The act of completing an online purchase is a trajectory initiated by the consumer and ledby the company’s brand. To better represent this journey, we focus on the purchase funnel, a tool used by marketers to describe the path a prospect takes as they become familiar with your company, from start to conversion and hopefully, beyond. A potential buyer can either transition into the next stage represented in the funnel when they are more swayed by your product or they can exist the tunnel and fully lose interest. Being wider at the top, only a certain number of consumers will even enter your marketing funnel, fewer will penetrate the next stage and fulfill the buying process, and even less will end up absolutely loving your product.
There will always be people who will exit your funnel but in order to combat this, you must structure your marketing to maximize the number of potential dedicated buyers that enter the top of your marketing funnel and minimize the amount of them who exist each individual stage of your funnel. In order to combat this threat, you must have a specialized conversion strategy for all five tears of the funnel:awareness, consideration, conversion, loyalty, and advocacy. Rather than going through numerous strategies for each stage of the funnel, we present a single solution that combats each potential targeted obstacle that may arise—email marketing.Allow email marketing to be the master key to excel through the marketing funnel.
Let’s look at the funnel from the top down:
Awareness “Be Present” The goal of this stage is to show visitors the value of your brand and educate them on your product and or service. This is the time to build a relationship, a connection to a potential buyer by sharing free content in emails so that you can give them a taste of what your brand is all about.
Consideration “Be Relevant” Once you’ve been able to move a subscriber out of simply being aware of your brand, they are now entering the world of considering investing in your product or service. They want to know more about you, consider this your second date. You’ve gone out once before, you know a little more about them, now it’s time to send them content that addresses their particular interests that are then infused with the brand of your company.
Conversion “Be Proven” The time has finally arrived, decision time. Your potential customer, if they haven’t completely written you off, might be interested. They are aware of the value of your product because you have educated them through two prior emails. Its time to focus on the benefits of your product and or service rather than just the features. This means emphasizing what they can gain from fulfilling the buying process. This is less about your company and more what you can do for your prospect. Invite them to a webinar to showcase your product’s benefits and get them on your side for good.
Loyalty “Be There” If you have reached the level of commitment, a prospect has become your valued customer, congratulations! Don’t think the hard work is over just yet. Now the name of the game is retention and making show your client is happy and coming back for more. If you do not succeed in this mission, you will lose lots of clients and have to win over new prospects from scratch. Incentivize your customers to stay loyal by emailing them discount codes for your product or service or send out a survey to receive feedback on their experience. Be there for them!
Advocacy “Be Proactive” Advocacy can only happen when your customers stop being customers and start being fans. At this point, they have purchased from you and are planning or already have purchased again. They are paying for your services and love what they are receiving. Getting prospects to this stage is extremely imperative since it is the hub for referral marketing. When you really like something, you tell others about it. Start an affiliate or loyalty program through email where customers get incentives for referring you to friends. Personal recommendations drive new clients and new purchases.