It’s Sunday afternoon, you’re still in pyjama mode and you’re six episodes deep into series two of Orange Is The New Black. We’ve all been there: Netflix and other similar streaming services have revolutionised the way we view content, something that is now lending itself to B2B and B2C marketing. More and more content is being served ‘in the moment’ and it is this on-demand style of production and presentation that marketers need to consider.
Myth: the sales funnel is dead!
The sales funnel is most definitely not dead. That being said, it is no longer the linear buying journey of previous decades. In fact, the first 67% of the buyer’s journey involves a vast amount of interspersed digital activity. To visualise this, you must think of the funnel as a multi-streamed concept. It has entry and exit doors and windows all the way from the top to the very bottom. It has many paths on the way down and many ladders climbing back up. A user may ‘binge’ your content all the way to the point of conversion and turn around and head back to browse further (or even leave to compare with competitors!) The aim is to facilitate that free flow of movement throughout the buying journey, present content when prospects need it most and then be ready with a firm online or offline handshake to seal the deal upon conversion.
Micro-moments, mobile and marketing
Google recently published an insight piece around the concept of micro-moments. It shows how the smartphone revolution has shattered our day to day living into digital micro-moments effecting everything from browsing in a bricks and mortar shop to our long term personal goals. The consensus is that we turn to our phone in hundreds of scenarios for hundreds of reasons and that this is something that we, the marketers, should bear in mind when worrying over our newly understood non-linear sales funnel. SO when do prospects need the content most? All of the time!
Some takeaways to consider:
- How do my prospects currently view my content?
- How can I produce content to appeal to the micro-moments of my prospects?
- Is my content, publishing channel and website optimised across devices?
- Do I have the insight to know when to reach out to my prospect?
Here at Colourful Owl, we love answering questions like these, so if you want to hear more why not email us at email@example.com?