Best practices in accelerated business growth, combined that with over 2 decades of Advanced Human Potential immersion studies (stretching from San Francisco to India, the Middle East to Europe) creates a unique and powerful set of tools and presentations that shift your potential past what you know as possible today. Across the planet, participants comment on the unusually poignant systems that these two power house coaches have developed for Business Owners.
So the obvious approach to funnel marketing is to focus on high-intent users who show all the behaviour of someone ready to buy. And your best weapon for this is AdWords – the only platform that allows you to target people itching to buy. People turn to Google when they’re about to jump from consideration to conversion and AdWords is the only channel that allows you to target high-intent search queries that have “next customer” written all over them.
At this stage of the funnel, the value of your product is still unknown; customers won’t be engaged by sales material or product specifics. Instead, try to establish value through educational promotions. Here, customer information is gathered as leads are pulled into the first phase of the funnel. It’s interesting to note that 65% of businesses claim that lead generation is their biggest marketing challenge which only emphasizes the need for developing creative marketing strategies.
So your marketing funnel is everything you do to attract customers. It includes every bit of advertising, every touch point, your livery, signage etc. Ideally, you want to plan your funnel, put some structure in to it and also be able to measure results. You can read a lot more about marketing funnels and sales funnels from people like Neil Patel or Mike Killen , where you can learn to create your own bespoke funnels. Mikes big article on the topic is here and well worth a read.
For example, that funnel may consist of freely available content published on a website aimed at the overall pain point a potential customer has. That content then includes a call-to-action to sign up for email for more information. That email list includes a lead nurturing campaign that answers key questions as customers have them, ultimately leading customers to talk to sales reps to answer their most specific and complex questions.
UThis is a Lead Generation system that takes people who are possibly unaware of their problem and you lead them through to becoming aware of the problem. Then displaying the solution to that problem, educating them on how the solution works and encouraging them to take action on your offer by making contact by telephone or email or making a purchase through a sales page or visiting their physical shop or event.
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If they pursue this valuation this takes the customer further down the funnel into the Evaluation/Trial phase. At this point they are offered the opportunity to market their property on a no-win-no-fee basis. The homeowner will have already done their research on the company (the Evaluation phase), and so this relatively frictionless offer where no money exchanges hands is an easy way to move the homeowner further down the funnel to the Trial phase.
The Marketing Funnel starts off with the Awareness stage (sometimes called Attention). The goal of this stage is to gain presence and to introduce your brand to potential customers: they need to know that you exist. You could either actively reach potential customers through marketing campaigns or help them discover you more easily with their own (online) search. Awareness can be created through advertising, trade shows, direct mail, social media campaigns et cetera. In order for customers to more easily find you online, Search Engine Optimization (SEO) and Search Engine Advertising (SEA) are advised.
At this stage, you’ve convinced potential customers regarding your product’s value and its ability to deliver. Such leads are also referred to as marketing qualified leads. However, you’re not the only one in the industry providing such services which prompt the prospects to compare your business with the competition. The decision time will vary based on the nature of the product or service.
Many marketing funnels stop after the purchase has been made. However, in the hypercompetitive and dynamic environment of today, it is key to keep customers with you for as long as possible. Repeat purchases and the retention of customers are therefore just as important as the initial purchase. Good after-sales service and customer relationship management (CRM) enlarge the chance that customers will become repeat customers. You could for example start by sending out an email a week after the purchase has been made asking for customer feedback. People generally love to give their opinion on subjects. From there on you can get to know the customer better and see if he or she might be interested in a repeat purchase. Depending on the nature of your business, calling or even meeting up face-to-face with customers are considered more personal and more effective. This latter is for example more appropriate in the auto or consulting industry where larger transactions are being made.
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: