{"id":1545538,"date":"2024-12-03T08:08:45","date_gmt":"2024-12-03T13:08:45","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1545538"},"modified":"2024-12-03T08:09:43","modified_gmt":"2024-12-03T13:09:43","slug":"how-lifecycle-marketing-powers-ecom-smbs","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/how-lifecycle-marketing-powers-ecom-smbs","title":{"rendered":"How Lifecycle Marketing Powers Ecom SMBs"},"content":{"rendered":"<p>Small and midsized ecommerce businesses can benefit from lifecycle marketing and a strategic approach to engaging shoppers.<\/p>\n<p>What follows is a shopper lifecycle marketing framework for an online store selling niche print-on-demand t-shirts. Each step includes the framework and implementation details.<\/p>\n<ul>\n<li>Attraction<\/li>\n<li>Purchase<\/li>\n<li>Fulfillment<\/li>\n<li>Retention<\/li>\n<li>Reorder<\/li>\n<\/ul>\n<h3>Attraction<\/h3>\n<p>The &#8220;attraction&#8221; step aims to introduce the store, products, or unique value proposition to shoppers amid a crowded digital marketplace.<\/p>\n<p>An ecommerce marketer might use several channels and features to achieve this end, such as:<\/p>\n<ul>\n<li><em>Content marketing<\/em>. Shoppable videos and engaging blog posts powered by search engine optimization and structured data markup for rich snippets.<\/li>\n<\/ul>\n<ul>\n<li><em>Advertising. <\/em>Programmatic ads with AI-driven targeting on Google Ads, Meta Ads, and similar.<\/li>\n<\/ul>\n<ul>\n<li><em>Social media. <\/em>Emerging platforms, influencer partnerships (Shopify Colabs), and social commerce features on X, TikTok, Instagram, and <a href=\"https:\/\/www.practicalecommerce.com\/reddit-is-a-marketing-goldmine\">Reddit<\/a>.<\/li>\n<\/ul>\n<ul>\n<li><em>Marketplace. <\/em>Presence on Amazon and Etsy. Use social commerce on Facebook Shops, Instagram Shopping, and products on X.<\/li>\n<\/ul>\n<ul>\n<li><em>AI-powered chatbots<\/em>. Real-time <a href=\"https:\/\/www.practicalecommerce.com\/13-ai-chatbots-for-business\">engagement and assistance<\/a>.<\/li>\n<\/ul>\n<p>Here are the t-shirt shop&#8217;s implementation steps:<\/p>\n<ul>\n<li>The shop used Semrush to identify 4,200 target <a href=\"https:\/\/www.practicalecommerce.com\/how-ai-improves-keyword-research\">keyword phrases<\/a>. These keywords are transformed into articles using an automation built with Zapier, ChatGPT, and Midjourney. A marketer identifies key points, AI drafts the blog article, and a human edits it.<\/li>\n<\/ul>\n<ul>\n<li>The store changed content management systems to improve technical SEO.<\/li>\n<\/ul>\n<ul>\n<li>Ads on Meta, Google, X, and various email newsletters.<\/li>\n<\/ul>\n<ul>\n<li>The store used Shopify Collabs to connect with influencers.<\/li>\n<\/ul>\n<ul>\n<li>The business is launching on X and Pinterest. Using another Zapier automation, the shop repurposes a single article into 15 social media posts and schedules them weeks in advance.<\/li>\n<\/ul>\n<p>The site includes email capture on all its blog pages, so subscriptions are the top performance indicator, but site traffic and ad engagement are also measured.<\/p>\n<div id=\"attachment_1545539\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-ad-in-email.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1545539\" class=\"wp-image-1545539 size-large\" title=\"Screenshot of the ad\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-ad-in-email-570x409.jpg\" alt=\"Screenshot of the ad\" width=\"570\" height=\"409\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-ad-in-email-570x409.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-ad-in-email-300x215.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-ad-in-email-768x551.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-ad-in-email.jpg 1500w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1545539\" class=\"wp-caption-text\">An example of one of the ads the t-shirt shop uses to attract shoppers. <em>Click image to enlarge.<\/em><\/p><\/div>\n<h3>Purchase<\/h3>\n<p>The &#8220;purchase&#8221; step aims to convert shoppers into customers through a seamless and secure purchasing experience.<\/p>\n<p>In this step, the business collects a customer&#8217;s email address, physical address, and, if possible, permission to send text messages.<\/p>\n<p>Ecommerce marketers typically excel at this step via the following tactics.<\/p>\n<ul>\n<li><em>An optimized online store. <\/em>User-friendly product pages, streamlined checkout, and mobile optimization.<\/li>\n<li><em>Marketplace optimization<\/em>. Using Amazon or similar to close the deal.<\/li>\n<li><em>Email. <\/em>Cart abandonment reminders, limited-time offers, and similar to get every order.