{"id":138416,"date":"2022-02-10T11:00:57","date_gmt":"2022-02-10T16:00:57","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=138416"},"modified":"2023-05-12T08:25:49","modified_gmt":"2023-05-12T13:25:49","slug":"lifecycle-marketing","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/","title":{"rendered":"The Beginner\u2019s Guide to Lifecycle Marketing"},"content":{"rendered":"<div class=\"intro-txt\">Every customer is different.<\/div>\n<p>They are at different stages of the <a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">buying journey<\/a>&nbsp;and, therefore, respond to different messages. Having only one message\u2014and shouting that at all of them\u2014will not work and may even turn some of them&nbsp;off.<\/p>\n<p>Instead, you need a better strategy. One that takes into consideration the stage customers are in. From there, you can customize a more suitable message.<\/p>\n<p>How do you do&nbsp;that?<\/p>\n<p>Well, you can do what\u2019s called lifecycle marketing. In this post, you\u2019ll learn the following:<\/p>\n<ul>\n<li><a href=\"#1-what-is-lifecycle-marketing\">What lifecycle marketing is<\/a><\/li>\n<li><a href=\"#2-implement-lifecycle-marketing-strategy\">Create a lifecycle marketing strategy<\/a><\/li>\n<li><a href=\"#3-lifecycle-marketing-tactics\">Lifecycle marketing tactics<\/a><\/li>\n<\/ul>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is lifecycle marketing?\" data-section=\"1-what-is-lifecycle-marketing\">\n<h2>What is lifecycle marketing?<\/h2>\n<\/div><\/div>\n<p>Lifecycle marketing is the process of matching the type of communication a customer wants to see as they progress along their lifecycle.<\/p>\n<p>Typically, the customer lifecycle consists of six&nbsp;high-level stages, similar to the modern-day <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">marketing funnel<\/a>:<\/p>\n<ol>\n<li><strong>Awareness <\/strong>\u2013&nbsp;Your potential customers first learn about your&nbsp;brand.<\/li>\n<li><strong>Engagement <\/strong>\u2013 Your potential customers interact with your brand and learn more about your offerings.<\/li>\n<li><strong>Consideration <\/strong>\u2013 Your potential customers evaluate your offerings and decide if you\u2019re the right&nbsp;fit.<\/li>\n<li><strong>Purchase <\/strong>\u2013&nbsp;Your potential customers turn into customers by buying from&nbsp;you.<\/li>\n<li><strong>Support <\/strong>\u2013&nbsp;You support your customers by ensuring they\u2019re deriving maximum value and satisfaction from their purchase.<\/li>\n<li><strong>Loyalty <\/strong>\u2013&nbsp;Your customers love your brand. They purchase from you repeatedly and\/or take the initiative to tell others about&nbsp;you.<\/li>\n<\/ol>\n<p>The idea behind lifecycle marketing was developed by Infusionsoft (now <a href=\"https:\/\/keap.com\/\">Keap<\/a>) to promote its email marketing software. Today, the concept continues to be associated with email marketing.<\/p>\n<p>However, customers don\u2019t just interact with a business via email. So we can expand the scope of lifecycle marketing to other <a href=\"https:\/\/ahrefs.com\/blog\/marketing-channels\/\">marketing channels<\/a>&nbsp;too.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to implement a lifecycle marketing strategy\" data-section=\"2-implement-lifecycle-marketing-strategy\">\n<h2>How to implement a lifecycle marketing strategy<\/h2>\n<\/div><\/div>\n<p>To create a lifecycle marketing strategy, we\u2019ll use this framework, courtesy of <a href=\"https:\/\/www.barilliance.com\/advanced-lifecycle-marketing-strategies-tactics\/\">Barilliance<\/a>. It involves three&nbsp;steps:<\/p>\n<ol>\n<li>Triggers<\/li>\n<li>Message(s)<\/li>\n<li>Channel<\/li>\n<\/ol>\n<p>Let\u2019s look at them in more detail.<\/p>\n<h3>1. Triggers<\/h3>\n<p>Triggers are predefined conditions that determine when a marketing message should be presented to a customer. These conditions are aligned with the six stages of the customer lifecycle.<\/p>\n<p>Since the six stages of the customer lifecycle are pretty high-level ones, let\u2019s break them down into more specific segments that can serve as triggers:<\/p>\n<ul>\n<li>Prospects who have not heard of your brand [Awareness]<\/li>\n<li>New site visitors [Awareness]<\/li>\n<li>New email subscribers [Engagement]<\/li>\n<li>Prospects who are comparing [Consideration]<\/li>\n<li>Cart abandoners [Consideration]<\/li>\n<li>First-time customers [Purchase]<\/li>\n<li>Churned customers [Support]<\/li>\n<li>Active customers\/VIPs [Loyalty]<\/li>\n<\/ul>\n<p>Basically, any customer action can be turned into a trigger.<\/p>\n<h3>2. Message<\/h3>\n<p>This is what you send your customers.<\/p>\n<p>Don\u2019t just send anything, though\u2014not only should your customers care about the message, but it should also be related to the trigger that sent said message.<\/p>\n<p>For instance, you may want to send an email reminder to cart abandoners, i.e., customers who dropped off at the Consideration stage.<\/p>\n<h3>3. Channel<\/h3>\n<p>This is where the message is taking place. It can be any marketing channel\u2014email, social, live chat, YouTube, etc.