Designing the Buyer Centric Funnel
Designing
the Buyer Centric Funnel
Before going any further, we should have a clear idea about what is buyer centric funnel. In one simple sentence, we can say that a buyer centric funnel is a consumer-focused marketing model that illustrates the theoretical customer journey towards the purchase of any product or service. It's supposed to help the customer in understanding the problems and solutions. A well-designed funnel always helps a business to convert their leads into paying customers. So, funnel designing is quite a crucial part to consider in the market. In fact, they are actually considered as the best tool in a marketer’s tool belt these days.
There are however certain measures that can be carefully taken to construct a successful funnel. Each stage of the funnel impacts massively in the buyer’s behavior. Basically, the sales funnel consists of four stages which are awareness, interest, decision, and action. In the case of designing one effective sales funnel, one must follow the following steps.
1.
Analyzing the audience’s behavior: It is probably
the most important step in the whole list. One needs to actively stay alert and
know about one’s audience.
2.
Capture the audience’s attention: One should always
try to put one's content in front of the target audience. Running some ads on
popular platforms might be a good point to consider.
3.
Build a landing page: A landing page with an
attractive offer is always a good choice to go for. A landing page should spontaneously
push the audience to the next step. One needs to grab the audience’s attention
by providing free e-books, free useful materials, undeniable offers, etc.
4.
Creating an email drip campaign: Provide incredible
content to the audience through email. Sending such emails at a constant
interval of time is a good strategy.
5.
Keep in touch: The most commonly observed mistake
in the whole process occurs in this step. It's due to the negligence of the
current audience. Instead of constantly trying to reach the outside audience,
it's very important not to forget about the ones at hand. One should thank them
for their purchases, offer them additional coupon codes, and provide some
exclusive perks.
Flipping
the Funnel:
Flipping the funnel is a game-changer for marketing. It basically means spending fewer resources in acquiring new customers and spending more on maintaining the customers at hand. This strategy will result in highly satisfying the customers and there will be the possibility left of them to attract new customers in the future by sharing their experience. Flipping the funnel also involves making the customer service proactive. To do the flip, we can take the following measures:
1.
Identifying the best-fit contacts: Identification can
be named as the first step towards a successful flip. After identifying the
best fit- lead, one should target him and create a contact. One should be very
careful in selecting the target because the contact must possess the ability to
be a good fit for the business. After that, one should begin the process of
turning the contact into a full account.
2.
Expanding contacts into accounts: After creating
the account successfully, the next step is to make further expansion of the
account by adding more contacts. The achievement of this step entirely depends
upon the success of the previous one.
3.
Engaging accounts on their term: The third step
comprises of engagement. Engagement is where one’s content and channels come to
life. It is where the marketers become scientists. Their work is to test
different types of content to find which type reverberates with specific types
of contacts and accounts. This increases the reach within the accounts and
makes a possibility that those contacts will already have been exposed to
marketing messaging while the sales team is actively reaching out. So, it
reduces a lot of pressure from the sales team’s shoulders.
It involves targeting the marketing messages to the
best-fit customers on the platforms where the ads are most likely to be seen.
It could vary from social media to anything else. The main purpose is to get in
front of the targeted audience.
4. Creating customer advocates: The final step is advocate. The goal is to turn the customers into shouting fans for the business. It is the creation of customer advocates. Getting good reviews from customers, spreading positive word-of-mouth, and influencing them in making new customers are some of the most impactful types of marketing.
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