<\/li>\n<li><em>SMS. <\/em>Offer text message order confirmation, delivery tracking, and special offers.<\/li>\n<\/ul>\n<p>At this step, the t-shirt shop relies heavily on Shopify, its ecommerce platform. The shop can offer a variety of payment and delivery options and email and SMS for all transactional messages. It uses an &#8220;opt-out&#8221; approach to email marketing.<\/p>\n<h3>Fulfillment<\/h3>\n<p>It sounds simple, but it can be difficult. An ecommerce marketer must focus on fulfilling orders and the overall purchase experience. This typically involves communication.<\/p>\n<ul>\n<li>Set up order confirmations and shipping updates via email or SMS.<\/li>\n<li>Offer customer support via AI-powered chatbots, email, and telephone.<\/li>\n<li>Use social media to address customer service inquiries.<\/li>\n<\/ul>\n<p>The t-shirt shop faced challenges at this stage because it uses print-on-demand services to fulfill orders. The company took a few steps to help.<\/p>\n<ul>\n<li>Set delivery expectations on every product page and the post-purchase email sequence.<\/li>\n<li>Send incoming messages immediately to the customer support person.<\/li>\n<li>Implemented an AI chatbot in 2025.<\/li>\n<\/ul>\n<div id=\"attachment_1545540\" style=\"width: 580px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-expectations-set.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1545540\" class=\"wp-image-1545540 size-large\" title=\"Screenshot of the fulfillment disclosure\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-expectations-set-570x233.jpg\" alt=\"Screenshot of the fulfillment disclosure\" width=\"570\" height=\"233\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-expectations-set-570x233.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-expectations-set-300x123.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-expectations-set-768x314.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/11\/112624-expectations-set.jpg 1200w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><p id=\"caption-attachment-1545540\" class=\"wp-caption-text\">The t-shirt shop lets customers know it might take 10 days to fulfill the order. <em>Click image to enlarge.<\/em><\/p><\/div>\n<h3>Retention<\/h3>\n<p>The &#8220;retention&#8221; phase in this shopper lifecycle marketing framework engages customers <a href=\"https:\/\/www.practicalecommerce.com\/post-purchase-retention-tactics\">post-purchase<\/a> to encourage reorders and referrals. Tactics include:<\/p>\n<ul>\n<li>Email and SMS to offer loyalty program updates and exclusive offers.<\/li>\n<li>Email newsletter to keep shoppers interested in the store&#8217;s content.<\/li>\n<li>Referral programs to incent shoppers to share products or content with friends.<\/li>\n<li>Review requests, encouraging testimonials and ratings.<\/li>\n<li>Social media to develop community.<\/li>\n<\/ul>\n<p>This store is launching a program where customers earn points for purchases, reviews, and social shares. Shoppers can use the points to make additional purchases. The shop also has a weekly email newsletter.<\/p>\n<h3>Reorder<\/h3>\n<p>When she returns for a <a href=\"https:\/\/www.practicalecommerce.com\/how-to-grow-repeat-buyers\">repeat purchase<\/a>, the goal should be to recognize the shopper and make the order even better. But it takes work to get that subsequent purchase.<\/p>\n<p>With this in mind, ecommerce marketers might try:<\/p>\n<ul>\n<li>Retargeting ads aimed at previous customers.<\/li>\n<li>Personalized product-focused email marketing.<\/li>\n<li>Targeted product placement in an email newsletter.<\/li>\n<li>SMS deals and discounts.<\/li>\n<li>Bonus loyal points for each order.<\/li>\n<\/ul>\n<p>Here, the t-shirt shop uses its newsletter, ad retargeting, and email promotions to help garner a second sale. When a shopper completes an additional purchase, the shop sends an email sequence to recognize the loyalty.<\/p>\n<h3>Lifecycle Advantage<\/h3>\n<p>An ecommerce lifecycle marketing framework provides a roadmap for shopper engagement, which should drive both initial and repeat sales.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A print-on-demand t-shirt store attracts and retains customers with a five-step marketing framework.<\/p>\n","protected":false},"author":391,"featured_media":1545682,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58303],"tags":[],"class_list":["post-1545538","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-retention",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Lifecycle Marketing Powers Ecom SMBs - 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