Tag: marketing

Private Shopping Sites: Web Push Notifications Strategies

Over the past years ecommerce and online shopping have become essential for any retail brand. Not only because of the exponential growth of Internet interactions, but more specifically due to Covid-19 pandemic during 2020-2021. 

The number of digital buyers keeps increasing every year, making it indispensable for businesses to have an online selling presence: “In 2020, over two billion people purchased goods or services online, and during the same year, e-retail sales surpassed 4.2 trillion U.S. dollars worldwide.” . Statista

While most brands choose the road of traditional e-commerce, others bet for exclusivity with private shopping sites. 

What are Private Shopping Sites?

Private shopping sites are e-commerce websites that offer very high discounts for short periods of time, and users must register to access them. These private sales last for a limited period of time, that’s usually between 2 to 6 days. People are required to become members by leaving their email address to buy, and in some cases even to gain access to see the sales.

These sites normally buy the excess stock and merchandise directly from brands and designers to sell them at a much lower price. Private shopping e-commerce thrives on the premise of exclusivity, making it attractive for both consumers, who get amazing deals, and brands who rather sell their products here than in discount stores. 

Some examples of popular private shopping sites in Europe are:

The marketing strategy focuses on getting people’s emails addresses to later send emails every time there’s a new sale or one is close to ending. This model works based on the sense of urgency created by the limited time duration of each offer.

Even though private shopping has always focused their marketing efforts in emails, a combination of manual and automated web push notifications open a world of possibilities worth examining.

How to use web push notifications for private shopping

Web push notifications are a new digital marketing channel that allows sites to connect with users with personalised messages without requiring email or phone number. Let’s talk more in detail about web push notifications strategies for private shopping:

1. Welcome web push notifications

When users first visit a site that has enabled web push notifications, they will receive a prompt asking them if they want to Allow or Block them. Once they accept them, the first notification that’s usually delivered is a welcome message. For private shopping sites there are two scenarios:

a) Web push notification to get more email subscriber: Users that visit the site for the first time but don’t register with their email address (non-registered users)

This is the first scenario in which visitors accept the web push notifications, but don’t become members of the site by sharing their emails. For this case you can send a first push notification asking them to join the shopping club and become a member by signing up so they don’t miss any special sale. 

For this specific case it’s recommended to automate a sequence of notifications to be sent:

  • 5 seconds after the opt-in, 
  • 1 day after the opt-in,
  • 1 week after the opt-in,

IF the subscribers still hasn’t registered

Private Shopping: web push notification strategies

Private Shopping: web push notification strategies Private Shopping: web push notification strategies

b) Web push notifications to generate additional visits: Users that visit the site and sign up with their email address (registered users)

The second scenario focuses on visitors that accept web push notifications and also complete a registration with their email address to become members. In this case, you can send a “welcome” web push notification inviting them to check out the special sales of the week. This message it’s usually sent 5 seconds after the opt-in.

Web Push Notifications Strategy

⏰ 5 seconds

2. Announce new offers via manual web push notifications to generate new leads

With manual web push notifications you can send bulk messages to all subscribers announcing new sales or communicating any type of information you think might be interesting and useful. They have the same objective as email newsletter but with added perks only web push notifications have like:

  • Instant traffic generation
  • Reach both email registered and non-registered users

a) Non-registered users: users that didn’t register with their email address, won’t have any means of learning about new sales unless they visit the web regularly. If you send them manual web push notifications informing about new offers that might attract them, you can get them back to your site and convert them into leads. 

b) Registered users: by reaching out to users that registered with their email address, you can generate instant visits to your website. Web push notifications appear instantly on users’ screen as soon as they open their browsers which means you don’t have to count on people checking their inbox to learn about new sales and going back to your site. 

3. Web push notifications for offer retargeting

This channel allows the creation of scenarios that trigger a message based on user behaviour. Private shopping sites can define a scenario that automatically sends a notification when a user expresses interest in an offer by clicking on it. 

In this case, if a subscriber accesses a sale, but leaves the site without visiting a product page or going through with a purchase, he/she will receive a notification as a reminder of the offer and the time left until it finishes. 

Private shopping sites can exploit the sense of urgency of the sales by creating a web push notification that makes reference to how much time is left and bring subscribers back as soon as possible. 

