Managing Your Marketing Funnel
When creating an effective online campaign for your business, you must consider the marketing funnel (or sales funnel). You could be losing potential customers if you’re not optimizing your marketing funnel or ignoring it completely. Tailoring your marketing campaign to holes in your funnel is what separates successful online businesses from the rest. Let’s get a clearer definition of the marketing funnel and find out how you should manage your marketing funnel to gain more paying customers.
WHAT’S A MARKETING FUNNEL?
There is typical process to acquiring customers which is reflected in the marketing funnel. When a general user finds your website online or visits your eCommerce store, chances are they are going to be looking for reasons to buy your products. This begins the sales process and customer acquisition, which is the first part of the marketing funnel.
1. BUILDING AWARENESS
Inbound Marketing Campaigns & Web Design
Before you start sending people to your website, you must create a welcoming online experience through an attractive website and then find ways to draw users to your website. First you must develop a modern and effective web design to draw the customer in. Ensure your company and its mission is clearly reflected in your web design with a user-friendly interface. Once you’ve got a compelling website, now it’s time for inbound marketing strategy; this includes SEO & search marketing, online ads, email marketing, content marketing, social media strategy, press and pretty much anyway you can think to get users to your website. Try to understand what your customer needs are and what they are trying to accomplish with your product or services. You’re inbound marketing campaigns should mirror these customer needs and maintain your lead generation.
2. GAINING INTEREST & CUSTOMER EDUCATION
Now that potential customers have a way to find you, it’s time to focus on how to get them to stay on your website and try to buy something! This tends to be the most intricate and experimental section of the marketing funnel. So, here’s the hard part. Now that people are visiting your website, it’s time to figure out what works and what doesn’t work. Ensure you are tracking your marketing campaigns with analytic tools, such as Google Analytics, Mix Panel, Kiss Metrics, etc. Once you’ve analyzed your inbound marketing strategies, continue on what’s getting you the most web traffic and it’s time to let go of the unsuccessful campaigns. What’s most important during this part of the marketing funnel, is figuring out why some campaigns were unsuccessful and others were successful. Take more interest into what didn’t work and think of how you can create a new campaign serving those lost customers.
This is where customer education may be needed. If customers still have unanswered questions about your product or services, it might be why they’re not sold on your products or services yet. Try providing a customer portal where users can receive quick responses to their potential questions. Nothing can kill a business faster than ignoring or avoiding customer questions or complaints. Take customer feedback as constructive criticism and as a potential answer to your unsuccessful marketing campaigns.
3. CUSTOMER COMMITMENT
Ok, one step closer to a sale! During this customer commitment stage in the marketing funnel, your potential customer has found a possible solution in your product and/or services. They are compelled by what they’ve seen in your website and web copy and are seriously interested in your business. This is where you need to optimize your user flow and user experience to ensure you are converting potential customer to paying customers. Identify the holes in your web design or web copy. Are the benefits of the products communicated clearly and effectively? Can they find the checkout button? Are there too many steps in the checkout process? Are my products priced too high? These are just some examples of questions to ask and receive customer feedback on.
There are many reasons why your customers are hesitant to buy; for this reason it is crucial to gain customer feedback to find potential holes in your campaigns or web design.
4. THE SALE
Establish Good Customer Relationships
Once you’ve solidified your website and are managing effective marketing campaigns, now comes the fun part: sales! You still have to keep them coming back though. Now you must try to establish good customer relationships to potentially get good reviews of your products and get customers buzzing about your business. Weekly or monthly newsletters work to keep your customers updated and informed about your business. Also, active social media marketing is a good way to maintain good customer relationships, keeping your brand accessible and transparent to customers. You know you’re doing a good job at maintaining customer relationships, if they keep coming back and telling their friends!
Need help optimizing your online marketing funnel? Contact Space Chimp for a free quote and start making some sales.