April 9, 2025 • 17 mins
On this episode of 1000 Ways to Market Your Business, Samantha Scott, APR, is joined by Ellie Marchiori, Creative Strategist at Pushing the Envelope.
The two discuss the intricacies of creating a successful marketing funnel, breaking it down into four key stages: awareness, consideration, conversion, and loyalty. They delve into strategies for making each stage effective, share real-life examples, and highlight the importance of relationship nurturing and consistency across channels for achieving meaningful ROI.
Have a question or feedback to share? Visit www.getpushing.com or one of our many social media channels. We look forward to hearing from you.
#marketing #business #communication #strategy
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:05):
Hi, everybody.
Welcome back to 1000 Ways toMarket Your Business, a podcast
brought to you by Pushing theEnvelope.
I am Samantha Scott, APR,President, and I'm joined today
by Ellie.
Hi, yes, I'm Ellie.
I am the Creative Strategist forPushing the Envelope.
I put together the marketingplans for our partners,
multichannel campaigns, andreally just work on the brand
(00:25):
storytelling and getting thatacross for our partners.
And today we're talking aboutclicks to conversions and how to
craft a winning marketingfunnel.
You've probably heard this termmarketing funnel, but we're
going to really break it intofour key pieces and dive into
what makes each one of them tickand how do you translate that
into meaningful ROI for yourbusiness.
So Ellie, first question is ifyou hear the term marketing
(00:48):
funnel or you think other peoplehear that term, what do you
think they think of?
Well, I think most peopleprobably think like getting
point A to point B.
It's a lot more than justgetting those clicks.
You really want to nurture thoserelationships and focus on the
whole funnel, and just reallycreating a seamless experience
for your customers.
(01:09):
And, spoiler alert, it does notend when somebody makes a
purchase.
There is a whole other loop backwhere you want them to go
through that funnel, or asecondary funnel, again, and
we'll go into all those details.
So, the first part is awareness.
That's the very first start ofthe funnel.
So if you imagine, you know, avirtual funnel kind of going
like this, the very top part isawareness.
And we want to capture as manypeople as possible.
(01:29):
But, at the same time, bemindful that we're not just
spraying and praying and gettingpeople that are not in our
target audience.
We want to make sure it's theright people that are in our
funnel.
So, you know, it's the youexist, oh, great.
Now I need to know more aboutyou kind of moment.
So, tell me a little bit morefrom your perspective.
What's involved in thatawareness stage of the marketing
funnel?
(01:50):
Yeah, so there's a lot ofdifferent ways that businesses
can go about bringing awarenessto their company.
And a good example, just theother day, I was listening to a
health and wellness podcast andthey had a guest on who owned a
cookware company.
And they started talking, I'mlike, oh, this is interesting,
you know, and the brand clickedfor me and they started talking
about it and it really piqued myinterest.
(02:11):
And that was, you know, thewhole point of them bringing
someone on their podcast withlike a topic that would be for
the audience like me.
It was a win win for the podcastbecause it gave their listeners
something that was interesting.
Yes.
That's what we try to do foryou.
But then it also was a win forthat brand because they got
exposure among a really keytarget audience.
Right.
Yeah.
So then I immediately go and Isign up for their emails, which
(02:34):
I think kind of leans into thenext part of the funnel.
Right.
So there's other ways.
That's a great example of usingsomething kind of new for PR
purposes in a way, you know,reaching out to podcasters,
influencers, things like that.
But, there's other ways tocreate awareness.
This all goes back to yourmarketing strategy.
Who are you trying to reach?
What's your message?
And then you go into how are yougoing to do that?
So, PR, using that kind ofapproach is one of them, but
(02:55):
also there's SEO, so searchengine optimization.
If somebody has a problem or aninterest, they're going to be
looking for a solution for that,or a provider, so that's one way
that you can come up.
But there's also organic andpaid social media.
Lots of different ways you canapproach this in creating
awareness.
I would again just emphasize,it's really important to make
sure that you're keeping in mindwho you're reaching, what's the
(03:17):
message, and then you'remeasuring each of those
endeavors to see which one iscreating the awareness that you
really want.
Right.
I think one example I brought upto you offline too is Starbucks
and these influencer style Reelsthat they're doing, they're
almost like user generatedcontent where they have really
relatable people and it's,they're using like the
situational humor and it'shilarious and it captures
(03:39):
people's attentions and it'slike, oh, this is Starbucks
that's doing it.
I think it's really working forthem.
It's relatable.
You know, that's the thing whereI can see myself in that moment.
And I like to say it's seedplanting, right?
So they're building awareness.
Awareness is one of those kindof squishy, qualitative, almost
sometimes looked at negativelyterms in marketing because it's
really difficult to measureeffectively.
