The Complete Guide To Lifecycle Advertising

Advertising has long been considered a valuable marketing tool for businesses of all shapes and sizes.

While the methods and means of advertising have evolved over the years, the goal is always the same: To reach your audience and make them aware of your product or service.

While most marketers agree that advertising is essential, many have different views on organizing advertising campaigns.

So, we’re here today to discuss lifecycle advertising – getting the right message to the right person at the right time.

What is a life cycle declaration?

Before moving on, let’s take a quick look at the difference and relationship between Customer Journey and Customer Lifecycle.

  • Customer Journey It is a series of actions (phases) that your customers go through from the moment they start interacting with your business.
  • customer life cycle It is a series of categories (segments) that you apply to your customers for various purposes, including sales, marketing, and customer service.

Despite the difference, it is important to know that the Slices During the customer life cycle you must align with the customer journey Phase.

Once you have the full picture, you can start advertising accordingly (aka “lifestyle advertising”).

Ultimately, the goal is to create thoughtful, intentional interactions that lead potential customers further on their journey to not only buying a product or service from you but turning them into loyal customers for life.

The best way to achieve this goal is to identify the customer’s needs at each stage, and then send messages that respond to their needs in a timely manner.

Stages of the customer journey

While each business has its own unique life cycle—some may be days, others may be years—they all feature the same stages:

  • consciousnessWhen a potential customer first learns about your company.
  • EngagementWhen a potential customer starts interacting with your brand.
  • considerationWhen a potential customer decides whether to buy from your business.
  • buying: I did well! Anyone who reaches this point is now a customer.
  • saveNow as a customer, post-purchase support can be the difference between a one-time purchase and a repeat buyer.
  • loyalty: If a customer is happy with your product, they reach this stage where they are likely to become a repeat buyer. They are also likely to tell their friends and family about your product or service.

Lifecycle advertising strategy

Here’s how to create an ad strategy based on the above life cycle stages:

Awareness advertising campaign

At this point, you want as many potential customers as possible to learn about your business.

This stage is about showing your ads to anyone who looks at them.

While it’s essential to think about where your potential customers hang out and place your ads there, it’s also important to avoid putting all your eggs in one basket.

In other words, while you will likely find that your potential customers see ads in one specific place more than another, never ignore those second, third, and fourth places (Instagram vs. Facebook vs. print ads, for example) where ads can be seen!

These ads should help potential customers learn about your brand. Include your logo, brand colors, and appearance, but also communicate your values ​​and what sets you apart from the competition.

Here’s what your call-to-action (CTA) might look like at this point:

  • learn more.
  • Read more.
  • Visit our website.

When a consumer sees your awareness ad, they are now aware of your company.

However, the “Rule of Seven” states that a consumer needs to watch an advertisement at least seven times before they take action, which is why we continue advertising beyond the awareness stage.

YouTube is a great platform for outreach because it’s fast, it lets you get a button if someone wants to know more, and you have to watch the video ad for at least five seconds – watch the ad below from Cozy Earth:

To learn more about YouTube ads in general, visit here.

Engagement Campaign

In addition to making your customers aware of your product, the next stage of the journey is encouraging them to interact with your brand.

Although these ads should represent your brand well, the main goal of the ads at this point is to get the customer to participate.

Sharing can mean:

  • Visit your website.
  • Sign up for your newsletter or email list.
  • Reach out to the salesperson.
  • Follow your social media.
  • Read blog post.

However, you want your potential customers to be involved, decide on that goal, and create a CTA that reflects your goal.

Here are some calls to action for this stage:

  • subscription.
  • Read more.
  • download.

Instagram is a great platform for the engagement stage because you can actually ask your readers questions – the ultimate engagement.

This gets someone excited about what you have to offer while also hoping to keep your brand on top.

Below is a great example of Elegant Renaissance:

The Complete Guide to the Advertising LifecycleScreenshot from Instagram, December 2022

Think of an advertising campaign

When a potential customer reaches this stage, he or she has already done business with your company.

