How to get started: If you want to do this at a conference, start by making sure that it’s ok with the organizers if you share content on your website with the people you are speaking to. Most of the times they will be ok with it and give you some pointers on what you can or can’t do, but for certain large conferences you might not be allowed to do this. To get people to visit your website, create content that is highly relevant to the topic of your talk and share it using a URL address that’s easy to write down or remember, as people will likely need to go back on their notes to visit your site.
Reviews are the second golden ticket for middle of the funnel digital marketing—92% of online consumers read them, and 88% of them trust online reviews as much as personal recommendations. Here’s one probable explanation why: Consumers don’t trust advertising and marketing anymore, if they ever really did. Now, it’s no longer shut-your-eyes-and-hope-for-a-good-refund-policy—people can effectively shop based on others’ experiences (which is one reason customer service is so important).
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 event scheduling tool allows you to schedule events like conference calls, lunches, and so on right from the CRM. These events become part of your calendar and serve as another way to help you move your prospects and customers down your sales funnel. You can associate contacts and deals to your events. You can also update information like dates and times from the calendar view.
He is the co-founder of NP Digital and Subscribers. 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.
Once your target audience is aware of their needs and your company they move into the “think” stage. This is where it gets tricky—the majority of consumer research happens in this stage, and the research and discovery loop takes them back and forth through different mediums. During this stage, it’s crucial to build your authority and get your target audience onto your website.
Of course, implementing this isn't easy. You need to first develop your stories, then decide on how you're going to convey those stories and at what drip-rate. For example, your first email or two might go out on the day they first signup, then one email per day might go out afterwards. How much of that will be story-based and how much will be pitches?
At Disruptive Advertising, the marketing funnel is a key part of how we approach every client’s marketing. Getting into specifics about which tactics work best under which conditions in which stages is beyond the scope of this article, but if you’d like help setting up your own marketing funnel, let me know here or in the comments. Or, for additional content, check out this blog post.
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If you’re running an accounting business, at this stage your customers would be evaluating different potential service providers. They might need resources like pricing guides (so they know what ballpark rates are), how to evaluate the landscape of accounting services (i.e. whether to hire a solo accountant, an agency, etc.), or how to choose an accountant.
One of the core concepts in the digital marketing industry is the sales funnel. While odd sounding at first, this single core concept can take a business from virtually non-existent and unknown to multi-million-dollar marketing machine with mass saturation, seemingly overnight. In fact, there are skilled practitioners who have built a career around implementing this single concept in business.
Visitor-to-lead conversion rate: This metric will tell you what percentage of your website visitors end up becoming leads. You can use this as an indicator of how attractive your offer to become a lead (we’ll talk about the type of content you should use in this stage in a second) is to your visitors. As you might expect, you should aim for a high conversion rate. If you use tools to capture leads with popups forms, this metric will be tracked and provided to you. However, if you use other tactics to collect leads you might need to use Google Analytics goals to keep track of this metric.
Customers move on to Stage 5 when the sale is complete. Molly should brainstorm the kinds of information these customers will need, as well as how she’ll provide it as part of a cohesive onboarding process. Though she doesn’t need to worry about customers finding her at this stage or moving on to the next one, it’s still important to meet their needs so that they walk away feeling good about their purchase decisions!
Remarketing: This is a bit of an advanced paid advertising tactic and it has a learning curve. With remarketing, you target people who have visited your site and send ads to them on other platforms like Google or Facebook. Have you ever noticed that when you check out a shirt on Amazon, that shirt suddenly starts following you around the internet? That’s remarketing at work. With a solid remarketing strategy, you can even target visitors of specific pages on your site—like people who visited the sales page for product A and not product B—and send hyper-targeted ads.
Now your marketing automation funnel is giving you a boost at every stage: It responded within five minutes of their first contact, and that helped get you the chance to make your pitch. Now, after the pitch, you're ready to stay in contact and respond to objections in a friendly, targeted way. (And if they love the pitch, automation can help you stay in close touch until closing.)
The intent stage is a ringing bell for a possible conversion. The evaluation stage is the final stage before the purchase decision. This stage involves the customer to evaluate the product, price, and offer provided by the brand and makes his decision upon them. The sales team is more involved than the marketing team in this stage of the marketing funnel.
If you’re running a marketing services business, you might create content about how to choose a marketing agency, pricing guides, whether a company should go contract or hire in-house, etc. The above examples are non-promotional, educational content resources we’ve created for our readers who are considering hiring marketing agencies – i.e. in the middle of the funnel (MOFU).
There are also plenty of low-intent keywords that trigger ads in Google Search and this is an opportunity to increase awareness about your brand. Now, I would describe this as a fairly advanced PPC technique because you really need to have a mature paid search strategy (quality ads, landing pages, conversion rates, remarketing campaigns, etc.) and a solid lead nurturing system in place first.
In this scenario, you’re asking people to take little steps, instead of going right from “mailing list sign up” to “spend $1000”. Downloading a free ebook isn’t a big step. Once you’ve done that, sure, why not share? Hey, if the info was valuable in the free book, the info in a $19 book is probably great! Oh, there’s a $197 program? Yes, I would love to join, because I already got more than that much value from your lower-cost items. Spend $1000? Sure!
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.