But it's really importantbecause it's one of those things
(04:00):
where if I see a Reel, I see apost, I see, you know, an
influencer, somebody talkingabout something enough about a
brand, it's going to stick in mybrain, and the next time I'm
thirsty or hungry or want a pickme up or something, I'm going to
think, oh yeah, Starbucks.
And it's all because of thesemultiple endeavors to create
awareness and just keep, youknow, seed planting that that's
where I should go.
So awareness is the first step.
(04:22):
All right, now we've createdthat awareness.
You're now aware of thiscookware company, for example.
So then we move into the secondstage, which is consideration.
Now I'm evaluating this.
Okay, you've piqued my interestenough that I've taken a bite,
and now I want to explore thismore.
So this is where we startgetting into, you know, emails
and lead magnets and things likethat.
Remarketing, if somebody'svisited the website.
(04:44):
So let's talk about that part.
Yeah, and I think a key elementin this part of the funnel is
really nurturing thoserelationships.
So going back to the cookwarecompany, I signed up for their
emails.
They start sending me emailswith more educational
information and it's not pushy,not salesy.
It's simply.
Not buy now.
Right.
It is simply educationalproviding information and, and
(05:05):
it kind of helps with thatauthenticity too.
I'm like, oh, they're not tryingto push this on me if they're
simply providing information.
They did that really well.
That's a piece of advice,something you can take away from
this podcast, is really focus onnurturing those relationships
and not being too pushy rightaway, because that could cause
you to lose customers in theend.
So really focusing on thoserelationships.
(05:25):
They started sending me thoseemails.
I started liking the brand moreand more.
I'm starting to get that trustin the company and giving it
some more thought for sure.
And all of the educationalcontent is serving them as much
as it's serving you because it'spositioning them as an expert
and a resource.
They're providing you with valueadded content.
So therefore you're buildingtrust, even if you don't realize
that fully, even if it'ssubconsciously.
(05:47):
We're making that connection ofoh, okay, I trust, like you
said, I'm starting to trust thiscompany more.
That's so important.
And this is a really great placewhere you can start compiling
content and create an automatedcampaign that can do the follow
up.
It is legwork in the beginning,but then it can run in
automation.
So invest the time at thebeginning, collect those
testimonials, all theeducational information, and
(06:09):
then build out what we call adrip campaign.
So essentially it's an if then.
In the email case, so Elliesigned up for this email, she
gets put into a specific list,likely a prospect list.
And it would probably be tied towhere they might have sourced
where she signed up from, ifthey can track that.
You know, if she went directlyto the website, if it was from a
social ad, fill in the blank,right?
And then it would be, okay,after X period of days, we send
(06:31):
this email, then this, thenthis.
And if there's interaction inbetween, then it changes the
course of action.
This is not overly complicated.
Many email platforms, includingConstant Contact, things like
that, have the opportunity tohelp you build out those email
drip campaigns, but it's a greatway to nurture your audience.
Yeah.
And along with that too, youhave to look at different
channels that you're using.
(06:51):
So this is email specific, butalso like I went to their
Facebook page and they had justas much great information there.
So that just really added on andpiled on to my experience that I
was having going through thisfunnel with them.
They had testimonials on there,they actually had some other
like influencers on there goingover stuff and just a lot of
good information that didn'tfeel too pushy.
(07:13):
So when you get a customer thatin one channel, they're likely
going to be looking at yourstuff from another.
So really making sure thateverything is aligned and
buttoned up to really have agood overall experience for your
customer.
Consistency is so important.
You touched on a really greatpoint because, right, you would
have felt very differently aboutthis company if you'd gone to
their Facebook page and therewas nothing, or it was very
(07:34):
different content.
Or even on their website.
You know, that's a big letdownif somebody goes on there like,
this feels inauthentic.
Yeah.
And then you start questioningthe genuineness of it.
Is this a legit company?
You know, should I really investin them?
Is it going to be high quality?
And then I would also sayconsistency is important.
So, Ellie shared that there weretestimonials on both places.
But make sure it's not the sameexact stuff, right?
(07:55):
It's really easy to get caughtin a loop of like, I'm just
going to pump out all thiscontent and then I can just mass
put it out to every singlechannel.
Well, every channel operatesdifferently, has different kind
of criteria for best performingcontent, and different
audiences.
And, you know, what I expect tosee on Facebook versus a social
ad, versus a website, versus anemail, it's not always the same.
Right.
So, keep that in mind andconsider how you can repurpose
(08:16):
content.
I understand that can be a bigthought process, oh, gosh, I
have to create all this stuff,but there's lots of creative
ways that you can repurposestuff to not make it the same,
but keep consistency.
Some other really great ways todo that is retargeting ads, as
we're talking about nurturing.
