Download - Your Funnel
![Page 1: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/1.jpg)
TARGETS
B A C K W A R D S B L U E P R I N T
CAMPAIGN
Campaigns
Intersections
MarketGroups
Offerings
Branding
![Page 2: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/2.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
46
INTRODUCTION
INTRODUCTIONTOCAMPAIGNS
A Campaign is a connected series of Intersections targeting a distinct phase of Branding.
Havingafunandcreativeeventtorallyyourcustomers
aroundperiodicallyisagreatwaytobuildaCampaign
and give your Raving Fans something they can get
excited about. Your Pie is one of our clients and we
helpedthemhost“PiDay”whichwasaCampaignwhere
theysoldpizzaspricedregularlyat$6or$7for$3.14in
honorof… thePi symbol. Intersections includedradio
promotions, and facebook promotions they reached
almost10,000eyeballs and evenmore earsgenerating
anincreasedin2,000fanstotheirfanpageinlessthan
tendays. More importantly, theyhadhour long lines
out their door from 9amMidnight at all three
locations the day of the event… an arbitrary Spring
day.
Findtherightevent,giveincentivestopromoteit,andhavefundoingit!
Campaign:YourPie’sPiDay
![Page 3: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/3.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
47
INTRODUCTION
PRIMARYMARKETINGFUNNELCOMPONENTS
AcompleteCampaignisbuiltonwhatwecalltheThePrimaryMarketingFunnel.ThisFunnelisaseriesofdifferenttouchpointswithwhichyoucaninteractwithyourprospectsandcustomersonthelongroadfromhandshaketosignature.Remember,customersdon’tbuywhenyou’rereadytosell–theybuywhenthey’rereadytobuy.Forthisreason,eachcomponentofThePrimaryMarketingFunnelhasaCalltoAction,whichmayormaynotbetobuyyourproductimmediately.
CampaignGoal
Itisimportantthatyouhaveaveryclearideaastowhatthegoalofyourcampaignisbeforeyouspendanytime,energy,andmoneycreatingIntersectionsthatmayormaynotachievetheresultyoudesireforthisCampaign.Thegoalofyourcampaigncouldbeone(ormultiple)ofmany.Itcouldbecustomeracquisition,customerretention,brandawareness,new(orold)Product/Serviceawareness,etc.
CampaignCreative
Thisiswhereyougetcreative.Whywillthiscampaignbefunandexcitingandworthtalkingabout?Areyoucrowdsourcingcontent?Areyourunningacontest?Areyougivingadiscountorsomethingaway?Itishelpfultobeabletoexplainitinlessthanaminute(lessthan30secondsisbetter,andinoneshortsentenceisbest).
TheIntersection
TheIntersectionswelearnedaboutinthelastchapteraretheleadintoourPrimaryMarketingFunnelforagivenCampaign.TypicallytheCalltoActionofagivenIntersectionisforprospectstoenterthefunnelintheTrustBuildingContentarea.
IncidentalImpressionsdiscussedonthenextpageareanotherwaynewprospectscanenterthefunnel.
![Page 4: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/4.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
48
INTRODUCTION
EXAMPLECAMPAIGNOBJECTIVES
1. TargetMarketa. Introducenewproducts/servicestoexistingcustomerbase.b. Introduceexistingproducts/servicestonewcustomerbase.
2. Distributiona. Increaseeffectivenessofexistingdistributionchannelb. Expanddistributionchannels
3. Marketpenetrationa. Reachcustomersthatwouldotherwisegotomycompetition
b. Reachcustomersthatareusingneithermyselformycompetition
4. SalesRevenue&Transactionsa. Increasetotaldollarsalesofspecificproducts/servicesb. Increaseaverageticketpriceofexistingcustomers
![Page 5: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/5.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
49
INTRODUCTION
5. INCIDENTALIMPRESSIONS
AnIncidentalImpressioncanserveasasubstituteforastandardIntersection.IncidentalImpressionsarethenaturalspreadofyourBrandandProductsorServices—bothpositiveandnegative.Thiscanhappenbyprospectsobservingsomeoneelseusingyourofferingsoreventhroughadirectreferral.Butyoudon’thaveanycontroloverhowthishappens,doyou?Absolutely!Don’tevermissanopportunitytomakeiteasyforcurrentcustomerstoreferenceyourPrimaryMarketingFunnelforyou.ThinkabouttheglowingAppleonallMaccomputers–sexyright?
Theeasieritisforcustomerstospreadtheword(whethertheymeantoornot)themoreoftenitwillleadtonewprospectsenteringyourfunnel.
CaseStudy:YourPieIncidentalImpressions
• PizzaBoxesandCups• Apparel(Hats&Tshirts)• ShoutoutsonSocialNetworks,BlogPosts,Articles• Delivery/carryouttopubliclocations• Referrals&Recommendations
![Page 6: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/6.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
50
INTRODUCTION
TRUSTBUILDINGCONTENT
Definition
Afteraprospecthasgivenyoupermissiontomarketyourservicestothemyou’dbetterbereadytoblowthemaway.Weallknowattentionspansaregettingshorterandshorter(thanksforhanginginherewithusbytheway).Thismeansyouneedtokeepyourmessageshortandpowerful.
