How XME Helps You Address the Entire Marketing Funnel
When was the last time a marketing campaign really worked on you? While you may be able to think of a specific advertisement that stood out in your mind and maybe even influenced you to go out and try a new product, it’s much more likely that you weren’t even fully aware you had been influenced at all.?
Effective marketing campaigns are designed to guide potential customers through a process commonly referred to as the “marketing funnel.” This process progressively narrows the target audience and focuses the content and messaging to be most effective at each stage of the process. These subtle changes in messaging help drive potential customers further down the funnel as they gather the information they need to make the decision to purchase a particular product or service.
There are many versions of the marketing funnel, often based on the “AIDA” model:
However, you can also simplify this even further, breaking the funnel into three broad sections:?
Properly handling each of these touchpoints is critical to the success of a sales and marketing initiative. Identifying where a prospect is along this process and tailoring materials and communications to match their needs at the right time can be the difference between landing a new client and losing them.?
Luckily, solutions like Exela Marketing Execution Services (XME) can help your organization plan, craft, send, and monitor complete multi-channel marketing campaigns that will carry your prospects all the way through the marketing funnel. Our approach leverages several key tools and strategies to achieve this.
Top of Funnel
Building brand awareness is a critical step in the overall marketing management process. The goal is to alert potential customers to your business’s existence, give them a broad understanding of what types of products and services you provide, and establish your expertise and authority in your field.
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Branded items and apparel are a great way to keep your brand top of mind for potential customers. One study by the Advertising Specialty Institute found that 85 percent of people remembered the name of the organization that gave them a promotional item. Better yet, consumers were found to be 2-and-a-half times more likely to have a positive impression of an organization that gave them a promotional item than an organization that showed them a digital ad.
Middle of Funnel
Prospective customers move from the top to the middle of the funnel once they’ve had a meaningful engagement with your company. This can be subscribing to an email newsletter, attending a webinar, following your corporate social media accounts, or visiting your team at an industry event. At this point, it’s time to start answering questions and providing deeper information about your solution’s key differentiators.
This level of the funnel is a great place for thought leadership articles, speaking engagements, and industry events and conferences. Your potential customers don’t always realize that they have a problem your products or services can solve, so very often the marketing funnel starts with an article or seminar where the issue is laid plain.?
XME’s creative solutions can help you craft marketing materials that clearly communicate the benefits of your solutions to your prospective customers in eye-catching and informative ways. Our omni-channel campaign management tool helps you build integrated multimedia campaigns that nurture these leads with targeted messaging designed to strengthen the relationship and build trust.?
Bottom of Funnel
At this point, your potential customer should have a good understanding of what your business can offer and how it stacks up against your competition. Now it’s time to convert them from a prospect into a customer. This stage requires more detailed and in-depth materials, including product demos, specific case studies, and feature and price comparison documents.
Again, our omni-channel campaign management tool can also be useful here, creating automated segmented emails for engagement touchpoints like nudging customers who have abandoned items in their online cart or follow up exit surveys at the checkout page.?
An effective sales and marketing strategy will address every stage of the funnel, guiding prospects through with targeted messaging and content designed for each stage. Learn more about how XME can help you develop a full-funnel approach to marketing.