So retargeting is, for example,if I was looking for a pair of
shoes and I went to a website,and then I start seeing either
Google, or on social media, adsfor those shoes or similar shoes
(08:39):
or even from the brand that Iwas looking at on the particular
website.
That's remarketing.
So I went to a website and I didnot take a specific action.
I didn't make the purchase, Ididn't contact them, I didn't
sign up for a newsletter, etc.,depending on the business's
goals.
And therefore they put me on alist to remarket.
I am now a warm lead.
I've already gone to thewebsite.
I've already experienced thebrand.
I just didn't quite convert yet.
(09:02):
So the purpose of those ads isto say, hey, are you still
thinking about those shoes?
Are you still thinking aboutthis pan?
Would you like to learn more,get more information?
And bring them back in to closethe deal.
And I've seen too in someretargeting ads that's where
people will bring in like atestimonial, like this person
tried it and they loved it.
You really do want this.
Yes.
Yeah.
Case studies are another greatexample of that.
Again, trying to give you somedifferent examples depending on
(09:23):
your business, because if you'rein retail versus professional
service, et cetera, yeah, casestudies, testimonials, and they
have to feel authentic.
Yes.
The staged stuff is just, it'snot going to work.
You're right.
People see right through thatand people are getting smarter.
They're seeing ads everywhere.
So really honing in on theauthenticity and the message
that you're bringing to youraudience.
And that makes it easier for youand for us, right?
So we don't have to create thesepretty polished, perfect
(09:46):
testimonials and videos, thosekinds of things.
Authenticity is what's reallyimportant these days and making
sure that it feels believableand it feels like, oh yeah,
Ellie had a great experiencewith this brand and she's just
talking about it.
Yeah.
Absolutely.
Alright, so then we move intothe third phase of this funnel,
which is conversion.
Sealing the deal, right?
This is where we all want to be.
(10:07):
We want to close the deal.
So this is when somebody saysyes.
And at this point, you reallyhave to make clear calls to
action.
Not pushy.
We don't want to be that usedcar salesman buy now buy now,
but at the same time, make itclear like hey we would love for
you to make a reservation or youknow, here's an easy way, you
know one click and it can beyours, free shipping, etc.
But making sure that we havethat and a really simple
(10:27):
experience, because if somebodyhas to go through too many
hoops, they're gonna bail.
Right.
They will leave that cart, theywill abandon, oh, this is too
much work, I'm not gonna do it.
So make sure that that processis really really easy and it's
also where you could put in someincentives and I think you're
going to speak to that.
Yeah.
So a perfect example with theemail chain that I was going
down with this cookware company.
(10:48):
So I actually had gone throughand I, I put one of the pans in
my cart that I wanted.
As a lot of people do whenthey're looking for stuff, add
to cart, come back later,especially if something is not
on sale, in my case.
So I put it in my cart and I'mlike, let me think on it.
Well, not even 24 hours later, Iget the email, the abandoned
cart email.
I love this.
I am a consumer of this all thetime.
(11:10):
I put stuff in my cart.
If I get the, you left somethingin your cart, here is a
discount.
Like it's hook, line and sinkerfor me.
So that was the case.
They gave me a 20 percent offcoupon and I was on my phone, I
wasn't even at home, and I gotthis and I was like, done, like
put my information in, likebought it right then and there.
And I think it was just likethis whole, like the whole
experience I had with thisbrand, it was like, picture
(11:30):
perfect.
Like they did everything right.
And I was like, wow, like thatwas, from a marketing
professional, like that wasreally like, I had a great
experience.
It was professional.
It wasn't pushy.
And I think they did a reallygood job of focusing on each
part of that funnel and not justtrying to go for the purchase
right away.
Like they really focused ongetting my attention, you know,
on the podcast and thennurturing it and providing some
(11:51):
more information and getting meto trust the brand.
And then offering the discount,of course, at the end is a very
big incentive.
And discounts may not alwaysapply.
It depends obviously on yourcompany.
And there are some brands thatdiscounting is just anti their
brand.
So completely get that.
But there's other ways to getsomebody to close the deal, you
know, sweeten the pot a littlebit.
(12:11):
Maybe it's an add on, addedvalue element.
But I would say, I think thisidea of consumers being smarter
and expecting that kind ofabandoned cart deal is something
that we should be keeping inmind because more and more
people are getting smart tothat.
I mean, look, if I put somethingin my cart for Amazon and I just
let it sit there and wait,eventually it's going to tell me
if the price went up, if theprice went down, or there's apps
(12:33):
like Honey or things like thatcan tell you when stuff goes on
sale.
So I would just say you kind ofhave to be wise to that as the
marketer in the business.
And of course your marginsshould be where you can play
with the numbers and things likethat.
But just know that people aregoing to start to expect that in
some fashion, and that should bepart of that process.
