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Why Your Marketing Funnel Should Be Like A Production Line

Have you ever thought about the similarity between a marketing funnel and a production line?

Marketing funnel

Your marketing funnel should operate like a production line

I’ll show you what I mean.

Virtually everything today is produced on a production line.

Cars are the classic example.

As the car progresses along the line, robots put the thing together.

First there’s the chassis, then the engine, the doors, the wheels, the wiring etc etc.

The car starts off as a few unrecognisable components and as it moves down the conveyor belt it gradually takes shape until it drops off the end as the shiny finished article.

Your marketing funnel should work the same way.

The processes should be planned and refined so that your prospects enter the production line (marketing funnel) in a raw and uncommitted state and are moved through the process and slowly start to look more like a customer until they come out the end the finished article, ready to do business with you.

So what should the stages within your marketing funnel look like?

Stage 1 Prospects arrive as complete strangers and you have an initial engagement with them.

Stage 2 Your auto responder series starts providing them with information, advice and benefits and they start to form a positive opinion of you.

Stage 3 You continue to give them relevant and valuable information and advice and they start to like the way you interact with them and to trust your expertise.

Step 4 You make your pitch to them –  to make a sale, arrange a meeting etc.

Step 5 They interact with your sales team and drop off the production line as beautifully formed, ready to drive customers.

So that’s the way your marketing funnel works and as I said it’s just like a production line. There are a set number of steps for prospects to go through and success depends on you having a seamless and well oiled process in place.

The prospect must be moved along the conveyor belt with each process kicking in automatically.

If you haven’t got one, your marketing will be a bit like British Leyland in the 1970s – unplanned, old fashioned and likely to disappoint you.

So what’s the solution?

Two options spring to mind.

  1. You can hope that BMW offer to buy you for several billion quid.

Or

  1. You can get in touch with me on mikejennings@marketingsurrey.co.uk or 01483 200387 and I can help you set up your production line.