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.
As you think of your audience and your business goals, you need to make sure what you’re delivering is in step with your brand, putting thought and intention behind your actions. It’s wonderful when Ben & Jerry’s has free cone day every year where they hand out free ice cream cones, but it would make no business sense for them to give $100 to each person who comes in to help pay off car loans.
The marketing funnel depicts the steps of a hypothetical buyer through his decision-making process. The funnel is widest at the top and then gradually grows more narrow. The earliest models depicted a customer entering the funnel as a novice and then sliding down the funnel and through the steps of awareness, interest, desire and action, meaning a purchase.
It’s now time to really bring on the value and elevate your relationship with your customers. Following up with your recent buyers is one of the fastest ways to solidify your position as a business that truly cares. Buyers remorse is very real, and is alive and well across all markets and industries, so the first 24-48 hours after making a purchase is a critical time to calm any anxieties and affirm your new customers decision to do business with your company. It’s also unexpected. Which makes it an even nicer surprise, and part of the system to turn elevate your customers into brand evangelists who tell their friends, family, coworkers, and sometimes even strangers, about just how great your business is.
It is important to identify your potential or target market, what their pain points are and where do they hang out online. Why would they want to buy your product or service. And why from you? What difference will it make to them? You can create buyer ‘Personas’ to help you focus better on the who and the why. Nowadays, it is easier to measure the results of any investment, especially in digital marketing activities. The idea of marketing funnels or sales funnels is to try and create the perfect business generator, which relates to transaction density, increasing sales and margins and increasing the lifetime value of a client. A funnel might be used as a way to generate leads, a Lead Conversion Generator or to generate actual sales, a Sales Conversion Generator. Nowadays, funnels are also used to upsell products, during the transaction checkout – no doubt you have seen this when you have been shopping online.

For example, 1-800-DENTIST increased conversions 23% by sequencing friction at the very beginning of its funnel. Originally the dental referral source asked for ZIP code, dental need and insurance/payment info on a form right at the beginning of the funnel. Dental need and insurance/payment info were moved to steps three and four in the funnel, respectively, leading the company to increase conversions.

By delivering the right value in the right order, they keep you engaged. If the writers started out by saying — SPOILER ALERT — the characters think they’re in The Good Place, but they’re really in The Bad Place, I, as a viewer, would not care yet. The writers did an artful job of delivering the right value in the right sequence to keep me moving along to the season finale, where they make the big reveal. They brought me on a journey so that plot point had maximum impact on me.


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.
Not only must value be properly sequenced throughout the funnel, but cost must be as well. In that deeper stage in the funnel, SolarWinds didn’t only provide the properly sequenced value (trial versions) it also communicated properly sequenced cost (an online price quote engine). You must determine when to introduce the price in the funnel you’ve created, but also non-monetary elements of cost too.

Another way to think about the time dimension is to consider if you’re connecting prospects with the right information at the right time, for example, if you are using case studies, are they just sitting there on your website, or would it perhaps be better to send a couple of case studies that can be digested in under 5 minutes out to new prospects automatically three weeks or so after they first expressed interest in you?
For example, a complex purchase funnel might include steps like this: searching a pain point in a search engine, getting to a content piece on a website, clicking to a landing page for a white paper download, receiving several pieces of email in a lead nurturing campaign, deciding to speak to a sales rep to learn more about the product, going through several stages of a sales process with a sales rep, and then ultimately making a purchase. This may happen over several months.
In addition to vocational occupations where I was able to do what I loved most - helping people, I have developed game apps and undertaken a variety of freelancing projects - amongst other things. But none of these jobs gave me the fulfillment I craved. I needed something bigger and better. So, I started a journey of self-education in a variety of different areas and began investing time and money. This enabled me to gain a deep understanding of the science and strategy that underpin marketing funnels, social media marketing, and different types of business models. 
It is important to identify your potential or target market, what their pain points are and where do they hang out online. Why would they want to buy your product or service. And why from you? What difference will it make to them? You can create buyer ‘Personas’ to help you focus better on the who and the why. Nowadays, it is easier to measure the results of any investment, especially in digital marketing activities. The idea of marketing funnels or sales funnels is to try and create the perfect business generator, which relates to transaction density, increasing sales and margins and increasing the lifetime value of a client. A funnel might be used as a way to generate leads, a Lead Conversion Generator or to generate actual sales, a Sales Conversion Generator. Nowadays, funnels are also used to upsell products, during the transaction checkout – no doubt you have seen this when you have been shopping online.
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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.
For example, 1-800-DENTIST increased conversions 23% by sequencing friction at the very beginning of its funnel. Originally the dental referral source asked for ZIP code, dental need and insurance/payment info on a form right at the beginning of the funnel. Dental need and insurance/payment info were moved to steps three and four in the funnel, respectively, leading the company to increase conversions.
It’s important to note that there is not a single agreed upon version of the funnel; some have many “stages” while others have few, with different names and actions taken by the business and consumer for each. In the diagram below, we’ve done our best to pull out the most common and relevant funnel stages, terms, and actions so this information is useful to as many marketers as possible.
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