I've also seen two people thatdon't discount a lot.
(12:54):
They'll put on there like lowinventory, you know, like
purchase now, there's not a lotleft, like it's going to be out
of stock soon.
So that's some of thatmessaging, if providing a
discount isn't in the cards foryou, that's another little trick
you could do.
Low inventory and really pushingthe exclusivity of it or the
limited quantities of it, forsome of those brands that
discounts aren't an option.
(13:14):
And you can also play to peoplethat have, I think in that case,
like FOMO, right?
They're missing out, but youalso people who have just this
immediacy, right?
So if you can get it deliveredquickly, or they can be the
first ones to get it, kind ofplay that card.
I know I fell into that categoryof like, I want it yesterday.
Yeah.
Immediate gratification.
All right.
So those are the three stageswe've talked about so far.
Now we're in the fourth one,cause we're not done.
(13:34):
We closed the deal.
We got the sale, but we're notdone.
So now the last part is actuallyturning these customers into
fans.
It's building on that loyaltyand getting them to keep coming
back.
Super, super important.
So in this case, we want tonurture that relationship.
So Ellie might've bought onepan, but I bet this company
sells more than that.
So they're going to be reachingout to you and saying like, how
are you loving your experience?
And don't you want more?
(13:55):
Yes.
Yeah, exactly.
I have not gotten my pan yet, soI don't know how they're going
to approach it.
I'm interested to see.
One company for exampleStarbucks, they have a loyalty
program, the reward program.
So they're gonna reward you formaking purchases.
And a lot of companies do that.
Restaurants do that.
It's very popular because itworks.
They're going to you know, sendyou those emails.
Hey, we haven't seen you in awhile.
(14:15):
Here's 10 percent off, or here'sa free appetizer.
Again, going back to thediscounting.
But that's just one thing thatthey're going to do to try to
keep that touch point orintroduce other products that
they have.
Hey, Samantha, you bought theseshoes.
How do you like them?
Here's another pair we think youmight like.
The same brand.
You know, if you're buying fromDSW, they might say like, oh, we
have the same brand, they have adifferent shoe, or if it's that
actual company, hey, try thisone.
You know, you're touching onlike laggards or people that
(14:38):
haven't been in for a while interms of that.
Hey, we haven't seen you comein.
But there's also the other sideof loyalty, which is, okay, come
four times in a row and yourfifth time you get X for free or
you get this discount, etc.
So you can play the loyalty cardmultiple ways and be very
strategic about it.
A lot of that comes back to yourpoint of sale system and making
sure you've got a really greattool for making sure you're
(14:59):
tracking guests.
For the restaurant industry,there's a variety of them.
CRMs can do that too, CustomerRelationship Management Program.
So make sure you're leveragingthat information because it's a
powerful tool, you know.
This reminds me of an example.
We were doing work for a HarleyDavidson dealer a number of
years ago, and their servicedepartment needed business.
We went in and pulled theirrecords and got everybody that
(15:19):
had not been in for six monthsand then gave them a great
offer.
So, right audience, right offer.
And, I don't remember thenumbers.
We have a case study on ourwebsite about it, but they did
gangbuster numbers in theservice department, and it was a
simple mailing.
It was thousands of dollars theymade that particular month, and
it was just that simple.
We reached out to people who hadnot been in, we gave them an
offer, and they came in.
(15:39):
That was using their listwisely.
You can do that in any industrythat you're in.
And then of course making surethat you're rewarding those
folks that are frequent flyers,so to speak, as well, because
those are your bread and butter.
And then on top of rewardingthem, get them to tell their
friends about it.
Yeah, that word of mouth andmaking sure that they can become
brand champions as well.
Yeah.
And it really just goes back tonurturing the relationship.
(16:01):
That's what this is all about.
The funnel.
It's not just a quick sale.
It's like you really want tomake that customer feel like
they're valued.
And that's a really importantthing to do that sometimes gets
overlooked.
And the nurturing part, I usedthis example when I did public
speaking was, if Ellie and Iwere friends, but every time we
got together for coffee, all Idid was talk about my business
and what I did and that youshould hire me, and oh did you
know I have the service?
Eventually she's going to stophanging out with me even if I
(16:23):
was buying her coffee becauseI'm just overwhelming her with
sales.
And I think that's a mistakethat a lot of companies do.
To your point, they either missit altogether, so it's like,
great, I got your money, now I'mdone, or they take that as an
opportunity then to just blastyou with sales stuff over sales
stuff over sales stuff versusnurturing that relationship and
saying, great, you did this, nowhere's some recipes that you
might like to use with your pan,and here's some other added
(16:44):
value information.
Really incredibly important.
Absolutely.
