Small and midsized ecommerce companies can profit from lifecycle advertising and marketing and a strategic strategy to partaking customers.
What follows is a consumer lifecycle advertising and marketing framework for an internet retailer promoting area of interest print-on-demand t-shirts. Every step consists of the framework and implementation particulars.
- Attraction
- Buy
- Success
- Retention
- Reorder
Attraction
The “attraction” step goals to introduce the shop, merchandise, or distinctive worth proposition to customers amid a crowded digital market.
An ecommerce marketer would possibly use a number of channels and options to realize this finish, comparable to:
- Content material advertising and marketing. Shoppable movies and fascinating weblog posts powered by SEO and structured information markup for wealthy snippets.
- Promoting. Programmatic adverts with AI-driven concentrating on on Google Advertisements, Meta Advertisements, and comparable.
- Social media. Rising platforms, influencer partnerships (Shopify Colabs), and social commerce options on X, TikTok, Instagram, and Reddit.
- Market. Presence on Amazon and Etsy. Use social commerce on Fb Outlets, Instagram Purchasing, and merchandise on X.
Listed below are the t-shirt store’s implementation steps:
- The store used Semrush to determine 4,200 goal key phrase phrases. These key phrases are remodeled into articles utilizing an automation constructed with Zapier, ChatGPT, and Midjourney. A marketer identifies key factors, AI drafts the weblog article, and a human edits it.
- The shop modified content material administration methods to enhance technical search engine optimization.
- Advertisements on Meta, Google, X, and numerous electronic mail newsletters.
- The shop used Shopify Collabs to attach with influencers.
- The enterprise is launching on X and Pinterest. Utilizing one other Zapier automation, the store repurposes a single article into 15 social media posts and schedules them weeks prematurely.
The location consists of electronic mail seize on all its weblog pages, so subscriptions are the highest efficiency indicator, however website site visitors and advert engagement are additionally measured.
An instance of one of many adverts the t-shirt store makes use of to draw customers. Click on picture to enlarge.
Buy
The “buy” step goals to transform customers into clients via a seamless and safe buying expertise.
On this step, the enterprise collects a buyer’s electronic mail tackle, bodily tackle, and, if doable, permission to ship textual content messages.
Ecommerce entrepreneurs sometimes excel at this step by way of the next ways.
- An optimized on-line retailer. Person-friendly product pages, streamlined checkout, and cell optimization.
- Market optimization. Utilizing Amazon or just like shut the deal.
- E-mail. Cart abandonment reminders, limited-time provides, and just like get each order.
- SMS. Provide textual content message order affirmation, supply monitoring, and particular provides.
At this step, the t-shirt store depends closely on Shopify, its ecommerce platform. The store can provide a wide range of fee and supply choices and electronic mail and SMS for all transactional messages. It makes use of an “opt-out” strategy to electronic mail advertising and marketing.
Success
It sounds easy, however it may be troublesome. An ecommerce marketer should concentrate on fulfilling orders and the general buy expertise. This sometimes entails communication.
- Arrange order confirmations and transport updates by way of electronic mail or SMS.
- Provide buyer help by way of AI-powered chatbots, electronic mail, and phone.
- Use social media to handle customer support inquiries.
The t-shirt store confronted challenges at this stage as a result of it makes use of print-on-demand companies to meet orders. The corporate took a number of steps to assist.
- Set supply expectations on each product web page and the post-purchase electronic mail sequence.
- Ship incoming messages instantly to the shopper help particular person.
- Applied an AI chatbot in 2025.
The t-shirt store lets clients know it’d take 10 days to meet the order. Click on picture to enlarge.
Retention
The “retention” section on this shopper lifecycle advertising and marketing framework engages clients post-purchase to encourage reorders and referrals. Ways embody:
- E-mail and SMS to supply loyalty program updates and unique provides.
- E-mail publication to maintain customers within the retailer’s content material.
- Referral packages to incent customers to share merchandise or content material with mates.
- Overview requests, encouraging testimonials and scores.
- Social media to develop neighborhood.
This retailer is launching a program the place clients earn factors for purchases, opinions, and social shares. Consumers can use the factors to make further purchases. The store additionally has a weekly electronic mail publication.
Reorder
When she returns for a repeat buy, the aim needs to be to acknowledge the consumer and make the order even higher. Nevertheless it takes work to get that subsequent buy.
With this in thoughts, ecommerce entrepreneurs would possibly attempt:
- Retargeting adverts aimed toward earlier clients.
- Personalised product-focused electronic mail advertising and marketing.
- Focused product placement in an electronic mail publication.
- SMS offers and reductions.
- Bonus loyal factors for every order.
Right here, the t-shirt store makes use of its publication, advert retargeting, and electronic mail promotions to assist garner a second sale. When a consumer completes an extra buy, the store sends an electronic mail sequence to acknowledge the loyalty.
Lifecycle Benefit
An ecommerce lifecycle advertising and marketing framework supplies a roadmap for shopper engagement, which ought to drive each preliminary and repeat gross sales.