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Lifecycle marketing tactics\" data-section=\"3-lifecycle-marketing-tactics\">\n<h2>Lifecycle marketing tactics<\/h2>\n<\/div><\/div>\n<p>With the framework in place, let\u2019s look at how we can apply it in reality. We\u2019ll use the segments we created as examples of how to execute lifecycle marketing.<\/p>\n<h3>1. Prospects who have not heard of your&nbsp;brand<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers realize they have a problem and search on Google to learn how to resolve it<br>\n<strong>Message: <\/strong>Educate your customers on how to solve the problem<br>\n<strong>Channel:<\/strong>&nbsp;Search engine optimization (SEO)<\/p>\n<p>Customers can\u2019t buy from you unless they know you exist. And discovery usually occurs because customers first find out they have a problem they need to&nbsp;solve.<\/p>\n<p>When that happens, most of the time, they turn to Google. This means if we want potential customers to find us, we need to rank on Google. Not only that, we need to figure out what problems they\u2019re searching for and what kinds of words they\u2019re using.<\/p>\n<p>To do that, we can use a keyword research tool. Here\u2019s how:<\/p>\n<ol>\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter a few terms related to what you\u2019re selling (e.g., \u201ccoffee,\u201d \u201ccappuccino,\u201d \u201ccoffee bean,\u201d etc)<\/li>\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<li>Switch the tab to <strong>Questions<\/strong><\/li>\n<\/ol>\n<p style=\"text-align: left;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/1-matching-terms.jpg\" alt=\"Matching terms report results \"><\/p>\n<p style=\"text-align: left;\">Here, you\u2019ll see over 300,000 potential topics you could target. Look through the list and pick out those that are relevant to your website. Then <a href=\"https:\/\/ahrefs.com\/seo\/seo-content\" data-ahr=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">create content that will rank for these topics<\/a>.<\/p>\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/ahrefs.com\/seo\/keyword-research\" data-ahr=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">Keyword Research: The Beginner\u2019s Guide by Ahrefs<\/a><\/em><\/p>\n<h3>2. New site visitors<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers land on your site for the first time after discovering your content<br>\n<strong>Message: <\/strong>Subscribe to your newsletter<br>\n<strong>Channel:<\/strong>&nbsp;Email<\/p>\n<p>After discovering your content, most people will leave and never return. So if you want them to continue engaging with your content and brand, you need to get them to stay or return to your website again.<\/p>\n<p>There are many ways to do this, including getting them to follow you on your social channels. In my opinion, email is the best channel because you own the direct communication. (Social platforms can remove you anytime.)<\/p>\n<p>However, a visitor to your website won\u2019t hand over their contact information without some enticement. You can do this in a variety of ways. For example, we keep it simple by asking them to join our weekly digest:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138401\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-subscribe-box.png\" alt=\"Text field to enter email address to subscribe to Ahrefs' newsletter. Next to text field is bearded man on a computer\" width=\"1466\" height=\"602\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-subscribe-box.png 1466w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-subscribe-box-680x279.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/2-subscribe-box-768x315.png 768w\" sizes=\"auto, (max-width: 1466px) 100vw, 1466px\"><\/p>\n<div style=\"text-align: left;\"><\/div>\n<p>E-commerce stores tend to dangle discounts as an incentive:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138415\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/3-zalora-subscribe.png\" alt=\"Text field to enter email address and subscribe to Zalora's newsletter. Text above promising $20 voucher for those who subscribe \" width=\"955\" height=\"675\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/3-zalora-subscribe.png 955w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/3-zalora-subscribe-601x425.png 601w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/3-zalora-subscribe-768x543.png 768w\" sizes=\"auto, (max-width: 955px) 100vw, 955px\"><\/p>\n<div style=\"text-align: left;\"><\/div>\n<p>Whereas bloggers prefer giving away free eBooks:<\/p>\n<div style=\"text-align: left;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/4-tim-ferriss-ebook.jpg\" alt=\"Picture of man. Next to it is a CTA to unlock an ebook\"><\/div>\n<h3>3. New email subscribers<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers sign up for your newsletter<br>\n<strong>Message: <\/strong>A welcome series introducing your brand, content, and catalog\/products<br>\n<strong>Channel:<\/strong>&nbsp;Email<\/p>\n<p>Once the prospect signs up for your newsletter, you should deliver whatever you promised\u2014a discount code, eBook, etc. But beyond that, it\u2019s a great opportunity to continue engaging them and introducing more of your content (or if you\u2019re an e-commerce store, your catalog of products).