Makeadecisionastowhatistheonethingtheyneedtowalkawayknowingaboutyourorganizationandthendeterminewhatisthemosteffectivemethodtocommunicatethispoint.Itmaybeavideo,anebook,orablogpostbutwhateveritisithadbetterbecompellingandendwithaveryclearcalltoaction.
OfcoursemakeiteasyforthemtomakeapurchaseiftheyarereadybutiftheyarenothaveanoptionforthemtoenteryourTrickleMarketingwhichwewilltalkmoreaboutonthenextpage.
CaseStudy:YourPieTrustBuilders
• Samples• Comeinandgetfree
pizza• Videos
![Page 7: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/7.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
51
INTRODUCTION
TRICKLEMARKETING(AUTOMATED&PERSONALIZED)
Definition
Soyou’vegottentheirpermission,you’veearnedtheirtrust,butyoudon’thaveanythingtheyneedrightnow…timeforyouguystopartwaysforawhileright?No!Thisisthenumberonemissedopportunitywitheverybusinessnomatterhowsmallorlarge–FollowupFailure.Ifyou’vetargetedyourmarketingproperly,andyou’vespentthetimeandmoneytoattracttherightpersontheworstthingyoucandoisletthemwalkawayemptyhanded.Givethemsomerecurringvaluetokeepintouchsowhentheyarereadytobuytheywillundoubtedlycometoyoubecausetheyalreadyknow,like,andtrustyou.
YoucandothiswithtwodifferenttypesofTrickleMarketing:AutomatedandPersonalized.AutomatedTrickleMarketingcanbeanythingfromfacebookandtwittertoblogsandemailnewslettersorevenakeychainpromoitem(constantexposureright?).Itdoesn’tcostyouanyadditionaltimeormoneysinceyou’realreadyprovidingthisvalueforallyourcustomersandprospects…ifyou’vebeenwiseenoughtobuildthisintoyourfunnel.
Althoughmuchmoreeffective,PersonalizedTrickleMarketingcanincreasebothyourtimeandmoneyexpense.PersonalizedTrickleMarketingistypicallyfollowupphonecallsandemailsoralunchorfreeconsultation.Remember,alotoflittletricklescanmakeuponeheckofawaterfall.
CaseStudy:YourPieTrickleMarketing
• Facebook• TextMessaging• Newsletter
![Page 8: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/8.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
52
INTRODUCTION
INTRODUCTORYSERVICE
Definition
Thingsstartgettingsimpleratthispoint.Yourprospectisreadytobecomeacustomer–butwheredotheystart?HaveanIntroductoryProductorServicereadyforthemwhichhaslowcommitmentbutstillhighvaluereturn.Ifyouearnthemasacustomerhereyouhavetheopportunitytorollupyoursleeves,gotoworkforthem,andblowthemawaywithyourresults.GreatdeliveryonintroservicesoftenleadstofurtherdownthefunnelwithContinuityorIdealServiceupgrades.
CaseStudy:YourPieIntroductoryService
• Comebuysomething
![Page 9: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/9.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
53
INTRODUCTION
CONTINUITYSERVICE
Definition
Doyoufindyourselfinaconstantstrugglelookingfornewcustomers?Haveyoudevelopedasimpleprogramthatcanhelpgenerateresidualreturns?Ifnot,thisisapowerfulwaytocontinuetonurturerelationshipsbeyondtheTrickleMarketingandcreatemoreopportunitiestobeselectivewithforyourIdealServicedescribedbelow.
TheContinuityServicecanbeamonthly,lowcommitment,andhighreturnmodelforthecustomer.Educationalservicesorcommunitysourcedsupportconceptaregreatcandidatesforthistypeofservice.
CaseStudy:YourPieContinuityService
• ConsumerdevelopsaYourPiedaily/weeklyroutine
• Reoccurringevents(Trivia,$5Tuesday,KidMondays)
![Page 10: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/10.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
54
INTRODUCTION
IDEALSERVICE
Definition
Rememberinthebeginningwhereyoutolduswhereyouwantedtomakemostofyourmoney?Wellwemadeitthere!ThisserviceshouldbetheeasiestProductorServicetospotbecauseitiswhatyourbusinesslovestodo,it’swherethemoneycomesfrom,andwhereyoudeliverthemostvalueyoupossiblycan.Wewon’tgointotoomuchdetailherebecauseyoushouldalreadyknowthisoneinsideandout.Whenyourcustomermakesittothispointyoushouldsmile,patyourselvesontheback,andsay“Congratulationsfriend,ourmarketingdollarspaidoff.”Thengobustyourbutttodeliverfirstclassserviceandprovetoyourcustomerwhytheyaredoingbusinesswithyou.
CaseStudy:YourPieIdealServices
• Catering• ConsumerbecomesaRavingFan
![Page 11: Your Funnel](https://reader033.vdocuments.mx/reader033/viewer/2022050904/5444eb89afaf9fe32b8b45d6/html5/thumbnails/11.jpg)
AthensSocialMedia.comTheBackwardsBlueprint:DeliberateMarketingDecisions
56
INTRODUCTION
TAKEAWAYWORKSHEET:CAMPAIGNCREATION