Working the Funnel Segments

Name: Working the Funnel Segments
Author: Mark Preising

Discover how you can use the marketing funnel to your advantage.

Preview the first lesson free — get full access to all 4 lessons.

Course: On-Demand

(soft music) The five main segments of the marketing funnel are awareness, interest, consideration, conversion or action, loyalty, and retention. In these lessons, we'll discuss how each part can work as a helpful tool in marketing your company and product to consumers. In today's world, people don't want to spend their time searching for products that don't work, need to be returned, offer little satisfaction, or don't fit their wants and needs. Remember, it's generally a good idea to make it effortless for the consumer to get what they want or need. Advertising, marketing, and public relations all spread your organization's message. In the case of a marketing funnel, you are recommended to use email and phone calls to build a leads base of potential consumers. You can create a leads base from cold calls, where you call leads for the first time, or warm calls, where referrals have been made from other consumers, websites, or email. These leads are potential customers who need to hear from you directly about your organization's products and services that will meet their wants and needs. Cold calling is one of the best ways to find potential customers, but who do you cold call? It's best to list characteristics that you want in your customers. Summarize which type of potential customer you're trying to attract. Do they need to be in good financial standing, or of a certain age to be able to purchase your products? Oftentimes, reaching out to a third party company that specializes in finding people within a certain criterion has the best return on investment. Other times, it's better to use an in-house team that uses various free and paid tools to search. Such tools include Google Analytics, Google Adwords, Facebook I.D., Alexa, and Demographics Pro. There are several options to find your customer base. You just need to find what works best for you and your business. Your starting point can be calling your customers to give them a general awareness of who you are, and what you sell. Once you've created your cold call list, it's time to generate a script that'll peak interest and curiosity. It's best if your script focuses on the lead as much as possible. This can begin from the start of the call. It's recommended to build rapport by making the call more personal and conversational, instead of sales oriented. It's best practice to try to get at least three or four questions in before delving into complicated data or information about the product. It's also helpful to keep questions open-ended. This can keep the conversation going, and help you avoid awkward pauses. It will also help you to know beforehand what qualities, features, and benefits the consumer is interested in receiving. Here is an example script. Hi, Dahlia. This is Anders from Zapper Electronics. I've researched your company, Vinson Computers, and I'd love to learn more about the shortage of processing chips that's causing your manufacturing delays. At Zapper Electronics, we work with people like you to help with designing chips that are compatible with your hardware, optimizing them for speed and efficiency, and making them easy to install. Do you think our chips would be able to help with your manufacturing problems? Let's say Dahlia answers, yes, tell me more. Great, Anders has received a simple yes. Oftentimes, this can be done by offering a demo, or continuing the conversation with someone else higher up in the company. Anders would be wise to try to send the email shortly after hanging up. To easily remember to follow up, he can set a reminder for himself. Whatever route Andrews decides to take, this is the best point to introduce next steps. Alternatively, Dahlia might say, no, thank you. In this situation, Andrews might respond with, I completely understand. Would it be okay if I sent you an email to look over when you get a chance? Then I can follow up later in the week. If Dahlia and Vinson Computers still aren't interested, then Anders can thank them, and ask if they know another computer company that could use Zapper's help. Remember, every no gets you closer to a yes. There's no way to make everyone happy at the same time though. Sometimes someone won't be satisfied with an outcome, offering, or decision. Just remember that the only way to get to a yes is to keep trying.

Beginner Provider : Mark Preising 4 Lessons · 14m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

The marketing funnel is a segmented, in-depth process that takes the ordinary consumer and converts them into a customer for your brand. Each one can be used as a tool to market your company and its offerings to potential customers.

In these lessons, we’ll look at how you can use the marketing funnel to drive consumers toward your product or service. We’ll also take a look at each unique segment of the funnel—awareness, interest, consideration, conversion or action, loyalty, and retention—and how you can capitalize on each one.

What You'll Learn

Identify the five main segments of the marketing funnel
Use the marketing funnel to drive consumers toward your product or service
Communicate effectively with potential customers
Capitalize on the awareness, interest, and consideration stages
Guide consumers from conversion or action into loyalty and retention

Key Takeaways

The marketing funnel is a segmented, in-depth process that converts an ordinary consumer into a customer for your brand.
Each segment of the funnel can be used as a tool to market your company and its offerings to potential customers.
The funnel segments covered include awareness, interest, consideration, conversion or action, loyalty, and retention.
Each unique segment offers its own opportunity to capitalize on and move consumers toward your product or service.

Frequently Asked Questions

What does this course cover?

It covers how to use the marketing funnel to drive consumers toward your product or service, and looks at each segment of the funnel: awareness, interest, consideration, conversion or action, loyalty, and retention.

What will I learn from this course?

You will learn the five main segments of the marketing funnel and how to speak with potential customers.

What topics are taught in the lessons?

The lessons cover Awareness, Interest and Consideration, From Conversion/Action to Loyalty and Retention, and a Test Your Knowledge section.

What skills does this course help build?

It addresses skills including Customer Marketing, Drip Marketing, Market Segmentation, Marketing Channel, Marketing Concepts, and Sales Funnel.