Taking the traditional marketing funnel strategy for comparison, here are some agile and cost effective approaches to the same business conversions and a new Agile Conversion Strategy infographic that shows how it all fits together.
TRADITIONAL AWARENESS STRATEGY
You would start with trying to get the biggest reach for the lowest cost and even buy lists and use affiliates to help you.
- Problem 1: lower cost usually means not very sophisticated ad targeting and impressions, this = an unqualified audience coming to your site.
- Problem 2: It is also hard to track if those impression actually converted anyone to measure true ROI.
- Tools: You use media vendors or 3rd party platforms to do your placement and report results – which typically aren’t free.
Unfunnel awareness strategy:
Start with your most loyal audience, people who’s name you know and have a history on. You know their affinities and interests and you leverage these people with incentives to promote your products – they ones they they love and use.
Tools: Hubspot, Sprout Social
TRADITIONAL DISCOVERY STRATEGY
You would make sure your website has content and information so that when people get there they can learn more about your company and services.
- Problem 1: Websites by nature have evolved over time into beasts of unorganized content. The home page is usually a competition of political powers competing for prime real estate. Content is not always easy to find from the home page and there is link “overload.”
- Problem 2: You typically don’t know your website visitors, so unless you can afford the latest technology and your site has user login, you are not able to target messaging and products to an individual.
- Tools: Web Analytics, and any number of Content Management System (CMS) (probably a free product, no enough in-house resources to manage and a large number of options)
Unfunnel discovery strategy:
This way, when someone searches for something they find a landing page with offers and reviews/testimonials specific to the content they were searching for. Create email capture conversion opportunities to provide the consumer more information if they want it.
Tools: LeadPages, Hubspot Google+ and ShareThis integration.
TRADITIONAL ECOMMERCE CONVERSION STRATEGY
Your website has multiple product forms that are standardized for ease of management and updates.
The form flow is typically similar independent of what the product purchase is. You might have the ability for people to log in and save products they like for purchasing later.
Your site conversion rate and individual conversion rate on each form is hard to calculate because of challenges in sourcing products back to individual marketing campaigns.
- Problem 1: Without benchmarking current conversion rates, you don’t know if your forms are working or not. If you are making changes based on another person’s website or best practices, they may or may not be the best solution so your designs are constrained to current templates and functionality.
- Problem 2: All conversion need to happen without your current infrastructure to make sure the information gets passed to your CRM and saved with a profile. If they buy something you have all their information, but in most cases you only have their email.
- Tools: You have purchased one of many eCommerce store solutions or even worse; you have over customized software in a programming language that is obsolete or expensive to manage.
You have just a few forms with rapid iterative testing. You have all your conversion funnels tagged with web analytics so you can pivot quickly to point traffic to top converting forms. You are tracking conversions for all types of interactions including video views, shares and opt-ins for communication.
When people fill out a form they provide information about who they are and their interests and are immediately followed up with a content pathway tailored to their needs and where they are in their brand journey.
TRADITIONAL RETENTION STRATEGY
Your have adhoc marketing campaign that are largely reactive when your new acquisition numbers are down – mainly because you used up all your budget with reach and awareness campaigns.
- Problem 1: By the time you launch these campaigns, it’s too late. The person has already left and found another product or service.
- Problem 2: You don’t have the extra budget to spend on retaining current customers because priorities or getting new customers on the file.
- Tools: Overpriced surveys and data analysis that is at the segment level and outdated by the time you can use it.
Unfunnel retention strategy:
You don’t need one – it’s the same as your awareness strategy.
Tools: Facebook, Hubspot triggered emails and Mobile SMS messaging for a one-to-one conversation with your customers. If you are interested in any of the tools mentioned, contact us and we’ll hook you up with one of our contacts and maybe get you a discount.
So what does this all look like?
Check out the Top 10 unFunnel Conversion Strategies Infographic now.