July 24


Lifecycle Marketing Planner

By Georgia Davis

July 24, 2019

Lifecycle Marketing Planner

Download the workbook and create your own marketing plan

We promise this workbook does not disappoint. It includes spaces for notes, checklists, task bars and more! Downloading allows you to print, therefore annotate as you read along and create your very own Marketing Planner to follow over the upcoming months!

Creating a sales and marketing strategy for your small business can be daunting. Marketing your business involves more than an amazing storefront, nice signage, a well-designed website and a blanket of ads across your local market.

It’s a strategic plan that includes tactics and tools that are precisely targeted to the audience that you’re trying to attract. The Lifecycle Marketing framework has proven ideas and innovative strategies designed to help you get more customers, grow your sales and save time. This planner contains everything you need to keep your small business on track for the next week, month and year. You can use this planner to record ideas and insights about the biggest opportunities you see in your marketing and sales strategies. Yes, it will be hard work. And yes, Keap® will be right here with you as you do it. Let’s create a sales and marketing strategy together, one step at a time. Now, let’s get started!

Keap® Lifecycle Marketing framework provides a simple model that you can use to attract leads, grow sales and wow your customers with.

Lifecycle Marketing was developed by a team of sales and marketing experts at Keap®, and has helped thousands of small businesses achieve success.

The beauty of Lifecycle Marketing is in the simplicity of the framework, which can be applied to any small business, regardless of industry or business model. When put into action, Lifecycle Marketing will help you grow sales AND give you more time to focus on the things you love.

Lifecycle Marketing:

ATTRACT is the first phase of the Lifecycle Marketing Framework. In this phase, you will focus on these stages:

  1. Know Your Target Customer
  2. Attract Interest
  3. Collect Leads

SELL is the second phase in the Lifecycle marketing framework. Here you will learn how to convert followers to fans by focusing on these three stages:

  1. Educate
  2. Offer
  3. Close

WOW is the third and final phase in the Lifecycle Marketing framework. This phase is designed to help you create raving fans and keep them coming back for more. In this phase you will:

  1. Deliver and Wow
  2. Offer More
  3. Get Referral's



As an entrepreneur, you have big dreams. You want the entire world to know your products and services are available to everyone.

It can be easy to spend huge sums of money trying to attract the world to your products and services, only to find that you’ve spent your budgets and you don’t have any new customers.

It’s hard to get noticed in this clutter filled world, but attempting to reach everybody with your product or service is not only inefficient, it’s also very expensive. That’s why it’s important to narrowly define your target customer and meet them where they are.

Ask yourself the following questions:

  1. Who are my ideal customers?
  2. What are their pain points?
  3. Why should they buy from me?
  4. What are their most common objections to doing business with me?
  5. Who is NOT my target customer?


Once you know who your target customers are, you’ll need to find out where they are most likely to come in contact with your brand, and be receptive to your messaging.

Think about location both online and in person. Are they on a particular social media platform? Do they attend local                business events? Are they members of a local community or work in the neighbourhood?

After you’ve identified where they are, start focusing your efforts there. Perhaps this means that you need to join a local networking group, open u pa Twitter account or spend money on advertising. Be where your customers are and start engaging with them in an authentic, helpful and personable way.

Use lead magnets, like videos, free reports, coupons or giveaways to attract more of your target audience to your business.

Ask yourself the following questions:

  1. Where do my customers hang out?
  2. What would attract them to my products and services?
  3. What lead magnets are currently working?
  4. What new lead magnet ideas can I come up with?


As you begin attracting more customers to your business, you’ll want to make sure they don’t leave and forget about you.

Now that you’ve attracted the right audience, you need to either make the sale or get their contact information so you can follow up with the lead that aren’t ready to buy just yet. You can capture leads by providing them with something of vague for exchange for their contact information, like a free trial or a sample of you product or service. Build trust and give prospects a   reason to opt in. E-books, podcasts, videos, webinars and downloads are just a few content assets that you can offer to build trust with your audience and establish credibility for your brand. Make it easy to opt in with the right lead capture tools, like a web form on a blog or website.

To begin, draw a tally for how many visitors you are attracting and collecting each month using the following:

  • Website
  • Events
  • Blog
  • Direct Mail
  • Telephone
  • Networking
  • Social Media
  • PPC
  • Walk-in
  • Then consider the following:

    1. How else can I capture their information?
    2. What can I use to organise potential customers once I have their information?
    3. Where are my lead collection gaps?



    Consumers will only pay attention to you when they’re motivated to do so, and the best way to gain their attention is through interaction and education.