Automated Web Push Notifications Automated Web Push Notifications Automated Web Push Notifications

Note that you can design automated web push notifications sequences for every event that users complete on the site, just like we explained earlier in the scenario of a channel destined  to gain more email subscribers. 

This means you can set up a flow of messages for this specific event. You can send one first notification 1 hour after a user clicked on an offer and left the site, another 1 day after and a final one 3 days later. 

4. Web push notifications for product retargeting

Continuing with the flow of messages following users’ journeys on the site, you can create another sequence to connect with all those who visit a Product Page, but leave without completing a purchase. The sequence would look something like this:

Private Shopping Web Push Notifications Private Shopping Web Push Notifications Private Shopping Web Push Notifications

You can define the timing of these notifications as you wish. However, based on the results of our clients, we recommend a frequency of:

  • The first notification to be sent 1 hour after, IF the user visits the Product Page, THEN leaves without adding to cart.
  • The second notification to be sent 1 day after, IF the user visits the Product Page, THEN leaves without adding to cart, OR doesn’t click notification #1.
  • The third notification to be sent 3 days after, IF the user visits the Product Page, THEN leaves without adding to cart, OR doesn’t click notification #2.

Automated product retargeting web push notifications are a great strategy to maintain communication going and keep the brand on people’s top of mind. 

5. Web push notifications for cart abandonment recovery

The last step a user takes before purchasing is adding the product to their cart, and the online retail sector has an average of 84.51 percent shopping cart abandonment rate. Which means that it is imperative for online stores to have some sort of strategy in place to tackle this issue. 

There are a trillion techniques out there specifically designed for cart abandonment recovery. Web push notifications have proven their worth as very effective channel to do so and are in the running with SMS and cart abandonment emails with one huge advantage:

Web push notifications don’t require users to share personal information such as their email or phone number

For this last step of the user journey you can create a sequence of messages with the objective to reach subscribers and bring them back to the website to finish the purchase of a product they added to their cart and forgot about:

Cart Abandonment Recovery Cart Abandonment Recovery Cart Abandonment Recovery

6. Web push notifications for post-purchase reminders

One of the main advantages of private shopping sites is the frequency they are updated. These types of sites have new products and new sales every week which opens the door to a more consistent communication with customers. 

Even though the previous sequences are the recommended ones for any ecommerce website, it is possible to create as many automated notifications sequences as wanted. However, in the case of private shopping we do recommend adding one additional flow given the fact of how frequently the content is updated: Purchase Reminder Notifications.

Post Purchase Reminder Web Push Notification Post Purchase Reminder Web Push Notification Post Purchase Reminder Web Push Notification Post Purchase Reminder Web Push Notification Post Purchase Reminder Web Push Notification

For this sequence you can also define a waiting time to send that suits your strategy in the best possible way. The timings we suggest are:

  • Post-purchase reminder #1:14 days
  • Post-purchase reminder #2: 28 days
  • Post-purchase reminder #3: 60 days

Remember that retaining customers is far more profitable than acquiring new ones. That’s why it is so important to design a special strategy that focuses on reaching out to customers that have already purchased, encouraging them to repeat. 

Final thoughts

Private shopping sites are becoming more and more popular and it’s easy to stumble into one when searching to buy big brands at low costs. The communication strategy for these online stores focuses on continuous communication with users through email to share weekly updates regarding new sales.

By default email has always been the one and only channel that has shown to adapt the business model of private shopping sites. But not anymore. There’s a new channel that’s here to stay and become the perfect match for online private sales: web push notifications. 

They present a world of possibilities to engage with customers through their entire shopping journey. With a specific sequence for every stage of the marketing funnel, web push notifications offer private sales websites the opportunity to connect with customers in real time, with hyper-personalised messages in both desktop and mobile.

No other channel can do this. If you work with any type of private shopping site and, so far, you have based your digital marketing strategy around email, take us up on this one and dive into the web push notifications world. You won’t regret it.

If you need further reasons, make sure you also read:

SMS Marketing: 7 Tips for a Winning Strategy

SMS marketing is only as effective as the strategy behind it. According to a survey by Statista, “in February 2021, nearly half of the respondents stated that on average they spent five to six hours on their phone on a daily basis”. Taking this into consideration, not having a SMS marketing strategy is a huge missed opportunity for your business. 