Well, so wrapping up, we'vetalked about the marketing
funnel, all the differentcomponents of it, how it works
together, how do you keep peoplecoming back.
I hope this has been helpful.
If you guys have questions, feelfree to comment, message us.
We would love to go over thismore, talk about each of those
phases or all of it together.
(17:05):
But thanks for tuning in to 1000Ways to Market Your Business.
Hi, everybody.
Welcome back to 1000 Ways toMarket Your Business, a podcast
brought to you by Pushing theEnvelope.
I am Samantha Scott, APR,President, and I'm joined today
by Ellie.
Hi, yes, I'm Ellie.
I am the Creative Strategist forPushing the Envelope.
I put together the marketingplans for our partners,
multichannel campaigns, andreally just work on the brand
(00:25):
storytelling and getting thatacross for our partners.
And today we're talking aboutclicks to conversions and how to
craft a winning marketingfunnel.
You've probably heard this termmarketing funnel, but we're
going to really break it intofour key pieces and dive into
what makes each one of them tickand how do you translate that
into meaningful ROI for yourbusiness.
So Ellie, first question is ifyou hear the term marketing
(00:48):
funnel or you think other peoplehear that term, what do you
think they think of?
Well, I think most peopleprobably think like getting
point A to point B.
It's a lot more than justgetting those clicks.
You really want to nurture thoserelationships and focus on the
whole funnel, and just reallycreating a seamless experience
for your customers.
(01:09):
And, spoiler alert, it does notend when somebody makes a
purchase.
There is a whole other loop backwhere you want them to go
through that funnel, or asecondary funnel, again, and
we'll go into all those details.
So, the first part is awareness.
That's the very first start ofthe funnel.
So if you imagine, you know, avirtual funnel kind of going
like this, the very top part isawareness.
And we want to capture as manypeople as possible.
(01:29):
But, at the same time, bemindful that we're not just
spraying and praying and gettingpeople that are not in our
target audience.
We want to make sure it's theright people that are in our
funnel.
So, you know, it's the youexist, oh, great.
Now I need to know more aboutyou kind of moment.
So, tell me a little bit morefrom your perspective.
What's involved in thatawareness stage of the marketing
funnel?
(01:50):
Yeah, so there's a lot ofdifferent ways that businesses
can go about bringing awarenessto their company.
And a good example, just theother day, I was listening to a
health and wellness podcast andthey had a guest on who owned a
cookware company.
And they started talking, I'mlike, oh, this is interesting,
you know, and the brand clickedfor me and they started talking
about it and it really piqued myinterest.
(02:11):
And that was, you know, thewhole point of them bringing
someone on their podcast withlike a topic that would be for
the audience like me.
It was a win win for the podcastbecause it gave their listeners
something that was interesting.
Yes.
That's what we try to do foryou.
But then it also was a win forthat brand because they got
exposure among a really keytarget audience.
Right.
Yeah.
So then I immediately go and Isign up for their emails, which
(02:34):
I think kind of leans into thenext part of the funnel.
Right.
So there's other ways.
That's a great example of usingsomething kind of new for PR
purposes in a way, you know,reaching out to podcasters,
influencers, things like that.
But, there's other ways tocreate awareness.
This all goes back to yourmarketing strategy.
Who are you trying to reach?
What's your message?
And then you go into how are yougoing to do that?
So, PR, using that kind ofapproach is one of them, but
(02:55):
also there's SEO, so searchengine optimization.
If somebody has a problem or aninterest, they're going to be
looking for a solution for that,or a provider, so that's one way
that you can come up.
But there's also organic andpaid social media.
Lots of different ways you canapproach this in creating
awareness.
I would again just emphasize,it's really important to make
sure that you're keeping in mindwho you're reaching, what's the
(03:17):
message, and then you'remeasuring each of those
endeavors to see which one iscreating the awareness that you
really want.
Right.
I think one example I brought upto you offline too is Starbucks
and these influencer style Reelsthat they're doing, they're
almost like user generatedcontent where they have really
relatable people and it's,they're using like the
situational humor and it'shilarious and it captures
(03:39):
people's attentions and it'slike, oh, this is Starbucks
that's doing it.
I think it's really working forthem.
It's relatable.
You know, that's the thing whereI can see myself in that moment.
And I like to say it's seedplanting, right?
So they're building awareness.
Awareness is one of those kindof squishy, qualitative, almost
sometimes looked at negativelyterms in marketing because it's
really difficult to measureeffectively.
But it's really importantbecause it's one of those things
(04:00):
where if I see a Reel, I see apost, I see, you know, an
influencer, somebody talkingabout something enough about a
brand, it's going to stick in mybrain, and the next time I'm
thirsty or hungry or want a pickme up or something, I'm going to
think, oh yeah, Starbucks.