A great way to target customers who have reached this stage is to invest in retargeting ads. By segmenting your audience, your ad will only be shown to people who have visited your website or interacted with you in some way.

At this point, your customer has already shown initial intrigue and interaction with your brand. The point of the ads at this point is to help them decide whether or not to buy from you.

Some ways to help consumers at this point:

  • Be clear about your rates.
  • Clearly explain your features and benefits.
  • Share customer testimonials.
  • Make an offer.
  • Answer any questions your customers may have about your product.

Think about what your potential customers need to see at this point that will help them choose your brand over your competition.

At this point it is also very important to make the conversion as easy as possible so that when they decide to buy from you it is not a challenge. The ultimate goal of this stage is conversion.

A CTA at this point could be:

  • subscription.
  • download.
  • Shop now.

Retargeting ads can be shown on any platform, but desktop ads usually put the consumer in a position to dive deeper and buy.

Running banner ads on popular publications in your industry, like the example below, is a great option for this stage:

The Complete Guide to the Advertising LifecycleScreenshot from, December 2022


This stage is the primary stage for most companies as it converts a potential customer into a customer.

It is important to mark these individuals as customers because they will receive different messages.

This stage isn’t so much about ads (because the last three stages will get you to the “Shop Now” button), but it’s really about an optimized checkout page.

You can learn more about optimizing your checkout page here.

Ad retention campaign

Once a customer decides to buy from you, they don’t end their journey.

Retaining your customers is important because repeat buyers can bring in a lot of revenue.

When creating ads for this stage, some great strategies include:

  • Offer exclusive discounts or other perks with future purchases.
  • Announce exclusive access to a new product.
  • Advertise offers that complement their previous purchases.
  • Share a new product.

To successfully engage consumers at this point, ask yourself, “How can I support existing customers?”

Here is what the CTA might look like at this point:

  • Buy now (at a discount).
  • download.
  • Shop exclusive products for members.

As an avid traveler, Abercrombie & Kent is a product I’ve bought in the past. They know I’m a solo traveler, so they often retarget me with deals specifically for solo travelers, like in the example below.

With such a huge ticket item, the ‘exclusive’ deal is a must to keep me as a future traveler.

The Complete Guide to the Advertising LifecycleScreenshot from Facebook, December 2022

Loyalty campaign

The final stage of the life cycle is about creating loyalty.

This stage creates repeat buyers but also people who are willing to advocate for your brand, and recommend your products to their family and friends.

In this phase, similar to the retention phase, we recommend focusing on exclusivity. For example, you can create an exclusive by offering a membership.

This is the way Psycho Bunny Take – They offer VIP membership, which creates loyalty. In return, their VIP members get access to exclusive deals.

The Complete Guide to the Advertising LifecycleScreenshot from, December 2022

Another avenue you can take at this point is to offer incentives for sharing testimonials.

This shows your loyal customers that you value their feedback. Testimonials will help you win more customers in the future while giving your loyal consumer a nice edge. It’s the win.

Here are some other options:

  • Create referral programs.
  • Invite consumers to webinars.
  • Offer other exclusive perks to repeat buyers.

The ultimate goal of this stage is to keep customers engaged with your brand and show that their opinions matter. They’re not just another number – they’re a customer you value most.

At this point, your CTA could look like this:

  • Shop now.
  • Leave a testimonial.

Create lifecycle ads

To create an effective advertising strategy, make sure that you are communicating with your customers at every point throughout the life cycle.

Your ad should be direct on every point, with one goal in mind.

Finally, make sure it’s easy for consumers to take the action you want them to take.

You got this!

More resources:

  • Top 10 advertising campaigns and why they work
  • 4 ways you can create a more memorable and engaging brand
  • Paid Social Media: A Guide to Social Advertising Success

Featured image: Wee Design/Shutterstock

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