What is SMS Marketing?

SMS refers to Short Message Service. SMS marketing is a strategy focused on sending users messages regarding special offers, sales, reminders or updates through text messages to their mobile phones. People need to give businesses their consent to receive promotional SMS. 

There are different types of messages used in marketing that are all covered by the term SMS, but have different characteristics:

  • SMS – Short Message Service: messages that are text only. 
  • MMS – Multimedia Messaging Service: they’re messages that focus on sending multimedia files such as images, videos, GIFs or phone contacts. 
  • RCS – Rich Communication Service: rich media messaging is the evolution of SMS. They allow to send text messages that include multimedia content and links. 

Are SMS marketing campaigns intrusive?

Popular belief dictates that SMS are intrusive. However, it’s important to note that said misconception can be caused because of the abuse in sending bulk/mass SMS

These types of campaigns lack segmentation and personalisation, so they can be perceived as annoying from the users’ end. If you implement a well-though automated SMS marketing campaign, the results will shock you. It’s an amazing channel with the highest ROAS, surpassing 100x (10000%).

“Frizbit SMS marketing campaigns have generated clients a ROAS of over 100x. 

Every SMS marketing strategy should be planned carefully and thoughtfully. Is not to be taken lightly as it presents a direct communication channel to connect on a more personal level with customers. In a study conducted by GSMA, 61% of people said that they would engage more with businesses if they offered a more personalised service. 

Here are some interesting insights on the effectiveness of SMS marketing: 

  • 59% of users want their communications built into the phone – not as a separate app, that they need to download (GSMA)
  • 77% of consumers are likely to have a positive perception of a company that offers SMS. (eRetailers)
  • 83% of millennials open SMS messages within 90 seconds of receiving them. (OpenMarket)
  • 75% of millennials prefer SMS communications for deliveries, promotions, and surveys. (OpenMarket)
  • SMS messages have a 98% open rate compared to 20% of emails. (SMS Comparison). 
  • SMS messages have an average click-through rate of 36%, while email click-through-rates are a dismal 3.4%. (DSIM)
  • 90% of SMS messages are read within 3 minutes of being received. (SMS Global)
  • Using short, branded links in your mobile marketing campaigns can help improve conversions by up to 34%. (Rebrandly)
  • 77% of consumers said they opted-in to a brand’s text messages to receive coupons or deals. (Exact Target)
  • 97% of companies found they communicated with consumers more efficiently after launching texting initiatives. (GSMA)

SMS COMPARED VS. OTHER CHANNELS

CTRs by channel from automated behavioural retargeting campaigns

SMS Marketing Average SMS CTR

 

Conversion rate by channel

SMS Marketing Average SMS Conversion Rate

*Data multiplied from website’s average conversion rate percentage

If you’re already on board with the idea of including SMS marketing in your strategy, keep on reading for:

SMS Marketing: 7 Tips for a Winning Strategy

1. SMS Marketing Tip #1: Create an opt-in strategy

SMS Marketing

The first thing you need to think about when deciding to implement a SMS marketing strategy is how are you going to get SMS subscribers, people to opt-in and share their phone number with you. You have to design a strategy that allows you to collect subscribers to add to your lists. Here are a few ideas on how to approach it:

  • Website pop-up: is one of the most common methods used to capture subscribers. You can add it to your homepage and include an engaging offer such a special discount in return. 
  • During checkout: it’s normal to ask a lot of personal information through the checkout process, including phone number. Make sure you include a message that requests the users’ permission to send information and updates and be explicit about using their phone number for promotional purposes. 
  • Email: if you already have an email subscriber list, you can use it to your advantage and send a campaign to direct them to a landing page asking them to leave their phone numbers. 

2. SMS Marketing Tip #2: Exclusive Content

SMS Marketing

A marketers life is a very hectic one. It’s understandable that we might not have the time to design a different message for each one of the channels we use to communicate with our audience. However, when it comes to SMS marketing success, exclusivity of the message is of utmost importance. 

Send exclusive offers and deals to your subscribers. Include a text that indicates the offer you are sending is for VIP SMS customers only! This type of message will make them feel special, helping you create a tighter bond with your audience, which ultimately decreases opt-outs, increasing CTRs and conversions.  By using a provider such as Frizbit, you can do this by using dynamic parameters and adding users’ names. 

