Example two: a service

This might be a coach, a trainer or a vegan professional service.  In this case the customer is unlikely to buy straight away so they need funnel strategies that reflect the longer sales process.

Goal: Make a potential customer aware of my company or product.
Tool / channel: Google PPC.
Strategy: The advert takes someone to a landing page on your website just for the service they were searching for.

…then…

Goal: Make an aware potential customer evaluate my company or product.
Tool / channel: Landing page.
Strategy: The potential is customer unlikely to buy on their first visit to your site so a video of yourself on the landing page explains the service, giving a clear value proposition.  Landing page includes a download PDF with more details in return for the potential customer’s email address, meaning you can add them to your email marketing to nurture them to a sales conversation.  Include a phone number, contact form and email address to prompt people to get in touch who are ready to talk.

…then…

Goal: Make an evaluating potential customer purchase my product.
Tool / channel: Initial phone call or meeting.
Strategy: Structured initial meeting format that leads people through a sales conversation and collects all the information needed to create a proposal or quote.

…then…

Goal: Retain my customer so they keep buying from me.
Tool / channel: Service is delivered to the customer.
Strategy: Whilst delivering the service, making sure the customer knows what else you do or what the benefits of extending your contract are.

…then…

Goal: Turn my retained customer into an advocate so they make more people aware of my company or product.
Tool / channel: Excellent service and ongoing communication of mission.
Strategy: Inviting the customer to join you on your mission and spread your message to others in the same position as they were.  Offer referral incentive scheme.