Developing and Implementing InPlace Living’s Customer Lifecycle and Content Marketing Strategies
A recognised industry leader in the delivery of Specialist Disability Accommodation (SDA), InPlace Living (IPL) design and develop customised housing solutions for people with complex and high disability support needs.
Property Republic was engaged by InPlace Living to help develop a framework that will inform and streamline their customer lifecycle and content marketing strategy and manage their content marketing activities.
To simplify the entire process, we conducted Customer Lifecycle and Content Marketing workshops with the InPlace team in June 2021, which led to the creation of a customer lifecycle framework and a clear direction for their content marketing activities.
The Approach
Customer Lifecycle
The very first step in the customer lifecycle development process was the re-evaluation of the target market. While the SDA resident is the ‘client’ in the InPlace Living (IPL) model, there are many groups that are considered influencers. These groups were defined as:
NDIS
SIL provider
Support organisation
Support coordinator
Parents or guardians
Occupational therapist
Local Councils
Hospitals
Specialist disability groups
Aged care providers
Churches and community organisations
Part of the market research also involved identifying the main competitors. This step involved tracking competitors’ domains in search engines. Taking a look at what the competitors are doing provided InPlace Living with insights that allowed them to see where they stand in the market, letting them identify ways to bridge the gap and focus on areas of improvement.
The customer lifecycle framework was then broken down into several phases.
Phase 1 | Awareness
A need was identified to create awareness around InPlace Living product offering. This can be done by establishing an online presence through both paid and organic means. This phase also includes reviewing the current content on the website and ensuring it is optimised for SEO. Facebook ads can be utilised to create brand awareness and drive traffic to the website.
It was also decided that we could create a downloadable guide about understanding SDA and a landing page where prospects can provide their details in return for gaining access to the guide. The guide copy can then be used to create blogs and post them on the website.
Phase 2 | Interest and Intent
IPL aims to build their database and the Interest/Intent phase is where email marketing featuring educational content, e-books, testimonials and case studies are invaluable.
Other activities during this phase include:
Follow up phone call
Meeting (Zoom or in person)
Webinar and/or educational video
Easy to navigate website with obvious calls to action for booking a call or requesting information
Ad campaigns to reinforce key messages (ie Facebook re-targeting)
Phase 3 | Decision
In order for IPL to be able to assist with the decision process, prospects will be required to complete a questionnaire as well as watch at least one video about the process and how IPL can help. They will also need to book an appointment through an online booking system.
It is important for IPL to streamline the appointment process by putting a relevant and operational database in Salesforce and creating an email automation for confirmation of bookings.
Phase 4 | Loyalty
Brands need to be focused on great service, delivering a great product, following up and checking on client happiness levels, repairing any reason for dissatisfaction during the loyalty phase.
We explored the following ideas for IPL to take into consideration:
Follow ups and seasonal check-ins: build relationships without being pushy
Send gifts and thank-yous
Email marketing: nurture buyers’ loyalty by sending them your new guides, blogs and customer/team stories
Blogging and content
Retargeting ad campaigns with stories (announcements) to reinforce their purchase decision
Ask for referrals
Content Marketing
Our content marketing workshop covered:
Understanding what content IPL’s customers need
Identifying relevant social media platforms
Generating content ideas
Organising the content ideas into pillars
Developing the tone of voice
Outlining the content marketing strategy
Informed and inspired by the collaborative outcomes of the content marketing workshop, we delivered complete content marketing, social media, lead generation and lead nurture solutions for InPlace Living, including:
Social media content copywriting and graphic design
Facebook Ads
Google Ads
Blogs
Email marketing
Downloadable guide copywriting and design
Weekly and monthly reports were provided to track the performance of the social media and digital marketing activities.
A 90-day plan was also provided to the InPlace Living team to ensure that the agreed action items were effectively completed.
The Results
With the help of Property Republic’s customer lifecycle and content marketing strategy development and implementation, In Place Living developed a streamlined customer journey which was enhanced by effective content marketing activities to acquire new leads and nurture them through the SDA process.