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Mastering the Marketing Funnel
Marketing MondayJanuary, 2017
I know half of my advertising is wasted. I just don’t know which
half.John Wanamaker, Merchant
Image License: https://commons.wikimedia.org/wiki/File:John_Wanamaker.jpg#/media/File:John_Wanamaker.jpg
My Goal for Today:
To help you develop a process for creating testable, targeted marketing
campaigns that convert.
The Roadmap
A Perspective Shift What is a Funnel? A Playbook
A Perspective Shift
• “Conversions” vs. Sales
• “Personalization” vs. “General”
• “Behavior” alongside all the “...graphics”
A Classic Funnel
A More Customer-Centered View
Learn More about these stages at: http://sprwb.pro/mkgt-monday-2017-1
Have a need and don't realize it. Or, they may be aware of the need, but not feel like there's any urgency in addressing it.
Aware of a problem and are open to confront it, but aren't sure exactly how to define the problem
Clearer on the problem they're trying to solve, Starting to narrow down their options to the ones that best work for them. (All problems have multiple solutions)Confirmed there's a problem to be solved, clarified it, reviewed solutions, and decided on a kind of solution. Not sure who best vendor is yet.
Prospect knows who they want to do business with; looking for the best possible deal.
Becomes a customer. How, we want to make them a champion of our brand.
Haiku Break
Target, Measure, Test.Remove All Excess Friction –
Customers Convert!
A Playbook: 7 Principles1. Give.2. Ask.3. Be Clear.4. Remove Friction.5. Follow Up.6. Budget.7. Test.
Different segments have different priorities
Some channels are better for different parts of the funnel. (Ex. FB for “Awareness” or “List Building”. Adwords for Sales.)
Could also be calls. But there should be a strategy and/or goals.
Copywriting can have a HUGE impace. Look up “Direct Response.”
So can images, especially on FB & Instagram. Or, video.
Should match offer and prioritize conversion.What value can you share, given segment & stage of journey?
(Some) ToolsWebsite & Landing Pages• Wordpress• Leadpages• Unbounce
Email & Marketing Automation• Mailchimp• ActiveCampaign• Sharpspring
Email Capture• Leadpages• SumoMe• OptinMonster
Analytics/Testing• Google Analytics• SumoMe• Visual Website Optimizer
ResourcesFrom Our Blog• How to Create a Winning Marketing Campaign.
• Learn how to create winning marketing campaigns with this 15-minute video & blog post
• http://sprwb.pro/mktg-monday-2• Targeting Different Parts of the Funnel:
• Go deeper into the kinds of emotions to trigger and offers to make at different parts of the funnel
• http://sprwb.pro/mktg-monday-2017-3• Workbook - How to Create a Marketing Campaign
• A 17-page, 6-step Guide to Help You Create Campaigns that Convert!
• http://sprwb.pro/mktg-monday-2017-4
The Slide Deckhttp://sprwb.pro/mktg-monday-2017-5
Interactive Workshop – February 4th, 2017http://sprwb.pro/mktg-monday-wkshp
