In marketing, the importance of strategy cannot be understated. An excellent tool B2B companies can use to turn leads into sales is the marketing funnel. A funnel is a useful tool that can help you and your business guide your prospects through a sales process that converts them from leads to clients.
At Ajax Union, we like to visualize our funnel in three parts:
TOFU or Top Of Funnel: The top of the funnel process includes building awareness and educating your leads. After sparking interest with landing pages and lead magnets, you prime and educate your prospects using a variety of assets like buyer guides, how-tos, answers to frequently asked questions, industry tips, and so forth.
MOFU or Middle of Funnel: Once your leads have generated enough interest, it is key to convert that interest into consideration and trust. Businesses can build trust with their leads by providing case studies, testimonials, infographics, and statistics. Showcasing this credibility is what will take them to the next step.
BOFU or Bottom of Funnel: Here your prospects have garnered enough interest and trust to become clients, and it’s where you continue to keep your current clients engaged with brand personification. B2B marketers build brands with experiential elements, core values, culture, and customer success stories
How To Get Started Building Your Marketing Funnel
Before creating a successful funnel, you first have to identify your target audience. Once you understand your audience’s needs, you can begin to craft the appropriate language needed to engage them.
Once you know who your business’s target audience is, you can begin strategizing. When strategizing, it is important to consider what your business goals and priorities are.
At Ajax Union, we perform workshops to help businesses design their strategy and marketing funnel. Here are some useful points Ajax Union can clarify for your business:
Buyer Personas: who your target audience is, what they do, and what they need
Brand Messaging: the messages your target audience needs at each stage of the funnel
Brand Experience: the specific attributes your company wants the audience experience
Unique Value Proposition: what makes you stand out from your competitors
Goals: what your business would like to achieve
SWOT Analysis: what your strengths, weaknesses, opportunities, and threats are.
To learn more about how Ajax Union can help you generate leads and referrals for your business using marketing funnels, click here.
Check your inbox. For real, leave this app and check your inbox.
Ok, welcome back.
How many of the emails, that now call your inbox home, will merit even 2 seconds of your attention? Some, you’ll skim mindlessly, pausing mid-swipe to double-take at a cat GIF. A few may get the trash-tap treatment before even the first “Hey there, gamerboy91!” is revealed. And others will fatally suck, resulting in a frantic jab at the dreaded unsubscribe button with exaggerated fury.
Why do crappy emails make us so MAD?
A wise woman once said, your personal inbox is like your digital foyer. You don’t mind welcoming new people to your home…until they stop knocking before they enter.
In other words, we’re open to receiving emails as long as they’ve provided value in the past and may provide value in the future. But once they start to “make themselves at home” in our inbox, and take their invitation into our personal space for granted, they’ll lost our trust, interest and patience – FAST.
So what does this mean for us, both as email marketers and (hypocritically) serial email deleters? Will email marketing be forever lost to the Wikipedia pages of web practices that have grown obsolete?
Here’s your answer: According to Campaign Monitor, in 2017, email marketing ROI averages to $38 for every $1 spent. That’s 40x more than what Facebook engagement usually brings in.
That’s a revelation. That’s game-changing. That’s a wake-up call to the digital marketing world.
No, email marketing is far from dead. In fact, it’s just getting started. So how can you gain that coveted, proverbial “Welcome Mat” into your customer’s digital foyer? By following three key guidelines:
1: Knock first 2: Bring a hostess gift 3: Be a gracious houseguest
KNOCK FIRST Even if your host expressly invited you into their home, do you simply barge through the door on your first visit? Of course not. You knock. In email-land, this is equivalent to an opt-in email. These automated emails double-check with the recipient about subscribing to your list, even if they voluntarily subscribed to your newsletter. You may think this a cumbersome extra step, but it makes all the difference. Tempting as it is to just grab as many email addresses as you can and start blasting those newsletters, you won’t build lasting relationships that bring in real sales that way. Check out the automated opt-in email below. We can assume the recipient has already been getting emails from Archant for a while:
Archant is showing their valued subscribers that they care about their preferences while SIMULTANEOUSLY ensuring that only those interested in their product are receiving their meticulously crafted emails.
BRING A HOSTESS GIFT Provide value. Make it worth their while. Make them second guess themselves as their finger hovers over the trash icon: maybe there’s something of value in this email that I’m about to throw away?
This doesn’t mean giving away inventory, or even promo codes. Check out this email for received from Glossier, a fun makeup company with a super-strong brand personality:
The images were perfectly screensaver-sized, and were lusciously visual, brand-consistent and of course: free.
Glossier didn’t charge a penny for these images, and yet, as the recipient, we felt like it was an exclusive gift from the glorious founder herself. What a simple, clever way to deliver value to your email list!
So while offer codes, downloads, and free swag are great “Hostess Gifts”, you don’t have to limit yourself to physical deliverables. You know your target audience better than anyone – you know what they’ll appreciate. Even if it’s just a screensaver.
