Optimizing Your Funnel

Name: Optimizing Your Funnel
Author: Mark Preising

Find out how to optimize your marketing funnel.

Preview the first lesson free — get full access to all 6 lessons.

Course: On-Demand

Let's look at how you can optimize your marketing funnel to increase your chances of converting interested consumers into buyers. In these lessons, we'll address how you can plug up funnel leaks. Creating engaging content that's customized for your prospects. Using email and social media to your benefit. What human centric branding is and how to use it. The differences between the marketing funnels in business to business, and business to customer companies, and how your customers move through the decision making process. A leak in your marketing funnel indicates that somewhere along the line, you're losing prospects. This can be for an entire slate of reasons, but no matter what the cause is that hole needs to be plugged. Consumers are escaping your outreach and you aren't being given an opportunity to turn them into happy customers. So how do you find and fix leaks? The first step to plugging up your leaks is figuring out where they are to begin with. If your content management system has an analytics function, use that to gather data on where you're losing prospects along the process. For example, are you getting next to no traffic on your website? That means you have a leak at the top of your funnel because nobody's coming to see what you have to offer. In that case, you are recommended to reconsider your messaging strategy. You can make some adjustments to it so that you reach the people who are most likely to buy from your company. If your leaks are coming from the middle of your funnel, when you're nurturing your leads as opposed to generating them, then it would be best to reconsider how you're engaging with your prospects. For example, if you're a business selling to another business, you may need to call your prospect multiple times after you initially meet with them. If your leaks are coming out of the end of your funnel around when you expect your customers to make a purchase from you, then you might want to see if you can be more responsive to their needs. Respond to emails or calls sooner, to make sure that your customer gets what they want. This is the best stage for providing them with incentives to become repeat customers, like giving them discounts and other rewards. Another possible solution for plugging up funnel leaks is to go through the funnel yourself. Try to put yourself in your customer's shoes. Ask yourself, are you giving them what they actually need, as opposed to what you think they need? Does your funnel properly guide them toward the end? If you're having a difficult time envisioning yourself as a customer, you can ask friends, family, or even your own employees to move along the funnel and get their thoughts. Your employees in particular can be very valuable for checking for funnel leaks. Not only do you have immediate access to them, but you also might share some of the same traits with the consumers you're targeting. Once they've moved along the funnel, you can work with them to brainstorm potential solutions for fixing the holes they found.

Beginner Provider : Mark Preising 6 Lessons · 22m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

A marketing funnel, when optimized, can boost your chances of converting leads into customers who are buying your products and using your services. But if you want to optimize your funnel, you’ll need to take some specific steps.

In these lessons, we’ll look at the techniques you can use to accomplish funnel optimization. We’ll go over plugging up your funnel’s leaks, creating content that engages consumers, and using email and social media for your funnel. We’ll also go over human-centric branding, and how the marketing funnel changes whether you’re dealing with a B2B or B2C company.

What You'll Learn

Optimize your marketing funnel to convert more leads into customers
Identify and fix leaks in your funnel
Create content that engages consumers
Use email and social media for funnelling
Apply human-centric branding to your marketing
Distinguish between B2B and B2C companies and how the funnel changes for each

Key Takeaways

An optimized marketing funnel can boost your chances of converting leads into paying customers and service users.
Optimizing a funnel requires specific steps, including plugging up the funnel's leaks.
Engaging content, email, and social media are techniques used to support funnel optimization.
The marketing funnel changes depending on whether you are dealing with a B2B or a B2C company.
Customers move through a decision-making process that the course teaches you to understand.

Frequently Asked Questions

What does this course cover?

It covers techniques for funnel optimization, including fixing funnel leaks, creating engaging content, using email and social-media funnelling, human-centric branding, and how the marketing funnel differs for B2B versus B2C companies.

What skills will I gain from this course?

You will build skills in conversion marketing, conversion rate optimization, marketing optimization, referral marketing, sales funnel, and sales optimization.

What will I learn about customer behavior?

You will learn how customers move through the decision-making process.

Does this course explain the difference between B2B and B2C?

Yes. It teaches how to tell B2B and B2C companies apart and how the marketing funnel changes between them.

What is human-centric branding covered in this course?

The course includes a lesson on human-centric branding and teaches you what human-centric branding is, though it does not provide additional detail in the available data.