users need to tag friends and follow your account to participate, can greatly increase interactions and grow your follower base.

By understanding and effectively leveraging these sub-stages of the acquisition stage, you can ensure a smoother transition of potential customers into the next stage of the customer lifecycle journey.

11 Common mistakes during the acquisition stage

While the acquisition stage of customer lifecycle management holds immense potential, it’s important to be cognizant of common pitfalls that can impede your progress. Let’s delve into 11 common mistakes brands often make during the acquisition stage:

engagement stage

  1. Not Defining a Target Audience: Without a clear understanding of who you’re trying to reach, your marketing efforts may fall flat. For example, a vegan skincare brand advertising to a demographic that hasn’t shown interest in vegan or cruelty-free products could result in wasted resources.
  2. Ignoring Social Media Analytics: These data-driven insights can guide your ad placement and content strategies. Ignoring analytics, such as running an Instagram ad campaign without understanding the platform’s primary user demographics, could lead to ineffective outreach.
  3. Undermining the Power of Engaging Content: A skincare brand that relies solely on product images, ignoring informative blogs or interactive content, may fail to fully engage potential customers.
  4. Inadequate Use of Influencer Marketing: Collaborating with an influencer who doesn’t align with your brand values or isn’t received well by your target audience can backfire. For instance, a luxury skincare brand working with an influencer known for budget shopping could create a mismatch and confuse potential customers.
  5. Generic Messaging: Failing to highlight what makes your brand unique may leave potential customers unimpressed. If your vegan skincare brand doesn’t emphasize its cruelty-free and natural ingredients, people might overlook its unique selling points.
  6. One-Size-Fits-All Approach: Assuming that all social media platforms work the same way can lead to ineffective marketing. A YouTube tutorial may work wonders for a skincare brand, but the same cannot be said for a platform like LinkedIn.
  7. Overlooking Customer Testimonials: Prospective customers often rely on peer reviews. A skincare brand that doesn’t share user testimonials may miss the opportunity to build trust and credibility.
  8. Not Utilizing Social Media Contests: Contests can expand your reach and foster engagement. If a skincare brand fails to incorporate this strategy, it could miss a chance to increase its follower base and brand awareness.
  9. Ignoring Customer Queries: Not responding to customer queries or feedback on social media can portray your brand as unapproachable or indifferent. This can deter potential customers from engaging further with your brand.
  10. Over-Promising and Under-Delivering: It’s crucial to be truthful in your advertising. A skincare brand promising overnight results may attract customers initially, but when the product doesn’t deliver, it could harm the brand’s reputation.
  11. Not Adapting to Changes: The digital landscape is constantly evolving. A brand sticking to outdated strategies, like focusing solely on Facebook marketing while neglecting emerging platforms like TikTok, could miss out on reaching a broader audience.

By avoiding these common mistakes, you can optimize your acquisition strategies, effectively attract potential customers, and pave a robust path toward brand growth and customer loyalty.

Content types for the acquisition stage

engagement stage

Activation stage

The Activation Stage is the phase in the customer lifecycle where you motivate potential customers to take the first important action—be it purchasing a product, signing up for a newsletter, or downloading an app. In this stage, the objective is to convert the potential customer into an active one. Let’s dive into some types of content that can assist in achieving this objective.

engagement stage

  1. Product Demonstrations: A product demonstration video is a highly effective way to introduce your product’s functions and benefits to your audience. For example, if you sell a productivity app, creating a walk-through video showing how the app works can help potential customers understand its value and how it can simplify their tasks.
  2. Webinars: Hosting webinars on topics relevant to your product or industry is a great way to engage potential customers. For instance, if you’re a cybersecurity company, you could host webinars about online safety practices or the latest cybersecurity threats. This not only provides useful information but also positions your brand as an expert in the field.
  3. Free Trials or Samples: Offering free trials or samples allows potential customers to experience your product firsthand. If you’re a SaaS company, you could provide a 30-day free trial of your software. Similarly, a cosmetic company might offer free makeup samples to potential customers.
  4. Discounts or Special Offers: Offering discounts or special offers can incentivize potential customers to make their first purchase. For example, a clothing brand could offer a “20% off on the first order” deal to new customers.
  5. Email Newsletters: Regularly sending out informative and engaging email newsletters can help keep your brand at the top of potential customers’ minds. These newsletters can include industry news, company updates, special offers, and more.
  6. Influencer Partnerships: Collaborating with influencers who resonate with your brand can help reach a larger audience. Suppose you run a fitness equipment company. In that case, partnering with a fitness influencer to showcase your products in their workout routine can encourage their followers to try your products.

By effectively leveraging these content types during the activation stage, you can motivate potential customers to take the first significant step toward becoming active customers. Remember, the goal here is to demonstrate enough value that potential customers feel compelled to engage with your product or service.

