When it comes to campaigns and funnels, there is a mindset of adding pieces of value offers in stages (or stacks) to get the prospect to warm up with an end goal of them to become a lifetime value customer (LTV). To do this, you need to break down the buyer’s journey into smaller steps. This allows you to be more conscious about how and when you present various offers.
As you will see with many retail programs, they might offer a coupon or a free small gift to get you into their store, building up various sales offers while there, ultimately to then get you added to their rewards program to create a lifetime relationship with you by getting you to return and purchase more at a later point in time.
Same holds true for online marketing campaigns and funnel flows.
With an agile mindset, there can be smaller conversion wins at each stage to guide the customer to the higher valued offer. This value ladder tactic is about offering a low ticket, then a middle ground ticket, then a higher valued ticket offer. NOTE: each offer needs to build on the next offer. They all need to be related.
Like going into a home fragrance store where they give you a plug-in for free with the purchase of the liquid refills, then they add room sprays and diffusers as the middle ground ticket offer, with the final focused higher valued offer being candles with holders and accessories.
It is a gradual build up, and they are all related to each other, home fragrance. The trick is to sync the emotional buyer’s journey to the next stage of the process.
There are some main factors to consider when developing a campaign and funnel flow, including design, content, automation, integration, and more. To prepare, you start with research.
Research analysis is key to the traffic you are attracting. You do not want to attract a prospect who is allergic to scent. You will want to gather as much information as possible if you want to make the correct decisions for your business and avoid attracting poor-quality prospects.
However, there is prep work data necessary to make sure you are attracting the right target even to your low-ticket offer, otherwise they won’t get to your final built up offer. For example, start asking yourself these questions:
Figure 3-1 of my best-selling book, The Four Intelligences of the Business Mind, highlights the process flow to attract an ideal customer.
The 5 questions to really get you to think about your offering and the customer journey and experience in attracting them are:
After your research, the first step to grabbing a buyer’s attention, the part where they stop and get to notice, is the design. Just like in dating – getting someone to look twice. Design can include videos, images, infographics, and more.
The second after they have shared some interest is to give them a taste of what they could achieve or gain, your content. The trick here is to have them experience some small wins. This is where lead magnets come in.
Next is the call to action (CTA) step. The “yes” decision of moving forward. Even if it is a free lead magnet, you now have contact elements like an email to build the relationship.
At this stage, it is important to consider the actions that must be performed. This stage of the process allows for things such as email fulfillment actions and notifications.
This is about the buyer’s desire to learn more. This is where email nurtures are bringing more awareness to them that you are the brand that can help them solve their problems or make their life better.
The beauty of developing campaigns and funnel flows is that the process allows for the incorporation of other tools, which in turn allows businesses to access information regarding interrelated processes in one space. An example of this is the ability to integrate customer relationship management (CRM) with payment gateway tools like Stripe, and membership access, and appointment scheduling tools, and more.
Focus on establishing a campaign and funnel flow that permits seamless integration of third-party tools in presenting value to prospects and customers.
The main goal of any successful campaign and funnel flow should be to reduce churn. Churn refers to potential customers that enter the campaign or funnel and for some reason decide not to complete a purchase, or those who complete a purchase but ultimately decide to cancel their services. Churn can be attributed to many different factors, from less-than-stellar customer service to the internal needs of the client. Campaigns and funnel flows can aid in identifying why churn may be a problem. Because of this, establishing meaningful parameters to analyze will be key in pinpointing areas in which churn takes place at any given time.
Bottom line: Understanding the areas in which a company is not performing well is the first step towards taking measures that can turn said areas into strengths (and eventually more sales).
Finally, understanding that a campaign and funnel flow can be modified to fit the needs and goals of an organization as time progresses will allow a business to grow and continue succeeding at the next level.
Developing and launching marketing campaign and funnel flow offers stacked with value takes strategy, time, and precision. Engage 2 Engage is here to help relieve the overwhelm and complication of figuring it out. Learn more about our done-with-you (DWY) programs where we ease the burden of the process so you can focus on amplifying your results.