For as long as people have been selling products, they’ve been thinking about where to find customers and how to reach them.
Dating back to the late 1800s, the classic sales and marketing funnel provides a simple metaphor to map the journey a person takes from prospect to customer.
The traditional model has three main stages that customers move through. Firstly, they’ll become aware of a product or company. Then, they’ll become interested and finally make a purchase. Creating clear, targeted marketing, advertising, and sales efforts.
However, the internet, smartphones and social media have transformed the current sales landscape into one where the funnel no longer applies. Prospects don’t just enter at the top of the funnel; instead, they come in at any stage. Furthermore, they often jump stages, stay in one place indefinitely, or move back and forth between them.
Look at The World Through Your Customers’ Eyes
Rather than pouring content down a sales funnel, begging your audience to buy, think about how your content is going to engage with customers. Ditching the traditional model, it’s time to use a sales flask.
An advantage to this model is that it’s circular, rather than linear. Prospects don’t come in the top and out the bottom, but move through an ongoing set of touchpoints before, during, and after a purchase – creating a longer-lasting and improved relationship with your business.
The sales flask is different. Ultimately, no one pays attention to a boring marketing campaign that’s been done to death.
Selling an overall outcome for your customers is far better than selling product features when it comes to marketing your services.
Is your campaign engaging, relevant, and personal?
When a customer comes to purchase from you, is it a memorable experience?
Is it a straightforward process that encourages after-sales and sharing?
If it’s not, then why are you bothering?
The Steps of the Sales Flask
To effectively market your product, you must look at the world through your customer’s eyes, based on three key principles; problem, persona, and channel.
Firstly, the problem.
Everyone has a problem that they need to solve. Your product or service offers the solution.
Imagine you’re looking for a way to keep in touch with family and friends, no matter where they are. If you’re an internet provider offering high broadband speeds and cheap rates, you’ve got the solution to this problem.
This is the part where you think about and truly get to know whose problem you’re solving.
Think about who you’re solving the problem for. Sticking with the internet provider example, you’d be helping a family that’d like to connect better, such as parents whose children have moved away, sociable teenagers, and young adults starting out on their own.
You know your audience. You know how to help them. Now, how will you reach them?
What’re the best channels to reach your audience on? Will you target parents on prime-time TV slots? Or the kids on YouTube and social media?
The combination of the three principles creates an effective marketing campaign that steers clear of the unsuccessful ‘hard sell’.
To create a memorable marketing strategy, you need to ask yourself:
What problem do I solve? And who do I solve it for?
Would they miss me if I were gone?
Is purchasing from me a memorable experience?
If you create a positive, memorable experience for your customers, you’re guaranteed custom with them again. To get customers and keep them, you need a marketing campaign that stands out from the rest.
At Purpose Media, we specialise in memorable marketing. If you want your next campaign to be remembered for all the right reasons, get in touch today.