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Use the funnel to determine the marketing tools & content needed for each part of the customer journey
Creating an online marketing strategy is as much to do with balance, as it is to do with tactics.
I created this funnel to help me check if I am addressing the entire customer journey when constructing an online marketing strategy. Whether you are after customers, votes or donations, the process is the same.
Driving traffic to a website isn’t the same as converting a prospect to a customer. Many marketers feel that if they had more traffic they would get more customers. My experience tells me that if you focus harder on converting prospects already on your site the outcome is much more profitable.
For many businesses, the sales process doesn’t take place online so the purpose of the web presence is to drive sales opportunities to the phone.
Some businesses, like hotels for example need a blend. A hotel may wish to promote and sell hotel rooms online without ever speaking to a customer, whereas for conferences and weddings the hotel would like to get customers to visit their premises as this is a consultative sales process.
Understanding the customer decision making process determines how you create a successful customer journey and eventually determine the tools needed and the emphasis you put on each channel.
There is evidence left at every stage of this funnel to allow for forensic analysis of the sales process. Perhaps it’s time to get CSI on your web strategy.
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