From the course: Marketing Foundations: The Marketing Funnel

What is a marketing sequence?

From the course: Marketing Foundations: The Marketing Funnel

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What is a marketing sequence?

- We've touched on the aspects of your buyer journey and how to start evaluating your full funnel marketing efforts. When you put this into practice, you'll essentially be creating a marketing sequence. A marketing sequence dictates what marketing activity you're executing it, what time for a particular stage in the funnel. Marketing sequences are made up of the messaging you're giving to the consumer. And the way in which we communicate this message is our tool. Marketing tools are your vessels for communication, social media, emails, forums, direct mail, brochures, eBooks, events, and so on. You may have a specific sequence messaging distributed by various tools. At the awareness stage, you may choose to distribute a postcard that drives the prospect to a landing page. Here, the interest stage is sequenced by providing relevant content, offering an eBook, and displaying a competitive comparison. You then create a sequence off of these. If they download an eBook, then send an email inviting them to schedule an appointment. If they've used several pages, push them into consideration by displaying testimonials and social reviews. Furthermore, sequence the user into conversion by creating attractive offers and incentives. Of course, some touch points work better in certain phases of the buyer journey than others and some may have overlap. To help you, let's look at the common tools used for each avenue of the funnel. For awareness, this is social media, SEO, TV, radio, and print, display ads, direct mail, affiliate, and referral marketing. For interest, blog articles, FAQs, eBooks, webinars, brochures, videos, case studies, endorsements, and copywriting. For desire or consideration, customer ratings and testimonials, product review websites, staff members, and even your sales representatives. For action, in-store interactions, your website, sales staff, point of-sale devices, or even the store layout. And finally, for loyalty, post-purchase surveys, rewards programs, customer support, warranties, marketing emails, thank you cards, promotions, billing, social media, and word of mouth. Ultimately, the messaging you use and who you target too will dictate whether you're driving awareness, nurturing a lead, or influencing conversions.

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