Take the time to strategise specifically for SMS marketing. Design sales, promos and offers that are exclusive to this channel and make users know that. When you ask them to opt-in: make it clear that they will receive special and unique benefits from subscribing to your SMS marketing channel. 

3. SMS Marketing Tip #3: Segment your Audience

SMS Marketing

You might have thousands of subscribers to your SMS channel, but each of them is an individual with unique tastes and preferences. That’s why it’s so important that you segment your audience for every campaign you send. 

Your segmentation can be as general or as specific as you want it to be. You can segment from language, location, purchasing history, gender and much more. Taking your time to do this will highly increase the effectiveness of your SMS marketing campaign. 

Let’s say you’re an online sports store. There’s a big, important game coming up between two rival soccer teams and you want to send a special sale on their t-shirts. If you don’t segment your audience only to people who have shown interest in soccer, there’s a really big chance your CTRs are going to be really bad and you might end up with a lot of opt-outs from people who will find the SMS irrelevant and annoying. 

This goes for all bulk SMS campaigns you send. You have to take your time and segment your audience to deliver the right message to the right person. 

4. SMS Marketing Tip #4: Send a Sequence of Messages

SMS Marketing

With Frizbit, you can do  SMS marketing by automating messages to reach subscribers every step of the marketing funnel. You can set up triggered SMS that are sent a period of time after a subscriber completes an action on the website:

  • Product viewed
  • Product added to cart
  • Post-purchase reminders

Design, automate and schedule a message for each event targeting users by behaviour. Event-based SMS are great to maintain a communication flow and seek an immediate response. 90% of the messages are read within the first 3 minutes after receiving it. By designing a sequence of SMS you keep your brand on the user’s top of mind with ongoing communication. 

In addition to that, by configuring a flow, you’ll have a long-term marketing strategy without extra work. The setup of the sequences only needs to be done one first time so you don’t have to invest more efforts every time you want to send out a campaign. 

5. SMS Marketing Tip #5: Include an Image

SMS Marketing

Is no secret that including images in your communications have a direct impact on click-through rates. In a study conducted by Simple Texting, they discovered that messages with an image had a 52% higher CTR than the ones that didn’t.

SMS Marketing

People are very visual and respond well to images. That’s why it’s always advisable to include a photo as long as is pertinent for the message and your industry. If you’re in real estate, include a photo of the listing the subscriber shows interest in, if you own a restaurant include mouth-watering photos of the plates you offer, or maybe you have an e-commerce so you can add images of the articles the person liked!

Remember that the objective is to make the communication as personalised as possible. Including a photo will make the message more relatable, as when users open it the first thing they’ll see is something they liked. 

6. SMS Marketing Tip #6: Include an appealing CTA

SMS Marketing

If you know anything about digital marketing, you might be tired from hearing about the “include a great CTA” tip. But the importance of the call to action justifies the repetition. The CTA is the element that closes the deal: this is when you tell people what to do. 

The copy of the call to action lets people know what to expect if they decide to click on that button. If you want recipients to finish a purchase, see what’s new, discover new products or to not miss out a sale,  tell them here. 

Put yourself in their shoes. For example, what would your reaction be if you get a SMS from a travel website with a wonderful photo of the Eiffel Tower and a copy that says “Paris in the Spring is beautiful” but nothing else. It doesn’t specify what you expected action should be, it doesn’t include a CTA saying something like “book a flight with 15% off before spring is over”. Don’t leave people hanging and include a CTA that lets them know what their next move should be. 

7. SMS Marketing Tip #7: A/B Testing

SMS Marketing

Either you’re a new or an experienced SMS marketer, A/B testing needs to be part of your strategy. You might have a lot of knowledge about your audience and have developed a strong instinct on what they respond to the best. However, these types of analysis will help you sharpen the strategy and make it the best it can be. 

Changing the CTA, the image or the copy can have a major impact on the results of your SMS marketing campaign. It’s important to try different versions of the same message, track their performance and adjust it in order to get better and better results each time. 

A/B testing your SMS campaigns will give you amazing insights on your audience likes and dislikes. You can then take that knowledge and apply it to your overall strategy to optimise and enrich user experience.

