16 Critical Steps When Updating Your Company’s Marketing Funnel

We all know how powerful a well-developed marketing funnel can be. However, the problem is that a lot of businesses think that a marketing funnel is a “set it and forget it” approach. Unfortunately, that’s not true at all. Every now and again, a marketing funnel needs to be evaluated […]

We all know how powerful a well-developed marketing funnel can be. However, the problem is that a lot of businesses think that a marketing funnel is a “set it and forget it” approach. Unfortunately, that’s not true at all. Every now and again, a marketing funnel needs to be evaluated and improved to maintain its levels of interaction.

Updating a marketing funnel should be high on the list of a company’s goals if they intend to ensure that the funnel keeps producing conversions. Sixteen associates of Forbes Agency Council discuss some of the essential things that a business should look at first when deciding to update its dated marketing funnel to keep it relevant in a modern setting.

1. Love Your Research

The world is changing quickly. It’s no longer enough to look at quarterly research. Data should lead all decisions you make in marketing. You need this information to find what’s working and what’s not. Brands need to use consistent audits to help inform decisions across all marketing channels. Research. Rinse. Repeat. – Noah Dye, LEWIS

2. Double Down Your Efforts

There is often a tendency to pull back marketing during tough economic or uncertain times when, indeed, the opposite should be occurring. Refining the marketing funnel process and honing messaging should be an ongoing process — but never take your foot off the pedal. – Dave Wendland, Hamacher Resource Group

3. Follow The Data

Follow the data to see which parts of your old funnel weren’t performing as well as they should have and start there. Every marketing funnel should be unique to each company, so having a cookie-cutter approach without analyzing the data on what was and wasn’t performing best is a big mistake. Doubling down on what’s working and either cutting or optimizing what isn’t is the best approach. – Victor Smushkevich, Smart Street Media


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


4. Look At Changes In Customer Needs

Look at changes in customer needs, especially with COVID-19, and evaluate what competitors are doing or changing in their strategies. Continually monitor performance to evaluate success and failure, concentrating first on your pain points or problem areas. Evaluate your communication with your clients to make sure their experience is excellent — this is a key factor in your marketing funnel. – Sherri Nourse, Ambition Media

5. Ensure All Elements Are Quantifiable

One of the biggest things that companies need to do when reevaluating their marketing funnel is to make sure that all of the different components are quantifiable and have the appropriate key performance indicators assigned to each bucket. It’s very difficult to quantify what needs to be changed if you can’t tell what is happening and/or don’t have the goals to shoot for in the first place. – Mike Rowan, KPItarget

6. Consider Your Key Performance Indicators

Look at your key performance indicators — for example, the performance of your conversion rates at different points in the funnel compared to the past and your maximum profitability goal. A data-driven approach will help identify the loopholes of your marketing funnel that need a revamp. The real answer is to always keep an eye on performance metrics to avoid a complete revamp of your funnel. – Jonas Muthoni, Deviate Agency

7. Make Sure It Reflects The User Journey

Marketing funnels should reflect the user’s journey and not be driven by the sales cycle, target closing times and communication tactics that the brand prefers. It’s critical to view your marketing funnel through the eyes of prospects and not your internal team, so you can adapt messaging, visuals, channels and cadence to deliver content that will drive engagement with your target audience. – Trish Thomas, TEEM

8. Look At The Bottom Of The Funnel

First of all, look at the bottom of the funnel. If you can’t convert people into customers, deliver a great experience and retain them over time, then it doesn’t matter how much work you do at the top of the funnel. I call this “leaky bucket syndrome” — if you have a leaky bucket, there is little point into continuing to pour water because you’ll lose it all anyway. Fix the leaks first. – Paul Canetti, Bounce House

9. See If Your Content Aligns With Customer Values

Ask how well your content aligns with the values of your customers at each stage of the funnel. People increasingly seek out companies whose purpose and values align with theirs, and yet businesses struggle to articulate their purpose and values. Our research shows that only 42% of companies explain their purpose. So, first ask, “Is your story aligned with what your customers want to begin with?” – Don Scales, Investis Digital

10. Focus On-High Potential Audiences

Focus on high-potential audiences that have already shown interest in your brand. Become more niche with your advertising and target them more specifically based on their audience demographics. In today’s climate, a lot of companies are moving away from billboards and radio and instead pumping dollars into digital campaigns, both awareness and lower-funnel strategies. – Allie Danziger, Integrate Agency

11. Go Back To What’s Driving Sales

Focus on sales. It seems like an obvious answer, but it’s actually very easy to get caught up in the minutia of all of the various campaigns a marketer may be running at any given time. When auditing your funnel and marketing mix, always go back to what’s driving sales, and work backward to allocate your marketing budget. – Danny Shepherd, Titan Growth

12. Look At Your Competitors

What are your competitors currently doing, and where are they running paid traffic from? Your competitors may have a process and a system that is better than yours. Go through each of their marketing funnels. Opt into their content. Look at their Facebook ad library of active running ads. Build upon their strengths as you revamp your process because they are likely already taking your customers. – Bryan Citrin, Chiropractic Advertising

13. Leverage Data And Empathy

Data plus empathy are key here. Reevaluating your marketing funnel should be a regular exercise your sales and marketing team performs — especially during a global pandemic. Look at what resonates with people and also ask key questions like, “How can we change what we offer based on what is happening in the world and to our customers?” When you care and put it out to the world, it shows. – Sarah Evans, Sevans Strategy

14. Identify Top Converting Products

Identify the top converting products/services happening now. Once this is done, you should look at which marketing channels (audit everything organic, paid, etc.) are contributing to your top converting products/services. This exercise should help you establish a baseline and jump-off point for additional refinement with your marketing funnel. – Sean Allen, Twelve Three Media

15. Look At Source Of Leads, Conversion Rates

Two key metrics to consider are where its leads are coming from and what the conversion rate for each of those sources are. The largest source of leads isn’t necessarily the best source. What’s important is understanding where the most qualified leads are coming from — the ones that result in actual sales. Then revise your marketing plans to increase your leads from those sources. – Jodi Amendola, Amendola Communications

16. Constantly Update Contact Details

The marketing utility of the information you have on file has to be tested on a regular basis. With so much movement in the market as the result of COVID-19, email addresses can become outdated quickly. I recommend giving attention to updating key fields to improve contact ability. – Bill Hanifin, Hanifin Loyalty

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