And it's all because of thesemultiple endeavors to create
awareness and just keep, youknow, seed planting that that's
where I should go.
So awareness is the first step.
(04:22):
All right, now we've createdthat awareness.
You're now aware of thiscookware company, for example.
So then we move into the secondstage, which is consideration.
Now I'm evaluating this.
Okay, you've piqued my interestenough that I've taken a bite,
and now I want to explore thismore.
So this is where we startgetting into, you know, emails
and lead magnets and things likethat.
Remarketing, if somebody'svisited the website.
(04:44):
So let's talk about that part.
Yeah, and I think a key elementin this part of the funnel is
really nurturing thoserelationships.
So going back to the cookwarecompany, I signed up for their
emails.
They start sending me emailswith more educational
information and it's not pushy,not salesy.
It's simply.
Not buy now.
Right.
It is simply educationalproviding information and, and
(05:05):
it kind of helps with thatauthenticity too.
I'm like, oh, they're not tryingto push this on me if they're
simply providing information.
They did that really well.
That's a piece of advice,something you can take away from
this podcast, is really focus onnurturing those relationships
and not being too pushy rightaway, because that could cause
you to lose customers in theend.
So really focusing on thoserelationships.
(05:25):
They started sending me thoseemails.
I started liking the brand moreand more.
I'm starting to get that trustin the company and giving it
some more thought for sure.
And all of the educationalcontent is serving them as much
as it's serving you because it'spositioning them as an expert
and a resource.
They're providing you with valueadded content.
So therefore you're buildingtrust, even if you don't realize
that fully, even if it'ssubconsciously.
(05:47):
We're making that connection ofoh, okay, I trust, like you
said, I'm starting to trust thiscompany more.
That's so important.
And this is a really great placewhere you can start compiling
content and create an automatedcampaign that can do the follow
up.
It is legwork in the beginning,but then it can run in
automation.
So invest the time at thebeginning, collect those
testimonials, all theeducational information, and
(06:09):
then build out what we call adrip campaign.
So essentially it's an if then.
In the email case, so Elliesigned up for this email, she
gets put into a specific list,likely a prospect list.
And it would probably be tied towhere they might have sourced
where she signed up from, ifthey can track that.
You know, if she went directlyto the website, if it was from a
social ad, fill in the blank,right?
And then it would be, okay,after X period of days, we send
(06:31):
this email, then this, thenthis.
And if there's interaction inbetween, then it changes the
course of action.
This is not overly complicated.
Many email platforms, includingConstant Contact, things like
that, have the opportunity tohelp you build out those email
drip campaigns, but it's a greatway to nurture your audience.
Yeah.
And along with that too, youhave to look at different
channels that you're using.
(06:51):
So this is email specific, butalso like I went to their
Facebook page and they had justas much great information there.
So that just really added on andpiled on to my experience that I
was having going through thisfunnel with them.
They had testimonials on there,they actually had some other
like influencers on there goingover stuff and just a lot of
good information that didn'tfeel too pushy.
(07:13):
So when you get a customer thatin one channel, they're likely
going to be looking at yourstuff from another.
So really making sure thateverything is aligned and
buttoned up to really have agood overall experience for your
customer.
Consistency is so important.
You touched on a really greatpoint because, right, you would
have felt very differently aboutthis company if you'd gone to
their Facebook page and therewas nothing, or it was very
(07:34):
different content.
Or even on their website.
You know, that's a big letdownif somebody goes on there like,
this feels inauthentic.
Yeah.
And then you start questioningthe genuineness of it.
Is this a legit company?
You know, should I really investin them?
Is it going to be high quality?
And then I would also sayconsistency is important.
So, Ellie shared that there weretestimonials on both places.
But make sure it's not the sameexact stuff, right?
(07:55):
It's really easy to get caughtin a loop of like, I'm just
going to pump out all thiscontent and then I can just mass
put it out to every singlechannel.
Well, every channel operatesdifferently, has different kind
of criteria for best performingcontent, and different
audiences.
And, you know, what I expect tosee on Facebook versus a social
ad, versus a website, versus anemail, it's not always the same.
Right.
So, keep that in mind andconsider how you can repurpose
(08:16):
content.
I understand that can be a bigthought process, oh, gosh, I
have to create all this stuff,but there's lots of creative
ways that you can repurposestuff to not make it the same,
but keep consistency.
Some other really great ways todo that is retargeting ads, as
we're talking about nurturing.
So retargeting is, for example,if I was looking for a pair of
shoes and I went to a website,and then I start seeing either
Google, or on social media, adsfor those shoes or similar shoes
(08:39):
or even from the brand that Iwas looking at on the particular
website.
That's remarketing.
So I went to a website and I didnot take a specific action.
