Trends #0031 — Marketing Funnels

🔍 Problem

You need sales.

Build a funnel to get attention, build trust and make offers. At scale.

Companies

Funnel Stages

Retargeting will move into the physical world. Billboards track cell phones and show us ads as we move. Geofencing makes this more accurate.
With 98% open rates, SMS will become a popular channel.
Access to data services will become democratized. We’ll move from demo-based models (Acxiom) to self-serve models (Clearbit). (Via Samuel)

Match the length of funnels to the price of offers. A $3,000 course takes longer to sell than a $5 eBook. The latter may not need a funnel.
Start simple and optimize each stage of your funnel.
Send behavior-based sequences to complete sales, retain customers and sell replenishments.
Cross-sell, upsell, downsell and use subscriptions to boost LTV. Profitably spend more than others to acquire customers.
Use referral programs to make your funnel non-linear. (Via Fernando)
Personalize videos, send times and birthday deals for higher conversions.
Create urgency with special offers, season sales and countdown timers.
Build open loops. Create multi-part stories, email challenges and courses with progress indicators.

Build and optimize a model
- Awareness-Evaluation-Purchase
- Attention-Interest-Desire-Action (AIDA)
- Acquisition-Activation-Retention-Referral-Revenue (AARRR)
Stay in touch and top of mind. See the recency effect.
Leverage reciprocity, urgency and open loops.
Build a value ladder to let customers qualify themselves.

“I hate popups, promotions and perpetual ‘sales.'”
Don’t we all? But they work.

“Acquire customers based on AOV. Not LTV.”
This is a luxury. Your competitors (or lack thereof) determine your strategy. (Via Miles)