In a world where things have gone upside down, marketers have to turn the marketing funnel upside down too for better branding. A traditional marketing funnel for advertising starts with awareness, consideration and then conversion, ultimately leading to purchasing and gaining customers.
Creating awareness during COVID times might be limited because of the unpredictability of businesses; hence pivoting the strategy is what can help them turn their marketing upside down. The new funnel that starts from the bottom is all about investing in your current customers, re-purchasing and referrals.
- Love the current customer
The first step for an upside down marketing funnel is the existing customer base. If your customers have enough trust in you, they will continue buying from you or working with you, especially during these times.
- Deliver what the customer needs
People will interact with you and your brand for solely the reason that you meet their needs.. Making customers happy is always the priority.
- Welcome new referrals from your customers
Once your preexisting customers are happy with you, they will also bring referrals. Word-of-mouth and referring to friends and family or just giving positive feedback will increase your business.
- Let the customer be your brand advocate
Your satisfied customers will also act as your free brand advocates and promote your business on their own. Giving positive reviews, putting up their opinions on your and their own social media platforms and other platforms will give your brand a free shout-out.
The best way to achieve this upside down funnel is to focus on loving your existing customers first instead of chasing after people you are unfamiliar with. Get your customer to interact with your business, and they will remember you.