<\/p>\n<p>For example, after confirming your subscription, marketing agency <a href=\"https:\/\/www.demandcurve.com\/\">Demand Curve<\/a>&nbsp;follows up with an email of resources you can check&nbsp;out:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138413\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/5-demand-curve-newsletter.jpg\" alt=\"Short write-ups, each with a link leading to various resources \" width=\"1082\" height=\"1132\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/5-demand-curve-newsletter.jpg 1082w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/5-demand-curve-newsletter-406x425.jpg 406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/5-demand-curve-newsletter-768x803.jpg 768w\" sizes=\"auto, (max-width: 1082px) 100vw, 1082px\"><\/p>\n<div style=\"text-align: left;\"><\/div>\n<p style=\"text-align: left;\"><a href=\"https:\/\/www.foundmyfitness.com\/\">Dr. Rhonda Patrick<\/a>&nbsp;has a multiday email series that introduces you to her premium content, which she provides for&nbsp;free:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138403\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/6-rhonda-patrick-email.jpg\" alt=\"Rhonda's newsletter containing links to premium content\" width=\"1160\" height=\"636\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/6-rhonda-patrick-email.jpg 1160w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/6-rhonda-patrick-email-680x373.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/6-rhonda-patrick-email-768x421.jpg 768w\" sizes=\"auto, (max-width: 1160px) 100vw, 1160px\"><\/p>\n<div><\/div>\n<div style=\"text-align: left;\"><\/div>\n<h3>4. Prospects who are comparing<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers are looking for product comparisons on Google<br>\n<strong>Message: <\/strong>Feature comparisons, product comparisons<br>\n<strong>Channel:<\/strong>&nbsp;SEO<\/p>\n<p>Customers will always want the best bang for their buck. So even if they\u2019re familiar with your brand, they\u2019ll make comparisons. One of the ways they do this is by searching on Google for comparisons between your brand and your competitors\u2019.<\/p>\n<p>Here\u2019s how to find who your customers are comparing you&nbsp;with:<\/p>\n<ol>\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n<li>Enter your brand&nbsp;name<\/li>\n<li>Go to the <strong>Matching terms <\/strong>report<\/li>\n<li>Under <strong>Terms<\/strong>, click on \u201cvs\u201d<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138404\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/7-versus-terms.jpg\" alt=\"Matching terms report results. &quot;vs&quot; option in the sidebar\" width=\"1418\" height=\"872\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/7-versus-terms.jpg 1418w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/7-versus-terms-680x418.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/7-versus-terms-768x472.jpg 768w\" sizes=\"auto, (max-width: 1418px) 100vw, 1418px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>Here, we can see the different brands that our customers are comparing us&nbsp;with.<\/p>\n<p>It\u2019s up to you whether you want to create one page or individual pages for each competitor. At Ahrefs, we created <a href=\"https:\/\/ahrefs.com\/vs\">one versus page<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138405\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/8-ahrefs-vs.jpg\" alt=\"Excerpt of Ahrefs' &quot;versus&quot; page \" width=\"1396\" height=\"1128\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/8-ahrefs-vs.jpg 1396w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/8-ahrefs-vs-526x425.jpg 526w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/8-ahrefs-vs-768x621.jpg 768w\" sizes=\"auto, (max-width: 1396px) 100vw, 1396px\"><\/p>\n<p>Rather than the standard side-by-side comparison of features where the page creator wins, we decided to feature independent polls and talk about the features that <strong>only <\/strong>our toolset has.<\/p>\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/9-industry-polls.jpg\" alt=\"Polls showing most SEOs prefer Ahrefs\"><\/div>\n<h3>5. Cart abandoners<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers add products to the cart but don\u2019t complete the purchase<br>\n<strong>Message: <\/strong>Complete the checkout process<br>\n<strong>Channel:<\/strong>&nbsp;Email, retargeting<\/p>\n<p>During the process of buying, customers may procrastinate or hesitate. They begin by adding your products to the shopping cart but abandon it halfway because they are distracted, have another matter to attend to, are surprised at the total price, or are annoyed by an element of your checkout process.