We know funnels are nothing new. But it’s always worth revisiting a tried-and-tested method to be sure you’re putting it to good use.
Our funnel gives you a clear reference point for your content marketing. Why are you writing blog posts? Why would a guide be a useful addition to your resources? What’s the objective of your monthly emails?
With a well-planned funnel you’ll have a way to connect with potential customers regardless of their knowledge or level of interest.
It’s also a useful way to ensure content has the right aims when you’re creating. Blogs, typically, aren’t most valuable in converting customers who’ve never heard from you – it’s a method that’s of more use in raising your SEO reach and brand awareness.
Email, on the other hand, is a consistently effective channel for turning interested and connected prospects into real customers.
When you know why you’re doing something (and what type of audience it’s talking to) you can be far more effective. That’s what our tool is designed to help you do.
To better demonstrate the practical value of our tool, we’ll invite you into an example.
Setting: You’re responsible for digital marketing at an expensive spa facility
Brand funnel planning provides a way to ensure you’re covering all the bases:
Create articles and infographics that channel your ‘why’, the purpose your business exists. This uses the promise of emotive benefits and personalised narratives to hook in and grab the attention of new people in your target audience.
For example, imagine your why is ‘Real relaxation’. Your spa provides treatments and an environment geared towards genuine wellbeing benefits rather than social or aesthetic ones.
So you’d plan blog articles that connect with search intent such as “Getting away from it all” or “Adult relaxation breaks” and so on.
This covers the awareness angle as people with those desires come to know that you can provide what they need.
Once you’ve seized someone’s attention because you’ve shown you are relevant to their need, you can provide content like guides, promotions or targeted adverts to build their interest in you.
Here’s where you bring out your ‘what’, the practical or physical value that you provide. It’s where we delve into product features or detailed explanations of your service, to demonstrate that you’re more than just a shiny bauble that caught their eye.
Let’s say your what is ‘Accessible wellbeing’. Your business prides itself on a) giving easy access to your facilities, wherever people are; and b) catering for all accessibility requirements whatever the need.
So your guides would include explanations of, for instance, the experience they would have should they sign up to your ‘Chauffeured’ service, which includes pick up and drop off. You’d share FAQs which have details of the accessibility features you’ve installed like lifts or one-on-one personal support.
With this content you are making sure that the people you attract will be further intrigued by your offer and start to associate you with something they want (leading to the next stage).
This is where you take all the good work you’ve done so far and convert someone with motivation into a paying customer or client – and ‘what matters’ is the stuff that gets them over the line.
Demos, case studies, testimonials and free trials are all perfect for taking someone with interest and turning them into a customer, because they bridge the final hurdle of establishing trust.
People might love what you do, and why, but they’ll never part with their money until they trust that you can deliver on your promises.
Emails are also useful because they enable you to stay present in people’s minds, and they put you in direct control of reaching your best prospects – people who have already demonstrated an interest in your product or service.
If what matters to your audience is ‘Lasting happiness’, then you should be creating interviews with existing customers that emphasises that impact. Don’t bother getting people to tell you how affordable you are, or how big the pool is, ask them to talk about how long the experience of their treatment stayed with them into their everyday lives.
A free trial could also be a good option here – essentially you’d be giving someone just enough of your offer that they would be left really wanting more.
These are the critical stages of the funnel, but the customer journey moves on beyond purchase and into both Action and Loyalty.
These stages and the customer journey as a whole could fill an entire article themselves, but it’s worth remembering one crucial rule:
If you promise something in the Awareness, Interest or Desire stage, you absolutely must fulfil that promise if you want people to pass from the Action (e.g. in this case, turning up to the spa) through to the Loyalty phase (e.g. becoming a subscription member).
Look out for our Customer Journey tool. This can be used in conjunction with the Brand Funnel to make sure that you’re not only covering all the bases, but you’re also tracking where individual prospects are within that process.
If you’d like to know more about our tools, ask away to firstname.lastname@example.org