It’s easy to get overwhelmed by all the marketing strategies, tactics, and platforms out there.
What happened to the tried and true ways of promoting your business, such as advertising and direct mail?
Should you listen to the latest marketing guru’s advice, or stick to the old ways of doing things?
The best marketing is a mix of traditional and modern methods
The key to successful marketing today is to combine proven, traditional methods with effective modern approaches, and arrange them in a specific sequence meant to convert prospects into buyers.
This sequence (marketing funnel) reflects the journey / path that potential customers follow as they move from prospect to paying customer.
A marketing funnel, combining both educational content and promotional messages, offers many advantages over using separate, disconnected platforms and messages:
- Monitoring problem areas where website visitors leave without purchasing
- Measuring the number of people who read or download specific content in your funnel
- Continuously repeating the same messages and brand image to potential customers
- Automating the process of converting prospects into customers
- Focusing your marketing budget on a handful of proven techniques
A Marketing Funnel Arranges Your Content and Messages into a Strategic Sequence
Typical elements making up your funnel include:
- Blog posts or articles on your website
- A landing page with a form for capturing contact information
- Free downloadable content to encourage signups
- An email campaign consisting of informative and sales messages which aim to convert prospects into customers
- Online ads promoting your content and free downloads
- Sales pages on your website for each product and service
- An intake form or order page for purchases
- A thank you page providing helpful advice on making the best use of your product and service
This sequence requires tools such as:
- Website content management software (WordPress)
- CRM (customer relationship management) tools
- Email autoresponder software (automated email messages) that sends out messages encouraging potential customers to order your product or try your service
The content within your marketing funnel should provide useful information for potential clients, regardless of where they are on their buying journey:
Awareness: Blogs, articles
Interest: Opt-in forms, landing pages
Desire: Email marketing messages
Action: Sales pages, order forms
By the time prospects are exposed to your sales promotions, they will be more receptive to your offers.
Marketing Funnels Accelerates Message Sharing
Another benefit of having a marketing funnel linked to your social media and networking accounts is having your customers share your content with friends and colleagues.
Online sharing of relevant content helps you to quickly build your authority and reputation within your industry.
This provides you with free publicity and helps to attract qualified customers through referrals.
People only buy from those they trust, and only when they are ready to buy
A marketing funnel allows potential customers to consume content at their own pace, build trust in you, and eventually make a purchase.
Once your funnel is set up, it will generate customers for years to come, only requiring minor updates and maintenance.
You’ll quickly recover the cost of building a marketing funnel by eliminating costly, ineffective marketing methods, and freeing up more time to focus on networking and customer service.
Mark Bellini – Freelance Copywriter
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