Want to take your leads from just learning about your speaking business to loyal fan?
It’s all about the customer lifecycle.
From website visitor to customer.
From member of the audience at one of your presentations to digital course student.
However leads learn about you (at a speech, from your social media profiles, etc.) and whatever the “end” means for your keynote speaking business (buying your book, digital course or hiring you for a customized workshop), you need to know what your customer lifecycle looks like.
When you have the lifecycle mapped out, you can begin to grow the strategies you use to lead prospects through this pipeline – and get better results.
Wouldn’t you like more speaking engagements, without pounding the pavement or collecting business cards?
Wouldn’t you like your digital course to crush your revenue expectations?
It all comes back to the customer lifecycle.
In this article, we’ll review what the customer lifecycle is, what it can look like, and offer some tips at the end that you can implement in your business today.
Salesforce outlines five key steps to taking a lead from awareness to loyalty. They are:
Here’s how they break down these steps:
Custora believes that “the goal of Lifecycle Marketing is to tailor marketing communication based on the lifecycle stage of the customer.”
That’s the ticket right there: Tailoring your messaging to the particular stage of the lifecycle the customer is at.
When you can do that, you’ll get more conversions. Guaranteed.
There are even more reasons to dive into the lifecycle of your customer. If you want to increase profit margins – and spend less on acquiring customers – it’s one of the keys.
And Salesforce brings the point home:
At Flight Media, we focus on three broad categories of the customer lifecycle:
Let’s take a look at them in more detail and we’ll offer insight on how to apply them to your keynote speaking business.
The acquisition experience happens when someone goes through your sales cycle. They are a marketing qualified lead or a sales qualified lead and have become aware of your keynote speaking business in some way.
Once they’re aware of you, they need to quickly realize how you’re different than the competition. This is your differentiating factor.
Think about this for a moment…
Do you take a call from a potential customer inquiring about your speaking rate? How long is the lead on hold?
Do you ever hop on a video call, to make the experience more personal?
Do you meet face-to-face?
How do you follow up? Could you record quick videos (using a tool like Loom) and attach it to a reply email?
Do you have a process for follow-up?
This is a critical step in the sales process. Whether it’s a first-time call with a prospect or you just spoke at an event, engaging these prospects will get lots of traction.
Perhaps you can follow up with an email, and offer more value – like a link to a relevant article or a case study.
And then continue following up with emails and calls until you get the engagement – or you find out why the organization chose another speaker.
The final factor in the acquisition experience involves your responsiveness.
I know, you’re busy. All speakers are busy – and on the road a lot.
But the quicker you can respond to prospects, the better.
Ideally, a 24-hour turnaround is ideal.
Never, ever wait days or, gasp, weeks to get back with a prospect. It’s like the kiss of death. (You probably already know that, if your process for following up is non-existent)
Create a process for following up with leads.
Set a timeframe for the strategy, and nurture leads through a sequence of emails and calls – until you see it through to a booking.
You’ve turned a lead into a customer. Someone has hired you to speak at an event.
So what’s next?
The experience you provide onboarding someone new is just as important as the experience you provide during acquisition.
Think about it: If you’re more responsive to a customer’s request at this point, they might hire you again JUST FOR THIS FACTOR ALONE.
Here are some ideas to consider implementing to your onboarding experience.
Create a series of emails that you “drip,” or send every few days or weeks, leading up to the event.
These emails can offer more value (providing a slide deck to share with executives, for example, before you arrive), explain what’s coming next (perhaps it’s describing how you will customize your presentation to their event), or set expectations.
Even though you just acquired this customer, look for opportunities to cross-sell.
Do you have additional services you could offer? What about a corporate license to your digital course? Or getting booked for another event with a different presentation topic?
Consider the recipient, likely a frazzled event coordinator.
Providing information promptly, before she asks, will help make her job easier. That’s how you provide value at this stage of the customer lifecycle.
How’s your customer experience?
Have you ever closely evaluated the process – from the customer’s eyes?
That sheds light on the situation, doesn’t it?
A poor customer experience could be costing you tens of thousands of dollars.
What could a better customer experience mean for your gross profit each year?
Consider these ideas to delight customers, get referrals and get invited back:
Ready to turn your customer lifecycle around?
Make a plan to tackle one of the lifecycle stages every month.
Improve the customer experience during the acquisition, onboarding and ongoing stages of the lifecycle, and watch your keynote speaking income grow.
Have you implemented some of these tips to improve your customer lifecycle? What kind of results did you get?