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Building Engagement with Content & Lifecycle
Marketing
Presented by
Craig Lile Senior Director of
Marketing for Raidious
Lauren Littlefield Director of Marketing for
Right On Interactive
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Agenda • The Age of the Customer • Introduction of Lifecycle Marketing • Value of engagement • How content wins new business • How content builds loyalty • Emergence of brand flexibility • Building a strategy that works
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What is Lifecycle Marketing?
Marketing strategy that helps organizations win new business, keep current customers and grow the right
relationships
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Engagement drives relationships and relationships
drive revenue.
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The Value of Engagement
• It is 6-7x more costly to attract a new customer than it is to retain an existing customer. (White House Office of Consumer Affairs) • The average spend of a repeat
customer is a whopping 67% more than a new one. (Inc.)
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Content that wins new business
• Introductory content è Build your audience
• Omnichannel content • Quality not quantity
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• Email • Blogs • Social Graphics • Infographics • Videos
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Content that builds loyalty • Activating the audience è Moving them
along in the lifecycle
• 1:1 Content
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• Whitepapers • Tip Sheets • Checklists • How-To Videos
• Webinars • Reports • eBooks • Case Studies
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Emergence of brand flexibility • Social listening – real time trends and
opportunities that relate to your customers – Flexibility to take advantage of these
opportunities • Versatile content – prepare for content to be
shared in ways you didn’t plan for – Ensure content is optimized for mobile
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Building a strategy that works
• Who are you sharing your content with? • How engaged are they with your brand and where
are they in their relationship with you (i.e., lifecycle stage)?
• Content needs to be relevant to the contact based upon their profile fit, engagement level and lifecycle stage
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Questions? Craig Lile @DodgeMOKB www.raidious.com
Lauren Littlefield @lllittlefield
www.rightoninteractive.com
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