<\/p>\n<p>In fact, <a href=\"https:\/\/www.statista.com\/statistics\/457078\/category-cart-abandonment-rate-worldwide\/\">Statista\u2019s March 2021 study<\/a>&nbsp;found that&nbsp;almost 80% of online shopping orders were abandoned.<\/p>\n<p>Abandoned carts are fine if customers return. But many don\u2019t. Sleeknote <a href=\"https:\/\/sleeknote.com\/blog\/cart-abandonment-statistics\">claims that<\/a>&nbsp;e-commerce brands lose around $18 billion in sales each year because of cart abandonment.<\/p>\n<p>That means you need a way to try and get these customers back.<\/p>\n<p>The most common way is to send an \u201cabandoned cart\u201d email. Here\u2019s an example from Bonobos, a men\u2019s clothing brand:<\/p>\n<div style=\"width: 690px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/10-bonobos-abandoned-cart-email.jpg\" alt=\"Bonobos' &quot;abandoned cart&quot; email\" width=\"680\" height=\"1160\"><p class=\"wp-caption-text\">Source: <a href=\"https:\/\/reallygoodemails.com\/emails\/everything-cool-with-your-transaction\">Really Good Emails<\/a>.<\/p><\/div>\n<p>Abandoned cart emails aren\u2019t just limited to e-commerce brands. You can use these emails for any incomplete transaction in any industry. For example, here\u2019s one from CodeAcademy, an online programming school:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138408\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-codeacademy-email.jpg\" alt=\" CodeAcademy's &quot;abandoned cart&quot; email\" width=\"1171\" height=\"1173\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-codeacademy-email.jpg 1171w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-codeacademy-email-424x425.jpg 424w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/11-codeacademy-email-768x769.jpg 768w\" sizes=\"auto, (max-width: 1171px) 100vw, 1171px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>Besides email, you can also retarget these customers using social media ads. That way, as they\u2019re browsing the web, they\u2019re reminded to complete their checkout with your&nbsp;brand.<\/p>\n<h3>6. First-time customers<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers buy your product<br>\n<strong>Message: <\/strong>How to get the best out of your product<br>\n<strong>Channel:<\/strong>&nbsp;Email, in-app, live chat, social media, video, content marketing<\/p>\n<p>Give your new customers a great experience, and they\u2019ll be on their way to becoming a VIP of your brand. One way to do this is to offer support and education\u2014teach them how best to use your product so that they will be motivated to stay or buy&nbsp;more.<\/p>\n<p>At Ahrefs, besides our in-app onboarding, we also send emails introducing a variety of resources we\u2019ve created to help customers get more out of our product. This includes a brief explainer on what our toolset does, an introduction to our <a href=\"https:\/\/help.ahrefs.com\/en\/\">knowledge base<\/a>&nbsp;and <a href=\"https:\/\/ahrefs.com\/academy\/how-to-use-ahrefs\">in-app tutorials<\/a>, as well as reminding them they can speak to support staff on the live chat anytime they need&nbsp;help.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138409\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-ahrefs-welcome-email.jpg\" alt=\"Excerpt of Ahrefs' email with information on how to use its tools \" width=\"1600\" height=\"1025\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-ahrefs-welcome-email.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-ahrefs-welcome-email-663x425.jpg 663w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-ahrefs-welcome-email-260x166.jpg 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-ahrefs-welcome-email-768x492.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/12-ahrefs-welcome-email-1536x984.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>We also share with them the best content on our blog and <a href=\"https:\/\/www.youtube.com\/c\/AhrefsCom\">YouTube channel<\/a>, most of which features the&nbsp;<a href=\"https:\/\/ahrefs.com\/blog\/how-to-use-ahrefs\/\">different ways to use our toolset<\/a>&nbsp;and execute different tactics:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138410\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-ahrefs-content-email.jpg\" alt=\"Excerpt of Ahrefs' email containing links to its best content\" width=\"1258\" height=\"1206\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-ahrefs-content-email.jpg 1258w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-ahrefs-content-email-443x425.jpg 443w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/13-ahrefs-content-email-768x736.jpg 768w\" sizes=\"auto, (max-width: 1258px) 100vw, 1258px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>Finally, we also invite them to join our customers-only Facebook group, <a href=\"https:\/\/www.facebook.com\/groups\/ahrefsinsider\">Ahrefs Insider<\/a>,&nbsp;so they can interact with other top-tier SEOs to get the latest tips, tactics, and solutions for their