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hi i'm joe hines and it's time for professor Heinz's monthly marketing message this is a where you can come monthly to get new content and marketing and grow your business I am a thirty year veteran of marketing I've worked in industry for over 20 years I worked for some of the country's largest fortune 100 firms following that I went into education where I am a adjunct professor of marketing at California State University Fullerton at Whittier College Fullerton College and a number of other local institutions here in Southern California in 2013 I started my own marketing practice called eight huge marketing where we provide our clients with digital marketing services and marketing consultations today I wanted to talk with you on the subject of sales funnels and building a sales funnel that will help you drive growth and new business in your organization I think probably the first place to start is to understand early what exactly is a sales funnel so a sales funnel is a series of linked tactics that companies used when they are trying to attract and convert prospects into new business it follows your buyer through the various stages of open call the consumer journey I actually have a separate video on this subject with a link in the notes and you'd like to learn more about the consumer journey please use that link the consumer journey is composed of five different phases there's the awareness stage where a prospect becomes aware of a need begins to look for a solution once they become aware of that need to go through a process of gathering information and evaluating it a decision is ultimately made in terms of how they're going to solve their situation and then finally if the brand or company has done an exceptional job and serving the client's needs and it culminates in as now a sales funnel is composed of multiple different tactics it can include but is not limited to email campaigns posts on your favorite social media sites videography or video blogs blogs and podcasts and in each of the sequential tactics that we use and what we do is we create the proper content and match it up with the phase of the decision making process that any customer is going through at any one time information needs will change from stage to stage one of the things that a sales funnel very importantly does is it helps you to differentiate your brand product and service from your competitors and it's perfect for doing this because there is that moment or several stages in the journey that consumers are collecting information to help them make the proper decision for which way they should go and in addition they are evaluating one grand against another so this is really the opportunity and the time to talk about how are you distinct and different when they're properly planned and executed a sales funnel can help you improve your closure rate and improve your campaigns return on investment well the best place to begin is to three sketch or a pretty detailed outline of who your ideal customer is and this will be based on information that you gather from your experience in your business as well as other sources like secondary research that you can obtain or even some rather informal types of primary research such as customer or client interviews and things like that you don't need to as a small business go very deep and spending into your budget and market research to gather a lot of the information that that you'll want to use the outline is this buyer persona is going to include the kinds of media that your prospects reference when they're trying to collect information relative to their purchases it's it's really you know what kinds of media they frequent and as you pursue maybe you think of a customer's diary I think maintaining the life of your customer and what happens with that customer throughout today and in terms of their media usage maybe they start the morning by going to Facebook then once you know they're up and moving maybe they switch on something like Spotify to get their you know their morning through go maybe from their Bell gets to the office and start to review email once they've got their email done maybe this puts over to another music source like you know Apple iTunes from there [Music] you know it could be later in the days to go back to their email maybe they go back to the Facebook or Instagram or you know Twitter or you name it okay and it's an idea of where are they at any one point in time so that if you are placing either organic or paid content out there you've got an opportunity to reach them when they're there online you also really want to understand how do they use social media some prospects are going to be just casual surfers they don't publish much on social media but they do like to keep you know on top of trends they do like to you know see photos from their friends but they themselves are not actively posting on the other hand some people are really deep on on publishing it and maybe they are very active in the blogging area or maybe they have a podcast or you know maybe minimally there they're tweeting and they're liking other people's posts some things like that we want to understand that because some of those people the ones who publish more often might be very ideal for use as an influencer or in your campaign and I'll talk more about that in 15 minutes also in terms of buyer persona but we want to try to identify either a are any of our prospects influencers and their own efforts or beats who are they influenced most by this is because of the idea of social dream now social proof is one of six very important concepts that our writer named Robert salvini wrote about in his book on and persuasion the social proof idea is that when confronted with the new decision to make oftentimes prospects are maybe find something that they haven't bought before what other people do is important to them because it helps them form their own decision if Bay I unders see things that their friends have done people that are personally connected to them in their networks for people who may respect and admire such as a celebrity or an athlete or you know person famous person in the business world perhaps you know they may face their own decisions based on the people that they referred to sharing content and influencing other people so that they can further influence is also related to the concept of social media engagement which is taking the strength of your prospects networks and the size of their networks in order to amplify your message and reach more people we also want to understand really who or what are our customers main pain points when we understand our customers pain points we're in a much better position to create content that will be relevant to the needs of your prospect another point very Pertino related or very connected to the whole idea of pain points is what are your customers major purchase considerations meaning are they more influenced by price or are they more influenced by quality or are they influenced by how green or sustainable is your product so once you've assembled this buyer persona we can bet move on to the Saints to the sales final which is to get our customers attention [Music] [Music] [Music] [Music]