Are you weary of the endless discussion about whether the sales funnel is dead, or not? Or what shape it is? Or what it's called (aka marketing funnel, content funnel, buyer's journey, customer lifecycle)? Or which one is superior to the other?
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Tags: marketing funnel, sales funnel, optimize marketing funnel, optimize sales funnel
Thirty years ago on January 20, 1984, I stumbled bleary-eyed into the newly opened opulent Grand Hyatt Hotel in NYC. At the time, I was the manager of an authorized Apple dealership on Long Island and was there for the launch of the Macintosh.
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(This is a continuation of a multi-part article series, How to Optimize Your Sales and Marketing Funnel: Part 1, Part 2.)
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Tags: analytics, sales funnel strategy, marketing funnel, sales funnel, optimize marketing funnel, internet marketing funnel, optimize sales funnel
We see over a thousand brand names and logos every day. Wherever we are, whatever we are doing, company logos are being flashed before our eyes. Whether we’re watching a baseball game, in a movie theater, or going to a Broadway show, we remain awash in brands.
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Tags: branding, product placement, brand intrusion, brand marketing
Yes. It does. [Not a happy answer, but a truthful one.] "But why?" I can hear you wail. "I just redesigned my website, it's really cool, lots of videos and graphics, great shopping cart. I've got an SEO consultant who keeps tweaking my pages so I stay on top. Why do I have to do this?"
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Assuming that you're truly delivering your brand promise and doing so consistently, a more valuable brand can provide these benefits:
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If you're like me, you're faced with the conundrum of how to constantly create content in order to stay on top of the SERPs, while wearing all the other hats a business owner wears. "Feeding the content beast" is what we call it around here and unlike Sesame Street's Cookie Monster, it feels a lot less friendly and forgiving.
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Recently we've been working with some small businesses that have been struggling with growth. Only it's not the trouble you think it is — business is actually good. The trouble is whether they're growing the "right way" for their business.
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Tags: branding, brand promise
Optimizing your marketing funnel continues ... with intelligent lead nurturing and analytics.
In my last post on optimizing your marketing funnel, we went over the first 4 steps where you:
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Tags: analytics, content marketing, lead nurturing, marketing funnel, optimize marketing funnel, optimize internet funnel, tracking
Optimizing your marketing funnel starts with mapping content.
STEP 1 - Understand your buyer persona's decision process. Who's involved and what role do they play?
Get to really know your buyer persona. Interview customers who fit that particular persona, talk to the sales reps who closed the deals. Figure out what information the customer was looking for initially and how and why her information needs changed over time. Assuming you have the proper analytics in place that have tracked your customer's actions on your website from day 1, and how she responded to your lead nurturing efforts, you should be able to easily glean the details of her quest for information, the timing — all the different steps she went through and why.
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Tags: lead nurturing, marketing funnel, sales funnel, optimize marketing funnel, internet marketing funnel, optimize internet funnel
