Come utilizzare il nuovo imbuto di marketing a vostro vantaggio

Blog ospite di Campaign Monitor

You’ve finally adapted the best marketing strategies into your campaign so why aren’t there any improvements in sales? What’s the problem?

La spina dorsale di una grande strategia di marketing è un imbuto di marketing efficace. Esso guida il modo in cui voi, come marketer, potete influenzare i potenziali clienti per portarli dal punto A al punto B. Per farlo, dovete andare oltre, poiché l'abbondanza di canali digitali oggi ha reso il percorso di acquisto più iterativo e complesso.

The good news is the new hourglass marketing funnel is the answer to consumers’ new purchasing behavior. It follows a non-linear process, where the buying lifecycle never ends even after the conversion.

Let’s discover the stages of the new marketing funnel and the marketing tactics applicable in each phase:

Fase 1. Stabilire l'autorità del marchio

What it’s all about: Brand awareness is how familiar target consumers are with your brand and its products or services.

Do they know who you are and what you offer? It takes time, effort, and patience to embed your brand into consumers’ purchasing habits. To do so, you have first to let them know you exist through:

A pushy, sales-oriented approach can scare and drive potential customers away. What you should do is offer valuable and informative content to win their trust. Don’t talk about the product repetitively. You can discuss related topics, but never too far from what you offer.

More consumers can discover your website and content if you use Search Engine Optimization (SEO). It’s a marketing strategy that lets you rank higher in search engine results.

Social media is an effective digital platform to build brand exposure. You can also connect with more prospects – the number of social media users will reach up to 2.77 billion next year.

You can cross-promote your website’s blogs on social media. Use online scheduling tools like Hootsuite to streamline and simplify blog post sharing across different social media channels.

Fase 2. Svelare i punti dolenti

What it’s all about: Pain points drive a customer to a product or service. It’s your duty and responsibility to identify and address pain points and tailor this information to what you offer. In the new marketing funnel, this stage is called engagement.

Use social media to access free insider information. You don’t need to spend money to unravel pain points. Login to social media channels and you’ll find consumers, positively and negatively, engaging with brands. You can spy on competitors by reading comments and reviews, and learn how they address customer pain points.

Join Facebook groups that are related to the niche of the brand. You can have direct access into the target consumers’ lifestyle and purchasing habits. You can even chime in and provide recommendations.

Scoprite cosa cercano i clienti. I consumatori usano Internet per cercare una soluzione. Potete scoprire cosa stanno cercando attraverso la ricerca di parole chiave. I servizi gratuiti e a pagamento possono facilitare il processo. È possibile accedere a informazioni basate sui dati, come la concorrenza delle parole chiave, il volume di traffico e persino il posizionamento dei siti web più importanti per una determinata parola chiave.

Infine, utilizzate BuzzSumo per scoprire i contenuti più coinvolgenti sui social media. È possibile ricercare qualsiasi argomento e filtrare per località, lingua e data. Mostra gli impegni e le condivisioni tra le piattaforme dei social media; tuttavia, i risultati sono limitati per le versioni gratuite.

Fase 3. Costruire una relazione più significativa con i clienti attraverso contenuti mirati

What it’s all about: In the consideration stage, prospects are not determined to buy just yet.

Poiché rispetto ai primi passi si dispone di informazioni più preziose e fruibili sui potenziali clienti, è ora possibile affrontare efficacemente i loro punti dolenti attraverso contenuti mirati.

It shows the brand’s sincerity to resolve frustrations, which in return, earns consumers’ trust. That said, how can you influence prospects’ purchasing decision? You need to present the brand as the solution by offering:

Downloadable resources – these can be anything from guides, videos, templates, eBooks and more. It provides consumers with tons of information about your brand and expertise. You don’t have to hold any information back. Remember, you want to convince them to make a purchase.

You don’t have to necessarily give resources for free, especially when it’s too valuable. If they want to access more resources, they need to sign-up to your newsletter. This is a great way to build your email list, which you can use in the retention stage.

Blog Posts/Articles – Even at the third stage of the new marketing funnel, you can still rely on blog posts and articles to appeal to consumers. The approach is, however, different. In the consideration phase, it should show how your brand is better than others in solving customer problems. You can incorporate the advantages of your products or services in the write-up, but don’t make it all about you. You don’t want to overwhelm prospects with clear sales calls.

Fase 4. Fornire un processo di pagamento semplice e diretto per metterli a proprio agio.

What it’s all about: It has finally arrived: your prospect is ready to buy. At this point, you don’t want to abandon them. Enhance the buying experience by offering a smooth and straightforward payment procedure.

Mantenere il modulo di checkout meno invasivo aiuta a ridurre l'abbandono del carrello. I consumatori possono abbandonare il carrello se nel modulo di checkout vengono richieste troppe informazioni private. In genere, sono sufficienti il nome, l'indirizzo e-mail, la località e il metodo di pagamento e di spedizione preferito. Non è necessario chiedere un numero di telefono o il sesso.

Aggiungete un certificato SSL al vostro sito web per un checkout sicuro e protetto.

Fase 5. Offrire strumenti e risorse di onboarding

What it’s all about: The new marketing funnel doesn’t end after a purchase has been made. In the post-purchase experience, called the adoption stage, you need to give new customers onboarding tools and resources so they can successfully and effectively use your product to solve their problems.

Send frequently asked questions (FAQ) and other knowledge base content. Don’t let new customers feel left out. You can send them troubleshooting information and other how-to guides just in case they need a quick and autonomous solution when they run into a problem.

Fase 6. Mantenere i clienti impegnati con il vostro marchio

After providing onboarding content, your next job is to retain brand interest and instill loyalty. It’s a matter of delivering relevant and valuable content to existing customers. Let’s say you have an online custom mug store. New buyers already have your products so it doesn’t make sense to send sales-oriented blog posts. What you can do is give them cocktail recipes and even hints and tricks to custom mug maintenance.

Make your email content personalized. You don’t want longtime customers to lose interest and unsubscribe from you. Tailor fit the content based on their needs and interests and buying behaviors.

Fasi 7 e 8. Espandere e sostenere

Le ultime due fasi del nuovo imbuto di marketing ruotano attorno all'espansione e all'advocacy. Nella fase di espansione, è necessario scoprire soluzioni nuove e ancora migliori per rimanere rilevanti per i consumatori nuovi e di lunga data. La fase di advocacy, invece, consiste nel trasformare i clienti in sostenitori del marchio. Potete offrire incentivi quando condividono o segnalano il vostro marchio o i vostri prodotti ad amici, familiari e persino follower.

Conclusione

Esistono diverse opzioni di marketing su cui puntare. L'importante è che il vostro marchio abbia un imbuto di marketing logico, pratico ed efficace, in modo da poter acquisire lead e convertirli in clienti paganti.

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