    It’s important to understand your target  customer before you can create content that’s relevant to them. As you build out your content strategy, consider how your message serves your target customer’s basic psychological or self-fulfilment needs. Then, build foundational content on your website, blog, social networks or other communication platforms that addresses those needs.

    Consider the following:

    1. What questions do potential customers have before they buy from me?
    2. How can I address those concerns?
    3. Where can I address those concerns?


    In order to make the right offer at the right time, it’s important to understand your target customer’s buying process—the journey a customer goes through before they decide to buy (or not buy) from you.

    The best way to do this is to observe past customers’ actions and create a buying process map. Then, match your sales process to their buying process.

    If you have a sales team (or if you are the entire sales team) you’ll want to optimize your resources so that you spend your limited time with consumers that are qualified. Lead scoring is tracking your prospects behaviours and activities, so you can determine their varying levels of interest in your solution. It’s a great tactic to use  that will help ensure that you spend your limited time on the people who are most likely to convert.

    To complete this step, try answering the following questions:

    1. What is my compelling offer?
    2. When should i extend the offer?
    3. What does my customer's buying journey look like?
    4. How do I know when a prospect is hot?
    5. What are some key objections that i will need to overcome?
    6. What offers work to convert sales?
    7. What happened to everyone else who doesn't decide to purchase right away?


    Closing the sale involves more than just an exchange of money or signed documents.

    In a direct sales conversation, the close involves clear communication, good presence and written documentation. In an eCommerce business, the closes involves ensuring that there is a mechanism for collecting payments and processing the order. Regardless of your business type, the close is the signal that the deal has been negotiated and you can now begin the process of delivery (and eventually sell more).


    1. How do customers buy from me?
    2. How do I make it easy to buy from me?
    3. How can I make it even easier?
    4. What top 3 things I can do to improve my selling system?



    The first step in wowing your customers involves delivering more than what you promised. This may seem simple and obvious, but in the hustle and bustle of daily work, it’s often overlooked.

    Think about the last time you were completely impressed by a company. You probably did business with them more than once, and maybe even told a few of your friends about it. Wowing your customers  involves going the extra mile to create a memorable, delightful experience that will create customers for life. Satisfy customers by providing the service or product that your customers pay for in a timely fashion. Then wow them by going above and beyond their expectations and provide additional value.

    Consider the following:

    1. What are the 5 things I can do to wow my customers during the first 30 days?
    2. What are 5 things I can do to continue to wow my customers after the first 30 days?
    3. What can I do to ensure my customers are enjoying the service or products they paid for?
    4. How can I find out how my customers are feeling?
    5. When a customer isn't happy, what can i do to reach out and make the situation better? 


    The second stage in creating an experience that Wows your customers involves offering more.

    Determining what to offer and when to differ it involves a bit of strategy. The easiest way to do this is to determine how you can help your target customers today and in the future. The solution doesn't have to be your specific product or service more does it have to result in a sale. Your solution can be as easy as providing tips and resources   related to their inquiries. Here are three ways to tactfully increase your revenue while continuing to be helpful.

    •  Cross sell: Customers aren’t always aware of the perfect product or service pairings, and may be willing to purchase related items that enhance their experience.
    •  Upsell: Listen to your customers and try to understand their needs. They might be willing to pay extra for special treatment, warranties or monthly programs.
    •  New products: Remember to help your customers by identifying things that will enhance their lives by notifying them of new products or services.

    Consider the following:

    1. What products do I offer that are often purchased together, or that customers would consider a must-have based on their previous buying history?
    2. What are up sell opportunities? What can I offer as a higher level of service? (Warranty, special treatment, etc)
    3. What do I do to encourage existing customers to buy new products?


    Asking for referrals and rewarding customers who refer your business to their friends and networks completes the final stage of the Wow experience.

    Effective referral programs are a big win for small businesses because they help customers develop habits that include your company. Consider establishing a referral program with rewards that that are easy to obtain. Providing small gift cards, discounts or movie tickets for referrals is a great way to demonstrate your application.

    Consider the following questions in this final stage:

    1. When a customer is happy, how can i ask for referrals, repeat sales or testimonials?
    2. How do i reward customers who refer? 
    3. What do I do to systematically ask for referrals?

    Enjoy this article? Download your very own planner here!

    Download the workbook 'Lifecycle Marketing Planner' here. If you want to create you're own marketing planner like the one discussed in the article above, then download the workbook version! It takes you through step by step, giving you space to add your own notes and ideas, create a diary plan for the upcoming 30 days in each step, and takes you through checklists when implementing the plan into action!

    Georgia Davis

    About the author

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