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o make any decision, people go through a process. Whether the decision is big or small, there are generally a set of steps followed such as: identifying the decision needed (problem), identifying options, researching and/or evaluating options and, ultimately, choosing.
Whether or not a customer decides to work with your company, they will go through this process in order to solve whatever the project problem at hand. When you have a comprehensive marketing strategy, you’re able to influence how your company shows up in the decision process as you send potential and existing customers through your marketing funnel.
A marketing funnel describes the steps it takes for a person to funnel into customer status with your company. The funnel is used as a visual to show people moving from the wider awareness gap down to the closed sale.
Traditionally, marketing strategy will include a funnel with stages such as:
● Awareness
● Interest
● Consideration
● Intent
● Evaluation
● Purchase
You can see how these stages align with the decision making process, and if your company is able to funnel people through effectively - you’ll be relevant to that person when it comes to making a decision about a project.
What if your guide helped you up the mountain, but didn’t bring you down? That wouldn’t leave the best impression, and would certainly make your descent more difficult!
But, let’s say they continue with you for a successful trip up and down. You’re likely to have a positive experience and recommend this guide to friends and family looking for a similar experience.
This is why it’s important to continue nurturing customers through the various stages of the funnel, to maximize the customer journey, create more referrals, and in general offer a comprehensive relationship building experience with your customers.
A comprehensive marketing strategy matters because it helps to move people through the funnel, and then nurtures them in that “loop” experience even after they become a customer.
At Steel Mountain Marketing, we offer a comprehensive suite of marketing services that will make sure your potential and existing customers flow through these stages effectively.
1) Foundation: Would you build a house without laying a foundation? Of course not! A solid marketing strategy relies heavily on key foundational pieces that effectively drive customers your way. This includes a cohesive brand message and consistent language across the digital spaces your company takes up.
2) Awareness: At the opening of the funnel, a potential customer first becomes aware you exist and learns a bit about what you do.
3) Interest: A potential customer begins to follow you and engage with your brand. This may mean a social media follow, signing up for an email list and/or visiting your website.
4) Consideration: A potential customer thinks about your company when considering a purchase decision relevant to your offer.
5) Intent: The potential customer is moving closer to a purchase decision. They may submit an inquiry form or dive deeper into researching your company.
6) Evaluation: The potential customer evaluates whether the decision to purchase from your company is the best.
7) Purchase: Decision, made. You have a new customer!
8) Loop: Even after a person makes the decision to purchase, remember to loop them into your communication network and continually nurture the relationship. This can turn into future projects together as well as referrals to other customers and positive reviews.
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