Mastering the Marketing Funnel in the Social Media Age

Mastering
the
Marketing Funnel
in the Social Age
presented by:

Copyright © 2012 108 degrees, llc. All rights reserved.

contents

what is the awareness consideration preference action
funnel?

loyalty advocacy your funnel


what is the funnel
the marketing funnel
Sometimes referred to as the
‘purchasing funnel’, it is a model that
illustrates the theoretical customer
journey towards the purchase of a
particular product or service
Developed in 1898, it has evolved today
to a 6-step process that is enhanced by
today’s social media and digital
revolution


what does your funnel look like?
your marketing funnel
As we go through this presentation, think
about what YOUR marketing funnel looks
like. Ask yourself:
• How is my marketing process
represented in each area of the funnel?
• Does my process in this area of the
funnel contribute to the end goal?
• What could I do to make my funnel
more eﬀective?


awareness

brand


brand awareness
Where prospects find your brand
broadcast search In the old world, broadcast or
website, mobile, seo
tv, radio, outdoor
“outbound” marketing was the
only way to build awareness
where is
your first Today, you have many more and
touch? more effective options for
building prospect brand
direct awareness
buzz blogs, rss, inbound
social media, pr campaigns


search is king (even with social )
search engines
are the first source of information
for nearly all of today’s consumers,
both B2B and B2c
• As social and search become
even more interconnected,
your funnel needs to take
advantage of the opportunities
that search offers.
• Think about how SEARCH
affects awareness of your
brand


consideration

direct
touch


experience with your brand
As a prospect considers a purchase, they begin to research the
product or service, this is generally done online, especially with
reviews from trusted sources, even if the review is done by a stranger

consideration research


where is this consideration done?
online
Websites like
Amazon.com that online marketing

information

interaction
discovery
materials
provide independent online research anonymous user
reviews
evaluations, Yelp that product sites email
newsletters
showcases member independent
review websites
reviews and others consumer
groups online
blogs and
support forums
where a prospect can
anonymously research user forums

the opinions of others


where is your presence
as the customer is considering brands?

twitter facebook

search blog
presence or
articles

youtube email linkedin


preference

comparison


comparisons lead to brand attachments
Customers now turn to
brand known sources for
information:
• Social media platform
right connections

choice • Local search opportunities
• Seeking perspective of trusted
trusted
individual sources about the brand
contacts
• Brand attachments formed based
on informed, trusted opinions


what comparisons can be made
about your brand online
As the customer compares
• known users your brand to others, the
your
brand
• online opinions
• brand reputation
opportunity for brand
preference arises
Your online presence,
especially as it relates to
other
• known users social connections to the
• online opinions
brand
• brand reputation customer, can greatly
inﬂuence that preference
decision


action

purchase


purchase
Today purchases can happen in many places:
• In a store or physical location
• Via online store access on the
computer

• From the smartphone
• Via a tablet device
• Through a social action service
like Groupon or LivingSocial


where can customers purchase from you?

The easier it is Online Smart
Store Phone
to purchase, Quick Impulse buys
Convenient Busy users

the more likely Private Social Sharing

the customer Brick & Social
Mortar Action
will take that Traditional
Easily understood
Discounts/deals

action
Social = Volume
Personal brand touch


loyalty

reward


rewarding loyalty
the relationship with the customer doesn’t
end with the sale...

crm online
community
rewards
loyalty-based
email follower
ongoing encouraging social
database marketing allow users to programs than communication to
to keep ongoing incentivize repeat follows with beneﬁt
connect to each develop programs
touches other purchases relationships


how do you reward customer loyalty?

post-sale satisfaction programs email social

• Thanks for • Satisfaction • Incentivize • Tips, tricks, • Follower
business surveys repeat ideas and specials
purchases advice for users
• Post-sales • Ongoing • Incentives to
follow up opinion • Encourage • Regular share
solicitation frequent promotions information
• Regular touches upgrades with with their
rewards contacts

• Lead toward
advocacy


advocacy

brand
advocates


what is a brand advocate?
brand advocates
are customers who talk
favorably about a brand,
product or service and then
pass that positive word of
mouth message to other
people


why do you want advocates?

Highly Large Impact
Active Networks Purchases
Advocates Advocates have more Advocates use online
recommend brands contacts tools that drive
more Advocates average 200 - 450 purchases
people in their social networks
32% rec more than 10 brands/year Advocates use email the most (57%)
18% have over 500 contacts but also use social media, blogs and
Average advocate rec’s 26x/year
third party sites to rec brands


how advocates impact a brand
percentage of users that take action when an advocate recommends
brands to them

consider buying rec’d brand 61

buy the rec’d brand 22

don’t know/no action 17

0 18 35 53 70


who are your brand advocates?
do you Bobby Amanda
currently Doe
Company Executive
Doe
Homemaker

have any
Long time customer Has referred 3 new
who has repeat customers this year
purchases alone

brand Jesse Marvin
advocates to Doe Doe
Small Business Owner Consultant

work with?
Blogs about how your Recommends your
product/service has product/service to
helped his business clients


your marketing funnel
How do you:

• Build brand AWARENESS in online media?
• Ensure that your brand makes it to the
CONSIDERATION phase for a potential
customer?

• Help your prospect compare your brand to
the competition to ﬁnd their PREFERENCE?

• Let your customer take ACTION to
purchase?

• Build LOYALTY with customers that have
purchased your brand?

• Develop ADVOCACY with your existing
customer base?


Looking for more ideas?

Private Consults Profile Customization
One-on-one consults including evaluation, Professional review, editing and/or creation of your
recommendations and tutorials for social media online profiles and business pages

Social Media Services Website Design
Partial and full profile and campaign management, Professional design and development of business
including strategy and execution websites, including ecommerce and web applications

Consulting Training
Evaluation of and assistance with online marketing On site and remote training for social media for
programs, strategies, budgeting and plans marketing and sales teams, executives and businesses


Mastering the Marketing Funnel in the Social Media Age

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