Your Funnel

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Your Funnel

  1. 1. 
 T ARGETS Branding
 Offerings
 Market
Groups
 Intersections
 Campaigns
 BACKWARDS BLUEPRINT CAMPAIGN

  2. 2. 
 I NTRODUCTION INTRODUCTION
TO
CAMPAIGNS
 
 
 A Campaign is a connected series of Intersections targeting a distinct phase of Branding. 
 
 
 Campaign:
Your
Pie’s
Pi
Day
 
 Having
a
fun
and
creative
event
to
rally
your
customers
 around
periodically
is
a
great
way
to
build
a
Campaign
 
 and
 give
 your
 Raving
 Fans
 something
 they
 can
 get
 excited
 about.
 
 Your
 Pie
 is
 one
 of
 our
 clients
 and
 we
 helped
them
host
“Pi
Day”
which
was
a
Campaign
where
 they
sold
pizzas
priced
regularly
at
$6
or
$7
for
$3.14
in
 honor
 of…
 the
 Pi
 symbol.
 
 
 Intersections
 included
 radio
 promotions,
 and
 facebook
 promotions
 they
 reached
 almost
 10,000
 eyeballs
 and
 even
 more
 ears
 generating
 an
increased
in
2,000
fans
to
their
fan
page
in
less
than
 ten
 days.
 
 More
 importantly,
 they
 had
 hour
 long
 lines
 out
 their
 door
 from
 9am­Midnight
 at
 all
 three
 locations
 the
 day
 of
 the
 event…
 an
 arbitrary
 Spring
 day.
 
 Find
the
right
event,
give
incentives
to
promote
it,
and
AthensSocialMedia.com
 46
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 have
fun
doing
it!
 
 

  3. 3. 
 I NTRODUCTION PRIMARY
MARKETING
FUNNEL
COMPONENTS A
complete
Campaign
is
built
on
what
we
call
the
The
Primary
Marketing
Funnel.

This
 Funnel
is
a
series
of
different
touch
points
with
which
you
can
interact
with
your
 prospects
and
customers
on
the
long
road
from
handshake
to
signature.

Remember,
 customers
don’t
buy
when
you’re
ready
to
sell
–
they
buy
when
they’re
ready
to
buy.

 For
this
reason,
each
component
of
The
Primary
Marketing
Funnel
has
a
Call
to
Action,
 which
may
or
may
not
be
to
buy
your
product
immediately.
 
 Campaign
Goal
 It
is
important
that
you
have
a
very
clear
idea
as
to
what
the
goal
of
your
campaign
is
 before
you
spend
any
time,
energy,
and
money
creating
Intersections
that
may
or
may
 not
achieve
the
result
you
desire
for
this
Campaign.

The
goal
of
your
campaign
could
 be
one
(or
multiple)
of
many.

It
could
be
customer
acquisition,
customer
retention,
 brand
awareness,
new
(or
old)
Product/Service
awareness,
etc.


 
 Campaign
Creative
 This
is
where
you
get
creative.

Why
will
this
campaign
be
fun
and
exciting
and
worth
 talking
about?

Are
you
crowdsourcing
content?

Are
you
running
a
contest?

Are
you
 giving
a
discount
or
something
away?

It
is
helpful
to
be
able
to
explain
it
in
less
than
a
 minute
(less
than
30
seconds
is
better,
and
in
 one
short
sentence
is
best).
 
 The
Intersection
 The
Intersections
we
learned
about
in
the
 last
chapter
are
the
lead
into
our
Primary
 Marketing
Funnel
for
a
given
Campaign.

 Typically
the
Call
to
Action
of
a
given
 Intersection
is
for
prospects
to
enter
the
 funnel
in
the
Trust
Building
Content
area.