Retention stage

The Retention Stage is a critical phase in the customer lifecycle where the focus is on keeping existing customers satisfied and invested in your brand.

The key objective during this stage is to provide continuous value to your customers, ensuring they remain loyal to your brand and even become advocates for your products or services. Below are some content types that can be impactful during the retention stage.

engagement stage

  1. Educational Content: Providing tutorials and how-to guides can help customers get the most out of your product. For instance, a graphic design software company could create tutorial videos demonstrating advanced design techniques.
  2. User-generated Content: Encouraging user-generated content, such as reviews or photos of the product in use, can not only make your customers feel valued but also provide authentic promotional material for your brand. A furniture company, for example, could invite customers to share photos of their newly furnished rooms.
  3. Exclusive Offers or Rewards: Offering exclusive discounts or rewards to loyal customers can show your appreciation for their continued support and potentially boost further purchases. A coffee shop could offer a “Buy 5, Get 1 Free” loyalty card.
  4. Regular Check-ins: Sending personalized messages or emails to check in with your customers can make them feel cared for and valued. For example, a software company could send out emails asking about a customer’s experience with their product and offer assistance if needed.
  5. Community Building: Creating a space, such as a Facebook Group or a forum, where customers can interact, share ideas, or ask questions can foster a sense of community around your brand. A gardening equipment company could create a forum for customers to discuss gardening tips.
  6. Highlighting Product Updates or Upgrades: Keep your customers informed about any improvements or additions to your product. If you’re a tech company that recently upgraded a feature, make sure your customers know about it and understand its benefits.

By implementing these retention strategies, you can build long-lasting relationships with your customers, transforming them from one-time buyers into loyal brand advocates. Always remember that retaining an existing customer is often more cost-effective than acquiring a new one.

Revenue stage

The Revenue Stage is the final step in the customer lifecycle, where the aim is to maximize the monetary value of each customer relationship. Here, you’re not just looking to maintain customer loyalty; rather, your goal is to encourage repeat purchases and upselling or cross-selling opportunities. This stage is crucial as it directly impacts your enterprise’s profitability. Here are some strategies and content types that can help achieve this objective:

engagement stage

  1. Upselling and Cross-selling: Upselling and cross-selling provide opportunities to increase the value of each transaction. For instance, if you run an online store that sells kitchen appliances, you might suggest a high-end blender to a customer who has just purchased a basic model (upselling) or recommend a complementing toaster (cross-selling).
  2. Replenishment Emails: These are reminders sent to customers to repurchase products they may be running out of. For example, a skincare company can send replenishment emails to customers to repurchase their favorite moisturizer.
  3. Exclusive VIP Programs: Reward your most loyal customers by offering exclusive programs that provide added benefits, such as free shipping, access to new products before they launch, or exclusive discounts. For example, a fashion retailer could offer VIP customers early access to their new seasonal collection.
  4. Bundling Products: Bundling products together for a discounted price can encourage higher spending. A video game store could bundle a gaming console with a few popular games and offer the bundle at a price lower than the total cost of the individual items.
  5. Retargeting Campaigns: These campaigns are designed to re-engage customers who have previously shown interest in your products but have not made a purchase. For example, an online bookstore could target customers who have previously browsed the “Mystery” section with an email containing a special offer on mystery novels.
  6. Subscription Services: If applicable to your business, offering a subscription service ensures a steady stream of revenue and builds customer loyalty. A coffee subscription service, for instance, delivering artisan coffees from around the world to subscribers monthly, can be a great way to keep revenue flowing.

By integrating these strategies into your customer lifecycle, you can increase your revenue and strengthen customer relationships. It’s important to remember that while this stage is focused on financial growth, the fundamental principle remains providing value to your customers.

Re-engagement stage

The Re-engagement Stage is a critical juncture in the customer lifecycle, where efforts are concentrated on rekindling the interest of customers who may have become disengaged with your brand. A well-executed re-engagement strategy can bring your brand back to the forefront of your customer’s minds, reignite their interest in your products or services, and restore their active involvement with your brand.

Some proven re-engagement strategies and content types are outlined below:

engagement stage

  1. Reactivation Email Campaigns: These are targeted emails sent to customers who have not interacted with your brand in a while. For instance, a software as a service (SaaS) company could send out emails to customers who have not logged in to their software in the past month, offering tips and tricks for using the software effectively.
  2. Special Offers or Incentives: Providing special offers or incentives can entice inactive customers to re-engage. A bookstore might offer a 20% discount to customers who have not made a purchase in the last six months.
  3. Survey or Feedback Requests: Asking for feedback can make your customers feel valued and appreciated. This could be as simple as a clothing retailer emailing a survey to customers asking for their input on a new clothing line.
  4. Reminder of Benefits: Remind customers of the benefits they are missing out on. A fitness application could send a reminder to users about the various workout plans and nutrition guides available on the app that they have not been accessing.
  5. Social Media Engagement: Engaging with customers on social media platforms can also help rekindle their interest. A cosmetics brand could host a giveaway on Instagram where customers have a chance to win a free product for liking, commenting, and sharing the post.
  6. Personalized Recommendations: Using customer data to offer personalized product or service recommendations can show customers that you understand their needs and preferences. A music streaming service could create personalized playlists based on their users’ listening history.