problems:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138414\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-ahrefs-insider-invite-email.jpg\" alt=\"Excerpt of Ahrefs' email containing invitation to join its FB page \" width=\"1214\" height=\"798\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-ahrefs-insider-invite-email.jpg 1214w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-ahrefs-insider-invite-email-647x425.jpg 647w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/14-ahrefs-insider-invite-email-768x505.jpg 768w\" sizes=\"auto, (max-width: 1214px) 100vw, 1214px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>Education and support aren\u2019t just limited to software-as-a-service (SaaS) businesses like ours. E-commerce brands can do it too. Take a look, for example, at how Beardbrand creates content to support its customers:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138411\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-beardbrand-blog.jpg\" alt=\"Beardbrand's content about taking care of beards \" width=\"1600\" height=\"1018\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-beardbrand-blog.jpg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-beardbrand-blog-668x425.jpg 668w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-beardbrand-blog-260x166.jpg 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-beardbrand-blog-768x489.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/15-beardbrand-blog-1536x977.jpg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>If you sell women\u2019s clothing, you can always show your customers how to pair up different styles for different seasons. Or if you sell sneakers, teach your customers how to take care of them (especially suedes!), clean them, and pair them up with different styles (or even lace them differently!).<\/p>\n<h3>7. Churned customers<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers buy your product once and never purchase anything again<br>\n<strong>Message: <\/strong>Discount for returning<br>\n<strong>Channel:<\/strong>&nbsp;Email, retargeting<\/p>\n<p>The above trigger is to prevent churn. But no matter how much you try, some customers will leave or stop buying from you. However, a percentage of them can be persuaded back.<\/p>\n<p>Retargeting can work well here. Use ads to remind them they\u2019ve not bought from you for a while and invite them to check out your brand&nbsp;again.<\/p>\n<p>Email can work too. Drew Sanocki famously <a href=\"https:\/\/www.rejoiner.com\/resources\/data-driven-marketing-helped-karmaloop-com-claw-way-back-bankruptcy\">helped transform<\/a>&nbsp;streetwear brand KarmaLoop from facing bankruptcy to being acquired. One of the tools in his toolbox was the discount ladder strategy for winning back churned customers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138398\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/16-karmaloop-email.jpg\" alt=\"KarmaLoop's email offering &quot;Welcome Back&quot; discount to customers \" width=\"717\" height=\"690\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/16-karmaloop-email.jpg 717w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/16-karmaloop-email-442x425.jpg 442w\" sizes=\"auto, (max-width: 717px) 100vw, 717px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>Drew explains the strategy in more detail <a href=\"https:\/\/www.shopify.com.sg\/learn\/course\/ecommerce-email-marketing-101\/discount-ladder-strategy\">here<\/a>.&nbsp;But basically, the idea is to give increasing discounts over time to customers who haven\u2019t made a purchase in a&nbsp;while.<\/p>\n<p>But once the customer buys, they\u2019re taken off the discount ladder. This ensures you\u2019re not driving your brand downward into a discounting spiral (incidentally the reason why KarmaLoop was on the verge of bankruptcy in the first&nbsp;place).<\/p>\n<h3>8. VIPs<\/h3>\n<p><strong>Trigger:<\/strong>&nbsp;Customers who repeatedly and frequently buy your products<br>\n<strong>Message: <\/strong>Join VIP program<br>\n<strong>Channel:<\/strong>&nbsp;Email, in-app, in-store<\/p>\n<p>Customers who love your product should be given more opportunities to buy again and buy often. If you have one, it\u2019s a good idea to invite them to your loyalty or VIP program.<\/p>\n<p>For example, Sephora\u2019s Beauty Insider is one of the most successful loyalty programs around. It has over <a href=\"https:\/\/www.shopify.com\/blog\/loyalty-program#sephora\">25 million members<\/a>,&nbsp;and they make up close to 80% of Sephora\u2019s annual sales.<\/p>\n<p>The Beauty Insider program has tiers, which encourage loyal customers to buy more so that they get upgraded to higher tiers:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-138399\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-sephora-loyalty-program.png\" alt=\"Table showing perks that Sephora customers can get when they unlock the various membership levels \" width=\"1600\" height=\"1272\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-sephora-loyalty-program.