How I Use Email Marketing and Facebook in Various Stages of the Customer Lifecycle 

I have been the Marketing Coordinator at a Florida real estate brokerage for four years. Over those years I have been in charge of completely revamping the digital marketing program for the company. 

One of the main sources of income for the company is to recruit new real estate agents. In 2020 I helped facilitate a complete brand redesign and the building of a new recruiting landing page, http://www.joinexit1.com aimed at meeting this goal. There are several tactics in my digital marketing campaign aimed at recruiting the target audience, potential agent recruits, on a smooth customer journey which I will discuss below and how they each play an important role in the e-customer lifecycle. I will use the example of a recent campaign promoting a career night recruiting event, which I ran utilizing Facebook among other marketing platforms, to illustrate how I do this. Our office held its largest recruiting event to date on November 11th and I was tasked with promoting the event to our recruit audience, and realtors in the greater Northeast, Florida area. 

Awareness
I began the awareness stage of the cycle by designing graphics and verbiage to brand the event, and I made sure to use images and verbiage which would appeal to our target recruit audience.

Acquisition
In the acquisition stage of the cycle, I used email marketing and Facebook ads.
I sent out an email marketing campaign promoting the event to an email list of 18,000 agents in the email marketing platform I use, Flodesk. I have built the list and segmented it using data from a variety of sources.
I also continued the acquisition stage by using a series of Facebook and Instagram promotions. I have recently begun using the Facebook pixel paired with our recruit landing page, Joinexit1.com. I was able to promote the event to a custom audience using the Facebook pixel.
Conversion
I started promoting the event about a month before the event date. After launching my first series of email marketing and Facebook campaigns mentioned above, I followed up with another series of ads on these platforms. These ads contained more detailed content and video content, all aimed at providing value for my target audience in the conversion stage in an attempt to get them to purchase.
Purchase
Every platform I used in the acquisition and conversion stages of this campaign had a call-to-action button and the goal was to drive traffic to an Eventbrite page I created for the event. Free Eventbrite tickets were provided for anyone who wanted to sign up to come to the event. As far as the e customer cycle is concerned, I considered signing up for tickets as a purchase, and the Eventbrite page as my purchase stage of the cycle.

Fulfillment
My team and I spent a lot of time on the marketing displayed during the actual event. We designed a promotional display which played on a large tv screen in our office and printed info flyers to give out with other items at the event.
Loyalty
At the event there were door prizes. Agents were asked to fill out a short form with their email, address and phone number in order to enter to win a prize. They were also given free grab bags with goodies and my team wrote follow-up thank you cards to everyone who attended. Finally, we promoted the success of the event heavily on social media.
This event is just one example of countless marketing campaigns I run using this strategy. The main
thing I focus on is making sure I have the right marketing messages and platforms at each pivotal moment in the customer e-life cycle. I think any marketer for small to medium sized businesses could follow the formula above and see an increase in purchase behavior.

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