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Module 2 - Building Conversion Avenues The Marketing Funnel What is a Marketing Funnel? The journey from awareness to purchasing = AIDA model Awareness Interest Desire Action What is a Marketing Funnel? Standard Model

  1. Module 2 - Building Conversion Avenues The Marketing Funnel

  2. What is a Marketing Funnel? ► The journey from awareness to purchasing = AIDA model ● Awareness ● Interest ● Desire ● Action

  3. What is a Marketing Funnel? ► Standard Model ● Multiple price points ● Give personal info first ● Make initial purchase ● Make increasingly larger purchases or repeat purchases ● Intent is to maximize the lifetime value of a customer

  4. What is a Marketing Funnel? ► Authority Model ● Taster - Introduction ● Deeper Content - Authority ● Courting - Trust ● Larger Purchase ● Smaller Purchase ● Recurring Revenue

  5. Which Model is Right? ► AIDA ► Standard Model ► Authority Model

  6. The Reality: You Still Need AIDA

  7. Example of application of marketing funnel using converting free to paid model

  8. AIDA Example ► Social Media Community Manager — Eve ► Target market: small business owners ► Personal objective: have a baby ► Business objectives: higher hourly rates, on retainer for more clients, team to handle day- to-day work, passive revenue

  9. Eve’s Ideal Customer ► In business at least a year ► Generating minimum of low 6 figure to low 7 figure a year in business ► Not a one-person operation (outsourcing okay) ► Preferable if they outsource some work

  10. Packaged Services ► Social media audit ► Social media strategy

  11. Packaged Retainer Services ► 1-3 hours per month consulting ► 5, 10, 20, 25, and 50 hours per month community management

  12. Packaged Joint Venture Services ► Social media presence – basic ► Social media presence – advanced

  13. Free Webinar ► An auto-delivered webinar available free of charge in exchange for subscribing to her email newsletter ► Topic: How businesses can best use social media

  14. Paid Social Media Training ► Individual training programs geared to each primary social network ► Bundled comprehensive social media training ► Membership program

  15. Eve’s Free Program ► 2 weekly blog posts ► 1 guest blog post every 2 weeks ► Weekly video blog ► Email newsletter + bonus ► Promoted to her social networks ► Reshare ratio 1:5 ► FAQ Page ► Free reports on new social networks

  16. Key Points About Eve’s Plan ► Time involved – 15-25 hours per week ► Creating long shelf life products ► Building credibility and trust ► Built over time

  17. What’s Next?

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