Overview
This lecture provides a crash course on the marketing funnel, explaining each stage from building awareness to creating loyal, advocacy-driven customers for effective online sales.
The Myth of Simple Promotion
- Many think marketing is just promoting a product everywhere and hoping for sales.
- Customers rarely buy from a new brand immediately after seeing an ad.
- Successful marketing requires understanding the customer's journey toward purchase.
The 5 Stages of the Marketing Funnel
- Awareness: Customers first recognize your brand or product; focus on broad visibility rather than immediate sales.
- Consideration: Potential buyers research and evaluate if your product meets their needs by reviewing your content, features, and pricing.
- Conversion: The customer decides to purchase; strategies include promotions and direct customer support (CS) through platforms like WhatsApp Business.
- Loyalty: After purchase, maintain relationships and encourage repeat buying through Customer Relationship Management (CRM) systems.
- Advocacy: Satisfied customers become promoters, recommending your brand to others via referrals or sharing experiences.
Online Marketing Funnel Strategies
- Use wide-reaching ads (e.g., Instagram) for awareness—not for direct sales.
- Provide detailed content and address customer pain points during the consideration phase.
- Increase conversion rates by using customer support via chat (e.g., WhatsApp) and targeted ads.
- Build loyalty by maintaining contact and offering value to existing customers through email and CRM.
- Encourage advocacy with referral schemes and exceptional service that motivates customers to spread the word.
Key Terms & Definitions
- Marketing Funnel — The customer journey from brand awareness to purchase and ongoing loyalty.
- Awareness — When customers first learn your brand exists.
- Consideration — The stage where customers research and compare your product.
- Conversion — The process of turning interested shoppers into buyers.
- Loyalty — Keeping customers coming back for repeat purchases.
- Advocacy — Customers recommending your brand to others.
- CRM (Customer Relationship Management) — Strategies and tools to maintain and improve customer relationships.
- CS (Customer Support) — Direct communication channels helping resolve customers’ questions and hesitations.
Action Items / Next Steps
- Review your current marketing strategies and identify which funnel stage each tactic addresses.
- Set up or optimize customer support via platforms like WhatsApp Business.
- Plan content and promotions for each stage of the funnel.
- Explore CRM tools to foster loyalty and encourage advocacy.