A funnel is a good way to think about the marketing process. The top is very broad and consists of mass marketing techniques. The Super Bowl during mass marketing include items like mass mailings, national advertising, billboards, and airing commercials.
The marketing message is a little or no discretion. Mass marketing is very expensive, difficult to evaluate, and has a low return on investment Mass marketing is a stab in the dark, like trying to find the needles in a haystack. The next section of the funnel narrows the target audience in market segments. The communications still up to a large audience, but they are the least targeted to a particular market segment by means of the selected media clickfunnels pricing table.
Cat Fancy magazine, ESPN, and the Oxygen website, each target a specific segment of the market: cat lovers, sports enthusiasts, and women, respectively. Next, we are able to focus in the niche or specialty markets. Harley Davidson, Barbie, and Macintosh computers have each specialty area of the market. The bottom of the funnel is the customized or one-to-one area of the funnel. The consumer is on a first-name basis. Mike the mechanic, Bill the barber, Doc Baker are all one-to-one relationships in the customer and service provider know each other. Through the use of technology and mass customization, these relationships can be available on a wide scale such as the case of the “My Yahoo!” page.
ROI stands for return on investment Every one of the technologies in the funnel will gain customers The question which is the technology will provide the greatest return on investment. A Super Bowl is sure to create and generate new customers, but at what price? The same amount of money spent on the bottom and targeted directly at ideal customers. Two benefits of targeting the bottom of the funnel are the likelihood of a positive response and the types of relationships that are established. Relationships on the bottom of the funnel One-to-one customers form the bedrock, the foundation, for any successful product line. These people are not likely to change from a competitor due to the mutual commitment they feel themselves and the brand.
Customers at the bottom of the funnel can and will become your best marketing tool. They are positive multipliers There are three levels of the one-to-one section: the customer, the referent, and the advocate. The customer will continue to buy the product and not switch to the competition. The reference will continue to buy the product and will tell others about the product when asked (give referrals). The advocate will continue to sell the product, will actively promote the product, and will convince others to buy it. The goal of every marketer is for gainers.
To summarize, the top of the funnel is the most expensive with the least amount of consumer loyalty, while the bottom of the funnel is the least expensive with the greatest return on investment and the greatest amount of consumer loyalty. Getting Customers Marketers should always be guiding their customers to the bottom of the funnel
Take it from the Top
Why would anyone market a mass audience at the top of the funnel? There are three reasons why the top of the funnel: lack of education, sloth, and lack of opportunity The majority of people marketing products do not know anything about the marketing funnel. If you know someone who needs to be a more effective marketer, I urge you to advocate this book Millions of dollars are spent because that is just the way things have been done in the past, or that is what companies see from their competitors. If you want to lead the market, then innovate instead of imitating.
On the other hand, some people are too lazy to work on customers. Often it is easy to pay for a commercial or a billboard to figure out how to establish one-to-one relationships with thousands of target customers.
The final reason is lack of opportunity Sometimes when marketing is a new product, it is necessary to enter the market. If this is the case, steer your customer relationships as soon as possible For example, if you want to enter the market by means of a national newspaper advertisement, link the ad to a customizable website or some other tool that allows relationships to develop further and the need for future mass marketing efforts.