BE A GRACIOUS HOUSE GUEST There are some unspoken rules when you’re a guest: use your inside voice, don’t clog the toilet, feet off the coffee table…to name but a few. In order to stay welcome in your audience’s mailbox, you’ve got to be a dream guest.
Pop in only once in awhile: daily emails are a surefire way to get your recipients annoyed at you.
Don’t be too loud: if every subject line is YOU’RE ABOUT TO MISS THE DEAL OF A LIFETIME! and all your offering is another $5 off your order off $500, then you’ll lost trust fast.
Show appreciation: say “Thanks for letting us visit” every so often. It reminds your audience that you appreciate and respect that they’ve invited you in.
Canva sent out this email when they hit 2 million users on their site. In an effort to show how they still care for every customer individually, they let users know what number user they were. This isn’t earth shattering information, but it made every customer feel like they were a part of something greater and individually relevant.
Start sprinkling these strategies into your emails and pay close attention to your open rate. Remember, even if customers don’t engage with your emails, they could be actively reading, enjoying, or even forwarding them. By establishing your newsletter as one of the few they don’t block, you’ve got more than just a foot in the door: you have a guaranteed seat on their living room couch.
Have any other tips for crafting emails that have staying power? Tell us in the comments below!
Looking to improve your email marketing techniques? Ajax Union is a full service digital marketing agency based in Brooklyn, New York. Our team is here to help you become an amazing company. Contact us so we can walk you through the realm of online marketing. Visit our page to learn more about our new technology product, B2Bx.
The New Year has arrived! Yep, 2017 showed up faster than the speed of lightening. The buzz is who can develop the best list of new year’s resolutions and stick to them. It can get pretty tiresome to continuously try and fail. Maybe it’s because we are only human and tend to set our sights too high, or stifle our ability to do something different.
As marketers and people who aim to learn and grow a little more each day, it’s time to make 2017 the year of accomplishment. The year of change. The year of success. Of course, it may seem easier said than done, but we have compiled a list of key resolutions that you can be dedicated to throughout the new year and forever. Break the limitations on your resolutions.
Here are 6 resolutions for every marketer to transform the future in 2 0 1 7
Post to your social media accounts
Whether you work in the marketing department of a specific company or a marketing agency, it’s easy to get consumed in other social media profiles that you forget about you own. If you don’t market yourself and share your interests and values, how will people get to know the person behind the profile? Start small. Post at least twice a week and write an original article or blog post on a monthly basis.
Read Read Read
Between commuting each day by train, taking lunch breaks, TV commercials and holiday off days, everyone can find a 30 minute time slot to read. Pick a piece that interests you like a newspaper, magazine, online blog or novel. Reading expands your knowledge, vocabulary and exercises your brain. Gaining more insights into your industry or personal hobbies are equally important so read content as long as you’ll enjoy it.
Stay in the loop with industry news
This pertains to any industry but especially the marketing industry. The world of technology and Internet is constantly evolving so you, the marketing expert, must be the first to know what is happening and how it can affect and benefit your business. Subscribe to blogs or print magazines, get email notifications from news websites, read articles from industry leaders on LinkedIn and share what you find. Declare to the world that you are ahead of the game.
Document your strategies
People go about their daily activities by route, without putting much thought into how they can BE more efficient. What you are an expert in, someone else struggles with. Therefore, documenting processes and having templates for marketing briefs, content calendars, case studies, dashboards or a simple office checklist is invaluable. Documenting saves time when others have a framework to work off of and enables more people to benefit from it.
Use an organization app
Humans can only remember so much and it can get overwhelming when you try to retain data overload without writing it down. There are numerous apps for desktop and mobile that can easily help you get organized at work and home. Some top picks we found are Evernote for taking notes, recording a meeting and sharing relevant content, Dropbox for sharing files with family, employees and clients and Trello for organizing and prioritizing tasks and projects.
Keep your emotions in check
We all have a secret hit-list with the neighbor, relative, rude subway rider, co-worker or client and it’s ok. But lashing out and letting them ruin your mojo is out of line. remember everyone has their own trials and tribulations. The key is to release your emotions in the right place at the right time. Don’t respond to comments because it only blows the situation out of proportion. Take steps to keep your emotions in check by staying quiet once a day, taking a short walk to cool off or get a good workout at the gym. See your mood transform and people’s outlook on you improve drastically.
*Transform your resolutions into success stories. Whether it takes you a month, a year, or five years, never give up on becoming a better version of your work and home self.
*Make 2017 the year you remove the stereotype of resolutions and focus on the commitment. It doesn’t matter if it’s a short term commitment or one that last the rest of your life: just be sure you own it.
*Set goals for yourself so you can hit them and revel in the feeling of success. This will not only make you an expert marketer but also an expert version of yourself and that’s the greatest brag of all.
Need Help With Your 2017 marketing plan? Ajax Union is a full service digital marketing agency based in Brooklyn, New York. Our team is here to help you become an amazing company. Contact us so we can walk you through the realm of online marketing!