I didn't make the purchase, Ididn't contact them, I didn't
sign up for a newsletter, etc.,depending on the business's
goals.
And therefore they put me on alist to remarket.
I am now a warm lead.
I've already gone to thewebsite.
I've already experienced thebrand.
I just didn't quite convert yet.
(09:02):
So the purpose of those ads isto say, hey, are you still
thinking about those shoes?
Are you still thinking aboutthis pan?
Would you like to learn more,get more information?
And bring them back in to closethe deal.
And I've seen too in someretargeting ads that's where
people will bring in like atestimonial, like this person
tried it and they loved it.
You really do want this.
Yes.
Yeah.
Case studies are another greatexample of that.
Again, trying to give you somedifferent examples depending on
(09:23):
your business, because if you'rein retail versus professional
service, et cetera, yeah, casestudies, testimonials, and they
have to feel authentic.
Yes.
The staged stuff is just, it'snot going to work.
You're right.
People see right through thatand people are getting smarter.
They're seeing ads everywhere.
So really honing in on theauthenticity and the message
that you're bringing to youraudience.
And that makes it easier for youand for us, right?
So we don't have to create thesepretty polished, perfect
(09:46):
testimonials and videos, thosekinds of things.
Authenticity is what's reallyimportant these days and making
sure that it feels believableand it feels like, oh yeah,
Ellie had a great experiencewith this brand and she's just
talking about it.
Yeah.
Absolutely.
Alright, so then we move intothe third phase of this funnel,
which is conversion.
Sealing the deal, right?
This is where we all want to be.
(10:07):
We want to close the deal.
So this is when somebody saysyes.
And at this point, you reallyhave to make clear calls to
action.
Not pushy.
We don't want to be that usedcar salesman buy now buy now,
but at the same time, make itclear like hey we would love for
you to make a reservation or youknow, here's an easy way, you
know one click and it can beyours, free shipping, etc.
But making sure that we havethat and a really simple
(10:27):
experience, because if somebodyhas to go through too many
hoops, they're gonna bail.
Right.
They will leave that cart, theywill abandon, oh, this is too
much work, I'm not gonna do it.
So make sure that that processis really really easy and it's
also where you could put in someincentives and I think you're
going to speak to that.
Yeah.
So a perfect example with theemail chain that I was going
down with this cookware company.
(10:48):
So I actually had gone throughand I, I put one of the pans in
my cart that I wanted.
As a lot of people do whenthey're looking for stuff, add
to cart, come back later,especially if something is not
on sale, in my case.
So I put it in my cart and I'mlike, let me think on it.
Well, not even 24 hours later, Iget the email, the abandoned
cart email.
I love this.
I am a consumer of this all thetime.
(11:10):
I put stuff in my cart.
If I get the, you left somethingin your cart, here is a
discount.
Like it's hook, line and sinkerfor me.
So that was the case.
They gave me a 20 percent offcoupon and I was on my phone, I
wasn't even at home, and I gotthis and I was like, done, like
put my information in, likebought it right then and there.
And I think it was just likethis whole, like the whole
experience I had with thisbrand, it was like, picture
(11:30):
perfect.
Like they did everything right.
And I was like, wow, like thatwas, from a marketing
professional, like that wasreally like, I had a great
experience.
It was professional.
It wasn't pushy.
And I think they did a reallygood job of focusing on each
part of that funnel and not justtrying to go for the purchase
right away.
Like they really focused ongetting my attention, you know,
on the podcast and thennurturing it and providing some
(11:51):
more information and getting meto trust the brand.
And then offering the discount,of course, at the end is a very
big incentive.
And discounts may not alwaysapply.
It depends obviously on yourcompany.
And there are some brands thatdiscounting is just anti their
brand.
So completely get that.
But there's other ways to getsomebody to close the deal, you
know, sweeten the pot a littlebit.
(12:11):
Maybe it's an add on, addedvalue element.
But I would say, I think thisidea of consumers being smarter
and expecting that kind ofabandoned cart deal is something
that we should be keeping inmind because more and more
people are getting smart tothat.
I mean, look, if I put somethingin my cart for Amazon and I just
let it sit there and wait,eventually it's going to tell me
if the price went up, if theprice went down, or there's apps
(12:33):
like Honey or things like thatcan tell you when stuff goes on
sale.
So I would just say you kind ofhave to be wise to that as the
marketer in the business.
And of course your marginsshould be where you can play
with the numbers and things likethat.
But just know that people aregoing to start to expect that in
some fashion, and that should bepart of that process.
I've also seen two people thatdon't discount a lot.
(12:54):
They'll put on there like lowinventory, you know, like
purchase now, there's not a lotleft, like it's going to be out
of stock soon.
So that's some of thatmessaging, if providing a
discount isn't in the cards foryou, that's another little trick
you could do.
