Recap, resources and support

What we've just learned

There are three stages to someone becoming a customer: awareness, evaluation and purchase.
You need a strategy to move potential customers from one to the next.
Once someone has become a customer, you shouldn’t stop there. You need to move them from purchase into retention and then advocacy.
Keeping a customer and getting them to buy again takes only a fraction of the effort of finding a new one.
When others start sharing your message on your behalf is when you become wildly successful.
Identify the tool or channel that you are going to use in each stage of your funnel and the strategy for pushing someone to the next stage of it.
It’s important to keep adding people to the top of the funnel. The more people you make aware of your company the more people will move to the next stage.

Create content and campaigns for each level of your funnel.
Normalise the process of taking the next step in the funnel – use your advocates to show them people who did.
Find where people are stuck in your funnel and create content or action to move them along.
How quickly someone moves down your funnel will depend on the type and value of your product, but you can always shorten the process.
Use ‘re-marketing’ to remind people they were interested in you and to push them along their buying process.