 Incidental
Impressions
discussed
on
the
next
 page
are
another
way
new
prospects
can
 enter
the
funnel.AthensSocialMedia.com
 47
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  4. 4. 
 I NTRODUCTION EXAMPLE
CAMPAIGN
OBJECTIVES
 1. Target
Market
 a. Introduce
new
products/services
to
existing
customer
base.
 b. Introduce
existing
products/services
to
new
customer
base.
 2. Distribution
 a. Increase
effectiveness
of
existing
distribution
channel
 b. Expand
distribution
channels
 3. Market
penetration
 a. Reach
customers
that
would
otherwise
go
to
my
 competition
 b. Reach
customers
that
are
using
neither
myself
or
my
 competition
 4. Sales
Revenue
&
Transactions
 a. Increase
total
dollar
sales
of
specific
products/services
 b. Increase
average
ticket
price
of
existing
customers
AthensSocialMedia.com
 48
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  5. 5. 
 I NTRODUCTION 5. INCIDENTAL
IMPRESSIONS
 An
Incidental
Impression
can
serve
as
a
substitute
for
a
standard
Intersection.

 Incidental
Impressions
are
the
natural
spread
of
your
Brand
and
Products
or
 Services—both
positive
and
negative.

This
can
happen
by
prospects
observing
 someone
else
using
your
offerings
or
even
through
a
direct
referral.

But
you
 don’t
have
any
control
over
how
this
happens,
do
you?

Absolutely!

Don’t
ever
 miss
an
opportunity
to
make
it
easy
for
current
customers
to
reference
your
 Primary
Marketing
Funnel
for
you.

Think
about
the
glowing
Apple
on
all
Mac
 computers
–
sexy
right?
 The
easier
it
is
for
customers
to
spread
the
word
(whether
they
mean
to
or
not)
 the
more
often
it
will
lead
to
new
prospects
entering
your
funnel.
 
 Case
Study:
Your
Pie
Incidental
Impressions
 • Pizza
Boxes
and
Cups
 • Apparel
(Hats
&
T­shirts)
 • Shout
outs
on
Social
Networks,
Blog
Posts,
Articles
 • Delivery/carry
out
to
public
locations
 • Referrals
&
Recommendations

 
 
 
AthensSocialMedia.com
 49
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  6. 6. 
 I NTRODUCTION TRUST
BUILDING
CONTENT
 
 Definition
 After
a
prospect
has
given
you
permission
to
market
your
services
to
them
 you’d
better
be
ready
to
blow
them
away.

We
all
know
attention
spans
are
 getting
shorter
and
shorter
(thanks
for
hanging
in
here
with
us
by
the
way).

 This
means
you
need
to
keep
your
message
short
and
powerful.


 Make
a
decision
as
to
what
is
the
one
thing
they
need
to
walk
away
knowing
 about
your
organization
and
then
determine
what
is
the
most
effective
method
 to
communicate
this
point.

It
may
be
a
video,
an
ebook,
or
a
blog
post
but
 whatever
it
is
it
had
better
be
compelling
and
end
with
a
very
clear
call
to
 action.
 Of
course
make
it
easy
for
them
to
make
a
purchase
if
they
are
ready
but
if
they
 are
not
have
an
option
for
them
to
enter
your
Trickle
Marketing
which
we
will
 talk
more
about
on
the
next
page.
 
 Case
Study:
Your
Pie
Trust
 Builders
 • Samples
 • Come
in
and
get
free
 pizza
 • Videos
 
AthensSocialMedia.com
 50
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  7. 7. 
 I NTRODUCTION TRICKLE
MARKETING
(AUTOMATED
&
PERSONALIZED)
 Definition
 So
you’ve
gotten
their
permission,
you’ve
earned
their
trust,
but
you
don’t
have
 anything
they
need
right
now…
time
for
you
guys
to
part
ways
for
a
while
 right?

No!

This
is
the
number
one
missed
opportunity
with
every
business
no
 matter
how
small
or
large
–
Follow­up
Failure.

If
you’ve
targeted
your
 marketing
properly,
and
you’ve
spent
the
time
and
money
to
attract
the
right
 person
the
worst
thing
you
can
do
is
let
them
walk
away
empty
handed.

Give
 them
some
recurring
value
to
keep
in
touch
so
when
they
are
ready
to
buy
they
 will
undoubtedly
come
to
you
because
they
already
know,
like,
and
trust
you.
 You
can
do
this
with
two
different
types
of
Trickle
Marketing:
Automated
and
 Personalized.

Automated
Trickle
Marketing
can
be
anything
from
facebook
 and
twitter
to
blogs
and
email
newsletters
or
even
a
keychain
promo
item
 (constant
exposure
right?).

