Now that your brand has made it to the Consideration set, customers are likely to evaluate the options based on some personal criteria they might have. Even though selection criteria may vary from person to person, you might be able to find some general patterns by looking at the most often used criteria. Continious customer feedback, surveys and focus groups will help you figuring out what customers in general find most important about a certain product. Once you are aware of these attributes, you could guide your marketing efforts in such a way that you highlight these features when showing off your product. Often used attributes that customers use to evaluate products are: price, quality, appearance, durability and after-sales service.

No one has to tell you, of all people, that customers go through stages as they move through the buying process. As a small-business owner, you've been selling your product or service long before your sales and marketing team started casting decisions in terms of “the marketing funnel.” The marketing funnel? If this term is new to your vernacular, don't worry, you're not far behind the curve – or the tactics to help you navigate it.

Rather than initially send your prospect a huge case study once you’ve peaked their interest, perhaps it might be better to send them a single page containing a bullet point list of the results you’ve achieved for others. Yes, it might just take 30 seconds to digest, but it gives them what they want to know (not what you want them to know) and if they like what they read then they can start to evaluate you.

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Influencer marketing focuses on people with influence on or over a target market instead of focusing on the target market directly. By identifying the people who influence your potential mass market of customers, you can work at getting these people as showcase customers. They in turn will influence the mass market or at least the segment where they hold sway. This can be done on a professional basis, where you pay an endorsement to the influential person with a fee or a commission per sale, if you you can quantify that influence. In theory you should be able to enter in to an agreement where you pay the commission based on sales only. This is different to paying a celeb to wear your product, in the ‘hope’ that their followers would buy your product, much like Nike and Tiger Woods.


Influencer marketing focuses on people with influence on or over a target market instead of focusing on the target market directly. By identifying the people who influence your potential mass market of customers, you can work at getting these people as showcase customers. They in turn will influence the mass market or at least the segment where they hold sway. This can be done on a professional basis, where you pay an endorsement to the influential person with a fee or a commission per sale, if you you can quantify that influence. In theory you should be able to enter in to an agreement where you pay the commission based on sales only. This is different to paying a celeb to wear your product, in the ‘hope’ that their followers would buy your product, much like Nike and Tiger Woods.
Once your lead has arrived at your website, store front, or landing page, the next step is to get them to make a micro-commitment and take some form of action. If you’re selling a low priced item (like a pack of gum) than that action could be a sale. If you’re selling a higher priced item (like a car) than that micro-commitment could be a smaller action (like going for a test drive). The point here is that you want to encourage them to take the next logical step in the relationship, whether it’s exchanging their contact information like their name, email, or phone number, or even agreeing to a follow up meeting. At this stage your lead is now “warm”
Targeting these leads is the easy part; guiding them along the buying process is more challenging. For this, you’ll need an effective content strategy that provides them with the information they need and keeps them coming back for more. You’ll want to get these people signing up to your newsletter – or some other kind of email interaction – as soon as possible. This gives you a channel to segregate audiences and target them with more relevant messages that move them along the sales funnel.
An important term to understand when learning about marketing funnels is conversion rate. A conversion rate simply defines how many of one thing became another thing. In terms of our marketing funnel this could mean how many of the people who clicked on an ad became customers, or it could mean how many people who had a consultation went on to become customers.
The marketing funnel is a great tool that helps visualizing the customer journey or the path that prospects take as they become more familiar with your company and products, from awareness to purchase to (hopefully) the advocacy stage. It allows marketeers to map out the marketing campaigns that need to be considered in a more structural approach. Keep in mind that this is a general version of the marketing funnel and that you might need to adapt it somewhat to fit the business you are in. Let the marketing begin!
Now that you have the consumers’ attention, you want to create some interest. The goal of this stage is to show who you are and what your brand stands for. You are trying to build a relationship with your potential customers and gain trust. Give people valuable information, but don’t focus too much on selling your product yet. Throughout this stage potential customers begin to develop attittudes, opinions and hopefully interest in your company. Content creation is often used for this stage. Think about blogs, webinars, infographics, free e-books, newsletters et cetera. Keep in mind that customers can also develop negative feelings towards your brand, so be careful with what kind of messages you convey to potential customers.
For example, the choice of having either Indian food or Chinese food is fairly straightforward and requires minimal time whereas offering managed IT solutions requires an investment costing thousands of dollars. Due to the differing time frames and value of the product, the prospects are more than likely to request for content during this consideration stage. A high number of competitors can lead to longer evaluation time, something experienced by 48% of businesses.
He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
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