Businesses are scared of funnels.
It’s perceived as a new phenomenon. But it’s not new. Not at all.
We have always had a sales process. (call, quote, buy – in the most simplistic of form)
Old Marketing funnel
–> Meet someone at network event –> Give Business Card –> Trade Telephone numbers –> Arrange for meeting
–> Send Proposal in mail –> at same time prospect sees Ad in local magazine, or hears your local radio ad
–> Final meeting –> Close
At all stages of the engagement, you educated the prospect in with different information.
- Initial interactions – share what you do and how you solve problems
- First meeting – share in depth about the process, how you can help
- See Advertisement – trust building and social proof.
- Final Meeting – checking references, handling last objections.
See. even without the Digital side of things, the marketing funnel still existed.
The New Marketing Funnel: Using Digital Marketing
Your audience exists in the real world, but they also have Digital Lives. Find out where your audience hangs out online.
What blogs do they read, what social platforms do they engage on, where do they look for answers to the questions they have.
- Google Remarketing
- Facebook pixel tragetting
- Automated email marketing
Designing Your Funnel
Now, you’ve got to lay out all the steps if takes for a prospects to become a client – list all the stages they go through. This will be longer for some industries, shorter for other. An ecommerce company would have a shorter journey while a software provider would have a longer one.
Now, what information, education, and message do you need to provide to your prospects at each stage, in order to move them along to the next.
Remember the stages of Decision Making
If you’re struggling to find the right answer, put yourself in the customers shoes. What questions would they ask? What objections do they have?
Example: A Jewellery Appraisal Company
Top of the funnel: Education on how a Jewellery appraisal work
Mid of Funnel: Marketing around Trust and Social Proof, customer will read reviews. (Customer thinking – ok, this is how it works, but I have a very precious
Bottom of funnel: Last minute confidence booth, a clear steps for the prospect. (Make it easy and simple for them to book online)
Here is our Marketing Funnel
You can get the editable version here
Download this funnel and make one for yourself! – Download Here