Although different, it\u2019s important to know that the segments<\/strong> within the customer lifecycle should correspond with the customer journey stages<\/strong>.<\/p>\n Once you have the full picture, you can begin to advertise accordingly (also known as \u201clifestyle advertising\u201d).<\/p>\n Ultimately, the goal is to create thoughtful, intentional interactions that lead potential customers further along their journey to not only purchase a product or service from you but turn them into lifetime loyal customers.<\/p>\n The best way to accomplish this goal is to identify your customer\u2019s needs at each stage, then deliver messaging that responds to their needs at the right time.<\/p>\n While every business has its own unique lifecycle \u2013 some can be days long, others can be years \u2013 they all are characterized by the same stages:<\/p>\n Here is how to create an ad strategy based on the lifecycle stages mentioned above:<\/p>\n At this point, you want as many potential customers to learn about your business as possible.<\/p>\n This stage is about getting your ads in front of anyone looking at them.<\/p>\n While it\u2019s essential to consider where your potential customers are hanging out and putting your ads there, it\u2019s also important to avoid putting all your eggs in one basket.<\/p>\n In other words, while you\u2019ll likely find that your potential customers are viewing ads in one specific place more than another, never ignore those second, third, and fourth places (Instagram vs. Facebook vs. print ads, for example) where your ads could be seen!<\/p>\n These advertisements should help potential customers get to know your brand. Include your logo, brand colors, and appearance, but also communicate your values and what sets you apart from the competition.<\/p>\n Here is what a call-to-action (CTA) in this stage might look like:<\/p>\n When a consumer sees your awareness ad, they are now aware of your company.<\/p>\n However, the \u201crule of seven\u201d states that a consumer needs to see an ad at least seven times before they take action, which is why we continue to advertise past the awareness stage.<\/p>\n YouTube is a great platform for awareness because it\u2019s quick, it allows you to have a button if someone wants to learn more, and you have to watch at least five seconds of the video ad \u2013 see the ad below from Cozy Earth<\/a>:<\/p>\n To learn more about YouTube advertising in general, visit here<\/a>.<\/p>\n Beyond making your customers aware of your product, the next stage of the journey is encouraging them to interact with your brand.<\/p>\n While these ads should also represent your brand well, the main goal of the ads in this phase is to get the customer to engage.<\/p>\n Engagement can mean:<\/p>\n However, you want your potential customers to engage, decide on that goal, and create a CTA that reflects your goal.<\/p>\n Below are some calls to action for this stage:<\/p>\n Instagram is a great platform for the engagement stage because you can actually ask readers questions \u2013 the ultimate engagement.<\/p>\n This gets someone excited about what you have to offer while hopefully keeping your brand top of mind.<\/p>\n Below is a great example from Dapper Renaissance<\/a>:<\/p>\n When a potential customer hits this stage, they\u2019ve already engaged with your company.<\/p>\n A great way to target customers who have reached this stage is by investing in retargeting advertisements<\/a>. By segmenting your audience, your ad will only be shown to people who have visited your website or interacted with you in some way.<\/p>\n At this stage, your customer has already shown initial intrigue and engaged with your brand. The goal of the ads at this stage is to help them decide whether or not to buy from you.<\/p>\n Some ways to help your consumers at this stage:<\/p>\n Think about what your potential customers need to see at this stage that would help them choose your brand over your competitors.<\/p>\n In this stage, it\u2019s also extremely important to make converting as easy as possible so that when they do decide to buy from you, it\u2019s not a challenge. The end goal of this stage is a conversion.<\/p>\n A CTA at this stage could be:<\/p>\n Retargeting ads can be shown on any platform, but usually, desktop ads have your consumer in a position to dive deeper and buy.<\/p>\n Running banner ads on popular publications in your industry, such as the example below, is a great option for this stage:<\/p>\n This stage is the primary milestone for most businesses because it turns a prospect into a customer.<\/p>\n It\u2019s important to tag these individuals as customers since they will receive different messages.<\/p>\n This stage isn\u2019t about ads so much (because the last three stages should get you to your \u201cshop now\u201d button), but it\u2019s about actually having an optimized check-out page.<\/p>\n You can learn more about optimizing your checkout page here<\/a>.<\/p>\n Once a customer decides to buy from you, they don\u2019t end their journey.<\/p>\n Retaining your clients is important because repeat buyers can bring in a lot of revenue.<\/p>\n When you\u2019re creating ads for this stage, some great strategies include:<\/p>\n To successfully engage consumers at this stage, ask yourself, \u201cHow can I support existing customers?\u201d<\/p>\n Below is what a CTA could look like at this stage:<\/p>\n As an avid traveler myself, Abercrombie & Kent is a product I have purchased in the past. They know I\u2019m a solo traveler, so they often retarget me with deals specifically for solo travelers, such as in the example below.<\/p>\n With such a big ticket item, the \u201cexclusive\u201d deal is crucial to retaining me as a future traveler.<\/p>\n The final stage of the lifecycle is about creating loyalty.<\/p>\n This stage creates repeat buyers but also people willing to advocate on behalf of your brand, recommending your products to their families and friends.<\/p>\n At this stage, similarly to the retention stage, we recommend focusing on exclusivity. For example, you can create exclusivity by offering a membership.<\/p>\n This is the route Psycho Bunny<\/a> has taken\u2014they offer a VIP membership, which creates loyalty. In turn, their VIP members get access to exclusive deals.<\/p>\nThe Customer Journey Stages<\/h2>\n
\n
Lifecycle Advertising Strategy<\/h2>\n
Awareness Ad Campaign<\/h3>\n
\n
![\"The](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/the-complete-guide-to-lifecycle-advertising-via-sejournal-jasonjzotara.png\")
<\/p>\n<\/p>\nEngagement Ad Campaign<\/h3>\n
\n
\n
![\"The](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/the-complete-guide-to-lifecycle-advertising-via-sejournal-jasonjzotara.jpg\")
Screenshot from Instagram, December 2022<\/span><\/div>\nConsideration Ad Campaign<\/h3>\n
\n
\n
![\"The](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/the-complete-guide-to-lifecycle-advertising-via-sejournal-jasonjzotara-1.png\")
Screenshot from buzzfeed.com, December 2022<\/span><\/div>\nPurchase<\/h3>\n
Retention Ad Campaign<\/h3>\n
\n
\n
![\"The](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/the-complete-guide-to-lifecycle-advertising-via-sejournal-jasonjzotara-2.png\")
Screenshot from Facebook, December 2022<\/span><\/div>\nLoyalty Ad Campaign<\/h3>\n
![\"The](\"https:\/\/marketingnewsbox.com\/wp-content\/uploads\/2022\/12\/the-complete-guide-to-lifecycle-advertising-via-sejournal-jasonjzotara-3.png\")