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The Marketing Hourglass

the Marketing Hourglass Enter the concept of the Marketing Hourglass The top half resembles the funnel concept, but the expanding bottom half adds the necessary focus on a total customer experience that ultimately leads to referrals and marketing momentum. Many marketers have been taught the concept of the marketing funnel -bringing leads into the top of the large opening in a funnel and pushing the ones that become customers through the small end. The problem with this practice is that all the focus is on the chase, while the real payoff in marketing comes from developing a customer relationship that turns a lead into an advocate for your business. first selling = your customers When you build on traditional marketing -getting someone who has a need to know, like, and trust you - with the intentional act of turning know, like and trust into try, buy, repeat, and refer, the resulting momentum propels a potential customer from initial awareness to advocate. 7Phases of the Hourgglass Know Your ads, article, and referred leads NEW Like Your web site, reception, and email newsletter Trust Your marketing kit, white pa pers, and sales presentations Try Webinars, evaluations, and nurturing activities Buy Fulfillment, new customer kit, delivery, and financial arrangements Repeat Post customer survey, cross sell presentations, and quarterly events Refer Results reviews, partner introductions, peer 2 peer webinars, and community building What is your members only offering? What are Far too many businesses attempt to go from 1Know to 5Buy and wonder why it's so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate progression to 5Buy gets so much easier. In order to start your thinking about the hourglass concept and gaps you may have ponder these questions: What is your your add-ons to increase core offering? value? What is your free or trial offering? What is your "make it easy to switch" offering? What are What is your starter your strategic partner pairings? offering? promotion the Marketing Hourglass Enter the concept of the Marketing Hourglass The top half resembles the funnel concept, but the expanding bottom half adds the necessary focus on a total customer experience that ultimately leads to referrals and marketing momentum. Many marketers have been taught the concept of the marketing funnel -bringing leads into the top of the large opening in a funnel and pushing the ones that become customers through the small end. The problem with this practice is that all the focus is on the chase, while the real payoff in marketing comes from developing a customer relationship that turns a lead into an advocate for your business. first selling = your customers When you build on traditional marketing -getting someone who has a need to know, like, and trust you - with the intentional act of turning know, like and trust into try, buy, repeat, and refer, the resulting momentum propels a potential customer from initial awareness to advocate. 7Phases of the Hourgglass Know Your ads, article, and referred leads NEW Like Your web site, reception, and email newsletter Trust Your marketing kit, white pa pers, and sales presentations Try Webinars, evaluations, and nurturing activities Buy Fulfillment, new customer kit, delivery, and financial arrangements Repeat Post customer survey, cross sell presentations, and quarterly events Refer Results reviews, partner introductions, peer 2 peer webinars, and community building What is your members only offering? What are Far too many businesses attempt to go from 1Know to 5Buy and wonder why it's so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate progression to 5Buy gets so much easier. In order to start your thinking about the hourglass concept and gaps you may have ponder these questions: What is your your add-ons to increase core offering? value? What is your free or trial offering? What is your "make it easy to switch" offering? What are What is your starter your strategic partner pairings? offering? promotion the Marketing Hourglass Enter the concept of the Marketing Hourglass The top half resembles the funnel concept, but the expanding bottom half adds the necessary focus on a total customer experience that ultimately leads to referrals and marketing momentum. Many marketers have been taught the concept of the marketing funnel -bringing leads into the top of the large opening in a funnel and pushing the ones that become customers through the small end. The problem with this practice is that all the focus is on the chase, while the real payoff in marketing comes from developing a customer relationship that turns a lead into an advocate for your business. first selling = your customers When you build on traditional marketing -getting someone who has a need to know, like, and trust you - with the intentional act of turning know, like and trust into try, buy, repeat, and refer, the resulting momentum propels a potential customer from initial awareness to advocate. 7Phases of the Hourgglass Know Your ads, article, and referred leads NEW Like Your web site, reception, and email newsletter Trust Your marketing kit, white pa pers, and sales presentations Try Webinars, evaluations, and nurturing activities Buy Fulfillment, new customer kit, delivery, and financial arrangements Repeat Post customer survey, cross sell presentations, and quarterly events Refer Results reviews, partner introductions, peer 2 peer webinars, and community building What is your members only offering? What are Far too many businesses attempt to go from 1Know to 5Buy and wonder why it's so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate progression to 5Buy gets so much easier. In order to start your thinking about the hourglass concept and gaps you may have ponder these questions: What is your your add-ons to increase core offering? value? What is your free or trial offering? What is your "make it easy to switch" offering? What are What is your starter your strategic partner pairings? offering? promotion the Marketing