It
doesn’t
cost
you
any
additional
time
or
money
 since
you’re
already
providing
this
value
for
all
your
customers
and
prospects…
 if
you’ve
been
wise
enough
to
build
this
into
your
funnel.
 Although
much
more
effective,
Personalized
Trickle
Marketing
can
increase
 both
your
time
and
money
expense.

Personalized
Trickle
Marketing
is
typically
 follow­up
phone
calls
and
emails
or
a
lunch
or
free
consultation.

Remember,
a
 lot
of
little
trickles
can
make
up
one
heck
of
a
waterfall.
 
 
 
 
 
 
 Case
Study:
Your
Pie
Trickle
Marketing
 • Facebook
 • Text
Messaging
 • Newsletter
 
AthensSocialMedia.com
 51
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  8. 8. 
 I NTRODUCTION INTRODUCTORY
SERVICE
 
 Definition
 Things
start
getting
simpler
at
this
point.

Your
prospect
is
ready
to
become
a
 customer
–
but
where
do
they
start?

Have
an
Introductory
Product
or
Service
 ready
for
them
which
has
low
commitment
but
still
high
value
return.

If
you
 earn
them
as
a
customer
here
you
have
the
opportunity
to
roll
up
your
sleeves,
 go
to
work
for
them,
and
blow
them
away
with
your
results.

Great
delivery
on
 intro
services
often
leads
to
further
down
the
funnel
with
Continuity
or
Ideal
 Service
upgrades.
 
 
 
 
 
 
 
 
 
 
 
 
 
 Case
Study:
Your
Pie
Introductory
Service
 • Come
buy
something
AthensSocialMedia.com
 52
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  9. 9. 
 I NTRODUCTION CONTINUITY
SERVICE
 
 Definition
 Do
you
find
yourself
in
a
constant
struggle
looking
for
new
customers?

Have
 you
developed
a
simple
program
that
can
help
generate
residual
returns?

If
 not,
this
is
a
powerful
way
to
continue
to
nurture
relationships
beyond
the
 Trickle
Marketing
and
create
more
opportunities
to
be
selective
with
for
your
 Ideal
Service
described
below.
 The
Continuity
Service
can
be
a
monthly,
low­commitment,
and
high
return
 model
for
the
customer.

Educational
services
or
community­sourced
support
 concept
are
great
candidates
for
this
type
of
service.
 
 
 
 Case
Study:
Your
Pie
Continuity
 Service
 
 • Consumer
develops
a
Your
 Pie
daily/weekly
routine

 • Reoccurring
events
(Trivia,
 $5
Tuesday,
Kid
Mondays)
AthensSocialMedia.com
 53
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  10. 10. 
 I NTRODUCTION IDEAL
SERVICE
 Definition
 
 Remember
in
the
beginning
where
you
told
us
where
you
wanted
to
make
most
 of
your
money?

Well
we
made
it
there!

This
service
should
be
the
easiest
 Product
or
Service
to
spot
because
it
is
what
your
business
loves
to
do,
it’s
 where
the
money
comes
from,
and
where
you
deliver
the
most
value
you
 possibly
can.

We
won’t
go
into
too
much
detail
here
because
you
should
 already
know
this
one
inside
and
out.

When
your
customer
makes
it
to
this
 point
you
should
smile,
pat
yourselves
on
the
back,
and
say
“Congratulations
 friend,
our
marketing
dollars
paid
off.”

Then
go
bust
your
butt
to
deliver
first
 class
service
and
prove
to
your
customer
why
they
are
doing
business
with
you.
 
 Case
Study:
Your
Pie
Ideal
Services
 • Catering
 • Consumer
becomes
a
Raving
Fan
 
 
 
 
 
 
 
 
 
 
 
 
AthensSocialMedia.com
 54
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 

  11. 11. 
 I NTRODUCTION TAKEAWAY
WORKSHEET:
CAMPAIGN
CREATION
 
 
 
 
 
 
 
 
 
 
 
 
AthensSocialMedia.com
 56
The
Backwards
Blueprint:
Deliberate
Marketing
Decisions
 


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