Mastering the Marketing Funnel in the Social Media Age

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Mastering the Marketing Funnel in the Social Age

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contents

what is the funnel?

awareness consideration preference action

loyalty advocacy your funnel


what is the funnelthe marketing funnelSometimes referred to as the ‘purchasing funnel’, it is a model that illustrates the theoretical customer journey towards the purchase of a particular product or service

Developed in 1898, it has evolved today to a 6-step process that is enhanced by today’s social media and digital revolution


what does your funnel look like?your marketing funnelAs we go through this presentation, think about what YOUR marketing funnel looks like. Ask yourself:

•How is my marketing process represented in each area of the funnel?

•Does my process in this area of the funnel contribute to the end goal?

•What could I do to make my funnel more effective?


awareness

brand


brand awarenessWhere prospects find your brand

broadcasttv, radio, outdoor

searchwebsite, mobile, seo

buzzsocial media, pr

direct blogs, rss, inbound

campaigns

where is your first touch?

In the old world, broadcast or “outbound” marketing was the only way to build awareness

Today, you have many more and more effective options for building prospect brand awareness


search is king (even with social )

search enginesare the first source of information for nearly all of today’s consumers, both B2B and B2c

• As social and search become even more interconnected, your funnel needs to take advantage of the opportunities that search offers.

• Think about how SEARCH affects awareness of your brand


consideration

direct touch


experience with your brandAs a prospect considers a purchase, they begin to research the product or service, this is generally done online, especially with reviews from trusted sources, even if the review is done by a stranger

consideration research


where is this consideration done?

onlineWebsites like Amazon.com that provide independent evaluations, Yelp that showcases member reviews and others where a prospect can anonymously research the opinions of others

disc

over

y

online research

product sites

consumer groups online

info

rmat

ion

anonymous user reviews

independent review websites in

tera

ctio

n online marketing materials

email newsletters

blogs and support forums

user forums


where is your presenceas the customer is considering brands?

search

presence

twitter

blog

or

articles

facebook

youtube email linkedin


preference

comparison


comparisons lead to brand attachments

Customers now turn to known sources for information:• Social media platform

connections

• Local search opportunities

• Seeking perspective of trusted sources about the brand

• Brand attachments formed based on informed, trusted opinions

right choice

brand

individualtrusted

contacts


what comparisons can be madeabout your brand online

your brand

• known users• online opinions• brand reputation

other brand

• known users• online opinions• brand reputation

As the customer compares your brand to others, the opportunity for brand preference arisesYour online presence, especially as it relates to social connections to the customer, can greatly influence that preference decision


action

purchase


purchase

• In a store or physical location

• Via online store access on the computer

• From the smartphone

• Via a tablet device

• Through a social action service like Groupon or LivingSocial

Today purchases can happen in many places:


where can customers purchase from you?

The easier it is to purchase, the more likely the customer will take that action

SmartPhoneImpulse buys

Busy users

Social Sharing

Brick & MortarTraditional

Easily understood

Personal brand touch

Social ActionDiscounts/deals

Social = Volume

OnlineStoreQuick

Convenient

Private


loyalty

reward


rewarding loyaltythe relationship with the customer doesn’t end with the sale...

crmdatabase marketing

to keep ongoing touches

online community

allow users to connect to each

other

rewards loyalty-based programs than

incentivize repeat purchases

email ongoing

communication to develop

relationships

follower encouraging social

follows with benefit programs


how do you reward customer loyalty?

post-sale

• Thanks for business

• Post-sales follow up

• Regular touches

satisfaction

•Satisfaction surveys

•Ongoing opinion solicitation

programs

•Incentivize repeat purchases

•Encourage frequent upgrades with rewards

email

•Tips, tricks, ideas and advice for users

•Regular promotions

social

•Follower specials

•Incentives to share information with their contacts

•Lead toward advocacy


advocacy

brand advocates


what is a brand advocate?

brand advocatesare customers who talk favorably about a brand, product or service and then pass that positive word of mouth message to other people


why do you want advocates?

Highly ActiveAdvocates

recommend brands more

32% rec more than 10 brands/year

Average advocate rec’s 26x/year

Large Networks

Advocates have more contacts

Advocates average 200 - 450 people in their social networks

18% have over 500 contacts

Impact Purchases

Advocates use online tools that drive

purchasesAdvocates use email the most (57%) but also use social media, blogs and

third party sites to rec brands


how advocates impact a brandpercentage of users that take action when an advocate recommends brands to them

consider buying rec’d brand

buy the rec’d brand

don’t know/no action

0 18 35 53 70

17

22

61


who are your brand advocates?

do you currently have any brand advocates to work with?

Amanda DoeHomemaker

Has referred 3 new customers this year alone

Jesse DoeSmall Business Owner

Blogs about how your product/service has helped his business

Marvin DoeConsultant

Recommends your product/service to clients

Bobby DoeCompany Executive

Long time customer who has repeat purchases


your marketing funnelHow do you:

• Build brand AWARENESS in online media?

• Ensure that your brand makes it to the CONSIDERATION phase for a potential customer?

• Help your prospect compare your brand to the competition to find their PREFERENCE?

• Let your customer take ACTION to purchase?

• Build LOYALTY with customers that have purchased your brand?

• Develop ADVOCACY with your existing customer base?


Looking for more ideas?

One-on-one consults including evaluation, recommendations and tutorials for social media

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Professional review, editing and/or creation of your online profiles and business pages

Profile Customization

Website DesignProfessional design and development of business websites, including ecommerce and web applications

TrainingOn site and remote training for social media for marketing and sales teams, executives and businesses