What Is A Marketing Funnel & Why Should I Even Care?

Most businesses on Facebook can get likes, comments and even some fans, but very few know how to actually get customers. Clients.

You know why?

Cuz they don’t understand anything about how critical a marketing funnel is for social media success… well, that’s about to change for you…

I’ll explain it all in the video below.

 

Listen, you didn’t start your business to get meaningless likes from Mark Zuckerburg right? Maybe it’s time you put the magic of a digital marketing funnel to work.

Need some help with that? Get in touch.

Hey guys what’s up this is Max Soutter and today I want to take a moment and answer one of the questions I get most frequently it’s a really really important question it’s powerful because the understanding of this one can radically change, it can multiply the kind of results that you’re getting with your marketing I’ve seen people grow their businesses and grow their marketing results five hundred even a thousand percent almost overnight in some cases just by understanding this particular thing so that’s why it’s so important and I’m excited to share it with you today.

So here’s the question -“Max what is a marketing funnel?”

The reason this question comes up so often is because if you’ve watched my videos in the past or a lot of my content online, then you’d have heard me talk about or mention this term many times – marketing funnels and cognitive expense marketing funnels (if you very advanced) but what is a marketing funnel and why is it so important and why do you absolutely have to have one in your business?

Let’s get going – so I guess the first thing and I want to take sort of a roundabout route in explaining this rather than just give you a simple definition because I want you to be able to really grasp the concept so here we go one of the most important aspects of marketing if it’s your marketers and get results is that you align your marketing align your with its digital marketing or offline marketing doesn’t matter what the medium is but you must align it to the way that people actually make buying decisions does that make sense so it’s going to be congruent with the way people naturally make buying decisions decisions in your marketplace that’s what makes your marketing effective and when you are at odds with the way the decisions are made in your markets that’s when you’re going to find yourself getting likes getting comments maybe even getting shares but you’re not making any money and that’s one of the biggest frustrations I see a lot of people have with their social media marketing look everybody’s liking our page but they’re not actually buying anything from us why is this that’s why I’m marketing funnel is so important because one of the things about a marketing funnel is that it acknowledges the reality of how people actually make buying decisions in your marketplace

Let me give you an example of one particular aspect of a marketing funnel that does this for you now you know for example that and this is kind of common sense most marketers understand hopefully but most people understand it as well is that people don’t make a buying decision from you immediately upon first exposure to your marketing in other words people don’t just grow from hearing about you today for the first time and then immediately taking out their wallet and they want to buy from you straightaway that really happens really doesn’t happen like that for most businesses and for most types of products and there’s a reason for that the reason is because people need to go on some kind of is a particular type of journey there’s an emotional journey it’s a psychological journey there’s an internal journey that you need to take your prospect on before they can arrive at a buying decision think about it one of the last time you saw a bull boat or saw an ad in the newspaper and immediately took out your wallet or immediately drove to the place to can make that purchase straightaway it’s very really really especially if you’re hearing about that product or that vendor for the first time right this is very really that those kinds of things work like marketing works like that and the reason is because the several things pieces that need to be in place before people make buying decisions think about it for example credibility they’ve got to believe that you are going to fulfill your promise they’ve got to believe that the product can actually solve their problem so credibility is important sometimes it’s an issue of desire their desire has to be Coast’s they’ve got to see the benefits and the value that you bring into their lives into their situations before they’ll make the buying decision sometimes and in addition to all of that it’s about demonstrating the superiority of your offer versus competitors offers sometimes it’s about establishing the buying belief there’s all kinds of things that come into play but the point is that you’ve got to take people on an internal journey before they can actually arrive and a buying decision a marketing funnel acknowledges this a marketing funnel acknowledges the reality that people are gonna have to go on a journey internally and externally before they can actually arrive at a buying decision in your favor

So what a marketing funnel does essentially is it takes people from through what we call the three different levels of awareness basically from awareness which is the first thing I’ve never heard about you don’t care I’ve never heard of your product or your service you pick but they become aware of you maybe it’s through Facebook maybe it’s through email maybe is through and ad on the radio on TV but they become aware of you for the first time unaware of what you have to offer but once become aware of you they still not ready to make the purchase then they’ve gotta go into a consideration friends they’re thinking about your competitor versus you they’re thinking about other options that they have they’re thinking today really in two part with the money they’re thinking about all kinds of things it’s a consideration stage and then they finally arrive at a decision stage and then that’s when they’re ready to take action and actually make a purchase so and marketing funnel acknowledges this journey that they need to go through awareness consideration and then finally a decision process and so what a marketing funnel really is for those of you looking for a definition is that it’s a communication it’s a series of communication pieces and essentially move your prospect move your market through these different stages rules your market through the awareness consideration decision stage and the way that it deficits by providing a series or a sequence of content or sequence of communication pieces to your prospect to your market so that it moves them through these different through these different stages some one piece might be about in explaining the value of your service explaining the value of what you have to offer helping them understand their problem another piece might be establishing your credibility another piece might be and so on and so forth I hope that makes sense it’s a really really powerful thing now you might have seen something like this online if you do a lot of google searching on what and and looking for results and surfing the internet you probably would have come across a situation where you wanted a particular type of information because somebody put it out there it is how to do this thing that you want to do and then instead of just giving it to you what they said is give us your email address and your number or your name so that we can send the information to you why did they do that it’s because usually one of the first stages of a marketing funnel is to capture the information of the person that you want to send a series of communication pieces to you want to capture the information the reason you want to capture the information is because that’s what makes it efficient and easy for you to deliver the sequence of communication pieces so that they can arrive at the buying decision after they’ve gone through those various stages of awareness does that make sense

