The manufacturing company worked with the MECLABS team, and the value messaging was changed to focus on the value proposition of the guide itself with a new headline: “You’re One Quick Download Away from Finding Your Perfect Infrared Camera,” and other messaging focused on communicating the value of the free product guide, not the product purchase (the end goal of the funnel).
The key thing here is that your marketing funnel doesn’t end with the purchase. There is plenty more work to be done at this stage. You can add as many stages into this funnel as you deem necessary to your brand but, again, it’s up to you how complex your marketing funnel should be. You can also expand it with time as your strategy becomes more efficient and new opportunities arise.
An increasingly common practice for marketing, sales, and customer service and experience managers is to “flip the funnel” into a customer experience funnel. This funnel outlines the process of turning customers into advocates, which in turn refuels the top of the marketing funnel by driving awareness and lead generation. Here’s our diagram of the customer experience funnel:
In this email, Nerd Fitness includes a case study from a customer who saw amazing fitness results by completing the Nerd Fitness Academy. The case study is appropriate during the consideration stage, because it relates to subscribers’ interests (fitness) and introduces subscribers to the product (Nerd Fitness Academy) while showing the value of that product.
At such a point, work on making the potential customer feel confident in their decision to buy your product. Let’s take the previous example of a fitness center. Here, develop a case study showing a customer’s success story including before-and-after pictures along with testimonials. This can be related to either weight-loss or gaining substantial muscle-mass—whatever’s appropriate based on the client.
The marketing funnel is a visualization for understanding the process of turning leads into customers, as understood from a marketing (and sales) perspective. The idea is that, like a funnel, marketers cast a broad net to capture as many leads as possible, and then slowly nurture prospective customers through the purchasing decision, narrowing down these candidates in each stage of the funnel.