The marketing funnel
The process of getting the customer from point A to point B can feel like quite a process. For businesses who are just starting, making that initial contact feels promising and sometimes give us a false sense of actual money making and return business. While it is indeed a great feeling to have that initial contact with a prospective consumer, with no real strategy in place, they are unlikely to engage any further in your business.
Luckily, a gentlemen of the name Elias St. Elmo Lewis developed the marketing funnel concept in 1898. Although developed over a century ago, the concept still holds true to this day and is an integral part of any buying journey. The Marketing Funnel is a breaking down of each step within the buyer's journey. It helps businesses visualize and realize each next step they should take in creating loyal, return customers. It is possible to create these types of clientele without following the marketing funnel but the likelihood it will start to feel like a big unmanageable mess is pretty high.
With that said, let's get into the steps of the Market Funnel.
Without the awareness that your brand or services exists, it is impossible for the prospective customer to do anything. Making sure that your voice within the industry is amplified by providing content that is informative, educational, and builds a relationship with the prospective customer. Sending an email to new potential leads like this below can be quite effective in this stage of the game.
This is the step where you take the broad awareness that you and your brand exists and
expand upon that. You can achieve this by choosing to educate the intended consumer with targeted information especially tailored to them. One major thing to avoid during this stage is coming across salesy or pushy but rather be super helpful. Guiding them to be informed.
This is when you want to use talking to create a sense of urgency surrounding their
purchase of your products and services. This can be executed through informing them of special offers and promotions. Now that they are thoroughly informed, they are almost sure to purchase. You can also take the fear-of-loss approach by limiting the amount of time on the item or service itself at a discounted rate. Fear-of-loss is a serious motivation for the consumer to make that purchase. Just talking with the future customer really guided them in the right direction but you want to be sure not to inundate them with sales tactics.
Now they have purchased your product but the process cant stop there. To grow loyalty instead of simply a one-time customer, it is imperative to keep the conversation going. Check back with the consumer and ask for their feedback. Continue to provide useful information and update them on the latest promotions. It can be quite tempting to just move onto the next prospect once you've scored a purchase but don't fall for this trap. Return customers are the ones who feel cared about and they are the bread and butter.
Now we are at the point of turning your loyal customer into an advocate for your services. Not only will they themselves return as a customer but they will introduce your services and products to their friends and family. The goal is to have the customer so thrilled with the services you've provided that they will talk about it to virtually everyone they know. This is a serious money maker. This can be a really good time to introduce a customer loyalty program in which customers are rewarded for their references.
We have simply detailed out the 5 major steps in how to turn a prospective customer into an advocate for your business. Seeing it in a comprehensive, 5-step funnel can help take some of the stress away when your trying to really create those long lasting relationships with your clientele. Don't just take it from us, this is a tried and true way to market your business to the highest level.