This is the exact opposite of a lot of what a lot of people are doing on Facebook they essentially just posting stuff. On Monday we post about this product on Tuesday we post about this product Wednesday we post about did you know we’re posting a joke on Saturday we’re posting a happy anniversary oh happy whatever do you see what I’m saying it’s just these disjointed pieces of content that never really result in actual results and never results in actual sales because they’re not an actual funnel because it’s not taking people on a journey so that’s what a marketing funnel is is a series of communication pieces designed specifically to take people from hey I’ve never heard about you and I don’t care all the way through to I’m ready to make a buying decision and even become an advocate of your brand it’s an incredibly powerful thing and I’m going to share a little bit more about this as time goes on and then when we get advanced I’m gonna teach you about how to design the kind of marketing funnel because not all marketing funnels are created equal but the kind of marketing funnel that can get you the exact kind of results especially here in this country where things are slightly different to what you might be used to seeing you know on Facebook or from other gurus out there that are teaching in different contexts and in different scenarios so that’s basically what a marketing funnel is

I hope you understand that I hope you can grasp the concept feel free to ask questions I’m always available when I can to answer questions and to help you understand these things because they’re super super powerful and they can transform your marketing but in the meantime I’m Max Soutter and I am out

5 Main Reasons People Won’t Buy From You In 2019

Are people ignoring or rejecting your marketing?

In 2019 here are the 5 main reasons people won’t buy from you. I could write the whole day about each of these, but here’s the short version.

  1. They don’t want what you’re selling – Your product is trash, or else you’re just not solving a problem they care enough about. Great marketing of a poor product is one of the fastest ways to destroy your company. You’ll turbo charge your own negative word of mouth – especially in this digital world we live in. If the value of your product isn’t immediately obvious, all hope is not lost. You’ll need to engage in some education based marketing.  Take the opportunity to teach prospects about the problem as well as you unique solution over time.
  2. They don’t know that you’ve got it – You need to get louder, clearer and more consistent.  Let me ask you a question, how many of your Facebook friends actually know what you do? Oh…they’re not in your target market? Fair enough, but how many decision makers and those who influence them actually know you exist?
  3. They don’t want it from you – You need to re-position yourself. If you’ve got a terrible reputation, a weak offer or a really strong competitor, this can happen quite easily. People who want what you’re selling don’t want it from you.
  4. They don’t believe you – You need to raise your credibility. If people don’t believe the claims and promises you make in your marketing, you’re in trouble. This happens more often than you might think. Back up your claims with proof and make your promises more believable – for example, by being more specific. If you can’t do that, make sure you have a ridiculously strong “risk reversal”, or guarantee.  
  5. They can’t afford you – You need to improve your market targeting or work on the perception of your product or make it easier to buy. Of course, pricing is a huge part of your positioning or marketing strategy

Most entrepreneurs or businesses i work with are losing money in two or three of these areas. You?

The 2 Reasons Entrepreneurs End Up Blending In…And Suffering For It

It might feel safe, but it’s stupid…dangerous actually. Yet, it’s exactly what so many entrepreneurs and marketers do.

Blend in. Talk & Act Just Like Their Competitors. 

Some because they’re clueless. Most because they’re scared.

If you’re clueless, well, good news, i’m about to introduce you to a simple marketing tool that’ll help you stand out from your competitors.

But if you’re scared Continue reading “The 2 Reasons Entrepreneurs End Up Blending In…And Suffering For It”

Zimbabwe Elections: Would You Vote For An Old White Woman?

Old white woman
Old white woman

So i asked a question a few hours ago on Facebook:

VOTE: Assuming all 3 had great values, what would you most want to see;

  1. Zimbabwe’s first female president?
  2. Zimbabwe’s first non-black president?
  3. Zimbabwe’s first president under 50?

Which option do you think was most popular? Who would you vote for? A young black man – maybe. An old white woman? Probably not!

The question seeks to expose how people feel about gender, age or race and how those perceptions influence behavior. The answers will tell you something about the stories people are telling themselves, and the worldviews they’ve adopted. Can we trust a white man to have the interests of the black majority? Can we trust a young black woman to be capable of leading a nation?

It’s all about how you perceive.

I’ve said it before, marketing deals not with reality, but with perception. Not with facts, but with feelings. In the next two weeks, you’re going to see these truths used extensively by the two main party’s.

To catch ZANU PF’s marketing campaign, Simply read the Herald Newspaper or watch ZBC TV. MDC – T might have to go with the ‘all of a sudden’ new TV Station.