8. SMS Marketing Tip #8: Select the right provider

SMS Marketing

None of the amazing ideas you have for your SMS marketing strategy is going to be effective if you choose the wrong provider. You have to do your homework and research the features available from each option you consider.

Is extremely important that you choose a SMS marketing provider that offers automated and personalised SMS, rather than only bulk ones. The key of success with SMS marketing campaigns is automation and that’s exactly what Frizbit offers. 

In addition to complete automation and sending of campaigns triggered by users’ behaviour on the site, Frizbit also offers dynamic parameters for hyper personalisation. The SMS include:

  • Sender ID
  • User name
  • Product name
  • URL
  • Call to action

Bonus tip!

To increase effectiveness of your SMS marketing campaign, we strongly recommend you to integrate it in a multi-channel marketing strategy. With Frizbit you can implement an orchestrated campaign that includes web push notifications, email marketing and SMS to offer users an enhanced experience and increase retention. 

Related blog post: 

Marketing Funnel Explained: Optimize your Full Funnel Strategy

Marketing funnel knowledge is key for any business owner, e-commerce manager or marketing specialist. Understanding the basic know-how of the shopping process a person goes through, will help you create a more effective strategy to achieve your business goals.

What is a Marketing Funnel?

A marketing funnel represents the stages a person goes through before they reach conversion. The journey begins when a person discovers the product or service and ends when an action is taken, whether a purchase, a subscription or any other objective depending on the business goals.

Marketing Funnel Template

Marketing Funnel Template

Marketing Funnel Template

There are many variations to the marketing funnel. Nowadays it’s even possible to find companies and businesses that have identified a specific funnel of their own process. However, in this case we are going to focus on explaining the most typical or standard one divided in three stages which will explain with more detail ahead:

  • Top of the funnel (TOFU): Awareness & Discovery
  • Middle of the funnel (MOFU): Interest & Consideration
  • Bottom of the funnel (BOFU): Decision & Purchase

The reason why it ‘s called or portrayed as a funnel is because in the beginning of the process, during the discovery stage, there are lots of people. Then, as they continue to advance to the next stage, some of them drop out, abandoning the journey and reducing the crowd. 

The objective of identifying these steps and how people go through, is to optimize every marketing effort into pushing the most of them to the bottom of the funnel and getting that conversion we’re looking for. Let’s say that we have a clear funnel path defined and data tells us that we’re losing a big percentage of people in the second stage. We can then deeply analyse what we are doing in the Interest & Engagement step to identify the issue and adjust our strategy accordingly. 

Marketing Funnel Stages

1. TOFU: Awareness and Discovery

Marketing Funnel Top of Funnel

Awareness and discovery is the first stage of the marketing funnel. This is the step in which people become aware of a problem and of your product or service as a solution. The top of the funnel refers to when someone realizes a need and starts looking for information to fulfill it. It’s during this stage that the first contact between prospect and business occurs. 

The Awareness and Discovery stage is where you have to provide leads with useful and relevant information about your product or service and how it can solve the problem they’re having. This first step is critical because it’s the first opportunity you have to catch people’s attention and try and persuade them to move forward to the next stage of Interest & Engagement. 

There are many strategies available to create content that’s both appealing and useful for this first stage. Let’s cover a few examples:

Inbound marketing strategies for Awareness & Discovery stage

Inbound marketing consists of all marketing actions oriented to connect and engage with the target audience with useful and relevant content that interests them through organic means. 

  • Blog Posts: creating consistent content that’s aligned to the interest of your target audience, opens a door for them to find you. Use the keywords they’re looking for on browser searches and create posts centered around those topics including information about your product/service with call to action. 
  • Social Media: most people have, at least, one social media platform. Having a strong social media presence, posting regularly and being where our target audience is, represents a great opportunity to make that first contact and show them how our business can fulfill their needs. 
  • Landing Pages: landing pages are great for lead generation. In these pages, offer your target audience something valuable for them in exchange for some personal information like name, email address and phone number. This way, you can create a database and contact them with more detailed information in the future. 
  • Videos: video content offers a more real and tangible contact between you and your prospects. It’s a world of possibilities where you can create various videos that engage and connect with your target audience.