Implementing a robust re-engagement strategy can help win back inactive customers, revitalize their interest, and drive them back into the customer lifecycle. Remember, a customer lost is not necessarily a customer lost forever. With the right approach, you can rekindle their interest and secure their loyalty once again.

Loyalty stage

The Loyalty Stage is the pinnacle of the customer lifecycle, where customers become ambassadors for your brand due to the exceptional value and experience they consistently receive. These loyal customers not only offer repeated business but also promote your brand through word-of-mouth and social media advocacy. Here are some strategies and content types to cultivate and enhance customer loyalty:

engagement stage

  1. Personalized Communication: Personalized communication fosters a sense of connection and value. For example, a pet food company could send a personalized birthday email to a customer’s pet, offering a special discount on their next purchase.
  2. Loyalty Programs: Reward your customers’ continued patronage with loyalty or rewards programs. A bakery could offer a free pastry for every ten items purchased.
  3. Exclusive Content: Providing loyal customers with exclusive content can make them feel valued. A film streaming service, for example, could offer early access to new releases or exclusive behind-the-scenes footage.
  4. Community Building: Creating a community around your brand promotes engagement and loyalty. An athletic wear brand could launch a fitness challenge on a social media platform, encouraging customers to share their progress and experiences.
  5. Customer Service Excellence: Exceptional customer service is key to retaining loyal customers. For instance, a software company could provide 24/7 customer support, ensuring that any issues or concerns are promptly addressed.
  6. Customer Feedback: Regularly solicit customer feedback and show that you’re acting on it. An online retailer could send out surveys asking for customers’ opinions on potential new features or products.

By carefully implementing these loyalty-building strategies, you can turn your customers into brand advocates, driving both direct and referral business. Remember, the aim is to continuously deliver value and exceed customer expectations, thus solidifying your brand’s place in their hearts and minds.

Building Your Customer Engagement Tech Stack

To maximize customer engagement, your business needs a robust tech stack. The tech stack is essentially a collection of technologies and tools that work together to streamline your customer engagement efforts. Let’s explore some key elements that could make up an effective customer engagement tech stack:

engagement stage

  1. Customer Relationship Management (CRM) Software: CRM tools like Salesforce or HubSpot are the cornerstone of any customer engagement tech stack. These platforms allow businesses to manage their interactions with current and potential customers, tracking various metrics such as customer data, purchase history, and interaction history.
  2. Social Media Management Tools: A tool like Hootsuite or Buffer can help you manage your company’s social media presence. You can schedule posts, track engagement metrics, and interact with your audience across multiple platforms from one centralized dashboard.
  3. Email Marketing Tools: SendGrid, Mailchimp, and ConvertKit are examples of email marketing tools that allow you to automate the process of sending emails to your customer list, enabling you to send targeted email campaigns, newsletters, and more.
  4. Customer Support Tools: Exceptional customer support is crucial for customer engagement. Using a tool like Zendesk or Intercom can help you manage your customer support tickets effectively and ensure that your customer’s needs are met promptly.
  5. Analytics and Data Visualization Tools: Tools like Google Analytics and Tableau can help you analyze your customer engagement efforts, providing valuable insights that can guide your future strategies.
  6. Content Management System (CMS): A CMS like WordPress or Squarespace can help manage your online content effectively, ensuring that your website remains up-to-date and engaging for your audience.

Remember, the key to building an effective customer engagement tech stack is to select tools that address the specific needs of your business and can integrate seamlessly with each other. This approach ensures that all your customer engagement efforts are synced and streamlined, leading to more effective strategies and better results.

CONCLUSION

Creating an efficient customer engagement strategy and implementing a robust tech stack can propel your business to new heights. It fosters loyalty, maximizes customer lifetime value, and turns customers into brand advocates.

However, the journey towards this destination requires careful planning, strategic execution, and constant optimization. Begin your journey now with OnboardSaaS.

We offer powerful tech solutions tailored to your specific needs, empowering you to deliver exceptional customer experiences and drive sustainable business growth. Get started with OnboardSaaS today!

1 thought on “How To Effectively Engage Users At Every Engagement Stage Of The Customer Lifecycle Journey”

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