Team Mugabe will no doubt remind us of the liberation war…the heroics that brought us freedom and how the opposition (in collaboration with their evil western masters) is attempting to undo this work. It’s a strong angle.

The opposition (MDC-T) in turn will blame the collapse of the economy on the President and promise a wonderful new future in record time, if you’ll just vote for them. Also a strong angle.

Political opinions aside, as a marketer, watch carefully and you might learn a trick or two that will help you in your business. Watch which emotions the various parties appeal too. Logic is only a small part of what it takes to get someone’s vote, emotion is far more powerful.

Watch also which world views and perceptions they appeal to.   It’ll be an education for any observant marketer.

You see, if you want people to nod their heads, appeal to their logic. If you want to move people to take action, you’ll appeal to their hearts. If you want to get people to respect your intellect, tell them the facts, but if you want them to vote for you…tell them a story.

Accusations of rigging aside, this is how an election is won – it’s also how a market is won. It doesn’t always go to the best, cheapest or strongest product. It goes to the marketer with the most believable and inspiring story, the one who is most skilled at making us feel, the way we want to feel.

The smart marketer is not trying to get you with mere facts. People regularly ignore facts in favor of emotion. The smart marketer is telling you a story, based on your worldview…a story you want to believe, want to hear more of, a story that will move you to act.

Probably only one in 1 000 marketers genuinely understands the importance of this, and far fewer do it well.  You?

3 Things Every Entrepreneur Needs To Know About Social Media Marketing

3 important thingsOne of the main reasons entrepreneurs fail to make effective use of social media  is that it’s so new. The text books and vast majority of marketing courses  in Zimbabwe, just aren’t teaching this stuff. The result? A marketing degree/ certificate/ diploma without even a basic understanding of the single most important marketing medium in the world – Social Media.

Doesn’t make sense.

Now there’s a lot to learn if you’re going to be truly effective in social media and gather hundreds or thousands (or much more) of people who genuinely follow you (not just like you). However, there are 3 things that if you don’t understand anything else, you should at least understand these 3 things;

1) Social Media is for heretics. If your message is the same as your competitor’s, forget about social media. What you need to do is Continue reading “3 Things Every Entrepreneur Needs To Know About Social Media Marketing”

Why Bother With Manchester United?

"proud of my team"
“proud of my team”

Consider a popular soccer team – say Manchester United (who also happen to be the best – yay!). Now supporters don’t share in the prize money, world fame, power and influence that the players enjoy. They have no share of endorsements nor do they ever even get to touch the trophy. So why bother? Why follow the brand to the ends of the earth? Continue reading “Why Bother With Manchester United?”

Why I Hate 'Tawanda' – And How To Be Rememebered

Boring-church-serviceI hate “Tawanda”, and “Tendai” and “John Smith”. No, not Tawanda Nyambirai from TN Holdings or Tendai X from wherever – not the people, the names.

I’d bet there isn’t a more common name in Zimbabwe than Tawanda except maybe Tendai. They’re just too common, and common means average and average means boring and boring means easily forgotten. ‘Tawanda’ might be a great guy (all one million of them), but Tawanda is exactly the opposite of what you want for our business.

Boring is easily forgotten. It’s expensive to build a brand around boring…it’ll take a lot more time and money to be remembered, to stand out, to be remarkable.

Think about it

Too many Zimbabwean entrepreneurs right now starting Tawanda businesses, selling Tawanda products and creating Tawanda marketing. I hope you’re not one of them. I’m busy going through everything around me now getting rid of anything that’s ‘Tawandarish’. You should too.

Oh. and if you’re name is Tawanda, no offense! I mean it’s a lot better than being a Lucifer. 

Oh and could have chosen any common name for this purpose – for example “Max” is one of the all time most popular dog names in the world, not flattering! However – “Tawanda” for those who don’t speak Shona, actually means “there’s a heck of a lot of us”. When it comes to your business, you want to be able to say “There’s no one like us”.

Learning Business From Makandiwa

Church leaders like Emmanuel Makandiwa and Urbert Angel who have massive followings in Zimbabwe can teach you a little something about business. I’m not talking about the controversial stories of flamboyance and so on – that’s a debate for another day (maybe another website), I’m talking about the way they move people.

See if instead of seeing clients as just buyers of your product, you saw them as actual people, with beliefs, values and a world view that shapes how they live, you may actually become empowered to lead them.You might shape your marketing material so that it answers the questions they’re really asking, meeting the needs that really nag them.

You would build your brand, your message and your whole business around a powerful and exciting Gospel (good news) that matches the world view of the people you need to influence.

Maybe you would see that a nice looking logo and great signage is really just a very small part of what it takes to build a brand. It’s about reaching the market on a deep, emotional almost spiritual level. It’s about positioning yourself as not just another solution, but the only viable option, THEE man of God, so to speak.

Makandiwa has done this masterfully (yes by the power of the Lord, i hear), but the principles stands. And in a religious country like Zimbabwe with a pastor just around every corner, the value of being seen as thee man of God, thee solution, thee best option has never been higher.