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How to create a marketing plan

Marketing funnel is a handy tool that helps you visualize the buyer journey or the path a prospect takes as they become familiar with your product/company, from the very first time they’ve heard about you to conversion and even advocacy.

The traditional view on a funnel portrays it as a linear journey where you have to fill the top of the funnel with as many people as possible since only a few percents will make it to the bottom and become your customers.

It would be fair to say that in 2018 the real buyer behavior is not linear at all and it’s better to visualize it as a loop full of twists and turns.

Now It works like this:

We’re going to break down each stage with a real-world example

There’s Lora who can’t repair an air conditioning system but struggling with the heat during summer.

Action Funnel Stage.

Lora realizes it’s way too hot in her apartment. She’s asking her landlord if there’s anything wrong with the air conditioning system and finds out it got broken yesterday’s evening and won’t be fixed until the end of summer.

Awareness.

Lora can’t stand the heat. Thus she immediately starts googling if there’s an alternative device she can use as a replacement.

Awareness, consideration.

Lora finds out there is a variety of portable air conditioners that can fix her problem. She goes to Amazon to see the available models.

Awareness, consideration.

She filters the air conditioners by price and picks 3 models with the highest rating. Reviews on Amazon are not really useful, so Lorra heads over to Google and YouTube to find more information about the devices she has chosen.

Consideration.

Lora finds a great 20 min video review on YouTube about one of the models and is now sure that this model is a great choice. She goes back to Amazon to add this model to her wishlist and buy it later today cause right now she has an appointment at the bank.

Consideration.

The same day, Lora is waiting in a line, so she checks her Instagram feed where she sees a creative ad of a brand new personal air conditioner. She taps on the ad and reads through the landing page. It says this device is much smaller than a default portable air conditioner, provides the same cooling efficiency, looks stylish and doesn’t harm the environment.

Awareness.

Lora is intrigued, but she needs some social proof this device is as good as it was said on the landing page. She’s doing a quick search on Google, YouTube, Twitter, Facebook and Amazon to find out if there are any honest reviews.

Consideration.

She finds a couple of articles on Huffington Post and Buzzfeed that this device is really awesome plus a great video review on YouTube saying the device is doing its job really good.

Consideration.

Lora is now convinced she needs this new device and gives up on her initial plan to buy an old school portable air conditioner on Amazon.

Purchase

Lora buys the device and is extremely satisfied. She shoots a photo of her new personal air conditioner and posts it on her Instagram with 4,000 followers adding a comment that she’s very happy now and recommends it to everyone who doesn’t have an air conditioner for some reason.

Loyalty loop

Lora sees an ad from the same company a couple of months later about their new product — stylish small yet powerful humidifier that is a must for her skin during the upcoming winter.

Loyalty loop, purchase

She skips the consideration state and buys the new product almost immediately based on her satisfaction with the previous device

There are 4 consideration stages your target audience goes through along their buyer’s journey:

Most marketing plans are focused on the “Do” stage, and that really bottlenecks their possible success. The best marketing plan must cover all 4 stages and it’s obvious that:

The picture below illustrates our view on the best channels you should try on each step of the funnel.

First, let’s consider the marketing plan for the top of the funnel, the “See” audience of a given buyer persona. This is your largest audience; these people do realize they have a problem your product is solving, the thing is that most likely they haven’t heard about your product.

In this phase, if you’re in the market of selling door locks, you might create informational content in various forms on either your website, YouTube, Medium, etc, about door locks; varieties, uses, features and benefits, installations and so on.

You want people to get aware of your product and to encourage them to go down the funnel to the “Think” stage.

Consider the following channels for the marketing plan for the “See” stage.

Facebook is probably your number one priority because:

Test the following campaign objectives:

Create dedicated campaigns to test the following placements:

Test both image and video creatives.

Key metrics you should pay attention to:

There are 3 types of YouTube in-stream video ads you should test:

The idea here is that you need to build up excellent relationships with the influencers within your niche. These influencers will then (hopefully) share your products or services to their audience, or just give your brand a shoutout. Influencers have a lot of trusts built up behind them, so whatever product they promote is going to get a piece of that trust and receive a lot of attention.

How to get started with the influencer marketing

Even though people haven’t yet heard about your product, they still google for topics related to your business. The vast majority of their search queries are “Informational” meaning a user was not looking for a specific site. They just asked a question and wanted to get it answered or maybe find a tutorial on how to do something. The best way to target informational searches is with high-quality SEO content that genuinely provides helpful information relevant to the query.

Consider these types of content to target informational queries:

We assume you already created your buyer personas thus you know correctly your typical customers and can precisely set demographic targeting. Combine demographic targeting with each of the following additional targeting options:

You’re going to end up with 4 GDN campaigns with the following targeting options:

You are going to use banners. Animated HTML5 banners usually work better than static JPG/PNG banners. We suggest hiring a designer for banners making. If that’s something you can’t afford right now, AdWords has a decent built-in banner maker which you should be fine with.

You’re going to measure the success of the AdWords GDN campaigns on the “See” stage with the following metrics:

TBC

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