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-sephora-loyalty-program-535x425.png 535w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-sephora-loyalty-program-768x611.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/17-sephora-loyalty-program-1536x1221.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<div style=\"text-align: center;\"><\/div>\n<p>Being a Very Important Beauty (VIB) member is important to Sephora\u2019s community members. Not only do they get rewards and discounts, but they also get access to exclusive products and events. So much so that there is a proud VIB community on YouTube:<\/p>\n<div style=\"text-align: center;\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/18-sephora-vib-youtube.jpg\" alt=\"List of Youtube videos about Sephora's VIB sales, recommendations, etc\"><\/div>\n<h2>Final thoughts<\/h2>\n<p>The segments and triggers I\u2019ve written about are not exhaustive.<\/p>\n<p>Depending on your business, you can take a more granular approach and create more segments. And for each segment, you can always consider more triggers.<\/p>\n<p>Bear in mind the absence of an action can also be a trigger. For example, a situation where a potential customer joins your email list but doesn\u2019t open the past five emails can be a trigger that spurs you to send a new message.<\/p>\n<p>What do you think? Did I miss out on anything about lifecycle marketing? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>They are at different stages of the buying journey&nbsp;and, therefore, respond to different messages. Having only one message\u2014and shouting that at all of them\u2014will not work and may even turn some of them&nbsp;off. Instead, you need a better strategy. One<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":138418,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-138416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Beginner&#039;s Guide to Lifecycle Marketing<\/title>\n<meta name=\"description\" content=\"Lifecycle marketing is the process of matching the type of communication a customer wants to see as they progress along their lifecycle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Beginner&#039;s Guide to Lifecycle Marketing\" \/>\n<meta property=\"og:description\" content=\"Match your messaging to your customers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-10T16:00:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-12T13:25:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/fb_lifecycle_marketing_navigation.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Si Quan Ong\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Match your messaging to your customers.\" \/>\n<meta name=\"twitter:creator\" content=\"@siquanong\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/\"},\"author\":{\"name\":\"Si Quan Ong\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e09e43a1a939a6723fb3c1ebd243f2e7\"},\"headline\":\"The Beginner\u2019s Guide to Lifecycle Marketing\",\"datePublished\":\"2022-02-10T16:00:57+00:00\",\"dateModified\":\"2023-05-12T13:25:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/\"},\"wordCount\":2163,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/fb_lifecycle_marketing_navigation.png\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/\",\"name\":\"The Beginner's Guide to Lifecycle Marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/fb_lifecycle_marketing_navigation.png\",\"datePublished\":\"2022-02-10T16:00:57+00:00\",\"dateModified\":\"2023-05-12T13:25:49+00:00\",\"description\":\"Lifecycle marketing is the process of matching the type of communication a customer wants to see as they progress along their lifecycle.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/lifecycle-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/fb_lifecycle_marketing_navigation.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2022\\\/01\\\/fb_lifecycle_marketing_navigation.png\",\"width\":1200,\"height\":630},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"name\":\"SEO Blog by Ahrefs\",\"description\":\"Link Building Strategies &amp; SEO Tips\",\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\",\"name\":\"Ahrefs\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/ahrefs-logo.png\",\"width\":2048,\"height\":768,\"caption\":\"Ahrefs\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Ahrefs\\\/\",\"https:\\\/\\\/x.com\\\/ahrefs\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/ahrefs\\\/\",\"https:\\\/\\\/www.youtube.com\\\/c\\\/ahrefscom\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e09e43a1a939a6723fb3c1ebd243f2e7\",\"name\":\"Si Quan Ong\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/SiQuanOng_2x.jpga792b2ebf044ff0f390a6e1c76bf4a0e\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/SiQuanOng_2x.jpg\",\"contentUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/08\\\/SiQuanOng_2x.jpg\",\"caption\":\"Si Quan Ong\"},\"description\":\"Content marketer @ Ahrefs. I've been in digital marketing for the past 6 years and have spoken at some of the industry\u2019s largest conferences in Asia (TIECon and Digital Marketing Skill Share.) I also write about my curiosities on my Substack.