Outbound marketing strategies for Awareness & Discovery stage

Outbound marketing is the opposite of inbound marketing and makes reference to actions oriented to reach a target audience through direct communication initiated by the brand or business. It consists of more traditional marketing channels such as ads. 

  • Ads: display ads, retargeting ads or social media ads all comprise outbound marketing techniques. They go directly to the target audience without them reaching out or making any type of effort to find you first by their own means. 
  • Pop-ups: emerging messages that promptly interrupt the visitor while browsing a site to show an offer, subscription request or special discount trying to catch the users’ attention above all. 
  • Cold emails: these are emails sent to a recipient you don’t know. They’re mainly used in sales with the objective of a dual-sided gain, networking or lead generation. 
  • Website’s homepage: when people look online for an answer to a question or problem, the first contact they’re bound to have with you is through your website’s homepage. This is your presentation card. That’s why it’s so important to build a website with a homepage that offers great user experience, including the most relevant information here to catch user’s attention and make them want to move to the next stage down the funnel. 

2. MOFU: Interests & Consideration

Marketing Funnel Middle of Funnel BOFU

The middle step of the marketing funnel is Interest & Consideration. In this step users already know about you, your product or service and are actively engaging with your content. Usually, during the Interest & Engagement phase, users evaluate if the option you provide as a solution for their problem is right. 

This is when prospects need to know more about you, they ask for opinions and research to find the best alternative. So during this stage it’s your job to provide as much information as you possibly can to help them learn what they can gain if they choose you.  

Here’s a few references on what type of content and strategies you can implement for the second stage of the marketing funnel:

  • Case studies: creating detailed case studies with insightful information and backed data of how your product or service performs, is a great way to provide convincing information that tilts the balance to your favor. 
  • Whitepapers/guides: whitepapers are guides that delve into a specific topic with insights that help people have a better understanding of said concept. These documents are a great resource to share with prospects who have reached this stage of the funnel with the purpose of providing deeper knowledge about what your solution can do for them. 
  • Ebooks: ebooks present a golden opportunity for you to declare your authority on the subject of your business/industry with a level of depth that a blog post just doesn’t allow. They’re also a great lead generating channel. 
  • FAQs section: a frequently asked questions section is an excellent resource to help users move down the funnel from consideration to conversion. Giving detailed answers to the most common doubts by identifying your prospects “pain points” will give you an advantage when the time for decision making comes. 
  • Website’s feature page: remember that in this stage of the marketing funnel, prospects are looking a little deeper to find out more in depth about your product or service. Having a section in your site, specifically destined to highlighting the features of your solution is a great way to solve user’s doubts.
  • Webinars: webinars are a great tool to help people to get to know you much better. You can use them focusing on building trust around your business.
  • Podcasts: podcasts are very digestible content. People listen to them almost in every scenario possible, so they have a great reach and you can get to new audiences. You can share useful information related to your business and industry offering additional value to your prospects and engaging with them. 
  • Email: with email marketing is possible to connect with users after they already expressed interest in your product or service and offer them more information. Sending more details after some time has passed, can help them move to the next stage of the marketing funnel. You can include here newsletters with infographics, white papers, guides, videos or invitations to webinars. 
  • SMS: is a fundamental for brands to nurture the relationship with their audience through a more personal channel. SMS has a 98% open rate and 45% response rate, with 90% of the messages being read within the first 3 minutes after receiving the SMS. 
  • Web push notifications: automated web push notifications offer a pathway to engage with the audience. The most interesting thing about this channel is that you can configure a different notification for each stage of the marketing funnel as it is explained on this web push notifications guide. It’s possible to design a flow of messages and send them sequentially for top, middle and bottom of the funnel. An example of a notification created for Awareness and Discovery could be a Welcome message sent to users who visit a site for the first time, informing them about a special discount or promotion they’ll receive if they decide to continue with their shopping journey.

3. BOFU: Decision & Purchase

Marketing Funnel BOFU Bottom of Funnel

BOFU, or the final stage of the marketing funnel is Decision & Purchase. It makes reference to the end of the journey when users just have to take one more step into making a decision to finally convert. In this stage users usually take under consideration budget, goals and specific solutions for their main pain point. 