Hourglass Enter the concept of the Marketing Hourglass The top half resembles the funnel concept, but the expanding bottom half adds the necessary focus on a total customer experience that ultimately leads to referrals and marketing momentum. Many marketers have been taught the concept of the marketing funnel -bringing leads into the top of the large opening in a funnel and pushing the ones that become customers through the small end. The problem with this practice is that all the focus is on the chase, while the real payoff in marketing comes from developing a customer relationship that turns a lead into an advocate for your business. first selling = your customers When you build on traditional marketing -getting someone who has a need to know, like, and trust you - with the intentional act of turning know, like and trust into try, buy, repeat, and refer, the resulting momentum propels a potential customer from initial awareness to advocate. 7Phases of the Hourgglass Know Your ads, article, and referred leads NEW Like Your web site, reception, and email newsletter Trust Your marketing kit, white pa pers, and sales presentations Try Webinars, evaluations, and nurturing activities Buy Fulfillment, new customer kit, delivery, and financial arrangements Repeat Post customer survey, cross sell presentations, and quarterly events Refer Results reviews, partner introductions, peer 2 peer webinars, and community building What is your members only offering? What are Far too many businesses attempt to go from 1Know to 5Buy and wonder why it's so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate progression to 5Buy gets so much easier. In order to start your thinking about the hourglass concept and gaps you may have ponder these questions: What is your your add-ons to increase core offering? value? What is your free or trial offering? What is your "make it easy to switch" offering? What are What is your starter your strategic partner pairings? offering? promotion the Marketing Hourglass Enter the concept of the Marketing Hourglass The top half resembles the funnel concept, but the expanding bottom half adds the necessary focus on a total customer experience that ultimately leads to referrals and marketing momentum. Many marketers have been taught the concept of the marketing funnel -bringing leads into the top of the large opening in a funnel and pushing the ones that become customers through the small end. The problem with this practice is that all the focus is on the chase, while the real payoff in marketing comes from developing a customer relationship that turns a lead into an advocate for your business. first selling = your customers When you build on traditional marketing -getting someone who has a need to know, like, and trust you - with the intentional act of turning know, like and trust into try, buy, repeat, and refer, the resulting momentum propels a potential customer from initial awareness to advocate. 7Phases of the Hourgglass Know Your ads, article, and referred leads NEW Like Your web site, reception, and email newsletter Trust Your marketing kit, white pa pers, and sales presentations Try Webinars, evaluations, and nurturing activities Buy Fulfillment, new customer kit, delivery, and financial arrangements Repeat Post customer survey, cross sell presentations, and quarterly events Refer Results reviews, partner introductions, peer 2 peer webinars, and community building What is your members only offering? What are Far too many businesses attempt to go from 1Know to 5Buy and wonder why it's so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate progression to 5Buy gets so much easier. In order to start your thinking about the hourglass concept and gaps you may have ponder these questions: What is your your add-ons to increase core offering? value? What is your free or trial offering? What is your "make it easy to switch" offering? What are What is your starter your strategic partner pairings? offering? promotion the Marketing Hourglass Enter the concept of the Marketing Hourglass The top half resembles the funnel concept, but the expanding bottom half adds the necessary focus on a total customer experience that ultimately leads to referrals and marketing momentum. Many marketers have been taught the concept of the marketing funnel -bringing leads into the top of the large opening in a funnel and pushing the ones that become customers through the small end. The problem with this practice is that all the focus is on the chase, while the real payoff in marketing comes from developing a customer relationship that turns a lead into an advocate for your business. first selling = your customers When you build on traditional marketing -getting someone who has a need to know, like, and trust you - with the intentional act of turning know, like and trust into try, buy, repeat, and refer, the resulting momentum propels a potential customer from initial awareness to advocate. 7Phases of the Hourgglass Know Your ads, article, and referred leads NEW Like Your web site, reception, and email newsletter Trust Your marketing kit, white pa pers, and sales presentations Try Webinars, evaluations, and nurturing activities Buy Fulfillment, new customer kit, delivery, and financial arrangements Repeat Post customer survey, cross sell presentations, and quarterly events Refer Results reviews, partner introductions, peer 2 peer webinars, and community building What is your members only offering? What are Far too many businesses attempt to go from 1Know to 5Buy and wonder why it's so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate progression to 5Buy gets so much easier. In order to start your thinking about the hourglass concept and gaps you may have ponder these questions: What is your your add-ons to increase core offering? value? What is your free or trial offering? What is your "make it easy to switch" offering? What are What is your starter your strategic partner pairings? offering? promotion

The Marketing Hourglass

shared by PixelRoad on Mar 28
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