Low inventory and really pushingthe exclusivity of it or the
limited quantities of it, forsome of those brands that
discounts aren't an option.
(13:14):
And you can also play to peoplethat have, I think in that case,
like FOMO, right?
They're missing out, but youalso people who have just this
immediacy, right?
So if you can get it deliveredquickly, or they can be the
first ones to get it, kind ofplay that card.
I know I fell into that categoryof like, I want it yesterday.
Yeah.
Immediate gratification.
All right.
So those are the three stageswe've talked about so far.
Now we're in the fourth one,cause we're not done.
(13:34):
We closed the deal.
We got the sale, but we're notdone.
So now the last part is actuallyturning these customers into
fans.
It's building on that loyaltyand getting them to keep coming
back.
Super, super important.
So in this case, we want tonurture that relationship.
So Ellie might've bought onepan, but I bet this company
sells more than that.
So they're going to be reachingout to you and saying like, how
are you loving your experience?
And don't you want more?
(13:55):
Yes.
Yeah, exactly.
I have not gotten my pan yet, soI don't know how they're going
to approach it.
I'm interested to see.
One company for exampleStarbucks, they have a loyalty
program, the reward program.
So they're gonna reward you formaking purchases.
And a lot of companies do that.
Restaurants do that.
It's very popular because itworks.
They're going to you know, sendyou those emails.
Hey, we haven't seen you in awhile.
(14:15):
Here's 10 percent off, or here'sa free appetizer.
Again, going back to thediscounting.
But that's just one thing thatthey're going to do to try to
keep that touch point orintroduce other products that
they have.
Hey, Samantha, you bought theseshoes.
How do you like them?
Here's another pair we think youmight like.
The same brand.
You know, if you're buying fromDSW, they might say like, oh, we
have the same brand, they have adifferent shoe, or if it's that
actual company, hey, try thisone.
You know, you're touching onlike laggards or people that
(14:38):
haven't been in for a while interms of that.
Hey, we haven't seen you comein.
But there's also the other sideof loyalty, which is, okay, come
four times in a row and yourfifth time you get X for free or
you get this discount, etc.
So you can play the loyalty cardmultiple ways and be very
strategic about it.
A lot of that comes back to yourpoint of sale system and making
sure you've got a really greattool for making sure you're
(14:59):
tracking guests.
For the restaurant industry,there's a variety of them.
CRMs can do that too, CustomerRelationship Management Program.
So make sure you're leveragingthat information because it's a
powerful tool, you know.
This reminds me of an example.
We were doing work for a HarleyDavidson dealer a number of
years ago, and their servicedepartment needed business.
We went in and pulled theirrecords and got everybody that
(15:19):
had not been in for six monthsand then gave them a great
offer.
So, right audience, right offer.
And, I don't remember thenumbers.
We have a case study on ourwebsite about it, but they did
gangbuster numbers in theservice department, and it was a
simple mailing.
It was thousands of dollars theymade that particular month, and
it was just that simple.
We reached out to people who hadnot been in, we gave them an
offer, and they came in.
(15:39):
That was using their listwisely.
You can do that in any industrythat you're in.
And then of course making surethat you're rewarding those
folks that are frequent flyers,so to speak, as well, because
those are your bread and butter.
And then on top of rewardingthem, get them to tell their
friends about it.
Yeah, that word of mouth andmaking sure that they can become
brand champions as well.
Yeah.
And it really just goes back tonurturing the relationship.
(16:01):
That's what this is all about.
The funnel.
It's not just a quick sale.
It's like you really want tomake that customer feel like
they're valued.
And that's a really importantthing to do that sometimes gets
overlooked.
And the nurturing part, I usedthis example when I did public
speaking was, if Ellie and Iwere friends, but every time we
got together for coffee, all Idid was talk about my business
and what I did and that youshould hire me, and oh did you
know I have the service?
Eventually she's going to stophanging out with me even if I
(16:23):
was buying her coffee becauseI'm just overwhelming her with
sales.
And I think that's a mistakethat a lot of companies do.
To your point, they either missit altogether, so it's like,
great, I got your money, now I'mdone, or they take that as an
opportunity then to just blastyou with sales stuff over sales
stuff over sales stuff versusnurturing that relationship and
saying, great, you did this, nowhere's some recipes that you
might like to use with your pan,and here's some other added
(16:44):
value information.
Really incredibly important.
Absolutely.
Well, so wrapping up, we'vetalked about the marketing
funnel, all the differentcomponents of it, how it works
together, how do you keep peoplecoming back.
I hope this has been helpful.
If you guys have questions, feelfree to comment, message us.
We would love to go over thismore, talk about each of those
phases or all of it together.
(17:05):
But thanks for tuning in to 1000Ways to Market Your Business.
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