\",\"sameAs\":[\"https:\\\/\\\/www.siquanong.com\\\/\",\"si-quan-ong\",\"https:\\\/\\\/x.com\\\/siquanong\"],\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/author\\\/si-quan-ong\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Beginner's Guide to Lifecycle Marketing","description":"Lifecycle marketing is the process of matching the type of communication a customer wants to see as they progress along their lifecycle.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/","og_locale":"en_US","og_type":"article","og_title":"The Beginner's Guide to Lifecycle Marketing","og_description":"Match your messaging to your customers.","og_url":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/","og_site_name":"SEO Blog by Ahrefs","article_publisher":"https:\/\/www.facebook.com\/Ahrefs\/","article_published_time":"2022-02-10T16:00:57+00:00","article_modified_time":"2023-05-12T13:25:49+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/fb_lifecycle_marketing_navigation.png","type":"image\/png"}],"author":"Si Quan Ong","twitter_card":"summary_large_image","twitter_description":"Match your messaging to your customers.","twitter_creator":"@siquanong","twitter_site":"@ahrefs","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/#article","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/"},"author":{"name":"Si Quan Ong","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7"},"headline":"The Beginner\u2019s Guide to Lifecycle Marketing","datePublished":"2022-02-10T16:00:57+00:00","dateModified":"2023-05-12T13:25:49+00:00","mainEntityOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/"},"wordCount":2163,"publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/fb_lifecycle_marketing_navigation.png","articleSection":["General Marketing"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/","url":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/","name":"The Beginner's Guide to Lifecycle Marketing","isPartOf":{"@id":"https:\/\/ahrefs.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/#primaryimage"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/fb_lifecycle_marketing_navigation.png","datePublished":"2022-02-10T16:00:57+00:00","dateModified":"2023-05-12T13:25:49+00:00","description":"Lifecycle marketing is the process of matching the type of communication a customer wants to see as they progress along their lifecycle.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/lifecycle-marketing\/#primaryimage","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/fb_lifecycle_marketing_navigation.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2022\/01\/fb_lifecycle_marketing_navigation.png","width":1200,"height":630},{"@type":"WebSite","@id":"https:\/\/ahrefs.com\/blog\/#website","url":"https:\/\/ahrefs.com\/blog\/","name":"SEO Blog by Ahrefs","description":"Link Building Strategies &amp; SEO Tips","publisher":{"@id":"https:\/\/ahrefs.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ahrefs.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/ahrefs.com\/blog\/#organization","name":"Ahrefs","url":"https:\/\/ahrefs.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/06\/ahrefs-logo.png","width":2048,"height":768,"caption":"Ahrefs"},"image":{"@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Ahrefs\/","https:\/\/x.com\/ahrefs","https:\/\/www.linkedin.com\/company\/ahrefs\/","https:\/\/www.youtube.com\/c\/ahrefscom"]},{"@type":"Person","@id":"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7","name":"Si Quan Ong","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpga792b2ebf044ff0f390a6e1c76bf4a0e","url":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg","contentUrl":"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/08\/SiQuanOng_2x.jpg","caption":"Si Quan Ong"},"description":"Content marketer @ Ahrefs. I've been in digital marketing for the past 6 years and have spoken at some of the industry\u2019s largest conferences in Asia (TIECon and Digital Marketing Skill Share.) I also write about my curiosities on my Substack.","sameAs":["https:\/\/www.siquanong.com\/","si-quan-ong","https:\/\/x.com\/siquanong"],"url":"https:\/\/ahrefs.com\/blog\/author\/si-quan-ong\/"}]}},"as_json":null,"json_reviewers":[164],"_links":{"self":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/138416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/users\/146"}],"replies":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/comments?post=138416"}],"version-history":[{"count":0,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/posts\/138416\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media\/138418"}],"wp:attachment":[{"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/media?parent=138416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/categories?post=138416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/tags?post=138416"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/ahrefs.com\/blog\/wp-json\/wp\/v2\/coauthors?post=138416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}