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hello their hospitality heroes at Sarah here from hospitality successful and I'm here today to help you build your successful hospitality business whatever that may be to you so I speak with a lot of hospitality business owners and one thing that they all agree on is that they'd like to save money on their marketing so today what I want to do is explain to you what your list or your database is your most important marketing asset right and when used properly it can make you money without costing you a thing in money or time sounds pretty cool hey so you may have heard the term marketing funnels so it's a bit of a buzzword I guess that's been thrown around recently and and it relates to online marketing a marketing funnel can actually refer to a couple of things but I want to demystify that for you and if you think about you know a funnel in reality what does it look like it's something that's sort of wide at the top comes down you know and it puts everything directs everything down into this one small area right so let's think about that in terms of your customer journey so the journey that your customer goes on so where you have the top of the funnel all right and then then you know where there's a lot of people and then you go down to the middle of the funnel where there's less people and things are going slower and then we've got the bottom of the funnel where there's you know the smallest amount there so at the top of the funnel this area at the top corresponds to the beginning of your customer journey okay so where they're becoming aware of your business and also of their problem you know that you're solving so at this stage the customers looking for information and the type of marketing activities that can be effective at this stage are social media advertising offering freebies or lead magnets and also publicity but then in the middle of the funnel so as we move down into this sort of section here the customer is aware of you and they're aware of how you might meet their needs and they're considering you so it's called generally to consideration or the evaluation stage of the customer journey so you might be I guess like a finalist in their decision-making process and at this stage they might also be comparing you to you know some competitors so this is where you utilize when you see marketing strategies that are more effective in a more interactive and that provide more in-depth information you know they're a bit more educational so it helps the customer get to know you better as a business and spend more time I guess engaging with the stuff that you're producing so things here like your website your menu is was hugely important having a contact form or a booking form available on your website and also customer testimonials can be really effective at this point so this is when people looking at review sites your social media accounts stuff like that you can also use quizzes and surveys and other downloadable things like that where the customer sort of does something takes that next micro commitment towards your business then at the bottom of the funnel I guess right down the pointy end so to speak is where the customer is or has made a decision to purchase and they're committing to spend money with you so at this stage people are looking for like assistance to make that final decision and to confirm it so you know marketing that you use at this stage is sort of free trials face-to-face things and events and you also do have to consider how people can purchase from you or in the case of hospitality businesses booked with you so can they book on your website can they call you can they book through intermediaries okay so I want to ask you a question now where do you focus most of your marketing efforts if you have a think about it in that top section and that middle section or at that bottom section if you like most businesses you probably focus you know a lot on that top part so getting a lot of customers and letting people know you're hey hey we're here okay take notice we make burgers or whatever you know your point of difference is and this is the awareness stage like I said so I think the thinking behind people's interest and focus on that stage is that as business owners we all believe so much and what we do and we have all over it in our heads that we think that if only people knew about us they want to buy from us and they want to come to us because we're so keen on making things awesome for them right so you've focused all your attention and all your effort on meeting new customers and finding new customers all the time but if you think about it focusing all your attention on that part of the funnel and I'm meeting new people all the time it's kind of like meeting someone and asking them to marry you for the first time you know asking for that a big commitment when someone doesn't know you which sounds crazy right so in reality you get better results from getting to know people first building a relationship okay and I guess like another reason for this default positioning for a lot of businesses is that this is what traditional marketing focuses on and this is what a lot of people try to sell you their services in you know advertising trade shows they focus on this and and people are really familiar with these methods and so they invest in them but they don't get returns and it's because this there's nothing going on to help people move okay through you know this might work for coca-cola or huge businesses where you know they don't need to know what their conversion rate is or how many people that see their advertising convert into paying them or you know businesses that don't need to worry about where they spend their marketing dollars which is not hospitality businesses is it let's face it and look pointing new customers is important you know you can see from the shape of the funnel that you lose a lot of people at each stage so you need a lot of people at that awareness stage to be able to convert a reasonable number of actual customers but we want our money and our time to work for us as hard as possible don't we I'm assuming if you're watching this you do too so what we want to do is we want to move as many people through the stages of that funnel and that journey into customers and then return customers but how can we do that well let's start by looking at those stages we've got awareness consideration decision and then purchase okay what we can do and what we want to do is capture these peoples of details and connect with them as early as possible that way we can move them through the stages assist them to move through the stages without relying on them to do it themselves that is the power of a list we can use different methods to capture you know these details when they visit the venue so as a hospitality business you already have this huge opportunity and this constant stream of people already coming to your business why not try and capture their details it is five times more expensive to capture a new person than to get an person that's already visited your venue to come back five times more so for people that aren't you know for people that are in your venue they've already got to that decision phase and that purchase stage so what about people earlier in the journey right at the top of the funnel how can we capture their details all right well in a marketing system a marketing funnel we can do that like we do that online okay and the best thing weighs to do that by using landing pages and online forms so an online form and landing page is really just a web page but it has a form on it so that you can capture people's details they put in their email address you know it might be their phone number so you can send them SMS or even it might be you know their Facebook message eyes we're using Facebook so how cool is that just imagine if we capture somebody's details and we can speak to them and help them through that building that list is sort of like it's you can only egg problem in a sense like you need to build a list to market to but you also need a way to market to that list once it's built or once people join it okay so it's a bit like what do you do first people are often alike or what should I focus on first look I hate wasting time and I hate wasting money so I think that if I'm gonna spend money and time getting people to join my list I want to have it set up so that as soon as that put one single person joins they're already you know I've already got things set up in the background to start happening so that every person that joins that list will be maximized and will start getting my marketing messages and there's a the best part about I guess building a system like this is that there's there's a lot of things that we can do that we can set up that we only have to set up once once we've set them up they will work on autopilot okay until you know favor I guess generate you know we can set up a marketing funnel so to send emails to send messages or whatever on autopilot helping people who's providing the right information at the right stage of the customer journey to help them move further down the funnel and make a decision and make a purchase from us and then come back around and make another purchase so we can set up this system to generate bookings to generate customers to generate reviews and loyalty all on autopilot and that is the beauty of a marketing funnel so if you'd like to learn how to build a marketing funnel for your hospitality business please get in touch I am offering a few I guess one on one strategy sessions and what I can do is talk you through get to know you and your business and what your goals are and help you help map out a strategy for your business so for your hospitality business something tailored that will show you how you can build a marketing system that works like this so if you'd like to know more please get in touch fill out the form below thanks guys I've been Sarah from hospitality Success school