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Just before I start, note that this post has been inspired by the amazing medium article from Myk Pono.

What’s a Customer Lifecycle?

A customer lifecycle is a six stages funnel in which the customer has to go through in order to become a loyal customer.

customer lifecycle

Infographic credit to Myk Pono's Medium post

Here are quick overview of each stage:

  • Vistor: anyone who lands on your website
  • Prospect: a visitor who has converted
  • Activated user: when you deliver value for the first time to your prospects, they become activated user. They got their fist aha-moment.
  • Customer: as soon as they pay for your product, they become customer
  • Active customer: once your customer uses your product on a regular basis, he or she becomes an active customer
  • Loyal customer: when a customer renews, upgrades, or pay for more features

Why is this relevant for my content strategy?

Your content strategy should incorporate an approach of customer segmentation. When you educate others about your product and address your customer/prospect concerns, you can increase the demand.

Your content will then break down to four categories:

  • Awareness: get people interested in your main topic
  • Education: educate about better solutions
  • Selection: present your product as an alternative
  • Training: teach how to use your product

How do I include webinars in my content strategy?

Webinars are very versatile. You can cover all of your content strategy just by doing webinars.

The positive aspect of this is that you can create high quality, re-purposable content while generating business.

Here are a few examples of how I would use webinars for each item above.

Awareness webinars

Description:

These are short interviews, or live FAQs with an industry expert. If you are a CRM solution, then invite a VP of Sales from another company to join you. Talk about their process, some achievements, or industry best practices.

Objective:

Include CTA at the end. Prompt them to download a document. If they do, it can signify that the attendee is a prospect.

Key metrics:

  • Number of attendees
  • Number of downloads
  • Signups with referral

Educational webinars

Description:

Let’s continue with our CRM solution example. You can present 45 minutes sessions in which you will address your audience concerns about CRMs. Explain how your company addresses those. You could even invite a happy customer to be a guest.

Objective:

Push to signup and/or pay for your product.

Key metrics:

  • Signups with referral
  • Plans subscribed
  • Coupon usage

Selection webinars

Description:

Now it’s time to sell. This is where you unleash your product demos. Get your sales team and/or any team members that would be relevant involved in the session. It should be 45 to 60 minutes long, and divided in 2 parts: demos + Q&A.

Objective:

Push to signup and/or pay for your product.

Key metrics:

  • Signups with referral
  • Plans subscribed
  • Coupon usage

Training webinars

Description:

You closed some customers? Great! Now it’s time to get your customer success team to onboard everyone. Do in-depth sessions about your main features, review some specific use cases, and share your next milestones. Finish with some Q&A sessions. You can also offer 1:1s sessions for customers who need help.

Objective:

Prevent churn and/or deliver aha-moments.

Key metrics:

  • Weekly churn rates
  • Activation ratio
  • Upgrades
  • Demo bookings

Build a Strategy with Webinars

The key is to provide value to customers at each stage of their lifecycle. Tell us how you implemented webinars in your own strategy.


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