“Marketing funnel” refers to a customer’s journey with a brand. It starts when they first hear about the brand. Later, it involves the successful sale to – and retention of – that customer. Our marketing funnel solutions include several strategic services. They span lead generation, content marketing and customer conversion, among others.
Lead generation is key for brands needing to expand their customer base. It entails finding people who need your brand, but don’t know they need it. After finding them, you need to tell them how your brand will help them “survive and thrive”. A potential customer is a prospective lead, known as a “prospect”. Once they buy or engage the services of your brand, they become a “converted” lead.
Lead generation takes many forms. It could be the “cold calling” of potential customers by your sales team. It could also be adverts which explain your brand’s value to your target audience. Building an email database of people keen to hear more about your brand is another example. This is where understanding the Protection of Personal Information Act (POPI) – as we do – comes in handy.
Next, you will need to communicate with your email database in an engaging manner. The goal is to get them to believe in your brand enough to buy from you or engage your services. This is “content marketing” – another aspect of building a successful marketing funnel. This approach entails educating recipients about your brand. Over time you will need to convince them that they should buy from you. More forms of content marketing include social media marketing and developing website stories. Other examples include sharing relevant articles, videos, podcasts, and other media.
“Customer conversion” – generating a sale from a prospect – is the goal of any marketing funnel. This happens after landing a lead and nurturing them with strategic content marketing. The rate of customer conversion is also a key measure of marketing performance. It is the rate at which potential customers take a specific desired action – such as buying from you.
Our e-commerce and online marketing strategies convert potential customers into paying customers. Whether it’s digital marketing or old school marketing that you’re after, we can help.