This is when prospects compare different providers to choose the right fit for them. Is the negotiation stage where they need that final push into making a decision. Keep in mind that users that have gotten this far down the marketing funnel, already know you and understand the value your product or service represents for them. 

In order to give your prospects that last push they need towards conversion you can focus on:

  • Comparative Analysis highlighting the advantages between you and your competitors: during the Decision & Purchase stage, prospects are contrasting you against your competition. Is the moment to make it clear as water what you bring to table on top of them: what makes you unique and what makes you the best option. 
  • Post-purchase service: a lot of people base their buying decisions on post-purchase service. Nowadays customer experience has a ton of weight when it comes to tilting the balance towards deciding for one option or the other. Make it clear on what you have to offer prospects after they opt to choose you regarding important issues such as: 
    • Payment options
    • Timelines
    • Delivery experience
    • Customer support
    • Installation and onboarding (if the case)
    • Refunds and return policies
  • Demo/free trial: if your product/service allows it, offering a free trial period or a demo is a fantastic way to clear any doubt prospects might have by actually having direct contact with your solution. It’s a great strategy to hook clients and make them realize, first-handed, you are the best choice. 
  • Testimonials: by this stage, users are already engaged with your content. In the intent of getting as much information as possible and gaining trust on your offer, they’ll be more willing to read testimonials. They help increase trust on your solution, so make sure you ask clients to share their thoughts and opinions about your business. 
  • Website’s pricing page: prospects that have arrived to this stage of the marketing funnel are already interested in your product. Most likely one of the first things they’ll do is look for your pricing. Make it easier for them to find it by adding a specific pricing page or section in your website. 
  • Promos and discounts: a  “first-purchase” discount or “no shipping fees” promo can go a long way into closing the deal. Entice prospects to take the final step with a one time offer they can’t refuse. 
  • Nurturing emails: if users have engaged with your content by sharing their email addresses with you, take this opportunity to communicate with them with nurturing emails. Share content that’s both attractive and valuable, inviting them to visit your site once more. 
  • Nurturing web push notifications: with automated web push notifications from Frizbit you can send subscribers a message after a few days they haven’t visited your site inviting them to come back. You can also add a few manual notifications to share special discounts, promos or updates and stay in their minds through time. 

Additional marketing funnel stages

As we mentioned before, there are many variations of the marketing funnel and its stages. In some versions, there are two more: Loyalty and Advocacy. These stages make reference to what happens after prospects have become clients. 

4. Loyalty

Marketing Funnel Loyalty

It’s important to design a strategy to keep in touch with customers after they finish a transaction. You don’t want people to leave your site and then forget about you forever or until they need something from you again, leaving it to fate that they remember you and come back. 

Creating a loyalty program to build a relationship with your customers deserves your attention (or more) as all the stages that got them here. You can do this with:

  • Manual web push notifications: if users allowed them, even after they have completed a purchase they still are part of your subscribers list and you can send them bulk notifications with special discounts, flash sales or promos. With regular communication through web push messages, you can stay on the top of mind of your customers and increase the chances they think of you the next time they need a product or service from your business category. 
  • Mailing lists: asking your customers to share their email addresses and become part of your mailing list to send updates and interesting information is a great way to keep in touch through time. 
  • Innovation: you want to maintain customers engaged. Constant innovation is a great strategy to peak their interest constantly and make them want to come back and repeat. Launch new features, make upgrades, create new collections and keep things interesting!

5. Advocacy/Referral

Marketing Funnel Advocacy

Advocacy is the ultimate goal and dream for any business. This stage of the marketing funnel makes reference to the moment customers become fans of your brand. They turn into advocates and start sharing content on social media, writing reviews and recommending you to others. 

Final thoughts about the marketing funnel

When it comes to planning your strategy, the more information you have about your target audience the better. Having a clear understanding of your own funnel, and in which stage prospects are, can help you perfect your digital marketing actions and make every single one of them as effective as possible. 

Marketing Funnel

This marketing funnel offers the view of the prospects journey with a very broad perspective. Depending on your business model and your own products or services, the funnel can be much more detailed, specific and with more stages.

Based on this model, you can analyse your processes and identify additional stages. Remember that the most important thing is that you know who you’re talking to and with what purpose. 

Let us know the stages you have in your business marketing funnel and which strategies you apply for each one, we would love to know!

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