Improve Your Email Marketing with a Marketing Funnel

What is a Marketing Funnel?

The idea of a funnel is used to illustrate the process a potential client goes through as they become familiar with your products or services.

Visually, clients enter the funnel at the widest part, the top, then proceed to descend, stage by stage, leaving at the level they lose interest.  What you end up with at the bottom are the final few who have purchased and love your product or service.  These are the clients that will keep coming back

Your goal is to raise the number of potential clients that enter the top and lower the number that loses interest at each stage.

To accomplish this, you will need to have a conversion tactic for each stage.

There are a few different Funnel maps out there that vary in their vocabulary but each basically means the same thing, for the sake of this article, we’ll go with the following terms:

  • Awareness
  • Interest
  • Conversion
  • Loyalty
  • Advocacy

Using Email Marketing to Get a Client All the Way to the Bottom

Now that you understand how a marketing funnel works, let’s discuss email marketing plans for each.

Awareness

The top of your marketing funnel is awareness.  This is when the potential client finds out you exist but doesn’t know anything about your product yet. At this level, you should start showing them the value of your product or service.  This can be done with free informative content, such as a free eBook on product related subjects.

Interest

At this level, potential clients are starting to show an interest in your company and products and want to know more.

You also know more about the client, which allows you to send them more targeted content that can relate how your product or services can help them.  This email could include specific items that you believe will be beneficial to them and even include an invitation to a free consultation or demonstration.

Conversion

Now you potential client is aware of the value of your product or service and it’s time for them to decide if they are ready to purchase.

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Here, you start communicating to the client why your product and service is better than your competitors’ and perfect for them.

Loyalty

OK, you’ve made the sale, your potential client has graduated to the title of actual client.  Your work is not over, however, not even close.

Now you need to implement your plans to keep them.

Repeat and long term clients are a wonderful asset for any business. Help keep these valuable assets by continually engaging them with fun and useful content such as educational emails related to upcoming products or surveys asking them their opinions on potential changes coming. Make them feel like their opinion really matters to you.

Advocacy

Advocacy happens when your clients turn into your biggest fans.

They’ve probably purchased or used your services several times because they adore you. The best part?  They start telling everyone about your and how great your products or services are!

Word of mouth, still the best way to gain more potential clients that will stick.

Now, as you start to recognise these special clients, you can start sending them special requests like emails asking them to refer you to their friends. You could even create a version of your initial email sent to the Awareness level that they can forward to friends and family they think would most benefit from your products or services.

Now you have the information you need to plan your own email campaign and begin to channel your potential clients all the way to being actual clients.

By developing your email strategy with the marketing funnel in mind, you’ll convert more prospects into customers and more customers into fans, which means more money for your business. Yay!

Monitoring the social media marketing landscape is vital to your success. If you’d like to have access

to even more powerful marketing tips, as well as a way to generate conversion-ready Internet marketing prospects each month, click here to learn about my done-for-you system.

Choosing the Most Effective Social Media Posting Times

It never fails, you received a free eBook and get excited to read about the latest, and best, way to utilized Social Media posting for your business.  You hungrily tear through the information and then re-write your marketing plan to implement this new strategy only to receive entirely different information the next day, week, month, and so on.

Fortunately, there is a light at the end of the tunnel, thanks to CoSchedule.  In their great wisdom, they have put together information from a variety of reports to provide you with the last word in Social Media Post schedules.

We learned in school that there are 4 time zones in the U.S. So, with clients spread from sea to shining sea, what are the best times to post on the various social media platforms?

To decide this, we need to take into consideration where most of these clients are living.  According to Census records, 80% of those people living in the United States are found in the Eastern and Central time zones.  It would make sense, then, to focus our schedules on time as it is followed in those locations.

Facebook

As the platform that brought social media into the spotlight and taught us a new way to communicate and market ourselves and our businesses, it’s still the first account most new businesses, and 13-year olds, open when getting started in the Social Media universe.

Best Days: Sunday, Thursday, Friday, and Saturday
Best Times: 9 am, 1 pm, and 3 pm

Notes:  Posting at 1 pm gets you the most shares while posting at 3 pm will get you the most clicks.

 

Twitter

Best Day:  Wednesday
Best Times: Noon, 3 pm, 5 pm and 6 pm

Notes: Wednesday about Noon and between 5-6 are the peak moments of an employee’s break times.  Also, Twitter users are 181% more likely to be on their account during the commute home. Hopefully, for the rest of us, this refers to carpoolers who are not in the driver’s seat.

LinkedIn

Best Days: Tuesday, Wednesday, Thursday
Best Times: 7-8am, Noon, and 5-6pm

Notes:  Business people are most likely to peruse LinkedIn in the morning, in the same manner many (used to) peruse the paper.  Also, even though LinkedIn is geared more for the business market, the best time to post is still before or after work.

Pinterest

Best Days: Weekends (Saturday and Sunday)
Best Times: 2 pm, 9 pm, and 2 am

Notes:  The best window for posting is Saturday nights between 8-11pm. The worst time is during business hours.

Instagram

Best Days: Monday and Thursday
Best Times: 2am, 8-9am, 5pm

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Notes:  Avoid posting between 3 pm and 4 pm.  Posting a video at 9 pm can get you 34% more interactions.

Google+

Best Day:  Wednesday
Best Time: 9am, 11am, 12-1pm

Notes: 90% of people on Google+ are lurkers, people who are just looking and not wanting or perhaps not ready to engage with the content or a call to action.

Additional Notes for Each Platform

Facebook: Widely used both via mobile and stationary devices, at home and at work.

Twitter: Audience dependent, as Facebook is also. Often set up as an RSS feed and visited during commutes, breaks and other down times.

Pinterest:  Used mostly in the evenings after work and on the weekends during a viewer’s free time.

LinkedIn:  Designed for the professional world, viewers use it during work hours and in the mornings.

Google+:  Targets professionals in a similar manner to LinkedIn

Instagram: Designed for the mobile platform and therefore used at any time.

So, a special thank you goes out to CoSchedule for their tireless efforts to make scheduling social media posts across all platforms as easy as pie.  For this and more information on their services, visit them at Coschedule.com.

Monitoring the social media marketing landscape is vital to your success. If you’d like to have access

to even more powerful marketing tips, as well as a way to generate conversion-ready Internet marketing prospects each month, click here to learn about my done-for-you system.

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