Como usar o novo funil de marketing a seu favor

Blog convidado por 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?

A espinha dorsal de uma ótima estratégia de marketing é um funil de marketing eficaz. Ele orienta como você, como profissional de marketing, pode influenciar os clientes em potencial para levá-los do ponto A ao ponto B. Para fazer isso, você precisa ir além, já que a abundância de canais digitais hoje em dia tornou a jornada de compra significativamente mais iterativa e complexa.

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:

Etapa 1. Estabelecer a autoridade de sua marca

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.

Etapa 2. Desvendar os pontos problemáticos

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.

Descubra o que os clientes estão buscando. Os consumidores usam a Internet para pesquisar uma solução. Você pode descobrir o que eles estão procurando por meio da pesquisa de palavras-chave. Serviços gratuitos e pagos podem facilitar o processo. Informações baseadas em dados, como concorrência de palavras-chave, volume de tráfego e até mesmo a classificação dos principais sites para uma palavra-chave alvo, estão acessíveis para você.

Por fim, use o BuzzSumo para descobrir o conteúdo mais envolvente da mídia social. Você pode pesquisar qualquer tópico e filtrar por local, idioma e data. Ele mostra engajamentos e compartilhamentos nas plataformas de mídia social; no entanto, os resultados são limitados nas versões gratuitas.

Etapa 3. Crie um relacionamento mais significativo com o cliente por meio de conteúdo direcionado

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

Como você tem informações mais valiosas e acionáveis sobre seus clientes potenciais do que nas primeiras etapas, agora você pode abordar com eficácia os pontos problemáticos deles por meio de conteúdo direcionado.

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.

Etapa 4. Fornecer um processo de pagamento simples e direto para deixá-los à vontade

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.

Mantenha seu formulário de checkout menos intrusivo, pois isso ajuda a reduzir o abandono de carrinho de compras. Os consumidores podem abandonar os carrinhos se você estiver solicitando muitas informações privadas no formulário de checkout. Em geral, você só precisa do nome, do endereço de e-mail, da localização e do método de pagamento e envio preferido. Pedir um número de telefone ou o gênero do cliente é desnecessário.

Adicione um certificado SSL ao seu site para fazer um checkout seguro.

Etapa 5. Ofereça ferramentas e recursos de integração

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.

Etapa 6. Manter os clientes envolvidos com sua marca

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.

Etapas 7 e 8. Expandir e defender

Os dois últimos estágios do novo funil de marketing giram em torno da expansão e da defesa. Na fase de expansão, você precisa descobrir soluções novas e ainda melhores para que possa permanecer relevante para os consumidores novos e antigos. O estágio de defesa, por outro lado, está transformando os clientes em defensores da marca. Você pode oferecer incentivos quando eles compartilharem ou indicarem sua marca ou seus produtos para amigos, familiares e até mesmo seguidores.

Resumo

Há diferentes opções de marketing nas quais você pode se concentrar. O importante é que sua marca tenha um funil de marketing lógico, prático e eficaz para que você possa adquirir leads e convertê-los em clientes pagantes.

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